Contactability Leaks
Can prospects reach you at all?
A prospect wants to contact you and cannot. The form submits but sends nothing. The phone number on your site isn't tappable. The call routes to a voicemail box nobody checks. The contact page doesn't load on a phone. The email address listed is wrong.
The cost: A Contactability Leak can be especially costly because the prospect never becomes a lead. You not only lose the job. You never knew they existed.
Common Signs
- No confirmation after submitting a form
- Phone number not clickable on mobile
- Google Business Profile phone routes differently than website
- Contact page missing on mobile navigation
- Voicemail full or not set up
- Email bounces
Fix measure: Make every contact pathway work silently and reliably.
Trust Leaks
Do prospects trust you enough to call?
A prospect found you and is interested. But the site doesn't prove you're real. No reviews. No photos of real work. A Google listing with three reviews from 2019. A generic template design that looks like every other contractor site.
The cost: Before a prospect calls, they decide whether you're worth the call. Trust Leaks are the reasons they decide you're not.
Common Signs
- No reviews visible on the site
- License or insurance info missing
- Stock photography instead of real work photos
- Google Business Profile incomplete or unverified
- Inconsistent name, address, or phone across the web
- Website looks unprofessional or outdated
Fix measure: Build proof into every touchpoint so a prospect never questions whether you're real.
Conversion Leaks
Does the path from visitor to lead work smoothly?
A prospect is interested and trusts you. But the form has twelve fields. The call button is buried below the fold. The page loads too slowly. The next step isn't obvious.
The cost: Conversion Leaks are especially frustrating because you did the hard work of earning their interest and then made it hard for them to hire you.
Common Signs
- Contact forms with more than 4-5 fields
- Call-to-action below the fold on mobile
- Page loads slowly (3+ seconds)
- Services or pricing unclear without digging
- Multiple competing actions on the same page
- No clear next step on service pages
Fix measure: Remove any barrier between interest and action.
Speed Leaks
How fast do leads get a response?
A prospect filled out your form. You got the notification an hour later. You called back three hours after that. They already hired someone else.
The cost: Speed Leaks are often a practical place to start. A fast response is more likely to connect than a delayed one. Prospects who do not hear back soon often call the next company.
Common Signs
- No automatic confirmation email after form submission
- No instant notification to your phone
- Response time measured in hours, not minutes
- No after-hours lead handling
- Missed calls go to voicemail with no follow-up
Fix measure: Any lead that touches your business should trigger an immediate response: automatic, then human within minutes.
Visibility Leaks
Can prospects find you at all?
A prospect searches for what you do. Your competitor shows up. You don't. Your Google Business Profile has the wrong category. Your site wasn't indexed. Your service area is set too broadly or too narrowly.
The cost: A Visibility Leak means the prospect finds someone else before they ever know you exist.
Common Signs
- Google Business Profile unclaimed or unverified
- Wrong primary business category
- Inconsistent NAP (name, address, phone) across directories
- Site not appearing in relevant local searches
- No local content or service area pages
- Poor or outdated Google reviews
Fix measure: Be findable, accurate, and consistent everywhere prospects search.
Follow-Up Leaks
Are leads followed until they book?
A prospect called. You missed it. You called back once. They didn't answer. You moved on.
The cost: A prospect who called has already shown meaningful intent. Many businesses stop after one callback attempt. A short sequence of tries is more likely to connect than a single call.
Common Signs
- No follow-up sequence after the first call
- Single callback attempt, no second try
- No monthly check-in for past inquiries
- No re-engagement for seasonal work
- No system for tracking lead status
Fix measure: Every lead deserves a sequence, not a single attempt.
Not all leaks are equal. A Check grades each of the six categories Strong, At Risk, Leak, or Unknown, then names up to three observation-supported findings with practical next steps. It does not deliver a numerical Lead Leak Score or a revenue estimate.
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