Existing Business Audit

Juniper Lawn & Garden

juniperlawn.example · Delivered September 23, 2026 · Checked by a person on September 23, 2026

Sample report for a fictional business

01The verdict

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

The quote form asks 11 questions before anyone can send it. Replace the form with four questions: name, phone or email, street address or ZIP, and which service. Make "Anything else?" optional. Move budget and yard details into your first reply.
Nothing tells people when they'll hear back. Choose a reply time you can keep every week, and say it under the form, on the thank-you message and in your Google listing.
Your homepage doesn't say what you do, or where, on the first screen. Replace the opening heading and line with what you do and where, and put the quote button under it.

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.

02Your customer journey

Found youProblem
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.
Understood youProblem
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.
Trusted youProblem
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.
Got in touchProblem
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.
Heard backNot 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 youNot checked
You told us you invoice through Square after each visit. Payments were not part of this review.

03Your systems

System	Call	Why	Next
Website (Squarespace)	Improve	Sound, secure and indexed. Its opening words, quote form and phone links need work.	Make the four changes in Do now; no rebuild.
Quote form	Replace	Eleven questions, nine required, including budget and a free-text "describe your yard". It asks for a sales conversation before a hello.	Swap it for the four-question form in section 6.
Google Business Profile	Improve	Listed and reviewed, but its hours and service towns disagree with the website.	Make the hours and towns match, in both places, on the same day.
Quote inbox (Gmail)	Keep	One inbox for every request is simple and fine at your size. We could not measure reply times without access.	Time your replies for two weeks (plan, week 1).
Job list (spreadsheet)	Keep	You said it works for a two-crew business. Nothing we saw suggests changing it now.	No change.
Invoices (Square)	Keep	You invoice after each visit through Square. Not opened during this review.	No change.
Counting enquiries	Missing	No analytics or form-tracking tag was found on any of the five pages.	Add a simple count before changing anything else (plan, week 1).

04What we found

1The quote form asks 11 questions before anyone can send it

Measured. A tool measured it: our site reader, Google's PageSpeed test or an accessibility check.Do now · Hours · You · Get a quote

What we saw: The form has 11 fields and 9 are required, including "Budget", "Describe your yard" and "How did you hear about us?". On a phone the Send button is a screen and a half down, below the last question.
Why it matters: Every required question is a reason to stop. A first request only needs enough to reply: who, where, what and how to reach them. The rest belongs in your reply.
What to do: Replace the form with four questions: name, phone or email, street address or ZIP, and which service. Make "Anything else?" optional. Move budget and yard details into your first reply.
Words to use: Get a quote in under a minute Tell us where you are and what you need. We'll reply within one business day with a price or two quick questions. Your name Phone or email Street address or ZIP What do you need? (Mowing · Beds & mulch · Seasonal clean-up · Something else) Anything else? (optional) [Send my request]
How to check it worked: Open the quote page on your phone: the whole form and the Send button should fit on one screen. Then send yourself a test request and check it arrives in Gmail.
Evidence: Quote form inspected (not submitted); Quote form on a phone

2Nothing tells people when they'll hear back

Measured. A tool measured it: our site reader, Google's PageSpeed test or an accessibility check.Do now · Minutes · You · Get a quote

What we saw: The quote and contact pages end with "We'll get back to you soon." Two of the three competitors state a reply time next to their form.
Why it matters: Someone asking three companies for a quote tends to go with whoever answers first, or whoever says when they will. "Soon" gives them no reason to wait for you.
What to do: Choose a reply time you can keep every week, and say it under the form, on the thank-you message and in your Google listing.
Words to use: We reply to every request within one business day, usually the same afternoon.
How to check it worked: The sentence appears under the form, on the thank-you message and in the listing. In week 1 of the plan, check your own reply times meet it.
Evidence: What the quote and contact pages promise; Cedar Row Landscaping, homepage; Live Oak Lawn Services, quote page

3Your homepage doesn't say what you do, or where, on the first screen

Measured. A tool measured it: our site reader, Google's PageSpeed test or an accessibility check.Do now · Minutes · You · Home

What we saw: On a phone the first screen shows "Welcome to Juniper" over a garden photo and a menu button. "Lawn care" and "Austin" first appear below it, after scrolling. There is no quote button on the first screen.
Why it matters: People arriving from a map or an ad decide in a few seconds whether they're in the right place. "Welcome" makes them scroll to find out.
What to do: Replace the opening heading and line with what you do and where, and put the quote button under it.
Words to use: Lawn care and garden upkeep in north Austin 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. [Get a quote in under a minute] Call (512) 555-0147
How to check it worked: Open the homepage on a phone without scrolling: you should read what you do, where, and see the quote button.
Evidence: Homepage on a phone, first screen; Homepage opening words

4Your phone number can't be tapped to call

Measured. A tool measured it: our site reader, Google's PageSpeed test or an accessibility check.Do now · Minutes · Your web person · Home (header and footer)

What we saw: The phone number in the header and footer is part of an image. There is no tap-to-call link on any of the five pages.
Why it matters: On a phone, people who want to call have to remember the number and type it in. Many won't.
What to do: Replace the image with the number as text, linked so a tap starts a call.
Words to use: Call (512) 555-0147
How to check it worked: Tap the number on your phone: it should offer to call.
Evidence: Tap-to-call links on five pages; Homepage on a phone, first screen

5Your Google listing and your website disagree on hours and towns

Measured. A tool measured it: our site reader, Google's PageSpeed test or an accessibility check.Do now · Minutes · You · Google Business Profile

What we saw: The listing says Monday to Friday, 8 to 5. The website footer says Monday to Saturday, 7 to 6. The service area page lists Austin only; the footer adds Round Rock, Cedar Park and Pflugerville.
Why it matters: People act on whichever they see first. Search engines also trust a business less when its details disagree.
What to do: Decide the real hours and towns, then update the listing, the footer and the service area page on the same day.
Words to use: Open Monday to Saturday, 7am to 6pm. Serving Austin, Round Rock, Cedar Park and Pflugerville.
How to check it worked: Search your business name on Google and open your website on the same phone: the hours and towns should match word for word.
Evidence: Google Business Profile, as seen in search; Towns and hours on the website

6There's no way to count quote requests

Measured. A tool measured it: our site reader, Google's PageSpeed test or an accessibility check.Do next · Minutes · You · Website analytics

What we saw: No analytics or form-tracking tag was found on any of the five pages.
Why it matters: Without a count before and after, you can't tell whether the new form or opening helped.
What to do: Before changing the form, start counting: turn on Squarespace's built-in analytics and label every quote email with the week it arrived.
How to check it worked: At the end of week 1 you can say how many quote requests arrived that week, and from which page.
Evidence: Analytics and form tracking

7We couldn't check how quickly quote requests are answered

Idea, no data yet. Worth testing, but nothing has measured it yet. Check it against what you know.Do next · Minutes · You · Quote inbox (Gmail)

What we saw: You answer quote requests from a Gmail inbox. It was not connected, so reply times were not measured.
Why it matters: Reply speed often decides who gets the job. It's the one part of the journey this audit could not see.
What to do: For two weeks, note the time each request arrives and when you reply. Or connect Gmail read-only and we'll measure it for you.
How to check it worked: You know your typical reply time, and whether it meets the promise under your form.
Evidence: From your intake

8Your homepage takes about 6 seconds to show its main picture on a phone

Measured. A tool measured it: our site reader, Google's PageSpeed test or an accessibility check.Do next · Minutes · Your web person · Home

What we saw: In a lab test on a mid-range phone, the largest image appeared after 5.9 seconds. The main photo is a 4.1 MB file. There isn't enough real-visitor data yet to compare.
Why it matters: People on a phone connection see a blank banner while it loads, right where your new opening words will be.
What to do: Replace the homepage photo with a copy under 300 KB (the same photo, compressed), and keep its text as real text, not part of the image.
How to check it worked: Run PageSpeed Insights on the homepage again: "Largest Contentful Paint" on mobile should be under 2.5 seconds.
Evidence: Homepage speed on a phone

9Your testimonials have no names, towns or dates

Measured. A tool measured it: our site reader, Google's PageSpeed test or an accessibility check.Do next · Hours · You · Testimonials

What we saw: Three quotes, each signed "A happy customer". Nothing on the site says you're insured, though you told us you are.
Why it matters: Anonymous praise reads as written by the business. A first name, a town and a month are enough to make it believable.
What to do: Ask three recent customers if you may use their first name and town. Put two of those reviews and one insurance line beside the quote form.
Words to use: "They've kept our yard in Cedar Park tidy every week since spring. Always on time." — Dana R., Cedar Park, August 2026 Fully insured. Two local crews, the same faces every visit.
How to check it worked: Beside the quote form, two reviews show a first name, a town and a month.
Evidence: Testimonials page; Cedar Row Landscaping, homepage

10"Book now" leads to a general contact page

Measured. A tool measured it: our site reader, Google's PageSpeed test or an accessibility check.Do next · Minutes · You · Lawn care

What we saw: The "Book now" button on the lawn care page opens the contact page, which has a different, longer form than the quote page.
Why it matters: People expecting to book find a second form instead, and the button promises something the site can't do.
What to do: Rename the button "Get a quote" and point it at the new quote form.
Words to use: Get a quote
How to check it worked: Every quote or booking button on the site opens the same four-question form.
Evidence: "Book now" button destination

11Search engines aren't told your business details in a form they can read

Measured. A tool measured it: our site reader, Google's PageSpeed test or an accessibility check.Later · Hours · Your web person · All five pages

What we saw: No business details in structured form (LocalBusiness markup) were found on any of the five pages.
Why it matters: It helps search engines show your hours, area and phone correctly. It's a small, one-time change, not a ranking promise.
What to do: Ask your Squarespace helper to add LocalBusiness markup with your name, phone, hours and service towns, after the hours and towns are settled.
How to check it worked: Paste your homepage into Google's Rich Results Test: it should find a LocalBusiness item with no errors.
Evidence: Structured business details

12Some photos and buttons are hard to use with a screen reader

Measured. A tool measured it: our site reader, Google's PageSpeed test or an accessibility check.Later · Hours · Your web person · Home and Lawn care

What we saw: A preliminary automated check found 6 images without a text description and light grey button text with low contrast. This is a first check, not a certification.
Why it matters: Some visitors use screen readers or struggle with pale text, and the same fixes make the buttons easier for everyone to read outdoors.
What to do: Add a short description to each photo and darken the button text to your dark green.
How to check it worked: Run PageSpeed Insights again: the accessibility section should list no missing image descriptions or contrast problems.
Evidence: Preliminary accessibility check

05What to fix first

Do now

The quote form asks 11 questions before anyone can send it
Nothing tells people when they'll hear back
Your homepage doesn't say what you do, or where, on the first screen
Your phone number can't be tapped to call
Your Google listing and your website disagree on hours and towns

Do next

There's no way to count quote requests
We couldn't check how quickly quote requests are answered
Your homepage takes about 6 seconds to show its main picture on a phone
Your testimonials have no names, towns or dates
"Book now" leads to a general contact page

Later

Search engines aren't told your business details in a form they can read
Some photos and buttons are hard to use with a screen reader

06Ready to use

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.

Handing it over. Paste it in yourself in the Squarespace editor, or send this section to whoever looks after your site. Nothing was changed on your site by this audit.

07Your 30-day plan

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

Turn on Squarespace analytics and label each quote email with its week. (You)
Note when each request arrives and when you reply. (You)
Make the hours and towns match on Google and the site. (You)

How you'll know: How many quote requests arrived, and your typical reply time. This is your starting point.

Week 2

The form, the promise and the opening

Swap in the four-question form and the reply promise. (You)
Replace the homepage opening. (You)
Make the phone number tappable. (Your web person)

How you'll know: Quote requests this week against week 1, and whether every reply met your promise.

Week 3

Trust and speed

Collect three named reviews and add two beside the form. (You)
Compress the homepage photo. (Your web person)
Point "Book now" at the new form. (You)

How you'll know: PageSpeed'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)
Ask your site helper about the business details markup and photo descriptions. (Your web person)

How you'll know: Whether requests went up and replies met your promise. If replies are the problem, that is the next thing to fix.

08Ways forward (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.

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.

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.

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.

09Evidence and limits

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

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

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.

Sources

Google PageSpeed Insights (Lighthouse, mobile and desktop) (https://pagespeed.web.dev/), 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 competitors, September 22, 2026
Google Rich Results Test documentation (https://search.google.com/test/rich-results), September 22, 2026
Your intake answers, September 21, 2026