The Scorecard Family¶
For: owners, marketers, and analysts who need to know which diagnostic answers which question.
Website Scorecard is the conversion layer of a coordinated family. It sits beside Local Visibility Scorecard and GBP Scorecard without copying their jobs.
LOCAL VISIBILITY SCORECARD
Can prospective customers discover the business?
Search · Maps · AI answers · competitors · authority
↓
GBP SCORECARD
Does the Google Business Profile create trust and enable action?
Identity · Services · Reviews · Content · Conversion · Handoff
↓
WEBSITE SCORECARD
Can the owned website convert that demand?
UX · Trust · Mobile · Contact · Booking · Measurement
↓
RAD
Remediation and operations live elsewhere.
What this scorecard answers¶
Can a ready-to-buy visitor understand the offer, contact the business, and book a job without friction? The website is the owned surface. It is scored on what the public page can prove; the profile and discovery surfaces are separate diagnostics.
What belongs only to Website Scorecard¶
- Website UX, mobile layout, page speed, accessibility, forms, navigation, and content depth.
- Website conversion paths, including form usability and on-site scheduling.
- Website analytics and tag configuration.
- On-site schema and technical implementation.
- Website-specific hard caps, including broken primary contact, unusable forms, booking failure, HTTPS failure, malicious redirects, and an unclear offer.
- Website-specific evidence: screenshots, DOM signals, Lighthouse, path traces, and page-level copy.
What belongs only to Local Visibility Scorecard¶
- Local Pack and Google Maps visibility.
- Geo-grid and local finder observations.
- Organic ranking and ranking-URL relevance for local commercial intent.
- AI answer inclusion, recommendation, and citation behavior.
- Competitor share of local visibility.
- External citation and authority footprint outside the profile.
- Visibility concentration and reproducible trends.
What belongs only to GBP Scorecard¶
- Google Business Profile identity, categories, services, hours, attributes, and media.
- Review recency, velocity, distribution, and owner responses.
- Profile action paths: call, website, booking, messaging, directions.
- The Google → destination handoff.
- Profile-origin attribution signals.
- Owner-data questions about calls, messages, bookings, reviews, and profile revenue.
What is deliberately shared¶
| Convention | Shared rule |
|---|---|
| Scale | 0–100, seven weighted categories, A–F bands |
| Bands | A 90–100 · B 75–89 · C 60–74 · D 40–59 · F 0–39 |
| Evidence states | VERIFIED · STRONG SIGNAL · OWNER DATA REQUIRED · NOT APPLICABLE |
| Public score | Owner-data questions never reduce it |
| N/A handling | N/A checks leave the denominator; weights are renormalized |
| Pipeline | Collect → Review → Score → Render → Verify. Each stage is independently runnable |
| Outputs | audit.json, audit.filled.json, scores.json, one-page.md, full-report.md, verification.json |
| Judgment | Model judgment is isolated; deterministic facts are not re-judged |
| Determinism | Same inputs produce the same score and the same tables |
| Privacy | Raw evidence and client reports stay local; public examples are synthetic or sanitized |
| Visual system | Ink #0B0B0C, Surface #141416, Card #1C1C1F, Paper #F7F7F5, Muted #A6A6AA, Brand Red #FF3B3B, Soft Red #FF8F8F, Green #3FBF7F, Amber #F5C766 |
| Voice | Calm, direct, evidence-based. Observed, not observed, may create friction, owner data required |
| Hard caps | Only for extreme conversion or technical failures; each is deterministic, tested, and documented |
| RAD boundary | RAD mappings are metadata. The scorecard is useful without RAD |
No duplicate scoring¶
| Question | Website Scorecard | GBP Scorecard | Local Visibility |
|---|---|---|---|
| Page speed and mobile UX | SCORE | — | — |
| Forms, CTA usability, booking flow | SCORE | — | — |
| On-site schema and technical implementation | SCORE | — | — |
| Website conversion tracking | SCORE | — | — |
| Review widget on the website | SCORE | — | — |
| HTTPS and destination technical health | SCORE | handoff check | — |
| GBP category, services, hours, attributes, media | — | SCORE | explanatory only |
| GBP reviews and owner responses | — | SCORE | — |
| GBP phone, website, booking, messaging action | — | SCORE | — |
| GBP-to-website handoff | — | SCORE | — |
| Local Pack, Maps, and geo-grid visibility | — | — | SCORE |
| Organic rank and ranking URL | explanatory only | — | SCORE |
| AI mention, recommendation, citation | — | — | SCORE |
| Competitor share of local visibility | — | — | SCORE |
| Search Console clicks, leads, revenue | OWNER DATA REQUIRED | OWNER DATA REQUIRED | OWNER DATA REQUIRED |
The only intentional overlap is HTTPS. Website Scorecard judges whether the owned site is technically sound; GBP Scorecard judges whether the advertised handoff works. A dead destination caps the GBP handoff; it is not counted twice in the website score.
What a Website finding looks like¶
The estimate form's submit button is clipped below 390px, so a mobile visitor cannot complete the form.
Do not add:
The GBP primary category is weak.
Instead:
Cross-reference GBP Scorecard if the profile's relevance or configuration needs diagnosis.
What the other scorecards may say¶
Local Visibility may say:
The water-heater page has no top-10 visibility for the target market.
Website Scorecard may say:
The water-heater page has weak mobile conversion.
Those are separate findings. They are not merged into one number.
Deliberate divergence¶
Website weights Contact at 22, because the owned site's job is to produce a lead or a booked job. GBP weights Conversion & Actionability at 22, because a profile's job is to produce a next step. Local Visibility weights Maps & Local Pack at 25, because local-business results are the densest discovery surface for a home-service business.
All three use seven categories so a business owner can compare the shape of the diagnosis, not the underlying checks.
How to use the family¶
Run the scorecard for the surface where the customer is losing the most. The order is diagnostic, not mandatory: strong discovery can still lead to a weak profile or a weak website, and the reverse is also possible.
Future boundary¶
The family may eventually feed machine-readable findings into RAD:
The scoring engines remain separate. RAD consumes findings; it does not merge the rubrics or rewrite a public score with private operational metrics.