Opportunity Score

An opportunity score (sometimes called a website opportunity score, agency opportunity score, or vulnerability score depending on the tool) compresses 15-20 underlying signals about a local business into a single 0-100 number. The higher the score, the more visible signs of under-investment in marketing — and the better the agency-pitch fit.

Typical inputs: review count and recency, star rating, whether the business has a website, how recently the website changed, presence of ad-tracking pixels, social-media presence, hiring signals, and per-capita competitor density in the surrounding market. Some scores layer demographic context to weight markets where customers can actually afford the agency's typical retainer.

Used well, an opportunity score replaces gut-feel triage. An agency owner with 300 prospects on a Friday afternoon can rank by score, call the top 20, and skip the bottom 100 with a calibrated sense of what they're skipping. Over weeks, the agency learns which score band fits their offer best — and tightens outbound targeting accordingly.