The Peregrine Design Build Site Inspection
Peregrine Design Build (peregrinedesignbuild.com) is Site Inspected against the Fervor Grade™ National Site Inspection rubric across the 5 highest-conversion pages on the site. Final weighted score: 51/100 — Grade F, Condemned.
Methodology note. This Site Inspection applies the Fervor Grade™ 2.5 National Site Inspection framework to five key conversion pages on peregrinedesignbuild.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 11/20 on the Homepage Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Trust & Credibility scored 11/22 on the Homepage Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Lead Capture scored 10/20 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 7/15 on the Homepage Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Accessibility scored 3/8 on the Homepage Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Service / Project (Stowe Remodel)
First Impression scored 11/20 on the Service / Project (Stowe Remodel) Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Trust & Credibility scored 11/22 on the Service / Project (Stowe Remodel) Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Lead Capture scored 10/20 on the Service / Project (Stowe Remodel) Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Mobile Experience scored 9/15 on the Service / Project (Stowe Remodel) Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Content & SEO scored 7/15 on the Service / Project (Stowe Remodel) Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Accessibility scored 3/8 on the Service / Project (Stowe Remodel) Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Contact
First Impression scored 11/20 on the Contact Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Trust & Credibility scored 11/22 on the Contact Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Lead Capture scored 10/20 on the Contact Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Mobile Experience scored 9/15 on the Contact Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Content & SEO scored 7/15 on the Contact Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Accessibility scored 3/8 on the Contact Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
What's Done Well
Brand Foundations in Place
- Brand-level evidence surfaced no standout strengths beyond baseline framework alignment.
Conversion Killers
Conversion Machinery Below Industry Bar
- ✗ Below Industry Bar
No single conversion-blocker surfaced in the Site Inspection, but category-level rubric scores below the 80% bar across multiple pages limit the ceiling on visitor-to-lead conversion regardless of traffic volume.
Revenue Impact
Conversion Gap Calculation
Step 1 — Traffic Baseline (estimated): Peregrine Design Build draws an estimated 3,000–10,000 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 home remodeling is 7.0–10.0% (LocaliQ 2025, 3,200+ campaigns). The average CPC is $6–$12. Average project value for this brand: $15,000–$60,000 (mid: $37,500) (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) | 3,000 – 10,000 | Third-party traffic estimates ±30–50% |
| Industry CVR for home remodeling | 7.0% – 10.0% | LocaliQ 2025 (3,200+ campaigns) |
| Estimated current site CVR | 3.6% – 5.1% | Scaled by current Fervor Grade weighted score |
| Estimated CVR after fixes | 7.0% – 10.0% | Industry benchmark for category |
| Avg project value | $15,000 – $60,000 (mid: $37,500) | [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–$12 for home remodeling and a brand avg-project-value of $37,500, 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.
Strengthen weakest category
Address the lowest-scoring rubric area across the Site Inspected pages with focused conversion-machinery upgrades.
Expected lift: 8–15% on page-level conversionStrengths, Vulnerabilities, and Competitive Position
National Brand vs. Local Competitors
Strengths:
- Brand-level evidence surfaced no standout strengths beyond baseline framework alignment.
Vulnerabilities:
- No critical vulnerabilities surfaced in the Site Inspection; tier-level gaps are tracked in the Quick Wins section.
The Summary
Peregrine Design Build scores 51/100 on the Fervor Grade™ National Framework — Grade F, Condemned. The website is broken. Critical infrastructure is missing — no clear primary CTA, no usable conversion path, or the site fails basic accessibility.
The Site Inspection observed Peregrine Design Build's framework pages and applied the standard Fervor Grade™ rubric. The lowest-scoring category was Accessibility at 3/8; category-level breakdowns and per-page observations follow.
Weighted Brand Score Calculation
| Page | Raw Score | Weight | Weighted |
|---|---|---|---|
| Homepage | 50/100 | ×0.15 | 25.0 |
| Service / Project (Stowe Remodel) | 42/100 | ×0.20 | 10.5 |
| Contact | 62/100 | ×0.30 | 15.5 |
| Overall Weighted Brand Score | 51 / 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
11/20No per-subscore evidence recorded. Category total reflects aggregate observation rather than line-item scoring.
Trust & Credibility
11/22No per-subscore evidence recorded. Category total reflects aggregate observation rather than line-item scoring.
Lead Capture
10/20No 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
7/15No per-subscore evidence recorded. Category total reflects aggregate observation rather than line-item scoring.
Accessibility
3/8No 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 | No |
| Starting price listed | Not listed |
| Packages or tiers listed | No |
| Financing options surfaced | No |
How this was checked: Inspected dom_facts/*.json body_text_patterns.dollars arrays for home, contact, and stowe-remodel pages (all empty). Cross-checked html/*.html on the same three pages for $ amounts, 'starting at', 'from $', financing terms, and 'estimate' language. None surfaced. Recrawled 2026-05-12.
Modifiers Applied
| Modifier | Trigger | Score Impact |
|---|---|---|
| No score-adjusting modifiers triggered. | ||
Data Confidence Statement
Observed with certainty: First Impression: Desktop hero is a fullbleed image with no overlaid headline or CTA; mobile hero is brand-name H1 + tagline + generic 'Learn More' button.. Primary Cta Above Fold: CTA clickthrough harness reports zero CTAs detected across 12 URLs x 2 viewports (24/24 captures: 'no_ctas_found').. Phone Visibility: Home and service pages have empty tel_links / phone arrays. Phone surfaces only on /contact.. Trust Credibility: Award badges (Houzz Design 2024, Houzz Design 2021, Houzz Service 2021, VBRA) plus per-staff cards with names, roles, direct emails and direct phones. No on-page Google rating or review count.. Lead Capture: Single Formstack form on /contact with 5 visible fields (Name, Email, Phone, How Did You Hear, Comments) plus newsletter opt-in. Multiple staff phone/email pairs. No homepage or service-page form.. Mobile Experience: Mobile hero stack readable; form labels stacked vertically; no header click-to-call; hero carries Vimeo embed contributing to LCP weight.. Content Seo: Zero JSON-LD schema across home, contact, and service pages. Meta titles include duplicated brand suffix; Stowe Remodel meta description is 'Stowe Remodel: ' (truncated).. Accessibility: Repeated structural violations across all 6 axe runs: missing
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 remodeling industry sources. Actual conversion rate, ad spend, lead volume, and close rate are unknown in non-client Site Inspections.