A sample $395 business audit

This is what you receive: a verdict on one page, your customer journey step by step, what to fix first with the exact words to use, one piece of work ready to paste in, and a 30-day plan.

Every finding shows its evidence.

Get my business audit Back to the business audit

Sample report for a fictional businessJuniper Lawn & Garden is made up, and so are its website, competitors and screenshots. The report is laid out, checked and worded exactly as a real one.

01 · The verdict · Juniper Lawn & Garden

Your biggest constraint

Asking for a quote is harder than it should be, and nothing says when people will hear back. Most of your work starts with a quote request, so this is where interested people drop out.

Your websiteImproveKeep your website and fix what's weak. No rebuild.

The site is secure, loads on every page, is listed in search and already describes your services well. The problems are in its opening words, its quote form and its phone links: all fixable on the site you have, in days rather than weeks. A rebuild would cost more and fix nothing these changes don't.

Do these three first

If this were my business

I would spend this week on the quote form and the reply promise, and nothing else. Cut the form to four questions, say plainly when you reply, then count requests for four weeks before touching the design. The site is good enough; the way in is not.

You don't need a rebuild or SelfOperate right now.

Your customer journey

The six steps from someone finding you to paying you, as we could check them.

1
Found you
Problem
You appear for lawn care searches in Austin, but your Google listing and your website disagree on your hours and the towns you serve.
Someone in Round Rock may decide you don't cover them, or call when you're closed.
2
Understood you
Problem
On a phone, the first screen says "Welcome to Juniper" over a photo. What you do and where only appears after scrolling.
People who arrive from an ad or a map pin have to work out whether they're in the right place.
3
Trusted you
Problem
Your three testimonials have no names, towns or dates, and the site doesn't say you're insured.
Two of the three competitors show named reviews near their quote button.
4
Got in touch
Problem
The quote form has 11 questions, 9 of them required. The phone number is a picture, so it can't be tapped to call.
The two quickest ways to reach you are the two hardest to use on a phone.
5
Heard back
Not checked
Nothing on the site says when you reply. We could not see your inbox, so we don't know how quickly you do.
Paid you
Not checked
You told us you invoice through Square after each visit. Payments were not part of this review.

Your systems

What you already run, and what to do with each: keep it, improve it, replace it, or add it.

ImproveVerified: We reproduced or measured it.
Website (Squarespace)
Sound, secure and indexed. Its opening words, quote form and phone links need work.
If nothing changes
Quote requests keep dropping out on phones until the form is fixed.
Next
Make the four changes in Do now; no rebuild.
ReplaceVerified: We reproduced or measured it.
Quote form
Eleven questions, nine required, including budget and a free-text "describe your yard". It asks for a sales conversation before a hello.
If nothing changes
The main way work arrives is also the hardest step on the site.
Next
Swap it for the four-question form in section 6.
Needs
Website editor access (you or your Squarespace helper).
ImproveStrong indication: What we saw points clearly to it, but it wasn't measured.
Google Business Profile
Listed and reviewed, but its hours and service towns disagree with the website.
If nothing changes
People act on whichever one they see first.
Next
Make the hours and towns match, in both places, on the same day.
KeepUnable to check: We couldn't see this without access.
Quote inbox (Gmail)
One inbox for every request is simple and fine at your size. We could not measure reply times without access.
If nothing changes
Unknown until reply times are measured.
Next
Time your replies for two weeks (plan, week 1).
KeepHypothesis: A reasoned judgement. Check it against what you know.
Job list (spreadsheet)
You said it works for a two-crew business. Nothing we saw suggests changing it now.
If nothing changes
Low. Revisit if you add a third crew.
Next
No change.
KeepUnable to check: We couldn't see this without access.
Invoices (Square)
You invoice after each visit through Square. Not opened during this review.
If nothing changes
Not checked.
Next
No change.
MissingVerified: We reproduced or measured it.
Counting enquiries
No analytics or form-tracking tag was found on any of the five pages.
If nothing changes
You can't tell whether a change helped.
Next
Add a simple count before changing anything else (plan, week 1).

What we found

Every finding shows what we saw, the evidence, and exactly what to do. Open one to see it all.

What to fix first

The order we'd do things in. Do now is five things at most.

Do now5

Do next5

Later2

Ready to use

One piece of real work from this audit, ready to paste in or hand to whoever looks after your site. Nothing was changed on your site.

A new homepage opening and a four-question quote form

Together they fix the two biggest drop-off points: not knowing what you do, and a form that asks too much. Both are ready to paste in.

1. Homepage opening

Replace the heading block at the top of the homepage.

Heading

Lawn care and garden upkeep in north Austin

Line under it

Weekly mowing, beds and seasonal clean-ups for homes in Austin, Round Rock, Cedar Park and Pflugerville. Two local crews, insured, and the same faces every visit.

Buttons

Main button: Get a quote in under a minute (links to /quote)
Second button: Call (512) 555-0147 (a tap-to-call link, not an image)

2. Quote form

Replace every field on /quote with these, in this order.

Field	Type	Required
Your name	Short text	Yes
Phone or email	Short text	Yes
Street address or ZIP	Short text	Yes
What do you need?	Choice: Mowing, Beds & mulch, Seasonal clean-up, Something else	Yes
Anything else?	Long text	No

Button: Send my request
Under the button: We reply to every request within one business day, usually the same afternoon.
Remove: Budget, Describe your yard, Lot size, Preferred start date, How did you hear about us?, Company name.

3. Thank-you message

Thanks, we've got it. We'll reply within one business day, usually the same afternoon. If it's urgent, call (512) 555-0147.

4. Your first reply (a template)

Hi [name], thanks for asking about [service] at [address]. To give you an exact price I have two quick questions: roughly how big is the lawn (front and back), and is there a gate we can use? Once I know, I'll send the price today.

Your 30-day plan

Four weeks. Week 1 sets a starting point, so you can tell whether the changes worked.

Week 1 sets your starting point. Without it you can't tell whether the changes worked.

Week 1
Count first, then fix the way in
- You
- You
- You
How you'll knowHow many quote requests arrived, and your typical reply time. This is your starting point.
Week 2
The form, the promise and the opening
- You
- You
- Your web person
How you'll knowQuote requests this week against week 1, and whether every reply met your promise.
Week 3
Trust and speed
- You
- Your web person
- You
How you'll knowPageSpeed's mobile result for the homepage, and quote requests against week 1.
Week 4
Check, then decide what's next
- Compare weeks 2 to 4 with week 1: requests, and reply times.You
- Your web person
How you'll knowWhether requests went up and replies met your promise. If replies are the problem, that is the next thing to fix.

Ways forward

Optional. The audit is yours whatever you choose.

Optional

Do it yourself

Everything in Do now is words and settings you can change in the Squarespace editor and your Google listing, in an afternoon. The plan above is written for you to follow on your own.

Covers 7 findings

Optional

Hand it to your web person

Send section 6 and the findings marked "Your web person" to whoever built your site. They are small, specific jobs: the phone link, the photo, the markup and the image descriptions.

Covers 4 findings

Optional

Have SelfOperate do it

Our verdict: you don't need this right now.

You don't need SelfOperate to do any of this. If, after week 4, replies are still what slows you down, SelfOperate's customer-ops worker can answer quote requests in minutes, inside limits you set.

What it would cover

Answer new quote requests within minutes, with your prices and questions
Follow up once with people who haven't replied
A weekly count of requests, replies and booked jobs

Price: Exact price quoted from this report, before anything starts
Credit: $395 credited toward any SelfOperate build (website or onboarding) ordered within 60 days (by November 22, 2026)
Included: 14 days of SelfOperate included, starting with your first customer. Nothing is charged when they end.

Evidence and limits

What we looked at, what we measured, and what we could not check.

Screenshots

Homepage on a phone, first screen · Phone
Phone number is part of an image: it can't be tapped
First screen: no word of what you do or where, and no quote button

Homepage on a computer · Computer
Phone number is part of an image: it can't be tapped
First screen: no word of what you do or where, and no quote button

Quote form on a phone · Phone
Phone number is part of an image: it can't be tapped
11 questions, 9 required
Send button: a screen and a half down
“Soon”: no reply time

Measured, tested and read

Page textSeen September 22, 2026
Homepage opening words
Heading: "Welcome to Juniper". First mention of "lawn care": below the first screen on a phone.
juniperlawn.example/
TestSeen September 22, 2026
Quote form inspected (not submitted)
11 fields, 9 required. Send button about 1,280 pixels down on a phone (a screen and a half).
juniperlawn.example/quote
TestSeen September 22, 2026
Tap-to-call links on five pages
0 of 5 pages have a tap-to-call link. The number is inside header.png.
juniperlawn.example/
TestSeen September 22, 2026
"Book now" button destination
Links to /contact (a 9-field general form), not /quote.
juniperlawn.example/lawn-care
Page textSeen September 22, 2026
What the quote and contact pages promise
"We'll get back to you soon." No reply time anywhere on the site.
juniperlawn.example/quote
MeasurementLab testSeen September 22, 2026
Homepage speed on a phone
Largest content shown after 5.9 s (mid-range phone, lab). Main photo: 4.1 MB. Real-visitor data: not enough yet.
juniperlawn.example/
MeasurementLab testSeen September 22, 2026
Preliminary accessibility check
6 images without a text description; button text contrast 2.9 to 1 (4.5 to 1 recommended).
juniperlawn.example/
TestSeen September 22, 2026
Analytics and form tracking
No analytics or form-tracking tag on any of the 5 pages.
juniperlawn.example/
TestSeen September 22, 2026
Structured business details
No LocalBusiness markup on any of the 5 pages.
juniperlawn.example/
TestSeen September 22, 2026
Secure connection
HTTPS on all 5 pages; no insecure content.
juniperlawn.example/
TestSeen September 22, 2026
Sitemap and search access
Sitemap lists 14 pages; robots.txt allows search engines.
juniperlawn.example/sitemap.xml
Page textSeen September 22, 2026
Towns and hours on the website
Service area page: "Austin". Footer: "Austin · Round Rock · Cedar Park · Pflugerville" and "Mon–Sat 7–6".
juniperlawn.example/service-area
ListingSeen September 22, 2026
Google Business Profile, as seen in search
Hours: Mon–Fri 8–5. Service area: Austin.
Page textSeen September 22, 2026
Testimonials page
3 quotes, each signed "A happy customer". No mention of insurance on any page.
juniperlawn.example/testimonials
CompetitorSeen September 22, 2026
Cedar Row Landscaping, homepage
"Reply within 24 hours" beside a 4-field form; two named reviews with towns.
cedarrow.example/
CompetitorSeen September 22, 2026
Live Oak Lawn Services, quote page
"We'll call you back the same day" under a 5-field form.
liveoaklawn.example/quote
You told usSeen September 21, 2026
From your intake
"Most work starts with a quote request. We answer from Gmail, track jobs in a spreadsheet and invoice through Square. Two crews, insured."

What we could not check

Google Search Console
Not connected. Which searches show your site, and how often people click, needs your Google sign-in.
To include it: Connect Search Console read-only from Connected apps. We'd add what people search before they find you.
Google Business Profile statistics
Not connected. We saw the public listing only, not its calls, direction requests or search views.
To include it: Add SelfOperate as a read-only manager on your Business Profile.
Your inbox and customer list (CRM)
Not connected. Reply times and follow-ups were not measured; the plan's week 1 measures them by hand.
To include it: Connect Gmail read-only from Connected apps. Nothing is sent or changed.
Real-visitor speed
Chrome's public report doesn't have enough visits to this site yet, so speed is a lab measurement only.
Accessibility
An automated first check, not a full review or a certification.

What we looked at

Pages: Home, Lawn care, Service area, Get a quote, Testimonials
Competitors: Cedar Row Landscaping, Bluebonnet Yard Co., Live Oak Lawn Services
Connected accounts: None: public information only

Not included

Your inbox, calendar and customer list: nothing was connected, so reply times and follow-up were not measured.
Google Search Console and your Business Profile's own statistics: they need your Google sign-in.
Online payments: you invoice through Square after the job, and that was not opened.
Pages beyond the five listed, and your social media accounts.

Sources

Google PageSpeed Insights (Lighthouse, mobile and desktop)September 22, 2026
One polite crawl of the five pages listed in scope (forms inspected, never submitted)September 22, 2026
Search results for "lawn care north Austin", top three local competitorsSeptember 22, 2026
Google Rich Results Test documentationSeptember 22, 2026
Your intake answersSeptember 21, 2026

A sample $395 business audit

Your biggest constraint

Do these three first

Your customer journey

Found you

Understood you

Trusted you

Got in touch

Heard back

Paid you

Your systems

Website (Squarespace)

Quote form

Google Business Profile

Quote inbox (Gmail)

Job list (spreadsheet)

Invoices (Square)

Counting enquiries

What we found

What to fix first

Do now5

Do next5

Later2

Ready to use

1. Homepage opening

2. Quote form

3. Thank-you message

4. Your first reply (a template)

Your 30-day plan

Count first, then fix the way in

The form, the promise and the opening

Trust and speed

Check, then decide what's next

Ways forward

Do it yourself

Hand it to your web person

Have SelfOperate do it

What it would cover

Evidence and limits

Screenshots

Measured, tested and read

What we could not check

What we looked at

Not included

Sources