Somebody's water heater fails at 6:42 on a Tuesday evening. They search, they find three companies, and they start calling from the top. The first one that answers gets a job worth thousands. The other two never even know they were in the running.
Every free tool on the internet can score your website. None of them can tell you whether you are the company that answered or one of the two that did not. That is not on any dashboard. Somebody has to actually call.