Twelve questions, one honest grade.
Answer for your site as it is today, on a phone, not as you remember designing it. Add the optional live speed test underneath and it's folded into your score.
Website Lead Leak Scorecard
Six areas, two questions each. Yes or No.
Run a live speed test
Runs Google's public PageSpeed Insights (mobile) on your site and folds the result into your score. Takes 10 to 40 seconds. Skip it if you like; the scorecard works without it.
Answer all 12 to see your grade. It shows straight away, no email needed.
Your website grade, no email needed.
Website Lead Leak Scorecard
Get your top fixes. It's free.
Your top fixes, from the leaks we found, ranked by how directly each one costs you enquiries. Add your first name and email and they'll appear below.
Your top fixes, biggest leak first.
Picked from your highest-weighted No answers, plus any live speed metric in the poor or needs-work range.
Fix these first
In order of how directly each one costs you enquiries.
How this works.
Scoring
Your score is a weighted total. Each of the 12 questions carries a weight (5 to 10 points) reflecting how directly it affects enquiries; "yes" earns the weight, "no" earns nothing. The self-check score is earned points divided by total points, out of 100.
Live speed test
If you run the live test, the tool calls the public Google PageSpeed Insights API v5 (mobile strategy, performance category, which runs Lighthouse). The overall score becomes 60% self-check + 40% Lighthouse performance score. If the test can't run (rate limit, blocked site, network), you simply keep the self-check score.
Grades and fixes
Grades: A 85+, B 70 to 84, C 55 to 69, D 40 to 54, F below 40. The three fixes are the highest-weighted "no" answers plus any live metric in the poor or needs-work range.
Your data
This is a rough triage tool, not a substitute for a proper audit, and your answers stay in your browser. The only things sent anywhere are the URL you choose to test (to Google) and, if you ask for your fix list, your first name, email, score, grade, fix list and, if you ran the speed test, the tested URL and its speed results (to Firestarter).
Thresholds and sources
- LCP good at 2.5 s or under, poor over 4 s; CLS good at 0.1 or under, poor over 0.25: web.dev, Web Vitals (Google, accessed 2026), with the poor thresholds as set in Google's web-vitals library (accessed 2026).
- Lighthouse performance score bands (90 to 100 good, 50 to 89 needs improvement, under 50 poor): Chrome for Developers, Lighthouse performance scoring (Google, accessed 2026).
- Four cut-offs in the questions are Firestarter's own rules of thumb from our client work, not published benchmarks: the "about 3 seconds or less" load time (question 1), the "within 5 seconds" message test (question 4), the "five fields or fewer" enquiry form (question 7) and the "within 5 minutes" reply time (question 12).
- Total Blocking Time scoring on mobile (control points of 200 ms and 600 ms): Lighthouse source code, Total Blocking Time audit (Google, accessed 2026).
- As mobile page load time goes from 1 s to 3 s, the probability of a visitor bouncing increases 32%: Google/SOASTA Research, 2017, via Think with Google.
- 53% of mobile site visits are abandoned if a page takes longer than 3 seconds to load: Google/DoubleClick, “The Need for Mobile Speed”, 2016, via Think with Google.
- Companies that tried to contact potential customers within an hour of receiving a query were nearly seven times as likely to qualify the lead as those that tried to contact the customer even an hour later: Oldroyd, McElheran and Elkington, “The Short Life of Online Sales Leads”, Harvard Business Review, March 2011.
Want the real answer, not a guess?
Firestarter will run a free site and tracking audit: speed, conversion paths, and whether your ads and forms are actually reporting leads properly.
Book my free site + tracking audit