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Is your website helping you, or quietly costing you jobs?

Twenty-five plain-English checks across speed, conversion path, trust, local search and AI readiness. You get a weighted score out of 100, a letter grade, and a fix list ordered by impact — with the free fixes separated from the ones worth paying for. Takes about four minutes and nothing is gated.

Score my website Why this matters

Runs entirely in your browser  ·  25 checks, 100 points  ·  Weighting last reviewed August 15, 2026

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Checks, each weighted by effect on booked jobs
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Sections, totalling exactly 100 points
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Of the 25 fixes cost nothing but your time
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Minutes, and no email address required

Website Scorecard

25 checks · answer honestly, the fix list depends on it
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answered
Reading your result

What is a good website score for a contractor?

Ninety or above is excellent and rare. Eighty to eighty-nine is strong. Seventy to seventy-nine is workable but leaking. Sixty to sixty-nine means the site is costing you jobs your marketing already paid for. Below sixty means fixing the website will produce more work than increasing your ad budget would. The bands are deliberately harsh, because a scorecard that tells everyone they are doing fine is useless.

Contractor website score bands and what each one means — Advertising For Contractors, reviewed August 15, 2026.
Grade Score What it means What to do next
A 90–100 Your site converts traffic rather than leaking it. Most contractor websites never reach this. Do not rebuild anything. Spend on traffic — it will actually compound.
B 80–89 Working for you, with a few gaps. Each gap is now measurable lost work rather than a structural fault. Close the free items. Most sites here cross into the 90s without spending anything.
C 70–79 Functional but losing a meaningful share of the people who arrive. Matters most if you are already buying traffic. Work the critical items first.
D 60–69 Actively working against your marketing. Money spent driving traffic here returns a fraction of what it should. Most of your fix list costs nothing but an afternoon. Start at the top.
F Below 60 The site cannot convert the visitors it already gets, so buying more makes the problem more expensive rather than better. Do not increase your ad budget yet. Free fixes first — twenty points in an afternoon is common.
The bottleneck

Why is your website the most important asset you own?

Because every channel eventually sends people there. Search results, the map pack, Google Ads, a truck wrap, a yard sign, a referral checking you out before they call — all of it funnels to the same handful of pages. If those pages don't convert, everything upstream is paying to lose customers more efficiently.

Run the arithmetic. Five hundred visitors a month at a 1% conversion rate is five leads. The same five hundred at 4% is twenty. Identical traffic, identical spend, four times the work. Buying more visitors to solve a conversion problem is the most expensive mistake in contractor marketing, and it's the one agencies quietly benefit from.

There's a second reason, and it surprises most contractors. Industry data published in 2026 puts phone leads converting at roughly 46% against 8–12% for form submissions, with 37% of phone leads closing on the first call. If your number isn't visible in the header of every page and tappable on a phone, you're pushing your best-converting lead type into your worst-converting channel.

Source: Foundry CRO home services benchmarks, April 2026.

Once you know your score, the marketing plan builder works out what you can afford to spend fixing it.

Contractor website and SEO performance dashboard tracking conversions by channel
Conversion rate is a multiplier on every channel you run. Fix it first.
The method

How is the score weighted?

By effect on booked jobs, not by how many questions sit in each section. A missing phone number in the header costs you more work than a missing FAQ page, so it carries more weight. The five sections total exactly 100 points.

28 points · 6 checks

Conversion path

The heaviest section, because it multiplies every other channel. Phone visibility, clear positioning, short forms, service pages, and a call to action someone can find without scrolling.

22 points · 5 checks

Local search

Google Business Profile, review count and velocity, consistent business details, and service area coverage. This is where home services jobs are actually won.

20 points each

Speed and trust

Load time, mobile rendering, security and tracking on one side. Real photos, visible reviews, licensing and a named human on the other. Both are table stakes and both are commonly missing.

The last 10 points cover AI readiness — whether ChatGPT, Gemini and Perplexity can actually read and cite your site. Research published in 2026 estimates only about 1.2% of local businesses get surfaced in AI recommendations, and the work overlaps almost entirely with good local SEO. It's a small section because it's a small amount of extra effort, not because it doesn't matter. More on AI search optimization for contractors.

Full list

What are the 25 checks?

All of them, published in full with their point values. Nothing is hidden behind the tool. If you would rather work through this list on paper than answer twenty-five questions on screen, that is a perfectly good way to use it — and you can check our weighting against your own judgement while you do.

Speed & foundations20 points · 5 checks
  1. Does your site load in under 3 seconds on a phone using cell data?5 points · free fix
  2. Is the site readable on a phone without pinching or sideways scrolling?5 points · free fix
  3. Does your address bar show a padlock (HTTPS) on every page?4 points · free fix
  4. Do you have analytics installed so you can see traffic?3 points · free fix
  5. Do you have call tracking, so you know which channel produced each call?3 points · paid
Conversion path28 points · 6 checks
  1. Is your phone number in the header of every single page?6 points · free fix · highest single item
  2. Is that number tappable on a phone, so one tap dials it?5 points · free fix
  3. Does your homepage say what you do and where, in the first screen?5 points · free fix
  4. Is there a contact form with five fields or fewer?4 points · free fix
  5. Is there a clear call to action visible without scrolling?4 points · free fix
  6. Do you have a separate page for each main service you offer?4 points · paid
Trust signals20 points · 5 checks
  1. Are the photos on your site your own crews and your own jobs, not stock?5 points · free fix
  2. Are reviews or testimonials visible on the site itself, not only on Google?5 points · free fix
  3. Is your license number and insurance status stated on the site?4 points · free fix
  4. Do you have a project gallery or before-and-after photos?3 points · free fix
  5. Does your About page name a real person and show their face?3 points · free fix
Local search22 points · 5 checks
  1. Is your Google Business Profile claimed and verified, and do you control it?6 points · free fix · highest single item
  2. Do you have pages for the specific cities or areas you serve?5 points · paid
  3. Do you have at least 20 Google reviews?4 points · free fix
  4. Is your business name, address and phone identical everywhere online?4 points · free fix
  5. Do you reply to your Google reviews, good and bad?3 points · free fix
AI readiness10 points · 4 checks
  1. Do you have an FAQ answering the questions customers actually ask?3 points · free fix
  2. Does your site have structured data (schema markup) installed?3 points · paid
  3. Are your services and service areas real text, not baked into images?2 points · free fix
  4. Has anything on your site been updated in the last six months?2 points · free fix

Eighteen of the twenty-five cost nothing but time. Only four genuinely need paying for — call tracking, service pages, city pages and structured data — and even those are one-off rather than ongoing. That ratio is why we tell contractors to score the site before increasing an ad budget: the cheapest work available to you is usually the work you have not done.

Contractor marketing dashboard showing leads and booked jobs rising after website fixes
Before you spend more

Doubling your conversion rate doubles your leads for free.

Going from 1% to 2% has exactly the same effect on booked work as doubling your ad budget — except it costs nothing every month afterwards, and it makes every dollar you eventually do spend work twice as hard. That is the whole argument for scoring the site first.

Score my website
Questions

About the scorecard

What is a good website score for a contractor?
There are five bands and they are deliberately harsh. Ninety or above is excellent and rare. Eighty to eighty-nine is strong, with a few gaps worth closing. Seventy to seventy-nine is workable but leaking a meaningful share of the people who reach your site. Sixty to sixty-nine means the site is costing you jobs your marketing already paid to generate. Below sixty means fixing the website will produce more work than increasing your ad budget would, and you should do that first.
What if I don't know the answer to a question?
Answer "not sure" and the scorecard treats it as a gap, because from a customer's point of view an unverified item behaves the same as a missing one. Those answers are flagged separately in your report so you know which items to go and check rather than fix blindly. If you email yourself the report we can verify the technical ones for you.
Does a low score mean I need a new website?
Usually not. Most low scores come from a handful of missing items rather than a fundamentally broken site, and a large share of the fix list costs nothing but an afternoon. Adding a tappable phone number to your header, putting real job photos on the homepage and finishing your Google Business Profile will move most contractor sites twenty points without a rebuild.
Why does the phone number question carry so many points?
Because phone leads convert several times better than form submissions in home services, and a large share of homeowners are searching on a phone with an urgent problem. Published 2026 data puts phone lead conversion around 46% against 8 to 12% for forms, with 37% of phone leads closing on the first call. Hiding the number below the fold routes your best converting channel into your worst.
How is the score weighted?
By effect on booked jobs rather than by how many questions sit in each section. Conversion path carries 28 points because it multiplies every other channel you run. Local search carries 22 because that is where home services jobs are actually won. Speed and trust carry 20 each as table stakes. AI readiness carries 10 — a small section because it is a small amount of extra effort on top of good local SEO, not because it does not matter. The five sections total exactly 100.
Is this the same as a Google PageSpeed score?
No, and they measure different things. PageSpeed measures load performance and nothing else. This scorecard covers load speed as one section of five, then looks at whether the site actually converts the visitors it loads — phone visibility, trust signals, service pages, local search presence and whether AI assistants can read you. A site can score well on PageSpeed and still lose almost every visitor, which is the situation this tool is built to catch.
Do you store my answers?
No. The scoring runs entirely in your browser and nothing is transmitted unless you choose to email the report to yourself. If you use that option we receive the report so we can answer questions about it. We do not sell data and we do not add anyone to a mailing list.
Can someone check my site properly instead?
Yes, and it is free. The audit covers everything on this scorecard plus load speed measurement, competitor comparison and the specific keywords you are losing. You keep the findings whether you hire us or not, and there is no obligation attached.

Want the fixes done for you?

Free audit first. We'll verify every item on this list against your actual site, then tell you what's worth paying to fix and what you can do yourself.

Call 1-800-481-8638 Get a free audit