Sample report · Roofing contractor

Demo business — real audit patterns, anonymised

Roof enquiries are going cold between the van and the office.

A full demonstration report. The business is fictional; every pattern in it is one we have measured in real audits.

The phone team is excellent once it calls back and surveys get offered — but the website email goes nowhere, the form reply takes two days, and one WhatsApp enquiry was answered from a personal mobile with a cash price below the company’s own.

Business
Example Roofing Co. (demo)
Market
West Yorkshire, UK
Audit period
Aug – Sep 2026
Channels shopped
5 of 5 · 7 days each
Revenue at risk

Revenue at risk on three of five channels

One inbox never replied, one form reply took over two days, and one WhatsApp enquiry was quoted off the company books from a personal number.

  • Enquiry form · 46/100
  • Email enquiry · 0/100 · Not scored — no reply in 7 days
  • Live chat · 58/100
  • WhatsApp · 41/100
  • Phone call · 71/100
Slowest first reply
2d 4h

Quote-request form sent Tuesday morning — answered Thursday afternoon.

Biggest price gap
£350

£1,450 cash on WhatsApp vs. the “from £1,800” on the company website.

Red flags found
1

A reply from a personal mobile offering a cash, no-VAT price.

What you're looking at

A demonstration report for a fictional roofing contractor, built from anonymised patterns we see in real audits.

One score, nine criteria

Speed, accuracy, personalisation, qualification, follow-up, close, tone, red flags.

Evidence on every finding

Timestamps, transcripts, screenshots and recordings attached in the full report.

Fixes ranked by revenue

What to change this week, in order of money at stake.

01 — Per-channel scorecard

How each channel treated a real prospect

ChannelFirst replyQuoted vs listed priceFollow-upsCourtesyScore
Enquiry form2d 4h — Thu 16:10✓ £2,400 quoted · at or above “from £1,800” according to your website0 in 7 daysCourteous · 7046/ 100
Email enquiryNo reply in 7 days— nothing to compare0 in 7 days—0/ 100

Not scored — no reply in 7 days

Live chat4 minNo price range — “book a survey”0 in 7 daysFriendly · 7258/ 100
WhatsAppRed flagReply from a personal mobile; cash price, no VAT38 min — from a different number✗ £1,450 cash quoted · from £1,800 according to your website2 in 7 daysChatty · 6441/ 100
Phone callVoicemail; callback next day 08:05✓ £2,100–£2,600 quoted · at or above “from £1,800” according to your website1 in 7 daysWarm · 8871/ 100

First reply, price accuracy, follow-up and courtesy are four of the nine criteria. A channel with no reply in 7 days scores 0 — there is nothing to judge, so it gets no partial credit. Listed price = what you publish on your website or social profiles. A quote at or above a “from” price counts as consistent; where nothing is listed we show “No listed price to compare” instead of a score. The overall score is the weighted total across the nine criteria.

02 — Criterion scores

Nine criteria, scored across every channel

Response time34/100
weakest: enquiry form

Quote form sent Tue 11:52, answered Thu 16:10 — 2 days 4 hours. The phone went to voicemail and was returned at 08:05 the next day. Only WhatsApp and chat answered inside the hour.

Answered at all80/100
weakest: email enquiry

Four of five channels replied. The address in the website footer accepted our email (no bounce) and nobody answered it in seven days.

Price accuracy vs listed price48/100
weakest: WhatsApp

The website says flat-roof replacement “from £1,800”. The form quote of £2,400 and the phone range of £2,100–£2,600 are at or above that, so both count as consistent. The WhatsApp reply offered £1,450 cash — £350 below the company’s own floor price.

Listed price = what you publish on your website or social profiles.

Personalisation62/100
weakest: enquiry form

The phone call used our name and asked about the extension. The form reply was a generic PDF quote with the wrong roof size on it.

Qualification questions71/100
weakest: live chat

Good questions on the phone: roof size, access, age of the felt, whether it leaks in heavy rain only. Chat asked nothing before pushing a survey booking.

Follow-up cadence38/100
weakest: enquiry form

The WhatsApp number followed up twice — from the personal mobile. Neither the form nor the email route followed up at all.

Close attempt / next step55/100
weakest: live chat

The phone call offered a survey slot on Friday morning. Chat said “someone will be in touch to book a survey” and nobody was.

Tone & professionalism76/100

Friendly and plain-spoken throughout; the WhatsApp tone was over-familiar for a first contact.

Red-flag screen50/100
weakest: WhatsApp

One flag raised — see below.

03 — Red flags, in plain English

What the shopper found first

Red flag

A cash price, off the company books, from a personal mobile

Our WhatsApp message to the business number on the website was answered 38 minutes later from a different mobile. The sender offered the job for £1,450 “cash, no VAT” and suggested it was “easier than going through the office”. We report what the evidence shows; we make no claim about intent.

Evidence: Screenshots of both numbers and the thread are attached in the full report.

Fix → Quotes go out only from the company WhatsApp Business account and on company paper; remind every surveyor in writing.

Missed revenue

The website email goes nowhere

The address in the website footer accepted our enquiry and nobody answered it in seven days. For a roofer, that is the channel older homeowners use most.

Fix → Forward the footer address to the shared office inbox and send it a test enquiry on the first of every month.

04 — Reply A vs Reply B

The reply you sent, next to the reply that wins the job

Left: the reply the business actually sent. Right: what a best-in-class reply to the same enquiry looks like — the name, the exact question answered, the price from the business’s own list, the timeline, what happens next, something to keep, a concrete time to talk, and a real person to call.

What Dave asked · Live chat · Wed 12:10
“Hi, the flat roof on our extension is leaking, about 18m². Roughly what would a replacement cost, and could someone look before winter?”
Reply A — what the business sent57/100

From the audit record: the reply the business actually sent.

Live chat, answered by the office 4 min after the enquiry

Hi, thanks for your message. We’d need to book a survey before we can give any price.
Speed
95
Answered
100
Price
—
Personal
15
Questions
10
Follow-up
10
Next step
25
Tone
72
Red flags
100
Reply B — the reply that wins the job96/100

What a best-in-class reply looks like — the standard your competitors are measured against

Estimator, on the same live chat 4 min after the enquiry

Hi Dave, Thanks — an 18m² flat roof is a job we do most weeks, and before winter is no problem. Price: flat-roof replacements start from £1,800, the price on our website. For 18m² most come in between £2,100 and £2,600, depending on the deck underneath; the survey confirms it and you get the figure in writing the same day. Timing: a survey within 48 hours, and the job itself takes one to two days. One question: is the leak near the edge or in the middle? A photo by reply helps us bring the right materials. I’ve attached our flat-roof guide (PDF) — materials, what the price includes and how the job runs. Can I call you Thursday between 5 and 7 pm to book the survey? If another time suits, reply with it and I’ll hold it. If I don’t hear back, I’ll check in on Friday morning.

Flat-roof guide — materials, price and timings (PDF)

Gary Holt
Estimator, Example Roofing Co.
Direct line: 07700 900461

Speed
95
Answered
100
Price
100
Personal
95
Questions
90
Follow-up
90
Next step
100
Tone
95
Red flags
100

The difference · 39 points

Same enquiry, same business, same facts.

  • Just as fast — 4 minutes — but a full answer instead of a brush-off.
  • Gives a price: from £1,800 as published, and the £2,100–£2,600 band the phone team quotes for 18m².
  • Says when the survey happens and how long the job takes — the “before winter” part of the question.
  • Uses Dave’s name and his details: 18m², a leak, a deadline.
  • Asks for a photo, so the survey is the last step, not the first.
  • Attaches a guide he can keep.
  • Offers a specific call — Thursday, 5–7 pm — instead of “book a survey” with no time.
  • A named estimator with a direct line, and a dated check-in if nobody replies.

Reply B is written by us from the facts the business already had — its own published price, its own next step — so the gap is the reply, not the offer. It is the standard, not a named rival: this sample is fictional. In a live audit this panel is built from your own replies, and on SalesWitness Watch Pro the quarterly competitor benchmark shops two real competitors and scores their replies the same way. Follow-up on Reply B is scored on the dated check-in it commits to.

05 — Review snapshot and monitoring

What prospects read before they enquire

Rating
4.6

58 reviews on Google

Negative reviews
3

1–3★ in the last 90 days

Negatives unanswered
3 of 3

No owner reply on the profile

Oldest unanswered
71 days

Still waiting for an owner reply

What it means All three unanswered reviews mention a survey nobody turned up for — the same gap the chat channel showed.

On SalesWitness Watch, the next one never waits 71 days

The audit reads every profile once. Watch keeps reading them every day — and when a negative review lands, you hear about it within hours, with the reply already drafted.

  1. 01Watched daily

    Google, Trustpilot, Facebook, Clutch, Yell, Houzz, Sortlist, Sitejabber and any other review site we find. Every negative review in each profile’s full history is captured on the first sweep.

  2. 02Alert within hours

    A new 1–3★ review triggers an alert, with the review quoted in full and the profile it is on.

  3. 03A drafted reply

    Empathetic, de-escalating, no admission of fault — marked “review before use”, ready to paste.

  4. 04A removal path, when the rules allow

    If the review breaks the platform’s own policy, you get the rule it breaks and the exact appeal route.

One of the 3 unanswered reviews above, as the alert would arrive

Review alert · Google

Sent within hours
K. W.
“Booked a survey for Tuesday morning and took the morning off work. Nobody came and nobody rang.”

Policy check: a genuine customer experience — not removable. Reply publicly, and fix the cause.

Drafted replyReview before use

Hi K., thank you for letting us know, and I’m sorry you lost a morning waiting for us. That isn’t how we want anyone to be treated. I’d like to find out what happened and put it right — please ring me directly on 07700 900461.

— Gary, Example Roofing Co.

When a review breaks the rules · Google

  1. 1Check the review against Google’s “Prohibited and restricted content” policy — e.g. not based on a real experience, a conflict of interest, personal information.
  2. 2Gather the evidence: most often, no matching booking, order or enquiry on your records.
  3. 3Report it: Business Profile → Read reviews → Report, or Google’s Reviews Management Tool. Google says decisions typically take several days.
  4. 4If it’s refused: one appeal through the same tool, with the case ID and the evidence. That decision is final.

SalesWitness Watch: the appeal drafted for you, citing the rule — you file it.SalesWitness Watch Pro: we file the appeal for you.

Platforms remove policy breaches, not bad opinions. We never file a false report, and we never post or solicit reviews — the public reply goes up either way, because it is the part prospects actually read. Every platform we read has its own route; the same checks apply.

06 — The tape: one enquiry, two replies

One enquiry. Two replies.

Our enquiry · email enquiry

📨 Prospect emails hello@abc-company.com asking for a quote.

✅ Reply 1 — from the company

sales@abc-company.com · quotes list price · books a call

🚩 Reply 2 — from a rep, personally

j.smith.freelance@gmail.com · “I can do it cheaper directly” · asks to move to WhatsApp

What the report says“The enquiry was answered from an address not on the authorised staff list, with an offer to transact off-channel (evidence attached).” Evidence-led, defamation-safe — and the kind of leak that costs more than a year of SalesWitness.
One customer enquiry receiving two separate replies — one official, one from a personal phone

07 — Evidence excerpt

The WhatsApp thread

[Wed 19:02] Auditor → Hi, found you on Google. The flat roof on our extension is leaking, about 18m². Could someone quote before winter?

[Wed 19:40] Other mobile → Hi Dave, from the roofing team. Can do it in EPDM rubber for £1,450 cash, no VAT — easier than going through the office. Could start Monday.

[— the business WhatsApp number itself never replied —]

08 — Case closed: what changes next month

Three fixes, under two hours

None of this needs new software or a new hire. In order of revenue impact.

  1. 01

    One inbox that someone owns

    Forward the footer email to the shared office inbox; test it monthly with a dummy enquiry.

    20 minOffice manager
  2. 02

    All quotes on company paper

    Quotes go out from the WhatsApp Business account and the quoting system only — never cash, never from a personal phone.

    30 minDirector
  3. 03

    A survey slot in the first reply

    Every reply offers two survey slots this week instead of “someone will be in touch”.

    15 minOffice manager

Before → after

Illustrative — what the three fixes typically change within 30 days.

  • First-reply time

    2d 4hunder 2 h

    via One inbox that someone owns

  • Quotes off the books

    1 of 40

    via All quotes on company paper

  • Survey offered in reply 1

    1 of 44 of 4

    via A survey slot in the first reply

Confidential. Prepared under the written authorisation of the business owner. Findings reflect the audit record only and are phrased to describe evidence, not intent. Not legal advice. The business and every figure above are illustrative, not a guarantee.

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