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RMD Website Conversion Leak Audit — Sample Report

_Client type: owner-led service business_

_Report type: sample / reusable template_

_External status: not sent; for RMD offer/proof workflow_

Executive Summary

Your site does not need “more AI.” It needs fewer places where buyer intent disappears.

This audit looks for the revenue leaks between visitor → inquiry → quote → follow-up → closed work. The highest-impact fixes are usually forms, confirmation emails, owner notifications, stale quote follow-up, and clearer CTAs.

Leak Scorecard

| Area | Severity | Finding | Fix |
|---|---|---|---|
| Lead capture | Critical | Inquiry form may submit without creating a visible owner task. | Add owner notification, customer confirmation, and open-lead status. |
| Speed to lead | Critical | New leads rely on inbox memory instead of a queue. | Create a same-day response queue and approved first-response draft. |
| Quote recovery | High | Quotes can go stale with no automatic reminder. | Add 48-hour and 7-day draft follow-up workflow. |
| CTA clarity | High | Visitors may not know the best next step. | Use one primary CTA per page: request quote, book call, or submit intake. |
| Trust proof | Medium | Service pages need proof before the ask. | Add process, examples, industries served, and FAQ objections. |
| Tracking | Medium | Lead source may not survive form submission. | Capture page path / UTM / source in the lead record. |

Priority Fixes

1. Form-to-Owner Notification

  • Test the main inquiry form on desktop and mobile.
  • Confirm owner receives an alert with all needed details.
  • Confirm the customer receives a “we got it / what happens next” message.

    • 2. Open Lead Queue

  • Every new inquiry should create a visible open item.
  • Owner should see: name, need, page source, age, next action.
  • No lead should depend on remembering an email.

    • 3. Quote Recovery Queue

  • Every quote older than 48 hours should appear in a review queue.
  • RMD can draft the follow-up; the owner approves before sending.

    • Recommended RMD Build

    **Revenue Recovery Agent Lite**

  • Capture web inquiries.
  • Create an owner-facing open-lead queue.
  • Draft first response / missing-detail request.
  • Flag stale quotes after 48 hours.
  • Produce a weekly “money left open” summary.

    • Safe Automation Guardrail

    RMD does not need autonomous sending to recover revenue. The safe first build is **draft-and-approve**: the system drafts, the owner sends.

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