Pocket Funnel
Free tool

See what missed calls cost you each month.

This is the real audit. We scan the structural problems that quietly cost home-service companies jobs every week — the ones that decide whether the traffic you already pay for turns into booked work. Takes about five seconds.

Built for home-service businesses — HVAC, plumbing, restoration, electrical, and the trades. Auditing other kinds of sites will surface checks that don't apply to your model — read the findings in that light.

Start with your trade.

So we use the right benchmarks.

What's typical

The leak, in industry numbers.

Your audit shows your gaps. Here's what the research says is normal across the trades — every figure sourced.

27%+
of calls go unanswered

More than a quarter of calls to a busy trade never get picked up — the conservative floor. Owner-operated shops with everyone in the field run higher.

Industry call-tracking data (conservative floor of a 27–62% range)

~30%
come after hours

Nearly a third of home-service calls land outside business hours — exactly when voicemail is the only thing working.

Convirza call analysis

67%
never leave a voicemail

Two in three callers who reach voicemail hang up without a message and dial the next company on the list.

BIA/Kelsey (directional)

100×
more likely to reach the lead

Respond within five minutes and you're up to 100× more likely to reach a lead than waiting even half an hour.

MIT / InsideSales speed-to-lead study (2007)

What this checks

Structural checks pulled from the same playbook we use to screen real prospects. Each one maps to a specific way a home-service business quietly loses the customer between "found you" and "booked you."

  • HTTPS / secure connection
    Browsers warn visitors away from insecure sites and Google ranks them lower. A warning screen is a customer gone before they ever see you.
  • Mobile experience
    Most people find a contractor on their phone. A broken mobile site is the single biggest leak between a search and a call.
  • Cookie-cutter vendor templates
    We fingerprint the generic builder platforms that quietly cap how well you can rank and convert.
  • Stale or template-default copyright year
    A years-old or future template-default copyright tells visitors and Google nobody is minding the store.
  • LocalBusiness schema markup
    The structured data that connects your site to your physical location. Without it, you're hard to find in the map pack.
  • Customer-review presence
    Embedded Google/Yelp reviews. In the trades, reviews are the difference between a call and a scroll-past.
  • Online booking integration
    The biggest conversion lever there is. Every after-hours visitor with no way to book calls a competitor instead.
  • Content depth & site structure
    Service pages, location pages, real substance. Thin sites can't compete for the searches that turn into jobs.
  • White-label vendor footer
    A "website by X" credit usually signals an outsourced template with no real local investment behind it.
  • AI search visibility
    The FAQ schema and Q&A-format signals ChatGPT, Google AI Overviews, and Perplexity use to decide who to recommend. Almost no local site is set up for it yet.