The gap between what you could win and what you get
Two numbers, subtracted. This is usually the largest figure anyone has ever shown a business owner about their own company, and it is the reason the quiet weeks feel like bad luck.
Subtraction, priced in jobs
Step one gave you the demand in your market. Step two gave you the share of it you win. The gap is what is left over, and left over is a mild way of describing it. It is work that is happening in your service area, right now, that goes to somebody else every single month.
A percentage does not land, so we do not leave it as one. We convert the gap into the units you think in. This many additional people find you each month. At your close rate, that is this many more jobs. At your average ticket, that is this much more revenue a year. Those are your numbers, from your books, applied to the searches you are currently missing.
Why the gap feels like luck
Here is what makes this so hard to see from inside a business. A slow Tuesday in July does not announce itself as a search problem. It feels like weather, or the economy, or the season being off. The calls that did not come do not leave a message explaining why.
But if two thousand people in your county searched for your service that month and forty of them called somebody on page one, that quiet Tuesday was arithmetic, decided weeks earlier by a website you have never looked at.
Put a number on it before you talk to anyone
Take a rough guess at how many people in your area search for your service each month. Halve it, to be conservative. Now assume you currently capture five percent of them, which is roughly where most unoptimised sites land.
Multiply the remainder by your close rate and your average job value. That figure, however roughly you arrived at it, is the order of magnitude we are talking about. The audit replaces every guess in that sum with a measured number.
See your own numbers
The Complete Digital Audit answers all four of these with data from your own market, then goes wider into site speed, reputation, local listings, and the competitors taking your searches, and ends in a plan to close the gap. It's $1,500.