Across 20 Tulsa-area HVAC, plumbing and roofing websites audited on October 18, 2026, the average score was 54 out of 100, the median was 54, and the range ran from 35 to 66. No site scored above 66. The sites did best on technical health (71 on average) and worst on conversion (40) and trust signals (45).
What we did, and what this is not
We picked 20 local home service companies in the Tulsa metro and ran Realo's audit tool on each site on October 18, 2026. The tool crawled up to 40 pages per site, loaded a few of them in a real browser, and scored each site out of 100 across five areas. Some checks are measured directly, such as robots.txt, schema and tap targets. Others are estimated from page wording. A few need extra tools we haven't run yet, and those are left out of the totals.
This is our own first-party data on a small group of sites. It is not a ranking study and it doesn't measure traffic or revenue. Twenty sites in one city can't speak for every contractor in the country. We aren't naming the businesses, because a score is a snapshot of a website and says nothing final about the company.
The scores by area
Each area is scored out of 100, then averaged across the 20 sites.
What most of them did well
The basics were mostly in place. Out of 20 sites:
- 19 let AI crawlers in. One site's setup blocked them.
- 18 stayed on topic, with content that matched the service they sell.
- 17 had no near-duplicate town pages of the kind Google treats as doorway pages.
- 17 read as written by a person, with none of the filler wording the tool looks for.
- 13 kept their layout stable while loading.
That is the work most web designers get right, and it explains why technical health was the highest score.
What almost none of them had
The gaps were the same across HVAC, plumbing and roofing. These are the checks where the largest number of sites scored zero:
| What the audit looked for | Sites that scored zero |
|---|---|
| A calculator, estimator or diagnostic tool | 20 of 20 |
| Service areas marked up in structured data with real places | 19 of 20 |
| Services with prices in structured data | 18 of 20 |
| A written case study with the problem, the fix and the result | 18 of 20 |
| A comparison table on any page | 16 of 20 |
| A named person as author of guides and articles | 15 of 20 |
| Proof such as license or reviews on the first phone screen | 6 of 20 |
Most of these fixes are small. Marking up your service area, listing a price range and adding a named author take an afternoon each. An estimator or a real job write-up takes longer, and almost no one in the group had either.
Why the conversion score was lowest
Conversion averaged 40, the lowest of the five areas. The sites mostly said what the company does and where. Few put proof in front of a visitor on a phone, and the tool found no estimator or calculator on any of the 20. A homeowner who can't tell whether you're licensed, reviewed or in their price range goes back to the results page.
We checked tap-to-call too. Most sites had a call button that worked on a phone, but tap targets across the group scored low on size and spacing, which matters when someone is trying to call with one thumb.
What this means for AI search
AI tools name businesses whose facts they can read and check. Structured data that names your towns and prices, a named author, a visible license and a comparison table are all facts a tool can quote. Our guide on getting recommended by ChatGPT covers the full list, and the AI search page explains how we work on it.
How to check your own site
Start with the table above. If your site has none of those items, you have the same gaps as most of the group. Realo's free audit runs the same checks on your site and returns scores plus a ranked list of fixes, reviewed by a person.
Common questions
How was the Tulsa contractor website audit done?
Realo ran its own audit tool on 20 HVAC, plumbing and roofing company websites in the Tulsa area on October 18, 2026. Each site was crawled up to 40 pages and scored out of 100 across five areas. The scores are Realo's own measurements, not Google's.
Which businesses were audited?
The 20 sites were chosen as local home service companies in the Tulsa area, without regard to how good or bad their sites looked. Realo isn't naming them here because the scores are a snapshot, not a verdict on the businesses.
What does a score of 54 out of 100 mean?
A score of 54 means the site does about half of the things the audit checks: crawlable, fast enough, clearly structured and easy to act on. It doesn't mean the business is bad or that the site won't rank. It shows how much room is left.
Can my site be audited the same way?
Yes. Realo's free audit runs the same checks on your site and gives you scores for SEO, AI search and conversion, plus a ranked list of fixes reviewed by a person.
Want to see where your site lands?
Send us your website address and we'll run the same audit on it, free, with no obligation.
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