What the Website Friction Score measures.
The friction score is an advisory rating based on six categories that directly affect whether a visitor calls, books, or requests a quote. It is not a technical speed score. It is a business-readiness score.
Example score breakdown
Every report includes a category-by-category score with color-coded risk levels.
Minor optimizations may improve conversion, but the site is not likely losing visitors to confusion or distrust.
Some friction exists. Specific fixes can likely improve quote requests and calls without a full rebuild.
Visitors are probably hesitating or leaving. A structured repair sequence can have measurable impact.
The site is likely costing you quotes and bookings. Priority fixes should be implemented as soon as possible.
The six categories
Each category is scored independently, then combined into the overall friction score.
Homepage clarity
Does a new visitor know what you do, where you do it, and why they should choose you within 3 seconds?
- Headline specificity
- Subheadline support
- Primary CTA visibility
- Service area clarity
- Differentiation
Trust / proof
Are reviews, licenses, project history, and credibility signals visible before the visitor decides to leave?
- Reviews and testimonials
- License and insurance
- Project photos or case studies
- Years in business
- Awards or certifications
Mobile action path
Can a mobile visitor call, request a quote, or book without extra taps, zooming, or menu hunting?
- Tap target size
- Phone CTA visibility
- Menu usability
- Form usability on small screens
- Load speed perception
Quote / contact flow
Is the next step obvious, low-friction, and confidence-building? Or is it hidden, confusing, or demanding?
- CTA placement above fold
- Form field count
- Response time expectation
- Quote path clarity
- Confirmation message
Service depth
Do service pages answer the questions that create hesitation, or do they just list offerings?
- Specific service detail
- Local context
- Pricing transparency (if applicable)
- FAQ or objection handling
- Next step clarity
Local visibility
Can local customers find you through search, and does your site reinforce your local credibility?
- Google Business Profile alignment
- Local keywords in titles/headings
- Citation consistency
- Location page quality
- Neighborhood references
How scoring is used
Priority repair sequence
The lowest-scoring categories are typically the highest-impact fixes. The report ranks repairs by business effect and implementation difficulty, not just by score.
Advisory, not absolute
The score is a structured opinion based on public review, positioning, and user experience patterns. It does not guarantee outcomes. Market conditions, competition, and execution quality all matter.
Context matters
A contractor site and a restaurant site have different conversion paths. The score is interpreted within the context of your business type, visitor intent, and competitive landscape.
Track over time
If you implement repairs and want a follow-up review, the score provides a baseline to measure progress. Follow-up audits are quoted separately.
Find out your Website Friction Score.
Submit your site for a structured diagnostic. You will receive a category-by-category score, a priority repair sequence, and specific recommendations you can act on.
We do not guarantee rankings, revenue, leads, calls, bookings, or sales. Reports are advisory business opinions based on publicly visible website elements. Repair Sprint work requires a separate written agreement. No report begins until payment and scope are confirmed. Do not submit passwords or sensitive credentials through the public form.