Sample report

A real Check, with the name taken off

This is an actual Lead Leak Check, run on a residential plumbing company in Northern Virginia in June 2026. The identifying details are gone. Nothing else is. It scores all six leaks, ranks the top three, and shows the measurement behind every number.

Removed: the business name, the owner’s name, the address, the phone number, the website, the city, and the names of the seven competitors the original compared it against. Two review counts were unusual enough to identify the company on their own, so they appear here as a ratio. Every score, finding and measurement is unchanged.

The scorecard

Six leaks, scored out of five each. This company scored 12 out of 30 — below average for a business with its reputation, which is the whole problem. Twenty years of good work, and almost none of the infrastructure needed to convert it.

Leak	Score	Finding
Discovery	3 / 5	Findable, rarely first. Appears in directory lists and top-ten roundups; loses emergency-plumbing searches outright
Trust	3 / 5	The reputation is excellent and the website undercuts it — dated layout, not one photograph of actual work
Conversion	1 / 5	Phone or nothing. No form, no estimate request, no booking, on any page
Response	1 / 5	No CRM, no form, no after-hours path. A missed call is a lost job with no second chance
Reputation	2 / 5	Nearly five times as many reviews on Yelp as on Google, and no system pointing customers to either
AI visibility	2 / 5	Named in AI answers, never recommended first. No LocalBusiness schema anywhere on the site
Total	12 / 30	Below market average for a business with this reputation

The top three

These are the three leaks costing the most, in order. Each one gets what is happening, what it costs, and what fixes it. This is the part of the Check you act on.

Conversion — scored 1 / 5

What is happening: There is no contact form anywhere on the site. No estimate request button. No online booking. The phone number is prominent and well placed, and it is the only way in.
Why it costs money: Every visitor who is not ready to phone a stranger this minute is a lost lead, and that is most of them. Someone comparing three plumbers at 9pm is not calling any of them — they are filling in whichever form is in front of them and taking the first callback. Phone-only competes for the customers who are already certain and concedes everyone still deciding.
The fix: Four fields: name, phone, what is wrong, best time to call. Homepage and contact page. Email and text notification the moment it is sent. Low difficulty, and the highest-impact item on this report.

Response — scored 1 / 5

What is happening: Nothing catches a call that goes unanswered. No missed-call text-back, no voicemail-to-text, no follow-up sequence, no record of who rang.
Why it costs money: A plumbing lead has a shelf life measured in minutes. The homeowner with water coming through the ceiling calls the next number on the list before the voicemail finishes. A missed call at a plumbing company is not a delayed job, it is a job that went to a competitor — and right now there is no way to know how many.
The fix: An automatic text back within sixty seconds of a missed call, saying someone will ring back and asking what the problem is. Cheapest fix on the report and usually the first one that pays for itself.

Reputation — scored 2 / 5

What is happening: The review record is genuinely strong and it is concentrated on the wrong platform. Nearly five times as many reviews sit on Yelp as on Google. The Google rating is 4.8. There is no visible process for asking a satisfied customer for a review, on any platform.
Why it costs money: Google reviews are the primary input to local search ranking and one of the strongest inputs to AI recommendations. A review record built on Yelp is a review record built where fewer of the decisions get made. Two decades of excellent work is sitting in the wrong place.
The fix: A review request that goes out after every completed job and points at Google specifically. The supply already exists — twenty years of satisfied customers. This one compounds: Google reviews feed Discovery and AI visibility as well.

How it compares to the two companies beating it

Every Check includes a side-by-side against the two local companies you most often lose to. Here is that section, with both competitors anonymised as well. Only findings that were actually determined appear — where something could not be established from public sources, it says so rather than guessing.

Both competitors advertise 24/7 emergency service explicitly. This company says “call early for same-day service.” That is a scheduling note, not an emergency offer, and it is why the company does not appear at all in emergency-plumbing searches — the highest-urgency and highest-ticket searches in the trade.
Both are named ahead of it in AI answers. Asked to recommend a plumber in the area, AI assistants list this company among others. Asked specifically for an emergency plumber, they name the two competitors and do not mention it.
Neither has a stronger review record. This is the finding that matters. The company being audited has the deepest review history of any competitor examined, by a wide margin. It is losing to businesses it out-earns on reputation, purely on infrastructure and positioning.
One competitor has been trading roughly three times as long. The other’s tenure could not be established from public sources.

What the Check leaves for the Blueprint

The Check scores all six leaks and writes up the top three. The other three were scored and ranked below the cut. They are real and they are listed here in full — they just do not get the treatment above.

Discovery, 3/5. Present in directory listings and top-ten roundups for general searches. Absent from emergency-plumbing searches, where several competitors advertise 24/7 service explicitly and this business does not. Those are the highest-urgency, highest-ticket searches in the trade.
Trust, 3/5. BBB seal and review badges are on the site. Not one photograph of actual work is, despite dozens of customer photos sitting on Yelp. A homeowner choosing between two plumbers picks the one whose work they can see.
AI visibility, 2/5. The site carries no LocalBusiness schema, so everything an AI assistant knows about this company comes from third-party directories rather than from the company itself.

Why AI visibility is not in the top three, despite scoring 2/5

Because fixing Conversion and Reputation raises it anyway — schema and Google reviews are two of its main inputs. Fixing AI visibility first, on a site with no contact form, means sending better-qualified strangers to a page that still cannot capture them. Order matters more than score here, and ranking by score alone would have got this wrong.

The evidence

Every figure was measured, not estimated. This table is what makes the scores above arguable rather than assertive — you can disagree with a score, but the measurement behind it is checkable.

Check	Result
Contact form, any page	None
Estimate request or booking	None
LocalBusiness schema	Not detected
Project photographs on site	Zero
PageSpeed, mobile	Performance 93 · Accessibility 53 · Best Practices 65 · SEO 75 · Core Web Vitals fail
PageSpeed, desktop	Performance 100 · Accessibility 78 · Best Practices 65 · SEO 73 · Core Web Vitals fail
HTTPS	Pass
Mobile layout	Present and functional
Emergency positioning	“Call early for same-day service” — informational, not an emergency offer
Google rating	4.8
Google reviews vs Yelp reviews	Roughly 1 : 5
Dedicated service-area pages	None

The accessibility score of 53 on mobile is the number to look at twice. It is not a cosmetic problem. It is the same underlying markup that decides how well an AI crawler can read the page — which is why a low accessibility score and a low AI visibility score usually turn up together.

Your turn

This took about four hours

Four or five pages, the Google profile, the review platforms, the AI answers, and the page speed numbers. What comes back to you looks like the report above, run on your business.

It is normally paid work. It is free while I build DMV case studies, and you keep the findings either way — including if you take them to somebody else.

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What happens after the Check