How scoring works
Every business you find gets up to three numbers: an Opportunity score, a Business quality score, and a Website score. This page explains exactly where each number comes from, in enough detail that you can defend any of them in front of a client.
The big picture
The tool is built around one idea: the best redesign prospect is a great business with a weak website. A thriving restaurant with hundreds of five-star reviews and a broken, dated site is losing customers it already earned. That gap is the opportunity.
So the three scores form a chain. Business quality measures how good the business itself is, using its Google reviews. Website score measures how good its current site is, using an automated audit. Opportunity multiplies the first by the inverse of the second: it goes up when the business is strong and the site is weak.
“We look at how well your business is doing on Google, then at how well your website is doing its job. The bigger the gap between the two, the more a new website is likely to pay off.”
Opportunity score
Opportunity is a 0–100 score that answers: how attractive is this business as a redesign prospect? It is the number the results are sorted by, and the only score that combines the other two.
The formula is a straight multiplication: business quality times how much room the website leaves for improvement. A perfect business (quality 100) with a terrible site (website 0) scores 100. That same perfect business with a flawless site scores 0, because there is nothing to sell them.
| Example | Quality | Website | Opportunity |
|---|---|---|---|
| Beloved bakery, ancient site | 85 | 25 | 85 × 75% = 64 |
| Beloved bakery, modern site | 85 | 90 | 85 × 10% = 9 |
| Mediocre business, ancient site | 30 | 25 | 30 × 75% = 23 |
| Beloved bakery, no website at all | 85 | 0 (none) | 85 × 100% = 85 |
Note the last row: a business with no website at all is treated as having a website score of 0, which makes it the strongest possible version of its opportunity. They are visible on Google Maps, earning reviews, yet invisible everywhere else. The Opportunity score is only ever blank while an audit is still pending (we don’t guess before we’ve looked).
The score maps to a verdict on the business page:
| Range | Verdict | Meaning |
|---|---|---|
| 60–100 | Strong prospect | Great business, clearly underserved by its site. Lead with these. |
| 40–59 | Worth a look | Decent gap between business and site; qualify before pitching. |
| 0–39 | Low priority | Either the business is weak or the site is already good. Not an error, just a weak prospect. |
Business quality
Business quality is a 0–100 score built entirely from public Google Maps data: the star rating and the number of reviews. It blends two signals, how high the rating is and how many reviews stand behind it, with the rating carrying the greater share.
Rating. Google ratings cluster near the top: almost every business sits between 3.5★ and 5.0★, so a raw “4.2 out of 5” would make everyone look great. Instead the scale is stretched across that real-world range, so a middling rating lands near the bottom and only a near-perfect one approaches the top. Small differences in stars move the number a lot.
Review volume. Review counts follow a diminishing-returns curve, because the difference between 5 and 50 reviews says much more than the difference between 1,000 and 2,000. A handful of reviews barely registers, a few hundred counts as an established base, and past a certain point more reviews stop moving the number. This rewards a real customer base without letting review-count giants drown out everyone else.
| Business | Quality |
|---|---|
| 4.9★ · 850 reviews | Very high |
| 4.5★ · 120 reviews | Solid |
| 4.0★ · 15 reviews | Modest |
| 3.4★ · 2,000 reviews | Held back by the rating |
A business with no rating at all scores 0. Quality is never blank; unlike the website score, there is nothing to wait for.
“Your reputation score comes straight from your Google reviews: how highly people rate you, and how many people have bothered to say so. You’ve already done the hard part. This number is yours.”
Website score
The website score is a 0–100 grade of the business’s current site, produced by an automated audit that runs three probes in parallel: Google’s PageSpeed Insights test, a crawl of the homepage and its links, and full-page screenshots reviewed by an AI model. Higher is better, so for prospecting, lower is more interesting.
The final number is a weighted average of up to seven measurements, listed here in rough order of how much they influence the score. Each component has its own section in Inside the website audit:
| Component | What it measures |
|---|---|
| Performance (PSI) | How fast the site loads on a phone, per Google's Lighthouse test. |
| Design (AI) | An AI design review of desktop and mobile screenshots. |
| Mobile friendly | Pass/fail: does the site adapt to phone screens? |
| Design (objective) | Rule-based checks for dated tech in the page code. |
| Accessibility (PSI) | Automated accessibility checks: contrast, labels, alt text, etc. |
| Metadata | Checks on page titles, descriptions, and social-sharing tags. |
| Broken links | Share of the homepage's internal links that actually work. |
The two design measurements combine into a single design grade, with the visual AI review counting for more than the objective checks; if only one of the two could be measured, it stands in for both.
If a component couldn’t be measured at all (say, PageSpeed timed out), it is dropped and the remaining weights are re-scaled so they still add up, so a missing test never counts as a zero. The breakdown on each business page shows every component so you can see exactly what dragged a score down. See Missing data & failed audits for the edge cases.
Colors across the app follow the same bands:
| Range | Color | Read as |
|---|---|---|
| 70–100 | Green | Healthy. Hard to pitch a rebuild on this alone. |
| 40–69 | Amber | Mediocre, with real, showable problems. |
| 0–39 | Red | Weak. The site is actively hurting the business. |
“We ran your website through the same tests Google uses, checked every link on your homepage, and had it reviewed for design. Your site scored {X} out of 100, and here is the line-by-line breakdown of why.”