™A shop can have a site that looks finished and still lose the job that came in after hours. The page names the trade, lists a phone number, and then waits. If you are on a roof, under a sink, or with a patient, that wait is the whole plan.
The expensive part is rarely the typeface. It is the visitor from Southwest Michigan or South Bend who was ready to ask for the work and had nowhere to leave that ask. Michiana customers type the city they live in. A homepage that never names South Bend, Mishawaka, or Elkhart makes them guess whether you drive there.
The free website score turns that guess into a number and a modeled dollar range before anyone talks about a redesign. The range is an estimate from what the public site shows and from assumptions written down with you. It is not a promise of leads or rankings.
This note is a draft. A real score uses that shop's own pages, not this example. If the money is not on the table, we say so, and the look is free.