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Marketing GuidesFound & Trusted ScoreMarketing ScorecardHook GeneratorCompare EMGFree ToolsBlogFAQsContactHome / Free Tools / Found & Trusted Score
Free 60-second diagnostic
The Found & Trusted Score
Two numbers decide whether a local business gets hired. Found is whether people can find you. Trusted is whether they believe you once they do. You score each one out of 10, then multiply them, because that is how they work in real life. A 9 on Found and a 3 on Trusted is 27 out of 100, not 60. Your weakest number sets the ceiling.
Ten yes or no questions. About 60 seconds. No email required to see your score.
The first number
What does Found mean?
Found is whether the people searching for what you do can actually see you. Not your friends, not your past customers. Strangers with a problem and a phone.
What moves your Found score
- A Google Business Profile with the exact primary category, not the closest match
- Every service listed on your profile on its own, with a description
- A website headline that names the service and the town
- A page for each main service and each town you serve
- Showing up in the top three or the map pack when a stranger searches
Want the full walkthrough? Read the Google Business Profile guide and the Local SEO and AEO guide.
The second number
What does Trusted mean?
Trusted is whether the people who find you believe you enough to pick up the phone, and whether you make it easy once they do. It is decided in the first few seconds on your profile and your site, and in the first few minutes after they reach out.
What moves your Trusted score
- At least 25 Google reviews, with a new one in the last 30 days
- Real photos of your own work, never stock images
- A tappable phone number in the header of every page
- A person answering, or a text going out within 60 seconds of a missed call
- A follow-up on every quote within 24 hours that references what the customer told you
Most of these cost nothing. The Lead Follow-Up guide covers the last two step by step.
The idea worth sharing
Why do the two scores multiply instead of add?
Because nobody hires half of you. If they cannot find you, your reviews do not matter. If they find you and do not believe you, your rankings do not matter. Each number caps the other, so the weakest one sets the ceiling.
Twelve points across both sides, and a score of 27. Lots of traffic, very few calls.
The same twelve points, spread evenly, beat the lopsided version by nine.
Two more Trusted boxes more than doubled the score. Two more Found boxes could never do that.
This is why marketing feels broken when it is not. A business at 9 on Found and 3 on Trusted is getting traffic and no calls, and it reads that as a traffic problem. So it buys more traffic. The cheapest points on the board are always on the lower number.
Questions
Found & Trusted Score questions
Why do the scores multiply instead of add?
Because each side caps the other. If nobody can find you, it does not matter how trustworthy you are, and if everyone finds you but nobody believes you, the traffic is wasted. Multiplying shows that: 9 and 3 is 27 out of 100, while 6 and 6 is 36, even though both add up to 12.
What is a good Found & Trusted Score?
75 or higher means both sides are working and you are competing on execution. 50 to 74 means one side is holding the other back. 25 to 49 means you are losing jobs in a way no report will show you. Under 25 means almost nobody is finding you, or almost nobody is believing you.
How is this different from the Marketing Scorecard?
It is the 60 second version of the same system. Found lines up with Attract in the full Marketing Scorecard, and Trusted lines up with Capture and Convert. The full scorecard adds Foundations, breaks the system into 19 questions, and sends you your three highest-impact fixes.
Which score should I fix first?
The lower one, every time. Raising your lower number moves your total far more than raising the higher one. If the two are equal, start with Trusted, because most of those fixes are free and faster to finish.
How often should I retake the Found & Trusted Score?
After every fix you finish, and at least once a quarter. Your answers change as you add reviews, pages, and follow-up, and so does which number is holding you back.
Do I have to give my email to see my score?
No. Your score and diagnosis show on screen the moment you finish. If you want a detailed breakdown sent to your inbox, you can ask for it after you see your result.
Want the full picture?
The Marketing Scorecard breaks the same system into 19 questions across Foundations, Attract, Capture, and Convert, and sends you your three highest-impact fixes.