™Fictional sample
What a leaking site costs Example Plumbing Co.
Example Plumbing Co. is fictional. This is not a client and not a real audit.
A website is not a brochure. It is the salesperson who works while you are on the job, and right now that salesperson is losing you money.
Example
Website ROI™Stop the leaks. Grow your profits.
Sample prepared September 30, 2026. Market on the example: Southwest Michigan. There is no public website behind this page. The notes below were written to show the format.
Diagnose & Score
A directional priority, not a certification. The bars group the gap into five categories. The specific fixes are walked through in the strategy session, not listed here.
- Visibility29 / 100
- Trust100 / 100
- Conversion0 / 100
- Speed0 / 100
- Follow-up0 / 100
Problems
Framed as lost money on the example, not as a measured fact about a real shop. The gaps are grouped in the bars above; the itemized fix list is for the strategy session.
Objectives
- A visitor can take a next step when a phone call is inconvenient.
- An after-hours inquiry still reaches the owner.
- The work already finished shows up as proof a new customer can see.
- A person searching for a plumber can tell this shop does that work.
Solutions
Full solution plan delivered in your strategy session.
The sample stops there on purpose. The strategy session is where the specific fixes are walked through, priced, and accepted or declined.
ROI plan
Illustrative annual opportunity = monthly qualified visitors × assumed missed-action rate × assumed close rate × assumed first-year revenue per customer × 12.
- Monthly qualified visitors
- 120, assumption, not measured
- Missed-action rate
- 55%, assumption: visitors who leave when the only next step is a phone call
- Close rate
- 35%, assumption
- First-year revenue per customer
- $480, assumption
120 × 55% × 35% × $480 × 12 = $133,056
$66,528–$199,584 a year
How we estimated: that midpoint is one illustrative output. A practical range, half to one-and-a-half times the midpoint. Move any assumption and the number moves with it.
Dollar figures are estimates from stated assumptions. They are not measured revenue, guaranteed leads, guaranteed rankings, or a promise.
See the score. Then decide.
The report is free. Z calls you back if you ask.
A website is not a brochure. It is the salesperson who works while you are on the job, and right now that salesperson is losing you money.