Website Revenue Leak Scorecard - Portable Checklist¶

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Mission¶

You are diagnosing where a local home-service website may be leaking customers and revenue. Follow the customer journey. Separate what you can observe from what only the owner can answer. Never submit a form, place a call, send a text, book an appointment, create an account, or enter payment details.

Inputs¶

Input	Required	Example
Website URL	Yes	`https://example.com`
Business name	Yes	`Example Plumbing`
Trade	Yes	`plumbing`
City / market	Yes	`San Diego, CA`
Primary service term	Yes	`plumbing`
Preferred languages	No	`["en", "es"]`
Optional modules	No	SMS, chat, financing, membership

Evidence rules¶

Screenshot or source citation, or it did not happen.
Weaker viewport wins when a check lists mobile and desktop.
Absent is a finding, not an assumption.
Do not claim a business outcome that requires internal data.
Use one of four evidence states: VERIFIED, STRONG SIGNAL, OWNER DATA REQUIRED, NOT APPLICABLE.
Never submit a form or contact a business.

Scoring¶

Total: 100 points.
Required checks are always scored.
Recommended checks are scored unless the audit configuration excludes them.
Conditional checks are scored only when their module is enabled.
N/A checks are removed from the category denominator; category weights are normalized.
Owner-data prompts never affect the website score.

Journey¶

#	Stage	Coverage	Scored checks	Owner data
1	Visitor	scored	RL-FND-01, RL-FND-02, RL-FND-03, RL-MOB-01, RL-MOB-02, RL-MOB-04	-
2	Understanding	scored	RL-UND-01, RL-UND-02, RL-UND-03, RL-UND-04, RL-UND-05, RL-UND-06, RL-UND-07, RL-UND-08, RL-FND-04, RL-TRU-03, RL-TRU-06	-
3	Lead	scored	RL-CON-01, RL-CON-02, RL-CON-03, RL-CON-04, RL-CON-05, RL-CON-06, RL-CON-07, RL-CON-08, RL-CON-09, RL-MOB-03, RL-MOB-05, RL-MSR-01, RL-MSR-02	-
4	Response	scored_plus_owner_data	RL-RSP-01, RL-RSP-02	OD-SPEED-TO-LEAD, OD-AFTER-HOURS
5	Qualification	scored_plus_owner_data	RL-RSP-05	OD-LEAD-QUALITY
6	Booking	scored_plus_owner_data	RL-RSP-03, RL-RSP-04, RL-TRU-04, RL-TRU-05	OD-BOOKING-CAPACITY
7	Estimate / Opportunity	scored_plus_owner_data	RL-RSP-06	OD-ESTIMATE-PIPELINE, OD-CLOSE-RATE
8	Follow-up	owner_data_required	-	OD-ESTIMATE-FOLLOWUP
9	Customer	owner_data_required	-	OD-CUSTOMER-HISTORY
10	Review	scored_plus_owner_data	RL-TRU-01, RL-TRU-02	OD-REVIEW-REQUEST
11	Referral	owner_data_required	-	OD-REFERRAL
12	Reactivation	owner_data_required	-	OD-REACTIVATION

Caps¶

Cap	Maximum	Condition
`no_contact`	30	No usable contact path anywhere (phone, form, scheduler, or chat)
`primary_contact_broken`	50	The primary contact path is advertised but broken or unusable
`form_unusable`	55	The main lead form cannot be completed
`booking_failure`	60	The advertised booking or scheduler path is empty, dead, or a dead end
`mobile_unusable`	55	The mobile site is unusable (broken navigation, severe overflow, or clipped conversion controls)
`https_failure`	40	The site is not served over HTTPS or has a certificate/security failure
`malicious_redirect`	20	The site redirects to unrelated or malicious content
`unclear_offer`	65	No understandable service proposition above the fold on mobile and desktop

Checks¶

A. Understand - 20 points¶

RL-UND-01 - Service clarity - 4 points¶

Stage: understanding · required · model_judgment · Evidence: M-01, D-01; quote the hero copy Recommended intervention: Name the service in the hero in plain language.

4 - The first viewport names the service in plain language on mobile and desktop. A homeowner can say what is sold without scrolling.
2 - The service is named only after scrolling, or only in jargon or a brand slogan.
1 - Brand name or slogan only; a visitor must guess what is sold.
0 - Neither the service nor a recognizable category is visible on the page.

RL-UND-02 - Location and service-area clarity - 3 points¶

Stage: understanding · required · model_judgment · Evidence: Hero, footer, contact page, service-area page Recommended intervention: State the city/service area and add local proof.

3 - The city or region, a service radius or area list, and one local proof signal are visible. A visitor can tell whether they are eligible.
2 - A city is named, but the service area or local proof is missing.
1 - Only a broad region or county is named, with no way to judge eligibility.
0 - No location signal on the site.

RL-UND-03 - Customer problem and outcome clarity - 3 points¶

Stage: understanding · required · model_judgment · Evidence: Hero, first scroll, service page intro Recommended intervention: Name the customer problem and the outcome.

3 - The page names the customer's problem, the outcome, and who it is for in specific language.
2 - It names the problem or the outcome, but not both, or the customer is vague.
1 - Generic quality claims only (family owned, best service, trusted).
0 - No problem, outcome, or customer signal.

RL-UND-04 - Primary action clarity - 3 points¶

Stage: understanding · required · model_judgment · Evidence: M-01, D-01 Recommended intervention: Use one dominant next step above the fold.

3 - One dominant next step is visible above the fold on mobile and desktop, and secondary actions do not compete with it.
2 - The next step is visible on one viewport only, or two actions have equal visual weight.
1 - The next step requires scrolling, or is buried among three or more competing actions.
0 - No clear next step anywhere on the page.

RL-UND-05 - Offer specificity and price anchor - 2 points¶

Stage: understanding · recommended · model_judgment · Evidence: Hero, offer section, pricing page Recommended intervention: Add a starting-at price or range for a core job.

2 - A named offer includes a price, starting-at price, or range.
1 - A named offer exists, but there is no price or range.
0 - No named offer, or only a generic free estimate.

Stage: understanding · required · model_judgment · Evidence: Mobile menu, header nav, service pages Recommended intervention: Put the top services in the main navigation.

2 - The main services are reachable in two taps or fewer, and at least one service page exists with relevant content.
1 - Services are reachable in three taps, or only from a long menu with no dedicated pages.
0 - No service navigation, or service links are broken.

Stage: understanding · required · model_judgment · Evidence: Service areas page, footer, contact page Recommended intervention: Add a service-area list, map, or ZIP check.

1 - A service-area list, city page, map, or ZIP check lets a visitor confirm eligibility.
0 - No way to confirm whether the visitor's location is served.

RL-UND-08 - Language access - 2 points¶

Stage: understanding · conditional · deterministic · Evidence: Mobile menu/footer first, then desktop; language switcher, /es/, hreflang, notice Recommended intervention: Add the configured language path and translate conversion pages.

2 - Every configured preferred language is reachable in two taps or fewer, with translated home and conversion pages.
1 - A language notice or one translated page exists, but the conversion path is not translated or is hard to reach.
0 - No visible access to a configured preferred language.

B. Contact - 22 points¶

RL-CON-01 - Phone visible and consistent - 3 points¶

Stage: lead · required · model_judgment · Evidence: M-01, contact page, footer Recommended intervention: Use one visible phone number consistently.

3 - A phone number is visible on the home and contact pages, and the same number appears in both places.
2 - A phone number is visible, but numbers differ or the contact page is missing it.
1 - The number is buried in the footer or on one page only.
0 - No phone number is visible.

RL-CON-02 - Click-to-call on mobile - 3 points¶

Stage: lead · required · deterministic · Evidence: href scan on mobile Recommended intervention: Make the mobile phone a tel: link in a persistent action.

3 - A working tel: link is visible in the header, hero, or sticky action bar.
1 - A tel: link exists, but it is buried or only on a secondary page.
0 - No tel: link; the phone is plain text.

RL-CON-03 - Text/SMS path - 1 point¶

Stage: lead · conditional · deterministic · Evidence: href scan on mobile Recommended intervention: Add a working sms: link when SMS is enabled.

1 - A working sms: link is visible in a sensible lead path.
0 - No sms: link, or the link is broken.

RL-CON-04 - Form exists and is reachable - 3 points¶

Stage: lead · required · model_judgment · Evidence: Contact/quote page, mobile path Recommended intervention: Make the lead form reachable in two taps.

3 - A lead form is reachable in two taps or fewer from the home page and renders with visible fields.
2 - A form exists but is buried, only on a secondary page, or only reachable from the footer.
1 - Only an account-gated or third-party form exists.
0 - No form anywhere on the site.

RL-CON-05 - Form friction - 3 points¶

Stage: lead · required · model_judgment · Evidence: Count visible fields; list required fields Recommended intervention: Cut fields to name, phone, ZIP, and problem.

3 - Five or fewer fields, no account creation, and no irrelevant required fields.
2 - Six to eight fields, or one unnecessary required field or account step.
1 - Nine or more fields, multiple unnecessary required fields, or an account required before contact.
0 - The form requires a lengthy intake, payment, or impossible information before a human can respond.

RL-CON-06 - Form usability - 3 points¶

Stage: lead · required · model_judgment · Evidence: Form DOM, mobile screenshot Recommended intervention: Add labels, input types, autocomplete, and a reachable submit.

3 - Labels are visible, inputs use correct types and autocomplete, validation is understandable, and the submit control is reachable on mobile.
1 - One usability problem: a missing label, wrong input type, no autocomplete, or a submit button that requires extra scrolling.
0 - Two or more problems, or the submit control is not reachable.

RL-CON-07 - Online scheduler or booking - 3 points¶

Stage: lead · recommended · model_judgment · Evidence: Book/quote path trace; do not submit Recommended intervention: Add a working scheduler with live availability.

3 - A working scheduler with live availability is reachable in two taps or fewer and usable on mobile.
2 - A scheduler exists, but it takes extra steps, requires an account, or is confusing on mobile.
1 - Only an appointment-request form exists; no live availability.
0 - No scheduler or booking path.

RL-CON-08 - No conversion dead end - 2 points¶

Stage: lead · required · model_judgment · Evidence: End of each crawled high-intent page Recommended intervention: End every high-intent page with a next step.

2 - Every high-intent page (home, service, about, contact) ends with a clear next step or persistent action.
1 - Some high-intent pages end without a next step.
0 - High-intent pages routinely end with no action, or the primary action is broken.

RL-CON-09 - Chat or callback request - 1 point¶

Stage: lead · conditional · deterministic · Evidence: Widget inspection; do not send a message Recommended intervention: Add a human-backed chat or callback when enabled.

1 - A human-backed chat, callback request, or equivalent alternate channel is visible and does not block the page.
0 - No alternate channel, or only a dead bot.

C. Respond and Book - 16 points¶

RL-RSP-01 - Response and acknowledgement promise - 3 points¶

Stage: response · required · model_judgment · Evidence: Form area, contact page, confirmation copy Recommended intervention: Publish a response time, channel, and hours.

3 - An explicit promise states the response time, channel, and hours (for example, 'We call back within 15 minutes, 7am-7pm').
2 - An explicit response time is stated, but the channel or hours are missing.
1 - Only vague language ('we will be in touch soon').
0 - No acknowledgement or response expectation.

RL-RSP-02 - After-hours or emergency path - 2 points¶

Stage: response · conditional · deterministic · Evidence: Header, contact page, footer Recommended intervention: State hours and the after-hours or emergency path.

2 - Hours plus an after-hours or emergency path (phone, form, or explicit next step) are visible.
1 - Hours are visible, but there is no after-hours or emergency path.
0 - Neither hours nor an after-hours path is visible.

RL-RSP-03 - Booking path steps and mobile usability - 3 points¶

Stage: booking · required · model_judgment · Evidence: Mobile path trace; no appointment selected Recommended intervention: Reduce booking steps and keep the path on-site.

3 - Book or quote is reachable in two taps or fewer and completes without an account or confusing third-party transition.
2 - Three taps, or one unnecessary step or confusing transition.
1 - Four or more taps, or a dead end that requires the visitor to start over.
0 - The booking path is broken or cannot be completed.

RL-RSP-04 - Confirmation expectations - 2 points¶

Stage: booking · required · model_judgment · Evidence: Form area, booking page, confirmation copy Recommended intervention: State what happens after submission and when.

2 - The page states what happens after submission and when, including a confirmation channel.
1 - Generic 'we will contact you' language only.
0 - No confirmation or next-step expectation.

RL-RSP-05 - Qualification context without over-asking - 3 points¶

Stage: qualification · required · model_judgment · Evidence: Form fields, quote flow, service page FAQs Recommended intervention: Capture service, ZIP or area, problem, and contact preference.

3 - The flow captures the service, ZIP or service area, problem, and a contact preference without asking for irrelevant or excessive data.
2 - The flow captures enough to route the lead but misses one useful field.
1 - The flow captures too little to route the job, or too much before a human can respond.
0 - No usable qualification path.

RL-RSP-06 - Estimate or quote request workflow - 3 points¶

Stage: estimate · required · model_judgment · Evidence: Estimate/quote page, service pages Recommended intervention: Add an estimate request with scope and a clear next step.

3 - A clear estimate request captures scope and offers a sensible next step (upload, photos, or scheduling) without forcing a full intake.
2 - A quote request or contact form exists, but scope or next step is unclear.
1 - Phone-only estimate request with no visible form or path.
0 - No estimate or quote path.

D. Trust - 15 points¶

RL-TRU-01 - Review volume, source, and profile link - 4 points¶

Stage: review · required · model_judgment · Evidence: Reviews section, profile link, M-01 Recommended intervention: Show rating, count, source, and a profile link.

4 - A rating, review count, named external source, and a link that opens the review profile are visible; 50+ reviews at 4.5+.
2 - A rating and count are visible, but the count is under 50 or there is no external review-platform link.
1 - Three to ten handwritten testimonials, with no aggregate rating or source.
0 - No reviews, testimonials, or proof.

RL-TRU-02 - Specific testimonials and case studies - 3 points¶

Stage: review · recommended · model_judgment · Evidence: Reviews page, service pages, case studies Recommended intervention: Add named stories with job type and outcome.

3 - Three or more stories include a name or photo, job type, and a specific outcome.
2 - One or two specific stories.
1 - Generic quotes only.
0 - No testimonials or case studies.

RL-TRU-03 - Real project proof - 2 points¶

Stage: understanding · recommended · model_judgment · Evidence: Gallery, service pages Recommended intervention: Caption real job photos with city, job, and result.

2 - Five or more real job photos, with captions, location, or before/after context.
1 - Stock photos, or an uncaptioned gallery with no job context.
0 - No project photos.

RL-TRU-04 - License, insurance, and certifications - 2 points¶

Stage: booking · conditional · deterministic · Evidence: About, footer, contact page Recommended intervention: Show license, insurance, and relevant certifications.

2 - A license number, an insurance or bond statement, and a relevant certification are visible.
1 - One of the three is visible.
0 - None is visible. Do not infer legitimacy from an absent badge.

RL-TRU-05 - Guarantee and warranty specificity - 2 points¶

Stage: booking · recommended · model_judgment · Evidence: CTA block, service page, footer Recommended intervention: State the warranty term and scope.

2 - A specific workmanship or material guarantee with a term and scope is visible near the buying path.
1 - The word guarantee or warranty appears, but the term or scope is missing, or it is buried in the footer.
0 - No guarantee or warranty signal.

RL-TRU-06 - Identity and differentiation consistency - 2 points¶

Stage: understanding · recommended · model_judgment · Evidence: About page, hero, footer, contact page Recommended intervention: Use one identity and one verifiable differentiator.

2 - A real owner or team identity and one verifiable differentiator appear consistently across the site.
1 - One of the two is present, or the identity is inconsistent across pages.
0 - Neither is present, or the business identity changes between pages.

E. Mobile and Technical - 15 points¶

RL-MOB-01 - Mobile LCP - 4 points¶

Stage: visitor · required · deterministic · Evidence: Lighthouse mobile, median of at least three runs Recommended intervention: Compress the hero and defer non-critical scripts.

4 - Median mobile LCP is at or under 2.5 seconds.
2 - Median mobile LCP is 2.5 to 4.0 seconds.
0 - Median mobile LCP is over 4.0 seconds.

RL-MOB-02 - Mobile layout usability - 4 points¶

Stage: visitor · required · deterministic · Evidence: M-01 to M-04, viewport metrics Recommended intervention: Fix viewport, text size, clipping, and menu usability.

4 - No horizontal overflow, readable body text, no clipped conversion controls, and the menu opens.
2 - One layout problem that does not block the primary action.
1 - Two layout problems, or one that makes the primary action hard to use.
0 - Three or more problems, or the mobile experience is unusable.

RL-MOB-03 - Tap targets and persistent action - 3 points¶

Stage: lead · required · deterministic · Evidence: Tap-target scan, mobile screenshots Recommended intervention: Use 44px targets and a persistent action.

3 - Primary tap targets are at least 44px and a call/book action is persistently reachable.
2 - Targets are mostly adequate, but the primary action requires scrolling back to the top.
1 - Small targets and a buried primary action.
0 - The primary action is not usable on mobile.

RL-MOB-04 - HTTPS and security - 1 point¶

Stage: visitor · required · deterministic · Evidence: URL, certificate, redirect trace Recommended intervention: Serve HTTPS with a valid certificate.

1 - The site loads over HTTPS with a valid certificate and no unrelated redirect.
0 - HTTP only, a certificate failure, or a suspicious redirect.

RL-MOB-05 - Broken links, CTAs, and conversion-blocking errors - 3 points¶

Stage: lead · required · model_judgment · Evidence: Link/CTA trace, console errors, scheduler state Recommended intervention: Fix broken links, CTAs, forms, and conversion-blocking errors.

3 - No conversion-blocking broken links, CTAs, forms, or JavaScript errors observed.
2 - A non-blocking broken link or script error exists, but the primary path still works.
1 - One primary path is broken, but another contact path works.
0 - Multiple conversion paths are broken, or the primary path is a dead end.

F. Findability - 8 points¶

RL-FND-01 - Title, meta description, and H1 - 3 points¶

Stage: visitor · required · deterministic · Evidence: Page source / SERP preview Recommended intervention: Put service and city in title, meta, and H1.

3 - Title, meta description, and H1 each combine the primary service and city.
2 - Two of the three combine service and city.
1 - One of the three does.
0 - None does, or the home page has no H1.

RL-FND-02 - Indexability - 2 points¶

Stage: visitor · required · deterministic · Evidence: canonical, meta robots, robots.txt, sitemap.xml Recommended intervention: Fix canonical, robots, and sitemap.

2 - A canonical is present, robots rules allow the page, and a sitemap is reachable.
1 - One of the three is missing or ambiguous.
0 - The page is noindexed or blocked by robots, or no indexable page is reachable.

RL-FND-03 - Local schema and NAP consistency - 2 points¶

Stage: visitor · required · deterministic · Evidence: Schema scan, contact page, footer Recommended intervention: Add LocalBusiness or Service schema and consistent NAP.

2 - LocalBusiness or Service schema is present and the visible name, address, and phone are consistent.
1 - One of the two is present.
0 - Neither is present, or the visible NAP conflicts across pages.

RL-FND-04 - Service and location pages with unique content - 1 point¶

Stage: understanding · recommended · model_judgment · Evidence: Sitemap, service pages, location pages Recommended intervention: Build unique service and location pages.

1 - At least one service page and one location or service-area page contain unique, useful local content.
0 - Only a list of cities, duplicated pages, or no service/location depth.

G. Measurement - 4 points¶

RL-MSR-01 - Analytics present - 2 points¶

Stage: lead · required · deterministic · Evidence: Script/source scan Recommended intervention: Install GA4, GTM, or an equivalent analytics platform.

2 - GA4, Google Tag Manager, or an equivalent analytics platform is loaded on the public pages.
1 - Some analytics or pixel is present, but no general analytics platform is detectable.
0 - No analytics signal detected.

RL-MSR-02 - Conversion and paid-traffic measurement - 2 points¶

Stage: lead · recommended · deterministic · Evidence: Script/source scan Recommended intervention: Add conversion events and ads or call tracking.

2 - Conversion events plus a call/form tracking or ads tag are detectable.
1 - One signal is detectable (for example, Google Ads or Meta Pixel only).
0 - No conversion or paid-traffic measurement signal is detectable.

Owner-data prompts (do not score)¶

OD-SPEED-TO-LEAD - Speed-to-lead¶

A fast first response is often the difference between a booked job and a competitor's job. The public site cannot prove response time.

What is the median time from lead to first human response?
How does that change by lead source (call, form, chat, text, ads)?
Who owns new leads during business hours and after hours?
How many contact attempts are made before a lead is abandoned?
How many inbound calls are missed or abandoned each week?

OD-AFTER-HOURS - After-hours and emergency handling¶

Emergency demand does not wait for office hours. A visible emergency path is not proof that a human answers it.

What happens to a call or form submitted after hours?
Is there an on-call rotation or answering service?
What percentage of after-hours leads become jobs?
Are emergency jobs priced or prioritized differently?

OD-LEAD-QUALITY - Lead quality and routing¶

A form can collect data and still fail to route the right job to the right person.

Which form fields are actually used to qualify or route a lead?
What percentage of form leads are spam, out of area, or the wrong service?
Where do form leads land, and who sees them?
What information is missing most often when the office calls back?

OD-BOOKING-CAPACITY - Booking capacity and confirmation¶

An online booking can create a bad customer experience if the calendar is wrong or the office cannot absorb the slot.

How many booked jobs are rescheduled or cancelled each week?
Is the online calendar connected to real crew capacity?
Who confirms appointments, and when?
What happens when the requested slot is unavailable?

OD-ESTIMATE-PIPELINE - Estimate pipeline¶

Open estimates are often the largest recoverable revenue pool. The website cannot show how many exist.

How many estimates are currently open?
What is the total value of open estimates?
What is the average time from request to estimate delivered?
What percentage of estimates are accepted?
What percentage of estimate requests never receive an estimate?

OD-CLOSE-RATE - Estimate close rate by source and size¶

The same website can produce very different revenue depending on close rate, job size, and lead source.

What is the close rate by lead source?
What is the close rate by job size or service line?
What is the average job value?
Which objections appear most often on estimates?
Which lost reasons are recorded?

OD-ESTIMATE-FOLLOWUP - Estimate follow-up¶

Unclosed estimates are a high-value opportunity that a public website audit cannot observe.

What percentage of open estimates receive follow-up?
How quickly is the first follow-up made?
How many attempts are made before follow-up stops?
Which channels are used (call, text, email)?
Are estimates segmented by size, service, or age?
Are stale estimates reactivated on a schedule?

OD-CUSTOMER-HISTORY - Customer history and job completion¶

Repeat and referral revenue depends on knowing who bought, what was installed, and when the next service is due.

How many past customers are in the CRM?
Is job history, equipment age, and service date recorded?
Is there a post-job check-in?
How many customers buy a second service within 12 months?

OD-REVIEW-REQUEST - Review requests¶

A strong review profile is public, but the review-request process is not.

Are customers automatically asked for a review?
How soon after the job is the ask made?
Is the ask sent by SMS, email, or in person?
Is the process measured by technician or job type?
Is negative feedback captured before it becomes a public review?

OD-REFERRAL - Referral operations¶

Referrals are often the lowest-cost lead source, but they are rarely visible on the website.

Do you ask for referrals? When and how?
Is there a referral offer or tracking method?
What percentage of new customers come from referrals?
Are referral partners (realtors, property managers, adjacent trades) tracked?
Is referral follow-up owned by someone?

OD-REACTIVATION - Reactivation and repeat business¶

Old leads, unsold estimates, and inactive customers can produce revenue without new ad spend.

How many past customers are inactive for 12+ months?
How many unsold estimates are older than 30, 60, or 90 days?
Are seasonal services or maintenance visits scheduled automatically?
Is there a maintenance plan or membership list?
Has anyone contacted the inactive list in the last year?

OD-MARKETING-ATTRIBUTION - Marketing attribution and channel profitability¶

Tags can show that traffic arrived; only business data can show which channel produces closed revenue.

Is lead source recorded on every lead and job?
Can you report cost per lead, cost per booked job, and cost per closed job by channel?
Do you know revenue by channel?
Which campaigns produced jobs in the last 90 days?
How much is spent on ads, and what is the return?

Output¶

Return: score / 100, category table, three biggest revenue leaks with confidence labels, journey summary, verified findings, strong signals, owner-data questions, and next steps. Do not present an owner-data prompt as a website failure.