Every business gets a score from 0 to 100. The higher it is, the more the business is missing that an agency can fix. Its reasons sit next to it, so you can explain the number to the owner.
What counts for real businesses
For real businesses the score uses facts only: the public listing, the homepage check in the Windows app and any website audit. A missing or broken website weighs most, and more for the kinds of businesses people usually choose online.
| Weighs | Facts |
|---|---|
| Most | No website (a little less when a social page stands in for one), or a website that doesn’t load |
| A lot | No mobile layout, a slow site, no HTTPS or a bad certificate |
| Some | A site nobody updates, few ways to call or book, no page title or description, an outdated platform, weak email setup and other audit findings |
| A little | No visitor analytics, no social profiles, accessibility problems, and missing opening hours, phone or address |
Part of a chain takes points off, since head office may decide on its website. Where a website audit and the homepage check overlap, the audit wins.
Facts not checked yet count as typical, never as good or bad, and the score says how sure it is: high, medium or low confidence. Gaps add up, then level off, so no business sits at a flat 100. Equal scores rank by confidence, then by distance.
High, Medium and Low
High is 60 and up, Medium 40 to 59, Low under 40. Move the thresholds in Businesses › Best opportunities, under Scoring rules: High from 40 to 90, Medium from 15 to 70.
Presets and custom weights
Real businesses always use the fixed model above: presets and custom weights don’t change it. For businesses from Google, a low rating or few reviews adds to the score, from Google’s own figures, and a business without them is never scored as if it had bad ones. The High and Medium thresholds apply to every business.
The weights are for the live demo’s markets, which weigh nine factors, including ratings, reviews and demand. Four presets set them: Balanced, Local SEO, Reputation and Web design. Change any weight, from 0 to 3, and the preset becomes Custom.
Businesses imported from your own file aren’t scored. Your file has no website checks, ratings or reviews, so they show a dash instead of a number.