Enquiry Handling Readiness
Enquiry Handling Readiness measures how quickly and consistently a business responds when a prospective customer makes contact.
What we check
- ›Snapshot: published phone, form, chat, and WhatsApp paths on public HTML, plus any response-time copy. Live reply speed is not measured.
- ›Full Audit: intake channels (labelled self-report) plus an analyst live enquiry (human-entered: channel, sent-at, first-reply hours, quality note).
- ›JavaScript shells and failed fetches are unknown, not scored as zero.
What good looks like. A named owner, a five-minute standard on working hours, and a fallback so a missed ping does not sit overnight. The first reply is useful: it confirms the enquiry and offers a next step.
Common failure. Forms go to a shared inbox nobody owns. Webchat is decorative. The person who answers is whoever happened to see the notification.
Website Conversion Journey
Website Conversion Journey measures whether a visitor who wants to enquire can do so in as few steps as possible, on any device.
What we check
- ›Snapshot: homepage plus two ranked hubs (contact, book, services, pricing, about). CTA text, forms, tel: links, booking-stack fingerprints.
- ›Full Audit: homepage plus five ranked hubs on the same signals.
- ›Absence of a CTA is recorded as evidence; a shell page is unverifiable, not a fail.
What good looks like. One primary action per page, repeated near proof. Mobile visitors can tap-to-call or submit in under a minute. Pricing guidance or a 'from' figure removes the silent stall.
Common failure. Beautiful pages with no obvious next step. The contact page is a maze. High-intent visitors bounce to a competitor who made booking boringly easy.
Follow-Up Readiness
Follow-Up Readiness measures whether a business has a defined sequence for enquiries that don't book immediately.
What we check
- ›Snapshot: unverifiable from public HTML unless the copy claims a follow-up sequence. We do not guess.
- ›Full Audit: labelled intake (follows_up_manually) plus whatever the analyst records. Not automated mystery shopping.
What good looks like. Every enquiry that does not book on first contact is in a sequence with an owner and a stop rule. Most high-ticket buyers need two to four touches; the system assumes that.
Common failure. If they don't book today, they vanish. Staff remember a few names. There is no list, no cadence, and no one accountable for the money sitting in 'we'll hear back'.
Trust & Proof
Trust & Proof measures whether the evidence a prospect needs — reviews, credentials, outcomes — is present at the point of decision.
What we check
- ›Reviews, credentials, and before/after language on crawled pages.
- ›JSON-LD LocalBusiness / Dentist NAP and hours only when present — hours are never invented.
What good looks like. The page that asks for the enquiry also answers 'why you, why this, why now' with evidence a sceptical buyer can check. Proof is local and service-specific, not generic stock trust.
Common failure. Awards in the footer, reviews on a third-party site, and a service page that asks for a £3,000 decision with a stock photo and a hope.
Competitor Positioning
Competitor Positioning measures how a business's enquiry experience compares with the competitors a prospect is also contacting.
What we check
- ›Named competitor URLs you submit, crawled with the same page cap as your site.
- ›Ratings only if we measured that URL. Failed fetches are Could not verify — never a seeded-random cell.
- ›Fetch is not comparison. We do not invent local rivals.
What good looks like. On a like-for-like enquiry, a prospect would not find a competitor faster, clearer, or more reassuring. The gap is known, evidenced, and small.
Common failure. The practice assumes it is 'the local choice' while two nearby clinics reply in minutes, show a from-price, and send a booking link before the first voicemail is even heard.
Revenue Intelligence
Revenue Intelligence measures whether a business can trace an enquiry from first contact to banked revenue.
What we check
- ›Snapshot: booking widgets and tracking scripts if visible (Calendly, Dentally, Phorest, Jane, Treatwell, HubSpot, analytics). Otherwise unknown.
- ›Full Audit: labelled intake for tracks_source and tracks_booking_outcome. Script presence is not proof of attribution.
What good looks like. Every enquiry has a source, an owner, a first-response timestamp, and a booking outcome. Marketing spend can be judged against diary, not vanity traffic.
Common failure. Ads run. The phone rings. Nobody can say which campaign paid or which enquiries died. Leakage is felt as 'a quiet month' rather than a number.
When a financial scenario is shown
New assessments do not turn the readiness score into money. A scenario is shown only if you open one and supply the enquiry volume, booking share, contribution, and currency. The figure is labelled as an illustration. If you leave it closed, the report says no scenario was opened. Reports saved before 24 October 2026 keep the revenue figures stored on them.
An opened scenario is not financial advice and not a guarantee of lost or recoverable revenue.
Snapshot vs Full Audit
| Snapshot | Full Audit | |
|---|---|---|
| Scoring | Automated from public pages, gated by coverage | Human-signed findings on the same journey |
| Enquiry test | Not included | We contact you as a prospect and measure what happens |
| Competitors | Only pages that can be fetched | Verified against 3 named competitors, with evidence |
| Money | Only a scenario you open | The same rule: no score-to-money conversion |
| Actions | Up to three open actions | A reviewer confirms the actions worth retesting |
| Delivery | Instant shareable link | PDF, share link, 15-minute findings call |