The Haley Mechanical Site Inspection
Haley Mechanical scored 70/100 on the Fervor Grade™ — Grade C (Conditional). The Site Inspection scored 5 page roles across six conversion categories. The page-by-page narrative for this brand is being written; the scored evidence below is published in full.
Page-role scores
| Page role | Score | Weight | Weighted |
|---|---|---|---|
| Homepage | 68/100 | 30% | 20.4 |
| Location Finder | 62/100 | 10% | 6.2 |
| Location Page | 66/100 | 15% | 9.9 |
| Service Page | 66/100 | 25% | 16.5 |
| Lead Capture | 71/100 | 20% | 14.2 |
Key findings
- The homepage trades the first scroll for a mascot illustration and a generic 'We Do More, So You Worry Less' line instead of stating what the company installs, repairs, or replaces.
- Reviews are a clear strength — 4.9 stars from 5,544 verified entries surface above the fold via Trustindex — but the page never converts that trust into a benefit-led CTA or a guarantee statement adjacent to the form.
- The contact form asks for nine visible fields and ends in a generic 'Send' button, costing the page conversion against the 3-to-5-field ideal for contractor sites.
Quick wins
- Rewrite the homepage H1 to lead with the service and outcome ('24/7 HVAC, plumbing, and electrical repair across Ann Arbor, Dexter, Howell, and Brighton'), then keep the city list as a sub-headline.
- Trim the homepage and contact form to four required fields (name, phone, ZIP, service) and move email, message, and TCPA into progressive disclosure after the first submit.
- Swap the 'Send' button copy for a benefit-led CTA like 'Get My Service Window' and add a one-line response-time promise ('A real person calls back within one business hour') beside it.
- Lift the Send-button text to a high-contrast colour against the gold panel and recolour the dark-red footer links — both currently fall short of WCAG AA at 2.06:1 and 4.18:1 respectively.