What the grader checks
Each check is a fixed number of points with a written rule. Nothing is weighted by a hidden model and nothing is compared with other sites.
| Check | Points | How it is scored |
|---|---|---|
| Click to call Is there a tel: link a phone visitor can tap to call you? | 12 | 12 points for at least one tel: link with a full number. 3 points if the number is only shown as text. 0 if there is no number. |
| Phone number at the top Can a visitor see your number without scrolling? | 10 | We read the HTML, not a screenshot, so “at the top” means inside your <header> or within the first 400 characters of text on the page. 10 points for a tel: link there, 6 for a plain-text number there. |
| Quote or contact form Is there a short form for visitors who would rather not call? | 12 | 12 points for a form with up to 5 fields, 8 for 6–8, 4 for 9 or more, 9 for an embedded form we can’t count. These field limits are our rule of thumb (each extra field is one more reason to give up), not a published benchmark. Search boxes, single-field newsletter sign-ups and hidden fields are not counted. |
| Online booking Can a customer pick a time without talking to anyone? | 8 | 8 points when a known scheduling tool (ServiceTitan, Housecall Pro, Jobber, Calendly, Zocdoc, NexHealth, Vagaro and others) loads on the page. 5 for a “Book now / Schedule service” button without one. 0 otherwise. |
| Reviews on the page Does the page show proof that past customers were happy? | 8 | 8 points for a reviews widget, a star rating or review count in the text, or rating markup. 5 for a testimonials section without a rating. 0 otherwise. |
| Local business schema Does the page tell search engines your business type, phone and address in structured data? | 8 | 8 points for a local business type (LocalBusiness or a subtype such as Plumber, HVACBusiness, Dentist) with telephone and address. 5 if the type is there without them. 2 for Organization or WebSite only. Google documents these properties in its LocalBusiness structured data guide. |
| Service-area pages Does the page link to pages for the towns you serve? | 8 | 8 points for links to 3 or more area pages, 5 for 1–2 (often a single “Service areas” page), 2 if areas are only named in text. We only see this one page, so area pages linked only from elsewhere are not counted. Links count when their address contains words like /service-area/, /areas/ or /locations/, or their text reads like “Town, ST”. |
| Page speed hints Does the HTML avoid the usual causes of a slow first view? | 10 | Hints from the HTML, not a speed test. Server response: 3 points at 800 ms or less (web.dev’s “good” time to first byte). Render-blocking scripts: 3 points for none, 1 for one or two. Image sizes: 2 points when every image has width and height (prevents layout shift), 1 for up to three without. Page size: 2 points up to 800 elements, 1 up to 1,400 (Lighthouse’s DOM size warning levels). |
| Mobile layout and tap targets Is the page set up for phones, with buttons people can tap? | 8 | Viewport tag with width=device-width: 4 points. Zoom allowed (no user-scalable=no, maximum-scale 5 or more, as Lighthouse checks): 2 points. Every tel:/sms: link has text or a label: 2 points. Real tap-target sizes need a rendered page; PageSpeed Insights measures them. |
| HTTPS Is the page secure, so browsers don’t warn visitors away? | 8 | Served over HTTPS: 4 points. http:// redirects to https://: 2 points (checked with one request to http://your-domain/). No images, scripts or styles loaded over http:// on an HTTPS page: 2 points. |
| Google Business Profile link Does the page link to your Google Business Profile or map? | 4 | 4 points for a link to Google Maps, your Business Profile, a g.page / maps.app.goo.gl short link, a Google review link, or an embedded Google map. |
| After-hours capture If someone visits at 9 pm, is there a way to reach you that doesn’t need you to pick up? | 4 | 4 points for web chat, a text-us (sms:) link or online booking. 2 for a 24/7 or emergency claim without one of those (we can’t tell if anyone answers). Forms are scored separately. |
Why these twelve
A visitor to a plumber’s or dentist’s site usually wants one thing: to reach someone. The checks follow that path. Can they call with one tap from the top of the page? If they would rather not call, is there a short form or a booking button? Do they see proof that others were happy, and that you work in their town? Does the page load quickly on a phone, without a security warning? And if it is 9 pm, is there still a way in?
Schema markup and the Google Business Profile link are there for the other half of the path: they help Google connect your site with your listing in local results.
What the grader can’t see
- Your layout. It reads HTML, so “at the top of the page” means your header or the first lines of text, not the first screen on a particular phone.
- Sites built only with JavaScript. If your page is empty until scripts run, most checks will fail here, and many crawlers see it the same way.
- What happens after the click. Whether a form reaches your inbox, or a missed call gets a text back, needs a real test. That is what a human audit is for.
Check your share previews too: the link preview checker shows how your pages look when customers send them to each other on WhatsApp, Facebook or X.
Questions people ask
How is the score worked out?
Twelve checks, 100 points in total. Each check has fixed points and a written rule, shown under “How this is scored” in every result and in the table on this page. The score is the points you earned out of the points we could test, so something we could not test never counts against you.
Is the score compared with other businesses?
No. There are no averages or industry benchmarks in it. Every point comes from something on your page, and the report shows the line of HTML it came from.
Which businesses is this for?
Local service businesses that win work by phone, form or booking: HVAC, plumbing, roofing, electrical, dental, med spas, cleaners, pest control and similar. A shop or a blog will lose points on checks that don’t apply to it.
Does it check my whole website?
No, one page: usually your home page, where most visitors land. Enter another address to grade a service or landing page. Area pages and booking pages linked from the page are counted as links, not opened.
Why does it say a check was not tested?
Some things need the live site. Server response time and whether http:// forwards to https:// are only measured when you enter a URL. Real tap-target sizes need a rendered page; PageSpeed Insights measures those.
What do you do with my website address?
We fetch that one public page once to read its HTML, and send the result to your browser. The page is not stored. Private and internal addresses are refused, and no cookies are sent.
Can someone fix these for me?
You can fix most of them yourself with the copy-ready snippets. If you want a person to review the whole site and how enquiries reach you, Moxisync offers a $249 recorded audit with a written priority list (linked below the checks).