The The Wills Company Site Inspection
The Wills Company is a Tier B Nashville TN architectural design + renovation firm with national-press credentials (ELLE DECOR, BobVila.com, LIVING). Standard 3-page framework coverage with 0.60 page_role_coverage. The Fervor Grade™ National Site Inspection scored willscompany.com at 74/100 — Grade B, Passing.
Methodology note. This Site Inspection applies the Fervor Grade™ 2.5 National Site Inspection framework to five key conversion pages on willscompany.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 17/20 on the Homepage Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Trust & Credibility scored 16/22 on the Homepage Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Lead Capture scored 16/20 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 11/15 on the Homepage Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Accessibility scored 4/8 on the Homepage Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Design & Remodeling Service
First Impression scored 17/20 on the Design & Remodeling Service Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Trust & Credibility scored 16/22 on the Design & Remodeling Service Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Lead Capture scored 16/20 on the Design & Remodeling Service Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Mobile Experience scored 9/15 on the Design & Remodeling Service Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Content & SEO scored 11/15 on the Design & Remodeling Service Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Accessibility scored 4/8 on the Design & Remodeling Service Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Lead Capture
First Impression scored 17/20 on the Lead Capture Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Trust & Credibility scored 16/22 on the Lead Capture Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Lead Capture scored 16/20 on the Lead Capture Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
Mobile Experience scored 9/15 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 4/8 on the Lead Capture Site Inspection. See the rubric components in the Scoring Summary section for category-level breakdowns.
What's Done Well
Accessibility 4/8 (raw 4.25): brand-level unique axe violations across all 6 page captures = 1...
- Accessibility 4/8 (raw 4.25): brand-level unique axe violations across all 6 page captures = 1 critical (meta-viewport user-scalable=0), 2 serious (color-contrast, link-name), 3 moderate (landmark-one-main, region, heading-order). Critical and serious issues are template-level (Divi theme) and would resolve across the entire site with one fix pass.
Conversion Killers
The Wills Company is a Tier B Nashville TN architectural design + renovation firm with...
- ✗ Accessibility
The Wills Company is a Tier B Nashville TN architectural design + renovation firm with national-press credentials (ELLE DECOR, BobVila.com, LIVING). Standard 3-page framework coverage with 0.60 page_role_coverage. Biggest gaps: no header click-to-call (phone in /contact/ only), single CTA destination across the site, no review widget or rating aggregate in DOM, color-contrast and meta-viewport accessibility failures, and absent urgency or response-time guarantees on the lead capture page.
Revenue Impact
Conversion Gap Calculation
Step 1 — Traffic Baseline (estimated): The Wills Company 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): This site has the following conversion gaps observed in the Site Inspection: The Wills Company is a Tier B Nashville TN architectural design + renovation firm with national-press credentials (ELLE DECOR, BobVila
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 | 5.2% – 7.4% | 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:
- Accessibility 4/8 (raw 4.25): brand-level unique axe violations across all 6 page captures = 1 critical (meta-viewport user-scalable=0), 2 serious (color-contrast, link-name), 3 moderate (landmark-one-main, region, heading-order). Critical and serious issues are template-level (Divi theme) and would resolve across the entire site with one fix pass.
Vulnerabilities:
- The Wills Company is a Tier B Nashville TN architectural design + renovation firm with national-press credentials (ELLE DECOR, BobVila.com, LIVING). Standard 3-page framework coverage with 0.60 page_role_coverage. Biggest gaps: no header click-to-call (phone in /contact/ only), single CTA destination across the site, no review widget or rating aggregate in DOM, color-contrast and meta-viewport accessibility failures, and absent urgency or response-time guarantees on the lead capture page.
The Summary
The Wills Company scores 74/100 on the Fervor Grade™ National Framework — Grade B, Passing. The website is passing. Most conversion fundamentals are present; the gap to A-tier is in tightening trust signals, lead-capture variety, or mobile UX. Accessibility 4/8 (raw 4.25): brand-level unique axe violations across all 6 page captures = 1 critical (meta-viewport user-scalable=0), 2 serious (color-contrast, link-name), 3 moderate (landmark-one-main, region, heading-order).
The Wills Company is a Tier B Nashville TN architectural design + renovation firm with national-press credentials (ELLE DECOR, BobVila.com, LIVING). Standard 3-page framework coverage with 0.60 page_role_coverage.
Weighted Brand Score Calculation
| Page | Raw Score | Weight | Weighted |
|---|---|---|---|
| Homepage | 74/100 | ×0.15 | 29.6 |
| Design & Remodeling Service | 70/100 | ×0.20 | 21.0 |
| Lead Capture | 78/100 | ×0.30 | 23.4 |
| Overall Weighted Brand Score | 74 / 100 | ||
Modifiers Applied
| Modifier | Trigger | Score Impact |
|---|---|---|
| No score-adjusting modifiers triggered. | ||
Data Confidence Statement
Observed with certainty: First Impression: WILLS red-roof logo, hero photograph, 'Nashville's Premier Architectural Design + Renovation Firm', heritage/award badge stack, tan GET IN TOUCH CTA.. Trust Credibility: ELLE DECOR + NASHVILLE + BobVila.com + LIVING press strip, 4-step process icons, Best of Houzz badge, customer testimonial.. Lead Capture: Phone, mailto, Instagram/Facebook/LinkedIn icons + full structured form: address (street/line2/city/ZIP), preferred contact method, dual email, service-interest checkboxes, project free-text, reCAPTCHA.. Trust Credibility: schema_jsonld @graph: Place (6606 Charlotte Pike Nashville TN 37209), HomeAndConstructionBusiness/Organization (tel +1-615-352-1228, email hello@willscompany.com), WebSite, ImageObject, WebPage, Article. social_links.facebook + .instagram + .houzz. body_text_patterns.review_counts: [], ratings: [].. Lead Capture: forms[0]: gform_4 POST /contact/ with 30-field Gravity Forms structure (inputs 1.3/1.6/4.1-4.6 address, 11 preferred-method, 2/2_2 email confirm, 5 service-interest, 13 sub-fields, 3 message, plus state). social_links across facebook/instagram/linkedin/houzz.. Content Seo: Rendered HTML carries Divi/WordPress markup with embedded JSON-LD @graph and Gravity Forms script tags; meta-viewport tag includes user-scalable=0 (root cause of axe critical).. Content Seo: Remodeling page HTML uses generic 'Design & Remodeling - Wills Company' title and includes Article + BreadcrumbList schema. Body shows 4-step process and partnership copy.. Lead Capture: Renders gform_4 with address (input_1.3/1.6, input_4.1-4.6), preferred-method dropdown (input_11), email confirm (input_2, input_2_2), service-interest checkboxes (input_5), project free-text (input_3), and reCAPTCHA assets.. Cta Architecture: 24 captures across home + remodeling + contact, all routing 'Contact us' → /contact/. Single CTA label + single destination indicates a narrow conversion funnel anchored on the form.. Accessibility: axe-core 4.10.2: critical meta-viewport (user-scalable=0); serious color-contrast (#b2a285 vs #ffffff at 2.5:1 on Get-in-touch, Learn-More x3, portfolio button); serious link-name (slider prev/next); moderate landmark-one-main + region (33 nodes).. Accessibility: axe-core 4.10.2: critical meta-viewport persists on mobile contact; serious color-contrast; moderate landmark-one-main + region + heading-order. Mobile form remains usable but contrast and zoom-lock remain unresolved.. Architecture: architecture: 'standard', confidence 'high', rationale 'All detectors returned None; brand follows the canonical 5-page contractor architecture.' Standard rubric path applies.. Architecture: 88 URLs from sitemap, page_role_coverage 0.60, framework_page_roles homepage + service_page (/remodeling/) + lead_capture (/contact/) confirmed; location_finder + location_page null..
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.