Scoring
Every lead gets 6 scores from 0 to 100, one for each service you might sell. A high score means the audit found a lot for that service to fix, and the business looks able to pay for it and easy to reach. The rules on this page are the ones the scoring engine uses today.
Web design
How much the website itself holds the business back: its age, its layout on a phone and its speed.
SEO
How hard the site makes it for search engines to understand it and rank it.
Local presence
How the Google listing and its reviews compare with other businesses in the same trade.
Ads and tracking
Whether the site measures its visitors, and whether the business buys ads in a trade where others do.
Conversion and AI
How easy the site makes it for a visitor to get in touch, book or ask for a quote.
Website maintenance
How well the site is kept up: its certificate, its software and its accessibility.
When you search or buy, you pick the service you sell, and the score and the tier you see are the ones for that service. The price follows the lead's best tier across all 6 services, whichever one you pick.
Each finding adds points to one or more services. Free builder subdomain, for example, counts for web design, SEO and website maintenance. The points of a service are added up and capped at 100 points.
Then the business is compared with others in its trade. Once at least 200 businesses of the same trade in the same country have been scored, the need is 50% its own points and 50% where those points rank among the trade, so a dentist is judged against dentists. Until then, the need is the points alone.
Dated design is not a fixed number. A visual review rates how dated the homepage looks from 0 to 100, and the finding adds 0.4 points to web design for each point of that rating, at most 40 points.
Open a service to see the findings that count for it.
No website
The Google listing has no website at all.
Dated design
The design looks dated next to current sites in this trade.
Scored on a scale: 0.4 points for each point of a 0 to 100 rating of how dated the homepage looks, at most 40.
Free builder subdomain
The site runs on a free website builder subdomain.
Not mobile friendly
The site has no mobile layout; on a phone it renders as a shrunken desktop page.
Uses Flash
The site still uses Flash, which no current browser plays.
Table layout
The page layout is built from nested tables, a technique from the early web.
Slow on mobile
Mobile performance score is under 50/100.
No HTTPS
The site is served without HTTPS, so browsers mark it as not secure.
Certificate problem
The security certificate is invalid or expired, so visitors see a browser warning.
GoDaddy builder
The site is built on the GoDaddy website builder, which limits design and search options.
No call to action
There is no clear call to action on the first screen.
Old copyright year
Footer copyright still says a year 5 or more years back.
Slow main content
The main content takes more than 4 s to appear on a phone, past the 4 s mark where visitors leave.
Broken links
More than three internal links lead to missing pages.
Heavy homepage
The homepage downloads more than 5 MB, which is slow on a phone connection.
Old jQuery
The site runs an old jQuery version with known security fixes missing.
Very old copyright year
Footer copyright still says a year 10 or more years back.
Very slow on mobile
Mobile performance is in the bottom range, under 30/100.
Weebly builder
The site is built on Weebly, a builder that is no longer actively developed.
Layout shifts
Content jumps around while the page loads, with a layout shift score above 0.25.
Low resolution images
Several images look blurry or low resolution.
Old WordPress version
The site runs a WordPress version at least two releases behind.
Stock photo banner
The main banner uses a generic stock photo rather than the business's own work.
Very heavy homepage
The homepage downloads more than 10 MB.
Walls of text
Key pages are long blocks of text with little structure.
Wix builder
The site is built on Wix, which limits speed and search options.
No tab icon
The site has no browser tab icon.
No page title
The homepage has no page title, so search results show a bare address.
No service pages
Services are not given pages of their own, so the site ranks for few searches.
Thin homepage
The homepage has little text for search engines to rank.
No business schema
The site gives search engines no structured business details.
No main heading
The homepage has no main heading.
No meta description
The homepage has no meta description, so search engines write their own snippet.
Generic page title
The homepage title is a placeholder such as Home or Welcome.
Low search checklist score
The search engine checklist score is under 70/100.
Not mobile friendly
The site has no mobile layout; on a phone it renders as a shrunken desktop page.
Phone mismatch
The phone number on the site does not match the one on the Google listing.
Stale blog
The latest blog post is more than a year old.
Missing alt text
Most images have no alternative text.
No blog
There is no blog or news section.
No sitemap
There is no sitemap for search engines.
Free builder subdomain
The site runs on a free website builder subdomain.
No HTTPS
The site is served without HTTPS, so browsers mark it as not secure.
Broken links
More than three internal links lead to missing pages.
Slow on mobile
Mobile performance score is under 50/100.
No canonical address
Pages declare no canonical address, which can split search ranking.
No robots.txt
There is no robots.txt file.
Several main headings
The homepage has several main headings, which blurs what the page is about.
Slow main content
The main content takes more than 4 s to appear on a phone, past the 4 s mark where visitors leave.
Walls of text
Key pages are long blocks of text with little structure.
Few reviews
Review count is in the bottom quarter for this type of business in its area.
No website
The Google listing has no website at all.
Low rating
The Google rating is below 4.0.
No recent reviews
No new Google reviews in the last 90 days.
Fewer reviews than most
Review count is below the middle for this type of business in its area.
Phone mismatch
The phone number on the site does not match the one on the Google listing.
Very low rating
The Google rating is below 3.5.
Few listing photos
The Google listing has fewer than five photos.
No opening hours
The Google listing shows no opening hours.
Wrong Google category
The Google category does not match what the business actually does.
No business schema
The site gives search engines no structured business details.
The points for ads and tracking are multiplied by the trade's cost per click: ×0.6 where clicks are cheap, ×1 where clicks cost an average amount, ×1.3 where clicks are expensive.
No analytics
No analytics or tag manager detected; conversions are not being measured.
Not running Google Ads
The business runs no Google ads in a trade where competitors buy clicks.
No Meta pixel
No Meta pixel is installed, so Facebook and Instagram ads cannot be measured.
No Google Ads tag
No Google Ads tag is installed, so ad conversions cannot be measured.
No call tracking
Phone calls are not tracked back to their source.
No landing pages
There are no dedicated landing pages for campaigns.
The points for conversion and AI are multiplied by how much the trade depends on inquiries from its site, from ×1 to ×1.4 depending on the trade.
No online booking
There is no online booking; every appointment request goes through a phone call or a form.
No contact form
There is no contact form; visitors can only call or email.
No chat
There is no chat for visitors who have a quick question.
No call to action
There is no clear call to action on the first screen.
No click to call
The phone number cannot be tapped to call on a mobile.
No website
The Google listing has no website at all.
No quote tool
Visitors cannot request a quote or estimate online.
No testimonials
The site shows no testimonials or reviews.
No email signup
The site collects no email addresses for follow up.
Not mobile friendly
The site has no mobile layout; on a phone it renders as a shrunken desktop page.
No FAQ
There is no frequently asked questions section.
Walls of text
Key pages are long blocks of text with little structure.
Thin homepage
The homepage has little text for search engines to rank.
Stock photo banner
The main banner uses a generic stock photo rather than the business's own work.
Certificate problem
The security certificate is invalid or expired, so visitors see a browser warning.
No HTTPS
The site is served without HTTPS, so browsers mark it as not secure.
Low accessibility score
The accessibility score is under 60/100.
Old WordPress version
The site runs a WordPress version at least two releases behind.
No privacy policy
No privacy policy page was found.
Certificate expiring soon
The security certificate expires within 30 days.
Mixed content
The secure page loads some files over plain HTTP.
Uses Flash
The site still uses Flash, which no current browser plays.
Broken links
More than three internal links lead to missing pages.
Low best practices score
The web best practices score is under 50/100.
Free builder subdomain
The site runs on a free website builder subdomain.
Old jQuery
The site runs an old jQuery version with known security fixes missing.
Very low accessibility score
The accessibility score is in the bottom range, under 40/100.
Old copyright year
Footer copyright still says a year 5 or more years back.
Script errors
The homepage throws more than five script errors while it loads.
Missing alt text
Most images have no alternative text.
Very old copyright year
Footer copyright still says a year 10 or more years back.
Budget is scored mostly from the Google listing, from 0 to 100:
The total is multiplied by the trade's usual job size, a factor from ×0.6 to ×1.6 across trades, and capped at 100 points. Until enough businesses of a trade are scored to compare review counts, every listing gets the 10 points of the 25th percentile band.
Reach adds up the ways to contact the business, from 0 to 100:
Every lead is sold with at least one way to reach the business, and its card says which. The labels describe the address; the address itself comes with the purchase.
The Verified email only filter keeps the leads whose mailbox the mail server confirmed.
score = need × (0.5 + 0.5 × budget ÷ 100) × (0.6 + 0.4 × reach ÷ 100)
Budget and reach never raise a score above its need; they lower it when the business looks unlikely to pay or hard to reach. With no budget and no reach a business keeps 30% of its need; with full marks on both it keeps 100%. The result is rounded to a whole number.
Tier A
Score 75 and up
Tier B
Score 60 to 74
Tier C
Score 45 to 59
A lead has a tier for each service. Below 45 it has no tier for that service. Its best tier across the services sets the price: see pricing.
Leads on sale today, with the business left out. The numbers are the ones stored with each lead.
Score 48, tier C
97 × (0.5 + 0.5 × 40 ÷ 100) × (0.6 + 0.4 × 25 ÷ 100)
= 97 × 0.7 × 0.7 = 48
Score 46, tier C
86 × (0.5 + 0.5 × 56 ÷ 100) × (0.6 + 0.4 × 20 ÷ 100)
= 86 × 0.78 × 0.68 = 46
To see a whole lead scored this way, open the sample lead, or browse the leads on sale.
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