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Who This Is For

Website Scorecard is built for local home-service businesses — the trades people call when something at home is broken, dirty, unsafe, or overdue — and for the marketers, agencies, and analysts who serve them.

If your customers find you in a local search, call or fill out a form, and book a job, this framework was written for you. Everything in these docs assumes that context.

The businesses

You are a fit if most of these are true:

Question Fit if...
What do you sell? A local, scheduled service: repair, installation, maintenance, inspection, or restoration
Where do you sell it? A city, county, metro, or defined service area — not nationwide e-commerce
How do jobs start? Phone calls, forms, bookings, estimate requests, or messages
Who decides? A homeowner or property manager choosing a local provider
Why a website? It is supposed to turn visitors into booked jobs, not just collect page views

Trades

Plumbing · HVAC · Roofing · Electrical · Pest control · Garage door · Landscaping · Restoration · Cleaning · Moving · Septic · Pool service · Fencing · Painting · Similar local trades

The framework is trade-agnostic. Trade and market are audit inputs, not hardcoded assumptions.

The people

  • Owners and operators of small and mid-sized home-service companies who want to know where the website is losing ready-to-buy jobs.
  • In-house marketers who need a repeatable, evidence-based second opinion instead of another SEO checklist.
  • Local agencies and consultants who diagnose before they prescribe.
  • Analysts and auditors who need a documented method, machine-readable output, and a verification gate.

Not a fit

Warning

Website Scorecard is a diagnostic framework, not a growth guarantee. If you need one of the following, this is the wrong tool.

  • SaaS, e-commerce, media, or content businesses with no local service area or booked jobs.
  • National brands with mature analytics, call-tracking, and experimentation teams.
  • Franchises or multi-location groups that cannot change their own website or follow-up process.
  • Anyone who wants a guaranteed revenue lift, automated fixes, or a replacement for CRM, call-tracking, booking, and financial data.
  • Anyone who wants a vanity score without evidence. The output separates what the site proves from what only the owner can answer.

Where this fits

Website Scorecard is the conversion layer. Use the other two when the leak is discovery or the profile.

Question Scorecard
Can local customers discover the business? Local Visibility Scorecard
Does the Google Business Profile create trust and enable action? GBP Scorecard
Can the owned website convert that demand? Website Scorecard (this one)

Read The Scorecard Family for the ownership boundaries.

Is my business a fit?

Answer these five questions:

  1. Do you sell a service that happens at the customer's location or a local shop?
  2. Do you serve a defined city, county, or metro area?
  3. Do leads arrive by phone, form, booking, or estimate request?
  4. Can you change the website, or advise someone who can?
  5. Are you willing to answer owner-data questions about follow-up, response time, and close rates?

Five yeses: you are the intended audience. Three or four: the website score is still useful, but some owner-data questions may not apply. Two or fewer: the framework will still run, but treat the score as background context rather than a diagnosis.

Tip

Own the business but don't want to run the toolkit? The CLI is free and complete. You can also request a free done-for-you Scorecard that reviews your public site and follow-up. No account or site access required.

What the score does and does not mean

It does It does not
Score only what the public site can prove See the CRM, phone system, booking capacity, or estimate pipeline
Separate VERIFIED, STRONG SIGNAL, OWNER DATA REQUIRED, and NOT APPLICABLE Claim that "not observed" means "not happening"
Produce a one-page report, a full audit, and machine-readable output Guarantee revenue lift or replace a growth strategy
Ask the owner the questions the site cannot answer Pretend a public audit is a full business diagnosis

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