2026 HVAC CRO Leaderboard
104 heating, ventilation, and air conditioning brands scored on the Fervor Grade™ framework. Average score: 66/100.
Category Performance
Scoring rubric · Fervor Grade 2.6
How these scores were calculated
Every HVAC site below was scored the same way, by the same framework, on the same six categories. So before you read the table, here is the whole rubric: what each category is worth, which pages get weighted how heavily, and where the letter grades cut.
And none of these are Fervor's sites. We score other people's work, which means the rubric has to survive being checked. You can take any brand below, open its site, count the form fields yourself, and see whether the Lead Capture number holds up.
The six categories
| Category | Weight | What it measures |
|---|---|---|
| Trust & Credibility | 22% | Named customer testimonials, review counts pulled from a real platform, licence and insurance proof, before-and-after work, and whether a stranger can tell who owns the company. |
| First Impression | 20% | What resolves above the fold, whether the trade and service area are stated in the first screen, and whether the primary action is obvious without scrolling. |
| Lead Capture | 20% | Phone visibility and tap-to-call, form field count and friction, response-time expectations, and whether the path to a quote survives a mobile thumb. |
| Mobile Experience | 15% | Whether the layout holds together on a small phone, whether buttons are big enough to hit with a thumb, and how long the page takes to open on a mobile connection. |
| Content & SEO | 15% | Whether headings describe what is under them, whether the page labels its own facts so search engines read them correctly, how much real detail the service pages carry, page speed, and whether the content answers the question the visitor arrived with. |
| Accessibility | 8% | Whether somebody with a vision, hearing or mobility impairment can use the site, which several US states and Ontario require by law. Scored by severity across every page we captured, not the homepage alone. |
| Total | 100% | Every category is scored the same way for every business in the table. |
Which pages get weighted, and how much
A score isn't one page. It's several pages scored separately and then weighted, because a homepage that converts means very little if the service page most visitors actually land on doesn't.
Single-location and regional brands
| Homepage | 30% | First impression, trust architecture, and the primary CTA path. |
|---|---|---|
| Primary service page | 40% | Where purchase-intent organic traffic actually lands. |
| Contact or quote page | 30% | The terminal conversion point, scored on form friction and trust at the moment of commitment. |
National and franchise brands
| Homepage | 15% | Brand-level positioning and orientation. |
|---|---|---|
| Location finder | 20% | The franchise locator, which is the national equivalent of a local CTA. |
| Location page | 30% | A local homepage under a national brand, held to full local standards. |
| Primary service page | 20% | Where purchase-intent organic traffic lands. |
| Lead capture page | 15% | The terminal conversion point. |
Where the letters cut
These are American school thresholds, so the A starts at 90. A site in the eighties is doing solid work and still leaving points on the table.
| Score | Grade | Tier | What it means |
|---|---|---|---|
| 90 to 100 | A | Honors | Site earns trust on its own. Conversion potential is strong. |
| 80 to 89 | B | Passing | Solid work. Leaving points on the table. |
| 70 to 79 | C | Conditional | Passed, barely. Major gaps costing jobs. |
| 60 to 69 | D | Probation | Site is on notice. Competitors eating your lunch. |
| Under 60 | F | Condemned | Structurally unsound. Cannot do its job until someone rebuilds it. |
Full capture and scoring procedure: the Site Inspection methodology.
All HVAC Brands
| Rank | Score ↓ | Brand | Trade | Impression /20 | Trust /22 | Lead Cap. /20 | Mobile /15 | SEO /15 | Access. /8 | Tier |
|---|---|---|---|---|---|---|---|---|---|---|
| 1 | 90 | HVAC | 19 | 20 | 17 | 15 | 10 | 6 | — | |
| 2 | 87 | HVAC | 18 | 20 | 17 | 14 | 12 | 4 | — | |
| 3 | 84 | HVAC | 17 | 19 | 17 | 12 | 13 | 4 | — | |
| 4 | 82 | HVAC | 17 | 19 | 14 | 13 | 11 | 5 | — | |
| 5 | 81 | HVAC | 19 | 17 | 15 | 15 | 9 | 6 | — | |
| 6 | 81 | HVAC | 15 | 16 | 18 | 13 | 11 | 5 | — | |
| 7 | 81 | HVAC | 17 | 19 | 15 | 13 | 12 | 4 | — | |
| 8 | 81 | HVAC | 15 | 19 | 16 | 12 | 11 | 4 | — | |
| 9 | 80 | HVAC | 19 | 19 | 18 | 13 | 9 | 1 | — | |
| 10 | 80 | HVAC | 19 | 18 | 16 | 14 | 9 | 3 | — | |
| 11 | 80 | HVAC | 16 | 18 | 15 | 12 | 11 | 3 | — | |
| 12 | 80 | HVAC | 16 | 18 | 16 | 11 | 11 | 4 | — | |
| 13 | 80 | HVAC | 16 | 19 | 13 | 13 | 12 | 4 | — | |
| 14 | 80 | HVAC | 15 | 20 | 15 | 12 | 12 | 5 | — | |
| 15 | 78 | HVAC | 16 | 17 | 13 | 13 | 12 | 6 | — | |
| 16 | 78 | HVAC | 18 | 14 | 16 | 13 | 12 | 3 | — | |
| 17 | 76 | HVAC | 18 | 17 | 14 | 13 | 9 | 4 | — | |
| 18 | 76 | HVAC | 16 | 18 | 13 | 12 | 11 | 1 | — | |
| 19 | 76 | HVAC | 14 | 19 | 13 | 11 | 11 | 6 | — | |
| 20 | 76 | HVAC | 16 | 17 | 13 | 11 | 11 | 6 | — | |
| 21 | 75 | HVAC | 19 | 13 | 17 | 14 | 8 | 3 | — | |
| 22 | 75 | HVAC | 19 | 17 | 19 | 15 | 9 | 5 | — | |
| 23 | 75 | HVAC | 17 | 17 | 15 | 11 | 11 | 0 | — | |
| 24 | 75 | HVAC | 15 | 17 | 14 | 12 | 10 | 4 | — | |
| 25 | 74 | HVAC | 17 | 16 | 16 | 14 | 9 | 1 | — |
104 brands · Page 1 of 5
Sorted by overall score ↓ · Teal circles mark top-3 scores per category · Select any row to expand