How is the Lead Grade calculated?
Every site starts at 100 points and loses a fixed number of points for each of the 12 checks it fails. The score never drops below 0, and it is turned into a letter: 95 and up is A+, 85 is A, 70 is B, 55 is C, 40 is D, and anything lower is F. Nothing is weighted by opinion, so the same site always gets the same grade from the same findings.
What each check costs
The points come off the 100 only when the check fails.
- Website reachable: 25
- Secure connection (SSL): 12
- Loads in under 2 seconds: 10
- Mobile ready: 10
- Schema markup for Google: 8
- AI-search ready (llms.txt): 8
- Analytics installed: 6
- Captures visitor emails: 6
- Online booking: 5
- Contact form: 4
- Chat available: 3
- Fresh content (blog): 3
The 12 deductions add up to exactly 100, so a business that fails everything scores 0 and lands on F.
The letter bands
- 95 to 100: A+
- 85 to 94: A
- 70 to 84: B
- 55 to 69: C
- 40 to 54: D
- Below 40: F
Why a check you expected to fail came back as a pass
Every check runs live against the real website at the moment of grading. Some sites build their page in the browser, or hide a form behind a script, so a feature can be present without being visible to the check. When the grader cannot confirm either way, the check is given the benefit of the doubt and counts as a pass. A public grade you are about to send to a business should never punish a guess.
That applies to the checks for schema, analytics, email capture, booking, contact form, chat and a blog. AI-search ready (llms.txt) is the exception: it only passes when the file is actually found, because it is either published at a fixed address or it is not.
Chat available passes when the page has a chat widget or an AI chatbot on it. Either one counts.
What the card tells you
Under the score the card shows how many of the 12 checks failed, or Every check passed. Rare. when none did. Each check is then listed with a green tick or the points it cost, so a business can see exactly where its score went. The share page adds the line Every check runs live at grading time. Nothing is estimated.
Still stuck?
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