Coverage Completeness

This table proves that no important journey stage disappears simply because the public website cannot prove it. Statuses use the five categories from the framework.

Area	Status	Where it lives
Visitor understanding	SCORED	RL-UND-01, RL-UND-03
Service clarity	SCORED	RL-UND-01
Service area	SCORED	RL-UND-02, RL-UND-07, RL-FND-04
Primary action / CTA	SCORED	RL-UND-04
Phone	SCORED	RL-CON-01, RL-CON-02
SMS	CONDITIONAL	RL-CON-03 (module off by default)
Forms	SCORED	RL-CON-04, RL-CON-05, RL-CON-06
Chat / callback	CONDITIONAL	RL-CON-09 (module off by default)
Booking	SCORED	RL-CON-07, RL-RSP-03, RL-RSP-04
Lead acknowledgement	SCORED + OWNER DATA	RL-RSP-01; actual response time in OD-SPEED-TO-LEAD
Response expectations	SCORED + OWNER DATA	RL-RSP-01, RL-RSP-02; OD-AFTER-HOURS
Qualification	SCORED + OWNER DATA	RL-RSP-05; OD-LEAD-QUALITY
Estimate process	SCORED + OWNER DATA	RL-RSP-06; OD-ESTIMATE-PIPELINE, OD-CLOSE-RATE
Estimate follow-up	OWNER DATA REQUIRED	OD-ESTIMATE-FOLLOWUP
Trust	SCORED	RL-TRU-01 through RL-TRU-06
Reviews	SCORED + OWNER DATA	RL-TRU-01, RL-TRU-02; OD-REVIEW-REQUEST
Referrals	OWNER DATA REQUIRED	OD-REFERRAL; public referral signals are observed but unscored
Repeat business	OWNER DATA REQUIRED	OD-CUSTOMER-HISTORY
Reactivation	OWNER DATA REQUIRED	OD-REACTIVATION; maintenance/membership signals are optional
Mobile usability	SCORED	RL-MOB-01, RL-MOB-02, RL-MOB-03
Performance	SCORED / DIAGNOSTIC	LCP is scored in RL-MOB-01; CLS, INP, TTFB, TBT are diagnostic
Accessibility blockers affecting conversion	SCORED (limited)	RL-MOB-02, RL-CON-06; not a full WCAG audit
SEO	SCORED	RL-FND-01, RL-FND-02
Local search	SCORED	RL-FND-03, RL-FND-04
Analytics	SCORED	RL-MSR-01
Marketing measurement	SCORED + OWNER DATA	RL-MSR-02 for observable signals; OD-MARKETING-ATTRIBUTION for revenue and CAC
Paid traffic risk	CONDITIONAL / OBSERVED BUT UNSCORED	paid_traffic opportunity module; ads tags in RL-MSR-02
Customer journey dead ends	SCORED	RL-CON-08
Language access	CONDITIONAL / NOT APPLICABLE	RL-UND-08, configured by preferred languages
Financing	CONDITIONAL / OBSERVED BUT UNSCORED	financing opportunity module; not a universal penalty
Video / VSL	OBSERVED BUT UNSCORED	video opportunity module
Membership / maintenance	OBSERVED BUT UNSCORED	membership opportunity module
Tiered packages / VIP	OBSERVED BUT UNSCORED	tiered_packages opportunity module
Paid priority / same-day	OBSERVED BUT UNSCORED	priority_service opportunity module
Detailed pricing transparency	OBSERVED BUT UNSCORED	pricing_transparency opportunity module; RL-UND-05 scores only a light anchor
Content freshness	OBSERVED BUT UNSCORED	content_freshness opportunity module
Named lead magnet	OBSERVED BUT UNSCORED	lead_magnet opportunity module
Referral program	OBSERVED BUT UNSCORED	referral_program opportunity module

How to read the statuses

• SCORED — contributes to the 100-point website score.
• SCORED + OWNER DATA — some public evidence is scored, and the business outcome requires a separate question.
• CONDITIONAL — scored only when the configuration enables the module; otherwise N/A and excluded from the denominator.
• OWNER DATA REQUIRED — never scored; appears in Revenue Opportunities to Investigate.
• OBSERVED BUT UNSCORED — can be reported as an opportunity, but does not affect the score.
• NOT APPLICABLE — not relevant to this business, market, or configuration.

The machine-readable version of this coverage is references/coverage-matrix.json. The rubric is the source of truth.