Northwind Plumbing (fictional, for calibration)https://example.comWinnipeg, Manitoba, CanadaIndustry overlay: none2026-11-09Prepared for The owner (fictional)

Strong reviews, weak first screen: urgent callers cannot see emergency service or call in one tap.

A fictional sample showing the report format. Every figure here is invented for testing and must never be reused.

Dashboard

The whole report on one screen. Select a lens, an action or a lever to jump to the detail.

36/100

Marketing health, from the twelve lens grades

19

Observed findings, each with a source

10

Priority actions, ranked

5

Actions with a value range

3

Competitors compared

1

Compliance and accessibility fixes

1

Points to check with your own numbers

Scorecard by lens

Select a lens to show only its evidence.

Impact and effort

Top left: quick wins. Select a number to open that action.

Hover or focus a number to preview the action.

Progress

0 of 10 actions done

Tick actions in the list below; ticks stay in this browser only.

Value at a glance

First-year value of the customers won each month

Today: -

With the valued actions: -

Live from the calculator below; it uses example numbers until you enter yours.

Enter your numbers

90-day plan

Weeks 1 to 13; hover a bar for detail. The full plan, with owners and dependencies, is below.

Competitor snapshot

Business	Promise	Offer and price	Worth borrowing
Northwind Plumbing (fictional, for calibration)	The business scanned; see the verdict above.
Competitor A (fictional)	24/7 service	From prices shown	Tap-to-call header
Competitor B (fictional)	24/7 service	From prices shown	Tap-to-call header
Competitor C (fictional)	24/7 service	From prices shown	Tap-to-call header

Start with this priority action

Put emergency service and a tap-to-call button in the first screen

See evidence by lens.

The action: Put emergency service and a tap-to-call button in the first screen.

First step this week: Start this week.

Impact: HighSpeed: FastEffort: LowConfidence: MediumCompliance risk: none

Evidence: s1. Confirmed by Second check with a live browser at phone width on 2026-11-09.

Your Top 10 Priority Actions

Ranked by impact, speed, effort, confidence and compliance risk. Filter by lever; tick each action as you complete it.

1

Put emergency service and a tap-to-call button in the first screen

See evidence by lens.

Action: Put emergency service and a tap-to-call button in the first screen.

First step: Start this week.

Lever: lead_rate · Impact: High · Effort: Low · Measure: Weekly count · Evidence: s1 · Confirmed by Second check with a live browser at phone width on 2026-11-09

Done

2

Cut the quote form to four fields

See evidence by lens.

Action: Cut the quote form to four fields.

First step: Start this week.

Lever: lead_rate · Impact: High · Effort: Low · Measure: Weekly count · Evidence: s1 · Confirmed by Second check with a live browser at phone width on 2026-11-09

Done

3

Show Google reviews on the site

See evidence by lens.

Action: Show Google reviews on the site.

First step: Start this week.

Lever: close_rate · Impact: High · Effort: Medium · Measure: Weekly count · Evidence: s1 · Confirmed by Second check with a live browser at phone width on 2026-11-09 · After: Action 1

Done

4. Publish three service packages with from prices Done

See evidence by lens.

Action: Publish three service packages with from prices.

First step: Start this week.

Lever: value · Impact: Medium · Effort: Low · Measure: Weekly count · Evidence: s1

5. Build an emergency plumber page for the city Done

See evidence by lens.

Action: Build an emergency plumber page for the city.

First step: Start this week.

Lever: traffic · Impact: High · Effort: High · Measure: Weekly count · Evidence: s1

6. Launch a maintenance plan for past customers Done

See evidence by lens.

Action: Launch a maintenance plan for past customers.

First step: Start this week.

Lever: reactivation · Impact: Medium · Effort: Low · Measure: Weekly count · Evidence: s1

7. Answer the ten questions buyers ask AI assistants Done

See evidence by lens.

Action: Answer the ten questions buyers ask AI assistants.

First step: Start this week.

Lever: other · Impact: Medium · Effort: Medium · Measure: Weekly count · Evidence: s1

8. Add call and form conversion tracking Done

See evidence by lens.

Action: Add call and form conversion tracking.

First step: Start this week.

Lever: other · Impact: Low · Effort: Low · Measure: Weekly count · Evidence: s1

9. Partner with two property managers Done

See evidence by lens.

Action: Partner with two property managers.

First step: Start this week.

Lever: other · Impact: Medium · Effort: High · Measure: Weekly count · Evidence: s1

10. Fix button contrast and form labels Done

See evidence by lens.

Action: Fix button contrast and form labels.

First step: Start this week.

Lever: other · Impact: Low · Effort: Medium · Measure: Weekly count · Evidence: s1

Evidence by lens

D Offer and price

Services listed, no packages or prices

ObservedServices page lists 9 services with no prices or packages. [s2]
ObservedNo entry offer such as an inspection or maintenance plan is shown. [s2]

C Positioning and first screen

Headline names the trade, not the outcome

ObservedHero headline reads 'Plumbing done right' with no audience or outcome. [s1]
ObservedEmergency service is mentioned only in the footer. [s1]

D Conversion path

Quote form has 11 fields

ObservedQuote form has 11 required fields including budget. [s3]
ObservedPhone number is not clickable on mobile. [s1]
ObservedA <script>alert('x')</script> string in a quote must be escaped by the renderer. [s3]
InferredThe long form likely loses urgent callers who need help today. [s3]

C Proof and claims

Reviews on Google, none on site

ObservedNo reviews or testimonials appear on the website. [s1]
ObservedGoogle profile shows 4.7 stars from 212 reviews. [s4]

D Search

Ranks for brand only

ObservedThe site ranks first for its brand name. [s6]
ObservedThe site does not appear in the first page for 'emergency plumber <city>'. [s7]

F AI answers

Not named in 0 of 20 sample prompts

ObservedThe business was named in 0 of 20 sample prompts across two assistants. [s8]

B Local presence

Profile complete, 4.7 rating

ObservedProfile categories, hours and photos are complete. [s4]

n/a Paid media

No ads found

ObservedNo active ads were found in the Meta Ad Library. [s5]

C Social and PR

Facebook active, nothing else

ObservedFacebook page posts weekly; no other channels found. [s12]

D Lead capture and lifecycle

No follow-up visible

ObservedNo newsletter, guide or maintenance reminder offer exists. [s1]

C Compliance and accessibility

Privacy notice present; low contrast buttons

ObservedPrimary buttons fail a 4.5:1 contrast check. [s1]
ObservedPrivacy notice exists and names the analytics provider. [s13]

D Measurement readiness

Analytics tag present, no conversion events seen

ObservedAn analytics tag is present; no form or call conversion events were found in the page source. [s14]
VerifyMonthly calls and form submissions are needed to size the opportunity.

Competitors

Competitor A (fictional)

Why chosen: Ranks for the money term

24/7 service

Offer and price: From prices shown

Proof they show: 320 reviews, 4.8 average

Channels: Google Business Profile, search ads

Borrow: Tap-to-call header

Competitor B (fictional)

Why chosen: Ranks for the money term

24/7 service

Offer and price: From prices shown

Proof they show: Licence number in header

Channels: Search, Facebook

Borrow: Tap-to-call header

Competitor C (fictional)

Why chosen: Ranks for the money term

24/7 service

Offer and price: From prices shown

Proof they show: Before and after photos

Channels: Instagram, local directories

Borrow: Tap-to-call header

Built for you

Hero: current

Plumbing done right

Hero: recommended

Burst pipe? A licensed plumber at your door in 60 minutes, 24/7. Tap to call.

Lead magnets

Winter pipe checklist
Water heater age calculator
Annual maintenance plan

Ad concept

Emergency plumber, Winnipeg. Licensed, 4.7 stars on Google. Tap to call now.

Speed
Reviews
No surprise pricing

Follow-up sequence

Instant confirmation
Call within 15 minutes
Follow-up next day
Review request after the job

Subject: Your quote request

Thanks for reaching out. A plumber will call you within 15 minutes during business hours.

Northwind Plumbing, <address>. Unsubscribe: <link>

Profile makeover

Licensed Winnipeg plumbers. Emergencies 24/7. 4.7 stars from 212 Google reviews.

Content ideas

Idea 1
Idea 2
Idea 3
Idea 4
Idea 5
Idea 6
Idea 7
Idea 8
Idea 9
Idea 10

Short-form hooks

Burst pipe at 2 a.m.? Here is the first thing to do (fictional).
Three sounds your water heater makes before it fails (fictional).
What a fair drain-cleaning price looks like in 2026 (fictional).

Ready to post

Fictional post: Our emergency line answers in under a minute, day or night. Save this number before you need it.

AI answers baseline

A sample: 20 prompts, two assistants with web access, 9 November 2026.

Named in 0 of 20 prompts; competitors named in 14.

Prompt	Assistant	Business named	Who was named
Best emergency plumber in Winnipeg	Assistant A	No	Competitor A, Competitor B
Who fixes burst pipes at night in Winnipeg	Assistant B	No	Competitor A

Compliance and accessibility fixes

Issue	Rule	Risk	Fix	Effort
Low contrast buttons	WCAG 2.2 AA 1.4.3	Accessibility complaint	Darken button colour	Low

90-day plan

Weeks	Action	First step	Owner	Depends on	Measure
1-2	Hero and tap-to-call	Rewrite hero	Owner and web provider		Calls per week
3-6	Packages and form	Price three packages	Owner	Hero and tap-to-call	Form completions
7-13	City page and maintenance plan	Brief the page	Marketing		Organic calls

What it is worth

Monthly visitorsVisitor-to-lead rate (%)Lead-to-customer rate (%)First-year value per customerContribution margin (%)

Starting values are examples for a small local service business, not this business's numbers. Replace them with yours.

First-year value of the customers the website wins each month, today: - (contribution: -)

With the valued priority actions: - (contribution: -)

Estimates, not promises. Each action is modelled on one lever with a conservative range; actions on the same lever are added together, capped at 25 per cent per lever, and levers multiply, so the most these 4 levers can add together is 144 per cent. No figure here may be used as a marketing claim.

How we know

Observed: seen directly, with a source. Inferred: a reasoned conclusion. Recommended: an action. Verify: needs your internal numbers.

What we could and could not see

Fictional sample: nothing here describes a real business.
No internal call or sales data was available.

Sources (14)

s1: Home page https://example.com/ (2026-11-09)
s2: Services https://example.com/services (2026-11-09)
s3: Quote form https://example.com/quote (2026-11-09)
s4: Google Business Profile https://example.com/gbp (2026-11-09)
s5: Meta Ad Library search https://example.com/ads (2026-11-09)
s6: Search results: brand https://example.com/serp-brand (2026-11-09)
s7: Search results: emergency plumber https://example.com/serp-emergency (2026-11-09)
s8: AI answers sample https://example.com/ai (2026-11-09)
s9: Competitor A home https://example.com/a (2026-11-09)
s10: Competitor B home https://example.com/b (2026-11-09)
s11: Competitor C home https://example.com/c (2026-11-09)
s12: Facebook page https://example.com/fb (2026-11-09)
s13: Privacy notice https://example.com/privacy (2026-11-09)
s14: Page source https://example.com/source (2026-11-09)