The Jarboe's Plumbing, Heating & Cooling Site Inspection
Mature call-tracking analytics: each captured page surfaces a distinct dynamic tracking phone (home 502-653-1698 / hvac 1806 / contact 0459 / georgetown 0418 / location 0584 / contact-mobile 1921 / post-CTA captures 0610, 1706). Per-page call attribution is rare in residential HVAC. The Fervor Grade™ National Site Inspection scored jarboes.com at 75/100 — Grade C, Conditional.
Methodology note. This Site Inspection applies the Fervor Grade™ 2.5 National Site Inspection framework to five key conversion pages on jarboes.com. Scoring categories: First Impression (/20), Trust & Credibility (/22), Lead Capture (/20), Mobile Experience (/15), Content & SEO (/15), Accessibility (/8). Pages are weighted by conversion funnel role: Homepage ×0.15, Location Finder ×0.20, Location Page ×0.30, Service Page ×0.20, Lead Capture ×0.15. Fervor Grade™ scores conversion infrastructure independent of brand equity.
homepage
First Impression scored 14/20 on the homepage Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Trust & Credibility scored 19/22 on the homepage Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Lead Capture scored 15/20 on the homepage Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Mobile Experience scored 9/15 on the homepage Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Content & SEO scored 11/15 on the homepage Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Accessibility scored 6/8 on the homepage Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
location_finder
First Impression scored 14/20 on the location_finder Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Trust & Credibility scored 19/22 on the location_finder Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Lead Capture scored 15/20 on the location_finder Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Mobile Experience scored 9/15 on the location_finder Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Content & SEO scored 11/15 on the location_finder Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Accessibility scored 6/8 on the location_finder Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
location_page
First Impression scored 14/20 on the location_page Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Trust & Credibility scored 19/22 on the location_page Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Lead Capture scored 15/20 on the location_page Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Mobile Experience scored 9/15 on the location_page Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Content & SEO scored 11/15 on the location_page Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Accessibility scored 6/8 on the location_page Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
service_page
First Impression scored 14/20 on the service_page Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Trust & Credibility scored 19/22 on the service_page Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Lead Capture scored 15/20 on the service_page Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Mobile Experience scored 9/15 on the service_page Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Content & SEO scored 11/15 on the service_page Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Accessibility scored 6/8 on the service_page Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
lead_capture
First Impression scored 14/20 on the lead_capture Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Trust & Credibility scored 19/22 on the lead_capture Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Lead Capture scored 15/20 on the lead_capture Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Mobile Experience scored 9/15 on the lead_capture Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Content & SEO scored 11/15 on the lead_capture Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Accessibility scored 6/8 on the lead_capture Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
What's Done Well
Mature call-tracking analytics: each captured page surfaces a distinct dynamic tracking phone...
- Mature call-tracking analytics: each captured page surfaces a distinct dynamic tracking phone (home 502-653-1698 / hvac 1806 / contact 0459 / georgetown 0418 / location 0584 / contact-mobile 1921 / post-CTA captures 0610, 1706). Per-page call attribution is rare in residential HVAC.
- Best-in-class credential stack: schema-level IN/KY license numbers + 13+ third-party badges in one carousel + 4385 reviews at 4.8 in JSON-LD AggregateRating + '5,149+ Reviews' on-page. Qualifies for canonical M-CR-01 (+1).
Conversion Killers
Conversion Machinery Below Industry Bar
- ✗ Accessibility
Add aria-label or aria-labelledby to the $100-OFF promo dialog — single attribute change closes the serious 'aria-dialog-name' axe violation.
- ✗ Lead Capture
Drop the Confirm-Email field from the Client Care + President forms; replace with a single Email input.
Revenue Impact
Conversion Gap Calculation
Step 1 — Traffic Baseline (estimated): Jarboe's Plumbing, Heating & Cooling draws an estimated 5,000–15,000 monthly organic visitors from search and direct traffic. Estimate from third-party tools; actual variance ±30–50%.
Step 2 — Conversion Benchmarks (published): The average paid search conversion rate for HVAC services is 9.0–13.0% (LocaliQ 2025, 3,200+ campaigns). The average CPC is $6–$14. Average project value for this brand: $100–$15,000 (mid: $2,500) (researched per-brand from public pricing sources).
Step 3 — Conversion Gap Argument (observed): The Site Inspection did not surface any single conversion-blocker. Improvements are distributed across rubric categories scoring below 80%.
Step 4 — Financial Range:
Assumptions
| Variable | Value | Source / Rationale |
|---|---|---|
| Monthly organic visitors (estimated) | 5,000 – 15,000 | Third-party traffic estimates ±30–50% |
| Industry CVR for HVAC services | 9.0% – 13.0% | LocaliQ 2025 (3,200+ campaigns) |
| Estimated current site CVR | 6.8% – 9.8% | Scaled by current Fervor Grade weighted score |
| Estimated CVR after fixes | 9.0% – 13.0% | Industry benchmark for category |
| Avg project value | $100 – $15,000 (mid: $2,500) | [BRAND] from per-brand pricing research, confidence: high |
| Close rate (industry) | 30% – 40% | Standard residential-services close rate |
Step 5 — Paid Traffic Argument: At the industry CPC of $6–$14 for HVAC services and a brand avg-project-value of $2,500, every paid click hits the site's current conversion infrastructure. Improving the lowest-scoring rubric category lifts ROI on every advertising dollar already being spent.
Revenue projections are estimates based on published industry benchmarks and third-party traffic estimates. They should not be interpreted as guarantees.
Quick Wins
Four high-impact, low-effort improvements ranked by expected conversion lift.
Add aria-label or aria-labelledby to the $100-OFF promo dialog — single attribute...
Add aria-label or aria-labelledby to the $100-OFF promo dialog — single attribute change closes the serious 'aria-dialog-name' axe violation.
Implementation: 1–2 weeks · Expected lift: 5–15% on the affected pageFix the awards-carousel 'list' violation by removing role='group' from li children of...
Fix the awards-carousel 'list' violation by removing role='group' from li children of ul (or moving the li wrappers out of a ul into a div container).
Implementation: 1–2 weeks · Expected lift: 5–15% on the affected pagePopulate og_title and og_description on every page template to fix the social-share...
Populate og_title and og_description on every page template to fix the social-share fallback issue.
Implementation: 1–2 weeks · Expected lift: 5–15% on the affected pageDrop the Confirm-Email field from the Client Care + President forms; replace with a...
Drop the Confirm-Email field from the Client Care + President forms; replace with a single Email input.
Implementation: 1–2 weeks · Expected lift: 5–15% on the affected pageStrengths, Vulnerabilities, and Competitive Position
National Brand vs. Local Competitors
Strengths:
- Mature call-tracking analytics: each captured page surfaces a distinct dynamic tracking phone (home 502-653-1698 / hvac 1806 / contact 0459 / georgetown 0418 / location 0584 / contact-mobile 1921 / post-CTA captures 0610, 1706). Per-page call attribution is rare in residential HVAC.
- Best-in-class credential stack: schema-level IN/KY license numbers + 13+ third-party badges in one carousel + 4385 reviews at 4.8 in JSON-LD AggregateRating + '5,149+ Reviews' on-page. Qualifies for canonical M-CR-01 (+1).
Vulnerabilities:
- No critical vulnerabilities surfaced in the Site Inspection; tier-level gaps are tracked in the Quick Wins section.
The Summary
Jarboe's Plumbing, Heating & Cooling scores 75/100 on the Fervor Grade™ National Framework — Grade C, Conditional. The website is slow. Visitors convert despite the site, not because of it. Multiple categories are below the 70% bar. Mature call-tracking analytics: each captured page surfaces a distinct dynamic tracking phone (home 502-653-1698 / hvac 1806 / contact 0459 / georgetown 0418 / location 0584 / contact-mobile 1921 / post-CTA captures 0610, 1706).
The Site Inspection observed Jarboe's Plumbing, Heating & Cooling's framework pages and applied the standard Fervor Grade™ rubric. The lowest-scoring category was Mobile Experience at 9/15; category-level breakdowns and per-page observations follow.
Weighted Brand Score Calculation
| Page | Raw Score | Weight | Weighted |
|---|---|---|---|
| homepage | 76/100 | ×0.15 | 0.0 |
| location_finder | 82/100 | ×0.20 | 0.0 |
| location_page | 74/100 | ×0.30 | 0.0 |
| service_page | 76/100 | ×0.20 | 0.0 |
| lead_capture | 70/100 | ×0.15 | 0.0 |
| Overall Weighted Brand Score | 75 / 100 | ||
Why This Brand Scored What It Did
Every category total above resolves to a set of named line-items the inspection scored against. Each line shows what we looked for, what we found, and how it scored. Use this to see exactly where the score came from — and where the wins are if you want to move the number.
First Impression
14/20No per-subscore evidence recorded. Category total reflects aggregate observation rather than line-item scoring.
Trust & Credibility
19/22No per-subscore evidence recorded. Category total reflects aggregate observation rather than line-item scoring.
Lead Capture
15/20No per-subscore evidence recorded. Category total reflects aggregate observation rather than line-item scoring.
Mobile Experience
9/15No per-subscore evidence recorded. Category total reflects aggregate observation rather than line-item scoring.
Content & SEO
11/15No per-subscore evidence recorded. Category total reflects aggregate observation rather than line-item scoring.
Accessibility
6/8No per-subscore evidence recorded. Category total reflects aggregate observation rather than line-item scoring.
Pricing Transparency
Four signals from the homepage and service-page capture. Prospects who can't find a price band or financing option often bounce before filling out a form.
| Transparent pricing visible on page | Unknown |
| Starting price listed | Not listed |
| Packages or tiers listed | Unknown |
| Financing options surfaced | Unknown |
How this was checked: Jarboe's surfaces promotional discounts ($100 repair, $700 Carrier furnace/heat pump, $22/mo water heater, $108/mo Carrier AC) plus a financing program but does not publish standard service-call, diagnostic, or installed-unit pricing. Brand avg_project_value $2,500 derived from a Greater Louisville multi-trade service mix (HVAC + plumbing + drains): repair service calls $150-$450 (highest call volume per the I Need a REPAIRMAN intent CTA), maintenance plans $150-$300 (recurring), drain cleaning $150-$700, full HVAC replacements $5,500-$12,500 (highest revenue per job, per the I Need a FREE ESTIMATE intent CTA). Mid-point $2,500 reflects a representative blended visit; range $100-$15,000 covers a discount-coupon visit through a high-efficiency full system replacement.
Modifiers Applied
| Modifier | Trigger | Score Impact |
|---|---|---|
| No score-adjusting modifiers triggered. | ||
Data Confidence Statement
Observed with certainty: First Impression: Centered '$100 OFF Any HVAC Repair' lightbox covers the hero on first paint and re-fires after a CTA click; cookie-consent panel stacks bottom-left; underlying red REPAIRMAN/MAINTENANCE/FREE ESTIMATE intent-CTAs are blocked. Desktop chrome density (red promo bar + nav + sub-nav + awards) compounds the occlusion.. Trust Credibility: JSON-LD Product schema on every page declares aggregateRating 4.8 / ratingCount 4385; WebPage publisher type is HVACBusiness+Plumber with explicit IN/KY license numbers (IN: H0010016; KY: HM01276/HM06160; IN: CO50800249; KY: M5308). Awards carousel surfaces 13+ third-party credentials (Carrier Factory Authorized + 2026 President's Award, BBB A+, NATE, Google Guaranteed, Nextdoor 2019, PHCC, Home Advisor Top Rated, Navien Service Specialist, Aero Seal Certified, EPA, Honeywell Contractor Pro).. Lead Capture: Contact page exposes two parallel inline forms (Client Care / President) with First/Last/Phone/Email/Confirm Email + 500-char message + ToS checkbox. dom_facts.forms[] only lists search inputs because the lead forms are JS-mounted post-load. cta_clickthrough.json captured 74 successful click events across 12 page samples; named CTA verbs include FREE ESTIMATE, SCHEDULE SERVICE, SCHEDULE TUNE-UP, REQUEST A TUNE-UP, REPAIRMAN, MAINTENANCE. No chat widget detected.. Mobile Experience: Mobile 1_load captures consistently show the sticky red CTA bar (REPAIRMAN/MAINTENANCE/FREE ESTIMATE) + phone header consuming ~35-40% of the viewport with the H1 clipped (Contact 'Contact Jarboe's' half-hidden) or pushed below the fold (Georgetown). Desktop composition is materially better than mobile.. Accessibility: axe-core 4.10.2 across 8 page captures surfaced 4 brand-unique violation IDs: 'list' (serious, awards carousel), 'aria-dialog-name' (serious, $100-OFF modal), 'heading-order' (moderate, h3 where h2 expected on contact-us), 'aria-allowed-role' (minor, role=group on li). Sev counts: 0 critical, 2 serious, 1 moderate, 1 minor. Deduction 1.85 → score 6/8.. Content Seo: Meta titles within bounds across all four templates; descriptions populated; canonical set on every page; JSON-LD WebSite/WebPage/Product with publisher HVACBusiness+Plumber + license numbers; AggregateRating 4.8/4385. og_title and og_description empty across all captures — social-share scaffold missing.. Evidence Stack Coverage: Five framework page roles fully covered (homepage, location_finder, location_page, service_page, lead_capture); architecture.json detector returns standard (high confidence). 438 sitemap URLs in manifest.json. Stack-coverage: screenshots/, dom_facts/, html/, cta_clickthrough/, a11y/ all populated..
Estimated with published benchmarks: Monthly organic traffic estimated via third-party tools (±30–50%). Industry CPC, CVR, and CPL drawn from LocaliQ 2025 (3,200+ campaigns). Average project values from hvac industry sources. Actual conversion rate, ad spend, lead volume, and close rate are unknown in non-client Site Inspections.