Sample contractor website audit
A fictional example for demonstration only. This is not an evaluation of a real contractor or website.
Executive summary
Northline's fictional site makes its core service reasonably clear and uses real-looking project examples. The biggest gap is a weak quote-request path: visitors have to hunt for a next step, especially after they land on a service page.
This sample uses illustrative findings and wording to show report format. In a real report, unclear signals stay marked for human review.
Score breakdown
Highest-priority fixes
What we found
Quote action gets buried below the first screen
Why it matters
A homeowner who needs an estimate should not have to scroll through a full page before seeing the next step.
What to change
Put one clear ‘Request a Roof Estimate’ button beside the phone number at the top of the homepage and on each roofing service page.
What we found
The homepage headline is too broad
Why it matters
‘Quality exterior work’ does not tell a homeowner what Northline does, where it works, or why they should call.
What to change
Use: ‘Roof Repair and Exterior Work for Central Ohio Homeowners.’ Add: ‘Clear estimates, practical advice, and work you can see before you hire us.’
What we found
Project proof has no context
Why it matters
Before-and-after photos do more work when visitors can see the type of project, location, and result.
What to change
Add short captions below real project photos: service performed, city or neighborhood, and the homeowner problem solved.
Page examples where possible, top five strengths and problems, a full category review, and an implementation order that does not bury you in jargon.