The Mountain Heating & Cooling Site Inspection
Mountain Heating & Cooling scored 70/100 on the Fervor Grade™ — Grade C (Conditional). The Site Inspection scored 3 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 | 70/100 | 40% | 28 |
| Service Page | 70/100 | 35% | 24.5 |
| Lead Capture | 70/100 | 25% | 17.5 |
Key findings
- The site leans on Bozeman naming, a Trane partnership, and a 'more than 40 years' heritage line, but visitors never see a star count, a Google rating, or a manufacturer-tier badge above the fold — three of the strongest local-HVAC trust signals are sitting on internal pages instead of the homepage hero.
- Schema markup is limited to WebPage, BreadcrumbList, and WebSite — the homepage carries no LocalBusiness, HVACBusiness, or Service schema, which leaves the site invisible to map-pack enrichment and AI-overview answer extraction even though the NAP, hours, and service list are all on the page.
- Critical accessibility issues — a viewport meta tag that disables pinch-zoom and a back-to-top button with no accessible name — repeat across every captured page and put the site outside WCAG 2.1 AA compliance on signals Google now uses as a usability ranking input.
Quick wins
- Embed the existing customer-review widget at the top of the homepage with a visible star count and review total so first-time Bozeman visitors see social proof before they scroll.
- Add LocalBusiness schema to the homepage with the Lynx Ln. address, business hours, phone, and the named Bozeman service area, then layer Service schema onto each product child page.
- Strip 'maximum-scale=1.0, user-scalable=0' from the viewport meta tag and give the back-to-top button an aria-label of 'Back to top' to clear two critical WCAG 2.1 AA failures.
- Rewrite the form button copy from 'SUBMIT' to 'Get My Bozeman HVAC Quote' (or similar specific outcome) and apply the same benefit-driven framing to the four homepage CTAs to lift contact-form completion.