How a free diagnostic became a qualified pipeline engine

Problem

Traffic existed but the site did not qualify buyers or expose technical gaps before sales calls.

Diagnosis

Site Grader revealed conversion and schema gaps; Lead Calculator quantified upside from CRO fixes.

Build

Rebuilt homepage, service pages, and trust modules with a single primary CTA per viewport.

Automation

Routed form submissions into CRM stages with source + diagnostic score metadata.

SEO structure

Added FAQ clusters, local service pages, and JSON-LD for core offers.

Conversion changes

Email-gated full reports increased booked calls versus raw contact forms.

Metrics