The Thompson's Home Improvement Site Inspection
Thompson's Home Improvement (www.thiincomaha.com) is Site Inspected against the Fervor Grade™ National Site Inspection rubric across the 5 highest-conversion pages on the site. Final weighted score: 68/100 — Grade D, Probation.
Methodology note. This Site Inspection applies the Fervor Grade™ 2.5 National Site Inspection framework to five key conversion pages on www.thiincomaha.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.
home
First Impression scored 16/20 on the home Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Trust & Credibility scored 15/22 on the home Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Lead Capture scored 13/20 on the home Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Mobile Experience scored 10/15 on the home Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Content & SEO scored 10/15 on the home Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Accessibility scored 4/8 on the home Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
roofing
First Impression scored 16/20 on the roofing Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Trust & Credibility scored 15/22 on the roofing Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Lead Capture scored 13/20 on the roofing Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Mobile Experience scored 10/15 on the roofing Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Content & SEO scored 10/15 on the roofing Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Accessibility scored 4/8 on the roofing Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
service-areas
First Impression scored 16/20 on the service-areas Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Trust & Credibility scored 15/22 on the service-areas Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Lead Capture scored 13/20 on the service-areas Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Mobile Experience scored 10/15 on the service-areas Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Content & SEO scored 10/15 on the service-areas Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Accessibility scored 4/8 on the service-areas Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
contact-us
First Impression scored 16/20 on the contact-us Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Trust & Credibility scored 15/22 on the contact-us Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Lead Capture scored 13/20 on the contact-us Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Mobile Experience scored 10/15 on the contact-us Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Content & SEO scored 10/15 on the contact-us Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Accessibility scored 4/8 on the contact-us Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
architecture_overview
First Impression scored 16/20 on the architecture_overview Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Trust & Credibility scored 15/22 on the architecture_overview Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Lead Capture scored 13/20 on the architecture_overview Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Mobile Experience scored 10/15 on the architecture_overview Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Content & SEO scored 10/15 on the architecture_overview Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Accessibility scored 4/8 on the architecture_overview 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): Thompson's Home Improvement 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 roofing services is 8.0–12.0% (LocaliQ 2025, 3,200+ campaigns). The average CPC is $8–$18. Average project value for this brand: $8,000–$25,000 (mid: $16,500) (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 roofing services | 8.0% – 12.0% | LocaliQ 2025 (3,200+ campaigns) |
| Estimated current site CVR | 5.4% – 8.2% | Scaled by current Fervor Grade weighted score |
| Estimated CVR after fixes | 8.0% – 12.0% | Industry benchmark for category |
| Avg project value | $8,000 – $25,000 (mid: $16,500) | [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 $8–$18 for roofing services and a brand avg-project-value of $16,500, 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
Thompson's Home Improvement scores 68/100 on the Fervor Grade™ National Framework — Grade D, Probation. The website is on probation. Visitors who already know the brand convert; new visitors get unclear or incomplete signals.
The Site Inspection observed Thompson's Home Improvement's framework pages and applied the standard Fervor Grade™ rubric. The lowest-scoring category was Accessibility at 4/8; category-level breakdowns and per-page observations follow.
Weighted Brand Score Calculation
| Page | Raw Score | Weight | Weighted |
|---|---|---|---|
| home | 70/100 | ×0.15 | 21.0 |
| roofing | 72/100 | ×0.20 | 18.0 |
| service-areas | 65/100 | ×0.30 | 9.8 |
| contact-us | 62/100 | ×0.20 | 12.4 |
| architecture_overview | 60/100 | ×0.15 | 6.0 |
| Overall Weighted Brand Score | 68 / 100 | ||
Modifiers Applied
| Modifier | Trigger | Score Impact |
|---|---|---|
| No score-adjusting modifiers triggered. | ||
Data Confidence Statement
Observed with certainty: First Impression: Headline + above-fold form + visible phone on roofing landing template. First Impression: Mobile click-to-call 'Call' button pinned in header. Trust Credibility: Schema AggregateRating (5/16) does not match on-page widget (4.2/28). Trust Credibility: BBB A+, James Hardie Elite, IKO, Timbertech, Trexpro badges visible. Lead Capture: 27-field price-quote form on hero; 11-field contact form on contact page. Lead Capture: Auto-detected primary CTA 'Request appointment?' has null href and never navigates. Mobile Experience: Mobile hero + form + sticky chat + weather-damage bubble layout. Content Seo: Roofing meta title is keyword-aligned; service-areas title is brand-only. Content Seo: Sitemap of 175 URLs across remodeling, roofing, siding, baths, decks, storm-damage, blog, city pages. Content Seo: Rendered HTML payloads confirm schema and meta tags shipped to crawlers. Accessibility: Critical aria-required-children on menubar nav across all pages. Accessibility: Roofing and home mobile pages carry 5-7 axe violation types with 18 nodes each. Architecture: Standard 5-page contractor architecture; CTA capture stash-confirmed for 16 of 16 clicks.
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 roofing industry sources. Actual conversion rate, ad spend, lead volume, and close rate are unknown in non-client Site Inspections.