Fervor Studio · Page Breakdowns
We run national contractor websites through the same protocol: three pages, PageSpeed Insights, manual form-field counts, trust signal audits. Then we publish every finding. No rewriting history. No PR spin. Here's the full archive — filter by trade, filter by category, or read the latest.
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Trade
Trust Signals 652K monthly visitors land on service pages with five-star reviews, FAQs, and deep content. But no inline form. The booking wizard lives on a separate page. Conservative estimate: $1.55M/year left on the table from three pages alone.
Speed The lowest Google mobile score in the entire CRO Index series. The bathroom remodeling franchise with 2.2K monthly visitors runs location pages that score 20 and 29 out of 100, with content that visibly jumps around as the page loads (layout shift scores 3x Google's limit). The schema is decent. Everything else is not.
Speed The kitchen remodeling franchise pulling 13.9K monthly visitors is a Home Franchise Concepts sibling of Bath Tune-Up. Same 5-form template. Same missing trust signals. Pages scoring 29 to 40 out of 100 on Google. The Denver location page scored 36 with the heaviest lab load time in the batch.
Trust Signals The Wisconsin-based windows and bath company pulling 6.5K monthly visitors is the positive story of Batch 3. Google Reviews actually rendered on every tested page. Rich code labels. Review widgets. Trust badges. Chat widget. But still 29 regional phone numbers and forms with 7 to 9 fields.
Trust Signals The Texas-based kitchen and bath remodeler with 5.2K monthly visitors is doing something almost nobody else in this series does: running the HomeAndConstructionBusiness code label Google officially supports for remodelers. Plus Google Reviews actually rendered, chat widget, and 7 code label types per page. But the Google mobile scores are still in the mid-40s.
Full Conversion Audit The outdoor living franchise with 33.3K monthly visitors and $79.6K traffic value scored 21 to 49 on Google mobile. Pages carry 107 to 801 words, forms, and Find Your Builder CTAs. But layout shift nearly 3x Google's limit on two pages, 18.8-second load time on the porches page, and zero Google Reviews.
Speed The Canadian deck franchise with 2.4K monthly visitors (decks.ca) has Google Reviews rendering on every tested page plus a chat widget. But the blog scored 40 and the Ottawa location page scored 35 on Google mobile. One location page had no performance data collected at all.
Trust Signals The Maryland deck builder with 321 monthly visitors is the smallest brand in the entire CRO Index by traffic and value ($933/month). But Google Reviews, review widgets, trust badges, and a chat widget are present on every single page tested. Layout stability is perfect. The PageSpeed scores are in the low 30s.
Trust Signals The local deck builder with 2.1K monthly visitors runs HomeAndConstructionBusiness, GeneralContractor, FAQPage, BlogPosting, and Person code labels. Plus 252 Google Reviews displayed on every page. Plus trust badges. This is the gold standard for what a small deck builder's website should look like.
Forms & Lead Capture The Houston and Florida pool builder with 15.3K monthly visitors and a $47.4K traffic value has Google Reviews rendering and trust badges present. But zero contact forms on any tested page. For a company selling $30K to $80K pool projects, every lead must pick up the phone.
Forms & Lead Capture The pool franchise with 4.2K monthly visitors invested in forms (1 to 2 per page) and rich code labels (including VideoObject). But zero Google Reviews, zero trust badges, and Google mobile scores of 39 to 40. The opposite of Cody Pools: forms exist, trust signals don't.
Full Conversion Audit The Arizona pool builder with 1.7K monthly visitors runs LocalBusiness, PostalAddress, and Organization code labels (strong for local search). But zero contact forms on any tested page, zero Google Reviews, and content that visibly jumps around on two of three pages. Google mobile scores of 27 to 33.
Speed The Arizona pool builder with 2.5K monthly visitors runs BlogPosting, FAQPage, and SpeakableSpecification code labels (the last one tells Google which content voice assistants can read aloud, which almost nobody uses). Blog scores 60 to 62. But zero reviews and zero trust badges.
Trust Signals The second-biggest brand in the CRO Index by traffic value ($606K monthly). Three forms per page. Decent Google scores (50 to 66). Perfect layout stability. But zero Google Reviews and zero trust badges on any of the three highest-traffic pages. For a restoration brand pulling 65K visitors across just three service pages, that is a lot of trust left on the table.
Speed The restoration franchise with 59.5K monthly visitors scored 79 out of 100 on their mold blog (one of the highest scores in the series). Trust badges on every page. VideoObject and Corporation code labels. But zero contact forms anywhere. And one blog has content that visibly jumps around as it loads.
Trust Signals The restoration franchise with 41.3K monthly visitors has Google Reviews and trust badges on its location pages, plus a ProfessionalService code label that tells Google exactly what kind of business each page represents. Two forms per location page. But wild score variance: 64 on one location, 33 on the sibling.
Speed The foundation repair brand with 93.5K monthly visitors scored 61 to 77 on Google's mobile test (the best range in the foundation repair category). HomeAndConstructionBusiness code labels on every page. Trust badges on the waterproofing page. But zero Google Reviews displayed anywhere.
Trust Signals The foundation repair franchise with 39.3K monthly visitors scores 72 to 76 on Google's test (strong) and displays Google Reviews on every page. But content visibly shifts around as it loads on two of three pages, which is the one performance metric homeowners actually feel.
Speed The roofing and siding brand with 36.4K monthly visitors runs the fastest page we have ever audited (92 out of 100 on Google mobile). Plus 15,274 reviews displayed on the reviews page. But the shingles blog has the worst layout stability in the series: content jumping 8x the acceptable limit.
Trust Signals The roofing franchise with 24.1K monthly visitors has Google Reviews on every page and runs LocalBusiness plus Product code labels on both location pages. But every tested page scored 37 to 38 out of 100 on Google mobile. All three pages have an identical layout-shift score just under the limit.
Trust Signals The siding brand with 1.2K monthly visitors has Google Reviews rendering on every tested page, perfect layout stability (0.000 across the board), and 4 forms on each location page. Zero trust badges. Content depth 2,571 to 2,984 words.
Forms & Lead Capture The windows and doors brand with 100.8K monthly visitors and a $265.5K traffic value has 3 forms per page and perfect layout stability. But zero Google Reviews, zero trust badges, and content as thin as 592 words on a product page pulling 5,300 monthly visitors.
Forms & Lead Capture The tiny windows brand with 119 monthly visitors runs six form instances on every tested page. The patio doors page scored 71 on Google mobile (decent). Zero reviews, zero badges. Clean layout stability. Every page has exactly 6 forms.
Speed The premium windows brand with 59.5K monthly visitors and $280.2K traffic value shows Google Reviews and trust badges on 2 of 3 pages. But the windows-doors page has content that visibly jumps around as it loads (nearly 2x the acceptable limit). All three pages score 38 to 40.
Trust Signals The solar installer with 18.1K monthly visitors has Google Reviews on every tested page, trust badges on location pages, and 2 to 3 forms per page. But Google mobile scores of 31 to 38. Clean layout stability across the board.
Speed The solar company with 41.1K monthly visitors scored 100 out of 100 on all three tested pages (the only brand in the series with any perfect scores). But all three pages are thin corporate subdomain pages with 412 words each. Zero forms. Zero reviews. The fastest pages in the series are also the least useful for conversion.
Trust Signals The third-biggest brand in the CRO Index by traffic (179.1K monthly visitors, $388.5K traffic value). Zero Google Reviews, zero trust badges on either auditable page. Clean layout stability. Scores of 40 to 43. One page was a customer login portal with no data.
Trust Signals The commercial landscaping company with 36.7K monthly visitors shows Google Reviews on both tested location pages (Tampa and Orlando) but not on the blog. One form per page. Clean layout stability. Scores of 42 to 48. Zero trust badges.
Speed The lawn care franchise with 135.7K monthly visitors and $327.5K traffic value scores 27 to 28 on Google mobile (among the worst in the entire series). 3 forms per page. Clean layout. Zero reviews, zero badges.
Speed Another Neighborly franchise with 37.4K monthly visitors. Content depth of 3,800 to 3,970 words per page (the deepest in landscaping). 3 forms per page. Zero reviews, zero badges. Scores 36 to 43.
Trust Signals The fencing franchise with 6.4K monthly visitors has Google Reviews on all 3 pages and trust badges on 2. But the locations page has content that visibly jumps around as it loads. Scores range 53 to 75.
Speed The fencing franchise with 1.8K monthly visitors scores 59 to 66 on Google mobile (the best average in fencing). Clean layout. 1 form per blog page. But zero reviews and zero trust badges.
Trust Signals The custom home builder with 48.9K monthly visitors has Google Reviews on 2 of 3 tested pages. Scores 28 to 30. Zero trust badges. 1 to 3 forms per page. Clean layout stability.
Forms & Lead Capture The luxury home builder with 167.6K monthly visitors drives most search traffic through design blog posts (patio ideas, bathroom inspiration, accent walls). 2 forms per page. Scores 45 to 54. Clean layout. Google Reviews on 1 of 3.
Speed The DC-area remodeler with 1.1K monthly visitors scores 28 to 36 on Google mobile. 2 forms per page. Perfect layout stability. Zero reviews, zero badges. Content 1,672 to 2,224 words.
Forms & Lead Capture The flooring franchise with 12.1K monthly visitors scores 41 to 45 on Google mobile. 2 to 3 forms per page. Perfect layout stability. Zero reviews, zero badges.
Trust Signals The tiny garage door company with 240 monthly visitors scored 86 to 96 on Google mobile (second-highest after DaBella's 92 siding page). Google Reviews and trust badges on every page. Perfect layout stability. Deep content. The gold standard for small garage door companies.
Forms & Lead Capture The garage door franchise with 90.7K monthly visitors and $809.8K traffic value (the highest in the series). 2 forms per page. Trust badges on all 3. Zero Google Reviews. Scores 32 to 48. Deep content up to 3,571 words.
Speed The handyman franchise with 16.8K monthly visitors scored 89 to 93 on Google mobile. Pages carry 502 to 5,077 words, forms, and GET AN ESTIMATE CTAs. But zero Google Reviews, zero trust badges, and zero social proof. One addition away from the strongest pages in the series.
Full Conversion Audit The parent company of Mister Sparky, The Cleaning Authority, and other franchise brands with 1.8K monthly visitors. Pages range from 646 to 828 words. Zero forms. Zero reviews. Scores 62 to 79. This teardown is unusual because it is a corporate holding company, not a service site.
Full Conversion Audit The largest home builder in America with 250.9K monthly visitors. The homepage has 248 words and a search bar. No phone number visible anywhere. But the state pages have a hidden lead qualification form asking budget, bedrooms, bathrooms, and timeline. Real-user performance actually passes.
Trust Signals The HVAC franchise with 36.7K monthly visitors blocked our original scraper, but Chrome verification revealed a well-built site. Multi-step booking modal. Google Reviews visible. Chat widget. HVACBusiness + Plumber + LocalBusiness code labels. Three conversion paths on every page.
Speed The foundation repair brand with 83.2K monthly visitors scored 97 out of 100 on the Spartanburg crawl space page (highest on a content-rich page in the CRO Index). BBB A+ Accredited. 4-step multi-step booking form. One-field hero entry.
Forms & Lead Capture The foundation repair brand with 22.3K monthly visitors runs a 9-field estimate request form on a single page. Wide score variance: 75 on the plumbing page, 32 on the driveway page. Reviews in nav. Five red sidebar CTA buttons. Phone 1-877-465-7426.
Full Conversion Audit A billion-dollar exterior remodeler pours money into paid while the organic pages sit half-built. Five high-traffic landing pages breakdown — where the leaks are, and what every local contractor can copy from the paid playbook without burning the same budget.
Speed The HVAC franchise pulling 114.8K monthly visitors with a $356.6K traffic value. Two of three pages tested scored 32 out of 100 on mobile performance. Zero Google Reviews on any page. HVACBusiness schema on one of three. A franchise template built for SEO, not for the homeowner tapping a Google result.
Trust Signals The HVAC and plumbing franchise pulling 58.6K monthly visitors carries a six-figure review count in their data stack. The blog pages we audited display none of it. Zero contact forms either. Just a phone number, a chat widget, and 134,039 reasons a homeowner should trust them, hidden from view.
Forms & Lead Capture A southeastern multi-trade contractor running HVAC, plumbing, and electrical services. The Nashville HVAC location page renders every regional number the franchise operates. Sixty-four of them. On one page. LCP is 13.8 seconds while the browser parses all of it.
Forms & Lead Capture The mid-Atlantic HVAC, plumbing, and electrical contractor pulls 20.4K monthly visitors. A third of that traffic lands on one Germantown Maryland location page. The only form element on that page is the WordPress default site search input. Not a contact form. A search bar.
Trust Signals The HVAC franchise pulling 102.7K monthly visitors with a $551.4K traffic value actually displays the review count (the only franchise in our batch that solved that problem). But the pages still score in the mid-40s on Google. And the reset-an-AC blog has content that visibly shifts around as it loads.
Speed The plumbing franchise with the biggest organic traffic value in our batch ($771K monthly) runs the same Neighborly franchise template as Aire Serv. Three pages tested, all scoring 31 to 33 out of 100 on Google mobile. Zero Google Reviews visible. A 9-field contact form rendered twice on every page.
Forms & Lead Capture The northeast heating oil and HVAC company pulling 65.3K monthly visitors has zero contact forms on any tested page, zero visible trust signals, and an unused popup template with literal "This is Modal Body" placeholder text sitting inside its highest-traffic article. The kind of bug nobody catches because nobody loads the live pages from a clean browser.
Trust Signals The HVAC franchise pulling 58.9K monthly visitors is the one brand in our entire CRO Index series we could not actually tear down. Their bot-detection setup rejects automated requests, returning a "Request Rejected" page on all three audited URLs. Google PageSpeed still got through (they use a verified browser), and the pages scored between 44 and 56 out of 100. But we could not see any content.
Speed The electrician franchise with 40K monthly visitors runs the same Neighborly template as Aire Serv and Mr. Rooter. One surprise: the blog post scored 72 on Google (best franchise score in the series). But the service pages scored 32 and 36. Same site, same template, wildly different results. Zero Google Reviews visible anywhere.
Speed The publicly traded composite decking manufacturer runs a colors page so slow on mobile that most homeowners bail before it finishes loading. Half a million visitors a month. Most of them gone before they see a board.
Speed A homeowner tapping the top service page at westshorehome.com waits more than sixty seconds on mobile. By the time the page shows up, the visitor is already gone. And the reviews page jumps around while it loads.
Forms & Lead Capture A publicly traded home builder with 138K monthly visitors. A 20-field lead form asking for your middle name, a password, and your broker ID. On a page that takes over a minute to show the main content on mobile.
Forms & Lead Capture Three service pages. Zero web forms. Phone-only lead capture across a restoration franchise pulling $3.1M in monthly organic traffic value. The homeowner standing in a flooded basement at 2am gets one option: call.
Forms & Lead Capture A publicly traded home builder with 281K monthly visitors. No forms on any landing page. Google Reviews on one of three. And pages that take seventeen seconds to load on mobile — for a family shopping a home priced over four hundred grand.
Forms & Lead Capture The painting franchise pulls 146K visitors a month and hands every one of them an estimate form with fifty-seven fields. Property type. Lead type. Request type. By the time a homeowner finishes, the paint is dry on whoever they called instead.
Speed You know the jingle. Eight-hundred, five-eight-eight, two-three-hundred, Empire. The carpet page that ad money points to rearranges itself seventeen times while the homeowner is trying to tap a button. Brand recall meets site chaos.
Speed A roofer with 28K monthly visitors runs blog pages that take about thirty seconds to render on mobile. Zero lead forms anywhere on the site. One chat widget and one phone number are carrying every homeowner looking for a new roof.
Trust Signals One of California's most trusted HVAC brands sits on two decades of Diamond Certified reviews — and puts none of it on the pages homeowners actually land on. A breakdown of the broken funnel hiding the trust they already earned.
Full Conversion Audit The find-a-location page takes twenty-seven seconds to show up on mobile. Franchise pages ask for fifteen fields before a homeowner can get a quote. Trust signals that appear on one page and disappear on the next. The local contractor wins on all of it.
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