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.
Website Scorecard
Your Website Score
1 · Your score
2 · Where the points went
Sections are weighted by how much they affect booked jobs, not by how many questions they contain. Conversion path carries the most weight because it is where every other channel eventually sends people.
3 · Fix these first — they cost nothing but time
4 · Worth paying for
5 · What you already have right
Scored with the free Contractor Website Scorecard at advertisingforcontractors.com — Advertising For Contractors, powered by Eye To Ad Media. Want a human to verify any of it: 1-800-481-8638.
Send this scorecard to your inbox
We'll email the full report and fix list. We'll see a copy too — if you'd like someone to verify the technical items you couldn't answer, say so in the notes.
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.
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 100 points.
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.
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.
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.
About the scorecard
What is a good website score for a contractor?
What if I don't know the answer to a question?
Does a low score mean I need a new website?
Why does the phone number question carry so many points?
Do you store my answers?
Can someone check my site properly instead?
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.