How to use this. Go section by section. For each item, score it present, absent, manual, or unknown, honestly, not how you wish it worked. An absent or unknown score is a place to review, not a confirmed loss; check it against your own numbers before drawing a conclusion. If you want the printable version, grab the PDF up top.
section 01
Website & first impression
The first 10 seconds a stranger spends on the website is one place to observe closely. Score each item as present, absent, manual, or unknown; a low score is an item to inspect, not evidence about traffic; check your own analytics.
- 01.1Does the homepage tell a stranger, in under 5 seconds, what you do and where you do it?
- 01.2Is there a phone number, booking link, or quote button visible without scrolling?
- 01.3Does the site load in under 2 seconds on a phone, including images?
The fix: Recommended starting assumption: score each item present, absent, manual, or unknown. For anything absent or unknown, that is where to look first, not a conclusion about how much traffic it costs. Confirm against your own analytics before assuming an effect.
section 02
Booking & intake
- Can a first-time visitor book without calling?
- Is the deposit or card captured before the slot is held?
- Does one customer record flow through every stage?
- Is the confirmation clear about time, deposit, and policy?
- Are reminders automatic and on a real cadence?
If someone has to call you, email you, or DM you to book, some share of interested customers may not follow through. Measure that share against your own baseline before you decide how much it matters.
- 02.1Can a new customer book online without calling?
- 02.2Does the booking flow show real availability, not 'we'll get back to you'?
- 02.3Is a deposit or card-on-file required when the stakes warrant it?
The fix: Score each item present, absent, manual, or unknown. If deposit-required booking is absent, that is a hypothesis to test against no-shows, not a confirmed leak. Record your no-show rate for four weeks before any change and four weeks after, then judge it on your own numbers.
section 03
Follow-up & reminders
Follow-up is easy to overlook because a missed reminder or review request rarely announces itself. Observe what actually happens, item by item.
- 03.1Does every booked customer get an automated reminder before the appointment?
- 03.2Does every completed job trigger a request for a review?
The fix: Score each item present, absent, manual, or unknown. An absent or manual item is worth reviewing. It is not evidence of lost revenue on its own; measure your own booking and review rates before and after any change.
section 04
Payments & quoting
Friction between 'yes, I want this' and 'here is my money' is worth observing directly rather than assuming.
- 04.1Can a customer pay online without you sending an invoice manually?
- 04.2For larger jobs, is there a quote-to-deposit flow they can accept on their phone?
The fix: Score each item present, absent, manual, or unknown. A manual step here is a candidate for review, not a confirmed cost. Compare close rates on manual versus automated quotes if you want to test it.
section 05
Visibility & analytics
You cannot review what you cannot see. Start by observing whether the basic numbers exist anywhere in one place.
- 05.1Do you know, without doing math, how many leads came in last week?
- 05.2Do you know your current no-show rate?
The fix: Score each item present, absent, manual, or unknown. If the answer is unknown, that is a data gap to close before drawing conclusions about any other section.
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