How we score a funnel

Largest Contentful Paint objective

Lab LCP from the crawl. 1.0 at ≤ 1.2 s, 0.9 at the Core Web Vitals “good” threshold of 2.5 s, 0 at ≥ 4.0 s.

Interactivity (INP / TBT) objective

INP when available, otherwise lab Total Blocking Time. INP: 1.0 ≤ 100 ms, 0.9 at 200 ms, 0 ≥ 500 ms. TBT: 1.0 ≤ 100 ms, 0.9 at 200 ms, 0 ≥ 600 ms.

Cumulative Layout Shift objective

Lab CLS. 1.0 ≤ 0.05, 0.9 at 0.10, 0 ≥ 0.25.

Server response time objective

Time to first byte. 1.0 ≤ 400 ms, 0.9 at 800 ms, 0 ≥ 1800 ms.

Total page weight objective

Bytes transferred. 1.0 ≤ 0.75 MB, 0.9 at 1.5 MB, 0 ≥ 4 MB.

Render-blocking resources objective

Count of synchronous scripts and stylesheets in <head>. 1.0 at 0, 0.9 at 1, 0 at ≥ 6.

Lighthouse performance (desktop) objective

Google Lighthouse performance category score, used as-is.

Call to action above the fold objective

At least one call-to-action visible in the first viewport (measured in a real browser; text-position estimate otherwise).

Call-to-action clarity judgmental

Primary CTA label names the action and the outcome (2–6 words, not a generic "Submit"/"Click here").

Call-to-action focus judgmental

Number of distinct CTA labels: 1–3 full credit, 4–6 partial, more than 6 dilutes attention.

Form friction objective

Fields in the largest form: ≤ 4 full credit, 5–6 → 0.7, 7–9 → 0.4, ≥ 10 → 0.1. Not applicable when the page has no form.

Trust signals near the decision judgmental

Presence of testimonials, a guarantee and trust badges: one point each, scaled to 0–1.

Social proof judgmental

Quantified proof (e.g. “2,000+ patients”, star ratings, review counts). Two or more instances earn full credit.

Headline specificity judgmental

A single H1 of 4–14 words that names a concrete outcome, number or the target keyword.

Value proposition present judgmental

Headline plus supporting subheading or description, with explicit benefit language.

Readability objective

Flesch–Kincaid grade of visible copy. Full credit ≤ grade 8, none ≥ grade 14.

Customer-focused language judgmental

Ratio of “you/your” to “we/our”, and benefit terms to feature terms.

Jargon density judgmental

Buzzwords (“synergy”, “cutting-edge”, “world-class”…) per 1,000 words. Full credit at 0, none at ≥ 5.

Title tag objective

Present and 10–65 characters.

Meta description objective

Present and 50–160 characters.

Canonical URL objective

A rel="canonical" link is declared.

Structured data objective

At least one schema.org type declared (JSON-LD or microdata).

Indexable objective

HTTP 200 and no noindex directive.

HTTPS objective

Final URL is served over HTTPS.

Keyword relevance objective

Share of the claimed keyword’s terms found in title (35%), H1 (30%), meta description (15%) and body (20%).

Image alt text objective

Share of <img> elements with an alt attribute.

Lighthouse SEO objective

Google Lighthouse SEO category score (mobile).

Secure connection objective

Final URL uses HTTPS.

Privacy policy objective

A link to a privacy policy is present.

Contact details objective

Phone, email, street address or contact page: any two earn full credit.

Company identity objective

Copyright line, terms link or about link: any two earn full credit.

Reviews judgmental

Review mentions, ratings or review structured data. Three signals earn full credit.

Domain age objective

Registration age from WHOIS/RDAP: full credit ≥ 2 years, none < 90 days.

Mobile viewport objective

Viewport meta tag with width=device-width.

No horizontal scrolling objective

At a 390 px viewport, content does not overflow horizontally.

Tap target size objective

Share of links/buttons smaller than 24×24 px (WCAG 2.2 target size). Full credit ≤ 5%, none ≥ 30%.

Legible font size objective

Share of text rendered below 12 px on mobile. Full credit ≤ 5%, none ≥ 40%.

Mobile speed objective

Lighthouse mobile performance when available; otherwise mobile LCP on the same curve as desktop LCP.