The report frames money one of two ways — as a leak you're losing, or a prize you could capture. The difference is honesty.
Leak (the site can convert)
If a site has a working conversion path — a form, a phone/tap-to-call link, a booking widget, a checkout — then poor speed or friction is genuinely losing money that would otherwise convert. The report frames issues as "you're losing ~$X/mo," because that's true.
Prize (the site can't convert)
If a site has no way to convert — a pure brochure with no form, no phone link, no booking, nothing to click — then there's no loss to measure. Inventing one would be dishonest. So we flip the framing: "adding a booking path is worth ~$X/mo." Same underlying math, but it's an opportunity to capture, not a loss to stop.
Why this matters
Most audit tools have one setting: "you're losing money." Run that on a brochure site and it fabricates a loss the numbers don't support — and a sharp owner notices. Detecting convertibility and choosing the honest frame is what keeps the estimate credible.
How we decide
We check the page for the signals of a conversion path (form fields, tel: links, mailto, known booking widgets). Present → leak. Absent → prize. It's automatic, and the report tells you which frame it used and why.
Related: how the dollar figures work.
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