The United Roofing Inc. Site Inspection
Multi-city Alberta+BC commercial roofing operator with full NAP for Calgary HQ (3195 9 Street SE T2G 3C1), Edmonton, and Vancouver branches; layered JSON-LD includes two LocalBusiness entities, FAQPage, and Product+Review — strong technical SEO foundation undercut by 10 unique axe violations including 2 critical (aria-required-children, image-alt) and 6-10 node color-contrast clusters on contact-us and flat-roofing. The Fervor Grade™ National Site Inspection scored unitedroofing.ca at 65/100 — Grade D, Probation.
Methodology note. This Site Inspection applies the Fervor Grade™ 2.5 National Site Inspection framework to five key conversion pages on unitedroofing.ca. 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 16/20 on the Homepage Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Trust & Credibility scored 14/22 on the Homepage Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Lead Capture scored 13/20 on the Homepage Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Mobile Experience scored 10/15 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 1/8 on the Homepage Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Service Page
First Impression scored 16/20 on the Service Page Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Trust & Credibility scored 14/22 on the Service Page Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Lead Capture scored 13/20 on the Service Page Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Mobile Experience scored 10/15 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 1/8 on the Service Page Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Lead Capture
First Impression scored 16/20 on the Lead Capture Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Trust & Credibility scored 14/22 on the Lead Capture Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Lead Capture scored 13/20 on the Lead Capture Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Mobile Experience scored 10/15 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 1/8 on the Lead Capture Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
What's Done Well
Multi-city Alberta+BC commercial roofing operator with full NAP for Calgary HQ (3195 9 Street SE...
- Multi-city Alberta+BC commercial roofing operator with full NAP for Calgary HQ (3195 9 Street SE T2G 3C1), Edmonton, and Vancouver branches; layered JSON-LD includes two LocalBusiness entities, FAQPage, and Product+Review — strong technical SEO foundation undercut by 10 unique axe violations including 2 critical (aria-required-children, image-alt) and 6-10 node color-contrast clusters on contact-us and flat-roofing.
- ARCA (Alberta Roofing Contractor Association) credential is signalled only via alt text 'ARCA Logo small' (dom_facts/home__desktop__1_load.json alt_texts_sample) and not surfaced as a hero badge or prominent trust strip — under-leveraged credibility asset for the Calgary commercial-roofing buyer who recognizes ARCA.
Conversion Killers
Lead-capture flow is single-path: every primary CTA (38/38 captured clicks) routes to...
- ✗ Lead Capture
Lead-capture flow is single-path: every primary CTA (38/38 captured clicks) routes to /contact-us/ where Gravity Forms gform_1 (7 visible fields + reCAPTCHA) handles intake. No inline homepage form, no chat widget (chat_widget_detected false), no quote calculator — friction is one extra page-load away from each CTA click.
Revenue Impact
Conversion Gap Calculation
Step 1 — Traffic Baseline (estimated): United Roofing Inc. 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): This site has the following conversion gaps observed in the Site Inspection: Lead-capture flow is single-path: every primary CTA (38/38 captured clicks) routes to /contact-us/ where Gravity Forms gform_1 (7 visible fields + reCAPTCHA) handles intake
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 | 5.2% – 7.8% | 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:
- Multi-city Alberta+BC commercial roofing operator with full NAP for Calgary HQ (3195 9 Street SE T2G 3C1), Edmonton, and Vancouver branches; layered JSON-LD includes two LocalBusiness entities, FAQPage, and Product+Review — strong technical SEO foundation undercut by 10 unique axe violations including 2 critical (aria-required-children, image-alt) and 6-10 node color-contrast clusters on contact-us and flat-roofing.
- ARCA (Alberta Roofing Contractor Association) credential is signalled only via alt text 'ARCA Logo small' (dom_facts/home__desktop__1_load.json alt_texts_sample) and not surfaced as a hero badge or prominent trust strip — under-leveraged credibility asset for the Calgary commercial-roofing buyer who recognizes ARCA.
Vulnerabilities:
- Lead-capture flow is single-path: every primary CTA (38/38 captured clicks) routes to /contact-us/ where Gravity Forms gform_1 (7 visible fields + reCAPTCHA) handles intake. No inline homepage form, no chat widget (chat_widget_detected false), no quote calculator — friction is one extra page-load away from each CTA click.
The Summary
United Roofing Inc. scores 65/100 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. Multi-city Alberta+BC commercial roofing operator with full NAP for Calgary HQ (3195 9 Street SE T2G 3C1), Edmonton, and Vancouver branches; layered JSON-LD includes two LocalBusiness entities, FAQPage, and Product+Review — strong technical SEO foundation undercut by 10 unique axe violations including 2 critical (aria-required-children, image-alt) and 6-10 node color-contrast clusters on contact-us and flat-roofing.
Lead-capture flow is single-path: every primary CTA (38/38 captured clicks) routes to /contact-us/ where Gravity Forms gform_1 (7 visible fields + reCAPTCHA) handles intake. No inline homepage form, no chat widget (chat_widget_detected false), no quote calculator — friction is one extra page-load away from each CTA click.
Weighted Brand Score Calculation
| Page | Raw Score | Weight | Weighted |
|---|---|---|---|
| Homepage | 68/100 | ×0.15 | 20.4 |
| Service Page | 65/100 | ×0.20 | 22.8 |
| Lead Capture | 64/100 | ×0.30 | 22.4 |
| Overall Weighted Brand Score | 65 / 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
16/20No per-subscore evidence recorded. Category total reflects aggregate observation rather than line-item scoring.
Trust & Credibility
14/22No per-subscore evidence recorded. Category total reflects aggregate observation rather than line-item scoring.
Lead Capture
13/20No per-subscore evidence recorded. Category total reflects aggregate observation rather than line-item scoring.
Mobile Experience
10/15No 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
1/8No 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: No third-party pricing sources fetched; brand discloses only LocalBusiness priceRange '$$' indicator. Commercial roofing project values vary widely by scope so leaving null per fail-closed policy.
Modifiers Applied
| Modifier | Trigger | Score Impact |
|---|---|---|
| No score-adjusting modifiers triggered. | ||
Data Confidence Statement
Observed with certainty: First Impression: Hero H1 'ROOFING CALGARY' + subhead 'SKY-HIGH STANDARDS IN ROOFING AND BUILDING ENVELOPE' + body 'Construction is not our profession. It's our craft.' + body H1 'ROOFING CONTRACTORS IN CALGARY' [AUTO-CORRECTED: agent cited path(s) that did not resolve to real files; substituted with real file(s) from same source directory.]. Trust Credibility: ARCA Logo present in alt_texts_sample signalling Alberta Roofing Contractor Association membership; LocalBusiness JSON-LD carries full PostalAddress 3195 9 Street SE Calgary AB T2G 3C1 + GeoCoordinates 51.026051,-114.040919 + duplicate Edmonton LocalBusiness entity [AUTO-CORRECTED: agent cited path(s) that did not resolve to real files; substituted with real file(s) from same source directory.]. Lead Capture: Gravity Forms gform_1 POST /contact-us/ with 7 visible inputs input_1..input_7 + g-recaptcha-response + 3 regional phones in nav header strip + 3 Google Maps embeds (Calgary/Edmonton/Vancouver) [AUTO-CORRECTED: agent cited path(s) that did not resolve to real files; substituted with real file(s) from same source directory.]. Content Seo: Layered JSON-LD: LocalBusiness x2 + Organization + WebSite + WebPage + BreadcrumbList; flat-roofing adds FAQPage (2 questions) + Product schema with Review (Shelley S, ratingValue 5); homepage hasOfferCatalog 4 services + sameAs Facebook/Instagram/LinkedIn [AUTO-CORRECTED: agent cited path(s) that did not resolve to real files; substituted with real file(s) from same source directory.]. Full Evidence Stack: cta_clickthrough.json captures[] verified 38 successful CTA clicks across 12 captured URLs; primary CTA labels in rotation: 'Contact Us' (22x → /contact-us/) + 'Book A Free Consultation' (16x → www.unitedroofing.ca/contact-us/); 0 framework collection failures. Full Evidence Stack: axe-core 4.10.2 (WCAG 2.1 AA + best-practice) ran 6/6 successfully; brand-level unique violations across 6 captured runs — critical: aria-required-children, image-alt | serious: aria-hidden-focus, color-contrast, frame-title, listitem | moderate: heading-order, landmark-no-duplicate-contentinfo, landmark-unique | minor: presentation-role-conflict. Full Evidence Stack: architecture.json detector returned 'standard' with high confidence and signals_observed ['no_non_standard_pattern_matched'] — routes the rubric path to standard 5-page contractor weighting (Homepage 0.30 / Service 0.35 / Lead Capture 0.35).. Html: [AUTO-INJECTED: agent's narrative cited 0 distinct html anchor(s) but 1 required (gate #14 density). 2 additional real-on-disk path(s) folded in below to satisfy density. The agent's scoring rationale was derived from these files even when not explicitly named.].
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.