Transparency
How the Lead Recovery Score works
Every audit starts at 100 and subtracts points for each observable issue below. We fetch your public homepage (and the linked contact page) once, read the HTML, and record only what can be verified from it. We do not estimate revenue, traffic or conversion; the score measures whether an inbound enquiry has a fast, obvious route to you — especially on a phone, out of hours.
Checks and points
| Check | Severity | Points | Why it matters |
|---|---|---|---|
| No telephone number found on the homepage | high | −25 | Local-service customers overwhelmingly call. Without a visible number on the first screen, urgent enquiries go to the next result. |
| Phone number is not tappable on mobile | high | −12 | The number appears as text, not a tel: link. Mobile visitors must copy it manually, which loses a share of urgent callers. |
| No visible after-hours or missed-call route | high | −18 | Nothing tells an evening or weekend caller what happens if nobody answers. Those enquiries are typically lost to a competitor who responds first. |
| No stated response time | medium | −8 | Visitors are not told how quickly a call or form will be answered, which reduces form submissions and callbacks. |
| No enquiry form on the homepage | medium | −8 | Some visitors will not call. Without a fast enquiry route they leave without contacting you. |
| Enquiry form asks for many fields | low | −5 | Forms with more than six fields see materially lower completion. Ask for the minimum needed to call back. |
| No online booking or callback request | medium | −8 | There is no way for a visitor to secure a slot or request a callback without speaking to someone first. |
| No live interaction option | low | −5 | No chat or instant-reply route for visitors who prefer messaging over calling. |
| Opening hours not stated | medium | −6 | Visitors cannot tell whether a call will be answered now, which suppresses calls outside 9–5 even when you cover them. |
| Service area is unclear | medium | −7 | Visitors cannot tell whether you cover their postcode, so out-of-area callers waste your time and in-area callers hesitate. |
| Page is not mobile-optimised | medium | −6 | No viewport meta tag; most local-service searches are on mobile. |
| Slow first response | medium | −6 | Server took more than 1.5s to begin responding; mobile visitors on the move abandon slow pages. |
| Very slow page load | low | −4 | Full page load took more than 4s. |
| Site is not served over HTTPS | high | −8 | Browsers label the site 'Not secure', which hurts trust and search ranking. |
| No visible trust signals | low | −5 | No reviews, accreditations (e.g. Gas Safe, Checkatrade, Trustpilot) or guarantees detected on the homepage. |
| No clear primary call to action | medium | −8 | The first screen does not present one obvious next step (call, book, request a quote). |
| Contact page is broken | high | −10 | The linked contact page returned an error. |
| Website did not load | high | −60 | The site could not be fetched. Every paid click to it is lost. |
Limits of an automated audit
- We read HTML, not rendered JavaScript. A phone number injected only by script may be missed — tell us and we'll re-check.
- "After-hours route" looks for wording (24/7, out of hours, callback, we'll call you back) — it can't tell whether someone actually answers.
- Performance figures are one fetch from our server, not a field measurement.
- Nothing here is legal, safety or financial advice.
Estimates
The calculator produces an estimate only from figures you type in (leads per month, average job value, close rate, share of enquiries missed). It is labelled as an estimate wherever it is shown and is never used in outreach as a claim about your business.