Site Inspection Maturity Audit

Answer honestly about your own site. There's no score to game here, only a clearer picture of where you stand.

Category 1 of 6

Category 1 of 6 First Impression What a first-time visitor decides in the first few seconds. Headline, main button, phone number, and whether the page looks like you or like a template.

When someone lands on your homepage, what does the main headline say? First Impression · Headline Clarity

The exact service and the outcome, plus a short benefit line under it A clear service headline, but no benefit or outcome stated A generic slogan like "Quality Service You Can Trust" Something clever or vague, or no real headline at all

Is there one clear next step visible before a visitor scrolls? First Impression · Primary CTA Above Fold

One clear, specific button, and the top of the page is not crowded with competing links A button exists, but it is buried or lost among several competing links No button or call to action before scrolling

Where does your phone number sit on the homepage? First Impression · Phone Number Visibility

In the header on every page, and it taps to call on a phone On the page, but a visitor has to scroll to find it In the footer only, or not shown at all

How does the site look, and does it set you apart? First Impression · Visual Quality & Differentiation

Professional layout, your own photos, and a clear reason to pick you Clean but generic, mostly "quality service" language Stock photos, cluttered, nothing that separates you from the next guy

Category 2 of 6 Trust & Credibility The proof that says you are real and safe to hire. Reviews, licenses, guarantees, and finished-work photos a homeowner can check.

How do reviews show up on your site? Trust & Credibility · Reviews / Ratings Displayed

Google reviews embedded, with the star rating, the count, and recent ones Reviews are shown, but the platform is unclear or they look generic Written testimonials only, nothing a visitor can verify elsewhere No reviews anywhere

What credentials does the site show? Trust & Credibility · Credentials & Certifications

Trade-specific proof: licensed, bonded, insured, manufacturer certifications A generic "licensed and insured" line with no specifics Nothing shown

How much does the site answer before a visitor has to call? Trust & Credibility · Objection Handling

An FAQ, a written guarantee or warranty, and some pricing guidance One or two of those, but not all None of it, the visitor has to call to learn anything

What proof of real work and a real business is on the site? Trust & Credibility · Portfolio & Legitimacy

Before-and-after or project photos, plus address, years in business, and a named team A generic gallery or a couple of these signals No project photos and no business details

Category 3 of 6 Lead Capture How easily an interested visitor can actually reach you. The form, its length, the button copy, and whether a way to contact you follows them down the page.

Where is the contact or quote form? Lead Capture · Contact Form Presence

Right on the page, visible without scrolling On the page, but below the fold On a separate contact page only No form at all

How many fields does the form ask for? Lead Capture · Form Field Count

3 to 4 fields (name, phone or email, what they need) 5 fields 6 to 7 fields 8 or more fields

What does the form button actually say? Lead Capture · CTA Persuasiveness

Something specific and benefit-driven, like "Get Your Free Roof Estimate" Generic, like "Submit" or "Contact Us" Unclear or hard to find No button

How many ways can a visitor reach you? Lead Capture · Multiple Contact Methods

Phone, a form, and chat or text Phone and a form Phone or a form, one of the two An email address only

As a visitor scrolls, what happens to your call to action? Lead Capture · 1-2-3 CTA Cadence + Sticky CTA

A button or phone link follows down the page and repeats in each section Buttons exist, but they scroll out of sight and do not come back One call to action only, at the very top or bottom

Category 4 of 6 Mobile Experience How the site behaves on a phone, where most of your visitors actually are. Layout, tap-to-call, the main button, and buttons big enough to hit.

On a phone, how does the layout hold up? Mobile Experience · Mobile Responsive

Fully responsive, no sideways scrolling, nothing spills off the screen Mostly fine, a few minor issues Broken or hard to use on a phone

On a phone, what happens when someone taps your number? Mobile Experience · Click-to-Call

It starts a call, and it is easy to spot The number is shown but is not tappable No phone number on mobile

On a phone, is the main button reachable right away? Mobile Experience · Mobile CTA Accessibility

Yes, the primary button sits on the first screen A visitor has to scroll to reach it The button is hard to find or reach on mobile

On a phone, how easy is it to tap menus and buttons? Mobile Experience · Mobile Navigation & Tap Targets

Clean menu, buttons are easy to tap without zooming Usable, but the menu is cluttered or some targets are small You have to pinch and zoom to tap anything

Category 5 of 6 Content & SEO Whether search engines and buyers can find and trust the site. Service-page depth, local signals, load speed, structured data, and a current date on the page.

What do your service pages look like? Content & SEO · Service Page Depth

A dedicated page per service, 500-plus words, with photos and its own call to action Thin pages, under 300 words each One combined services page for everything No real service pages

How strong are your local signals? Content & SEO · Local SEO Signals

City and region named in the copy, consistent address, Google Business Profile linked, service and city in the title Some local signals, but inconsistent or incomplete No local optimization to speak of

How fast does the site load, especially on a phone? Content & SEO · Core Web Vitals

Fast, under about two and a half seconds, nothing jumps around as it loads A bit slow, or the layout shifts while loading Slow, five seconds or more, or it feels sluggish

Does the site have structured data and a current date on it? Content & SEO · Schema & Content Freshness

LocalBusiness schema is in place and the page shows a recent or current-year date One of the two, not both Neither, no schema and no freshness signal

Category 6 of 6 Accessibility Whether every visitor can actually read the site, including older homeowners and anyone reading in bright sun. Contrast and text size.

How readable is your text against its background? Accessibility · Color Contrast

Strong contrast, easy to read anywhere, even outside Light gray text that gets hard to read in bright light Very low contrast, a struggle to read

How big is the body text on a phone? Accessibility · Text Size & Readability

Comfortable, 16px or larger, no squinting A little small, around 14px Tiny, you have to zoom in to read it

Please answer every question in this category before moving on.