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The Growth Scorecard

Score yourself on the ten lines that decide whether customers find you. Five minutes. Your three lowest are where to start.

Ten lines, thirteen scores.

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Who it is for

For roofing, HVAC, plumbing, electrical, fencing, and landscaping owners. The same ten lines, read the way your work runs: your map listing, your reviews, Local Services Ads, and what really happened to your last 8 pm Friday lead. Score it in five minutes, and the three lowest tell you what to fix before you buy more leads.

The ten lines

Your website
Your Google Business Profile
Your reviews
Found in search
Paid ads built for your kind of business
- Local Services Ads
- Shopping ads
- Search ads
Speed to lead
Follow-up that does not quit
Your tracking
Culture people can say
Accountability and meetings
Processes and room to grow

Miguel Thorpe, Growth Specialist · (501) 269-5797 · Miguel@emprisedigital.co

The Growth Scorecard

Download the PDF

Score each line from 1 to 10, and be honest with yourself; a soft score hides the line you'd fix first. A 1 to 4 isn't in place yet, and a 5 to 7 happens when someone remembers to do it. An 8 to 10 runs without you, and you'd show it off to another owner.

Lines 1 to 7 are the outside of your business, and each one makes every line below it work harder, so a low score near the top is the first place to look. Lines 8 to 10 are the inside of your business, and they decide whether you can hold onto the growth. If a line isn't offered for your kind of business, write N/A beside it; it won't count against you.

OUTSIDE: HOW CUSTOMERS FIND YOU AND REACH YOU 1 Your website Fast on a phone, kept current, built for the one action you want: a call, a booking, a visit, or an order. Test: go to pagespeed.web.dev, enter your web address, and read the mobile score; under 90 needs improvement.   
 2 Your Google Business Profile Claimed, current, your own photos, right hours and phone, something posted this month, a link to your site. Test: search your business name on your phone. Is that card right? (Skip if customers never visit you and you never go to them.)   
 3 Your reviews A steady stream of recent Google reviews (or the site your buyers use), each answered by a person. Test: is the newest from this month, and did anyone reply to the last three?   
 4 Found in search Every service (or product line) you offer has its own page, and you appear when someone searches for it near you. Test: search what you sell plus your city in a private window (drop the city if you sell everywhere). Does the business above you have a page per service?   
Paid ads built for your kind of businessScore only the one that fits you and write N/A beside the other two. If yours applies and you are not running it, that is a 3 or lower.
Test: open the page your ads send people to and time how long it takes to find a phone number or a form.
 5a Local Services Ads Trades and some professional services. The verified listings at the top of Google, where you pay per lead instead of per click.    
 5b Shopping ads Stores and ecommerce.    
 5c Search ads Everyone else. Every click should land somewhere worth it.    
 6a Speed to lead A new lead hears back in minutes, nights and weekends included. Call in 5 minutes, not 30: 21 times more likely to qualify. Test: your last 8 pm Friday lead. What happened?   
 6b Follow-up that does not quit People who asked about a price and did not buy hear from you again on a schedule, and so do past customers. Test: how many people who asked last month have heard from you since?   
 7 Your tracking You can say what a new customer costs, per booked job, order, or signed client, and where each one came from. If nothing's measured, every marketing dollar is a guess, and so is every score above this line. Test: say last month's cost per new customer out loud. Could you?   

INSIDE: HOW YOUR COMPANY RUNS

8 Culture people can say Your team can tell a stranger what you stand for, why you exist, and where you're headed, in their own words. Test: ask your newest hire, today.

9 Accountability and meetings Every lead, project, and goal has one named owner, and the team meets on a rhythm with numbers on the table. Test: where did your last lead go, and who owns it right now? If it's "it depends," score it low.

10 Processes and room to grow The way you do things is written down where a new hire could follow it, and you could take on more work without dropping quality. Test: if leads doubled next month, what breaks first?

How to read it. Any line at 7 or under isn't bringing you customers yet. Fix it, and it will, which is why the low scores matter more than the high ones. Score every line, then press the button below to see your first move on each. And if line 7 is low, add it to the three, because until you can measure what a new customer costs you, every other score on the sheet is a guess.

The Growth Scorecard

The ten lines

Name and email, then it opens here

The Growth Scorecard

OUTSIDE: HOW CUSTOMERS FIND YOU AND REACH YOU

Paid ads built for your kind of business

INSIDE: HOW YOUR COMPANY RUNS

Your three lowest

Your scorecard

Your first move on each line