How to read the results
CMS
The platform the site is built on. Half of local business websites run WordPress, and about 12% are on a site builder (Wix, Squarespace, GoDaddy), according to our crawl of 1,448 local business sites. A site-builder site was usually made by the owner, which makes it a good opening for a redesign pitch.
Analytics and ad pixels
Google Analytics, Microsoft Clarity, Hotjar, the Meta pixel and the Google Ads tag. One in three local businesses has no analytics at all, and 86% have no ad pixel. No pixel usually means no paid ads, or ads without conversion tracking.
Chat, booking and reviews
Live chat widgets (LeadConnector, Tawk.to, Intercom, Podium…), booking links (Calendly, ServiceTitan, Housecall Pro, Square Appointments…) and review widgets. Only about 6% of local business sites have chat and 5% have online booking, which is why AI receptionist and chat vendors use these fields to pick who to call first.
Social profiles and emails
Links to Facebook, Instagram, LinkedIn, YouTube, X, TikTok, Yelp and Pinterest found on the homepage, and how many email addresses appear in the page source. The tool only counts emails; LeadMerlin's full enrichment also checks each address and looks for the owner's name on the contact and about pages.
Turning tech gaps into a lead list
Checking one site is useful before a call. For prospecting, you want the gaps across a whole market. See qualifying local leads with tech stack signals, or call the LeadMerlin API from your own agent or automation.