Lead capture
The 12-Point Lead Capture Audit explained
June 18, 2026 · 4 min read
Our free checklist covers 12 things that separate websites that sit there from websites that book jobs. Here's what each point checks, and why it matters.
The 12-Point Lead Capture Audit is the same checklist we use when we look at any site. You score each point from 1 to 5, for a total out of 60. Be honest. A low score just shows you where to start.
The 12 points
1. Hero section impact: The top of your homepage. Can a visitor tell what you do and who you help in a few seconds?
2. Value proposition: Do you say what the customer gets, in plain words? "Same-week estimates" beats "quality service."
3. Trust signals: Reviews, license, service area, real photos. Can people see proof before they scroll?
4. Lead form friction: How many boxes does your form have? Three is often enough. Every extra box loses people.
5. Call-to-action strength: Do your buttons say what happens next? "Get a free estimate" beats "Submit."
6. Mobile experience: On a phone, is it easy to read, tap, and call?
7. Page speed: Does your site load in under three seconds on a phone? Slow pages lose visitors before they see anything.
8. Social proof placement: Are your reviews and results near your forms and prices, where people decide?
9. AI or chat answers: Can a visitor get a quick answer to a common question right now, even at night?
10. Easy booking: Can someone see open times and book on the spot, without phone tag?
11. Automatic follow-up: Does a thank-you go out right away, then two or three follow-ups if they go quiet?
12. Tracking: Do you know how many visitors, requests, and booked jobs your site brings in?
How to use it
Set aside 15 minutes. Open your site on your phone. Pretend you're a customer who found you on Google at 9pm. Fill out your own form. Score each point.
Look hardest at points 4, 5, 10, and 11. Low scores there often mean leads are slipping away every week.
Quick fixes for common low scores
Some points are easy to improve in an afternoon.
Form friction: Cut your form down to name, phone, and what they need. Remove anything you can ask later.
Call-to-action strength: Change "Submit" or "Contact us" to what the person gets. "Get my free estimate" or "Book a time."
Trust signals: Add your Google rating and two or three short reviews near the top of the homepage.
Mobile experience: Make sure your phone number is a tap-to-call link. Test it on your own phone.
Other points take more work, like booking, follow-up, and tracking. Those usually need the right tools set up and connected.
What happens when you request it
You fill out a short form with your business name and website. The audit PDF lands in your inbox right away, so you can score yourself.
Then we run the same 12 points on your site. We send you our findings, usually within two business days. You'll see each point marked solid, needs work, or missing, plus the one gap that's likely costing you the most.
You keep the findings either way. If it makes sense to work together, we'll tell you what that looks like. If not, you still know where to start.
What it doesn't cover
The audit is about getting and keeping leads. It doesn't grade your logo, colors, ads, or long-term SEO work. Those matter, but fixing how you capture and follow up on leads usually comes first.
Get the free audit here. We'll also run the 12 points on your site and send you what we find. Or read why most service websites fail to book jobs for more on the most common gaps.