📞Call Handling & Lead Capture▼ 📞Call Handling & Lead Capture
Every inbound call answered during business hoursCritical
74% of homeowners hire the first contractor they reach. A missed call is a job handed to your competitor.
→ 74% hire whoever answers first
After-hours calls handled by AI or voicemail systemCritical
Emergencies don't follow business hours. HVAC failures and burst pipes happen at 10pm — those are your highest-value jobs.
Missed call text-back fires within 60 secondsCritical
80% of callers won't leave a voicemail but 90% will respond to a text. Speed is everything.
→ 9x higher conversion within 5 minutes
Online booking available 24/7 without callingHigh Impact
Homeowners research and decide outside business hours. If they can't book at 9pm you lose them to someone who lets them.
AI chat widget responds to website visitors instantlyHigh Impact
First response wins every time. A 60-second AI reply beats a 4-hour human reply in every market.
Lead source tracking — know where every lead comes fromGood To Have
If you don't know which marketing is working you'll keep spending money on things that aren't.
Dedicated business phone number separate from personal cellGood To Have
Enables call tracking, recording, and AI answering without touching your personal number.
🌐Website Performance & Conversion▼ 🌐Website Performance & Conversion
Website loads in under 3 seconds on mobileCritical
53% of mobile visitors leave if load time exceeds 3 seconds. Most contractor sites load in 5-8 seconds.
→ 53% of visitors bounce after 3 seconds
Phone number and booking CTA visible above fold on mobileCritical
A stressed homeowner should be able to call you within 2 seconds of landing on your site. No scrolling required.
Website is fully mobile-responsiveCritical
Over 70% of local service searches happen on mobile. A desktop-only site is invisible to most of your customers.
License and insurance information visible on websiteCritical
64% of homeowners specifically look for this before calling. If they can't find it they assume you don't have it.
→ 64% check for license before calling
Real job photos on website — not stock imagesHigh Impact
Authentic before/after job photos build trust faster than any copy. Stock photos actively hurt credibility.
Clear headline states trade and city servedHigh Impact
'Phoenix Plumber — Emergency & Residential Service' beats 'Welcome to Our Website' for conversions AND search rankings.
Service pages exist for each main serviceHigh Impact
Separate pages for water heater repair, drain cleaning, emergency plumbing etc. Each one ranks independently on Google.
Service area and cities served clearly listedHigh Impact
Google needs to know where you work. Customers need to know you serve their neighborhood.
SSL certificate active (https://)High Impact
Google penalizes non-HTTPS sites. Customers see a 'Not Secure' warning that kills trust before they've read a word.
Contact form or booking widget on every pageHigh Impact
Every page is a potential landing page. Every page needs a way to capture a lead.
FAQ section answering common customer questionsGood To Have
FAQ content ranks in Google featured snippets AND AI search results. Covers objections before the call even happens.
Owner name and/or team photo on websiteGood To Have
People hire people. A face and a name converts better than an anonymous company logo every time.
Years in business or founding year mentionedGood To Have
Longevity builds trust. '14 years serving Phoenix' is a powerful one-line credibility signal.
Privacy policy and terms pages existGood To Have
Required for Google Ads. Also a professionalism signal that shows you run a legitimate operation.
⭐Reputation & Reviews
20+ Google reviews on Google Business ProfileCritical
The minimum trust threshold for most homeowners. Below 20 and you're losing jobs before they ever call.
→ 20+ reviews = 6x more website clicks
Average star rating of 4.5 or aboveCritical
Below 4.5 and a significant percentage of searchers filter you out before you ever get a chance.
Review request sent within 24 hours of every completed jobCritical
The window for a 5-star review closes fast. Automated requests while the experience is fresh are 3x more effective.
→ Response rate drops 60% after 48 hours
Owner responds to ALL Google reviews — positive and negativeHigh Impact
Google rewards response activity with better local rankings. Responding to negative reviews publicly shows professionalism to future customers.
Negative feedback captured privately before it goes publicHigh Impact
A simple post-job check-in catches unhappy customers first. Customers who feel heard rarely leave bad public reviews.
Reviews displayed or embedded on your websiteHigh Impact
Brings your Google reputation to every page of your site. Increases contact form conversions by up to 34%.
→ Boosts conversions up to 34%
Reviews collected on multiple platforms (Facebook, Yelp)Good To Have
Google is priority one. Secondary platforms capture leads who search on those platforms instead.
Getting at least 2-4 new reviews per month consistentlyGood To Have
Google's algorithm favors recent and consistent reviews. A business with 200 old reviews looks inactive vs one with 40 fresh ones.
📋Quote & Follow-Up Systems▼ 📋Quote & Follow-Up Systems
Every quote gets a follow-up within 24 hoursCritical
Less than 20% of contractors follow up on quotes. 80% of sales require 5+ follow-ups. The job went to whoever called back.
→ 80% of sales require 5+ follow-ups
Automated 3-touch follow-up sequence after every quoteCritical
24 hours, 72 hours, 7 days — each with a different angle. Set it up once and it runs on every quote forever.
Appointment confirmation sent automatically after bookingHigh Impact
Reduces no-shows by up to 67%. One automated text saves hours of rescheduling every week.
→ Reduces no-shows by 67%
Day-before reminder sent to every customerHigh Impact
No-shows cost you the job AND the time slot. A simple reminder text the day before saves both.
Quote expiration dates used on all estimatesHigh Impact
Creates urgency. Prevents price-shopping paralysis. 'This quote is valid for 14 days' is a proven conversion tool.
CRM tracks all open quotes and their statusHigh Impact
If your open quotes live in your head or a notebook you will forget to follow up. Every single time.
Won/lost tracking on quotes with reason notedGood To Have
If you don't know your close rate you can't improve it. If you don't know why you're losing you can't fix it.
💰Payments & Cash Flow
Invoice sent same day the job is completedCritical
Every day between job completion and invoice is a day your money sits in someone else's account.
→ 82% of failures tied to cash flow
Digital payment accepted — card, ACH, or Text-to-PayCritical
Checks take days. Cash gets lost. Digital payment from the job site gets money in your account same day.
Text-to-Pay link sent immediately after job completionHigh Impact
Customer pays from their phone while they're still feeling great about your work. Before you've left the driveway.
Payment tracking — know who owes you what at all timesHigh Impact
If you're unsure which invoices are outstanding you have a cash flow problem you don't fully see yet.
Overdue invoice follow-up automated after 7 daysHigh Impact
Chasing payments manually is demoralizing and inconsistent. Automate the reminders.
Service agreements or maintenance contracts offeredGood To Have
Recurring revenue is the most stable revenue. An annual maintenance plan smooths slow seasons.
🔍SEO & Search Visibility▼ 🔍SEO & Search Visibility
Google Business Profile 100% completeCritical
GBP is your most important local ranking factor. Incomplete profiles rank lower and convert worse.
→ #1 factor in local search rankings
Appearing in Google Local Pack for main service + cityCritical
The 3 businesses shown in the map pack get 44% of all local search clicks. Not in it = invisible to half your market.
→ Local pack gets 44% of all clicks
GBP has 16+ photos including job photos and teamHigh Impact
Profiles with 16+ photos get 42% more direction requests and 35% more website clicks.
→ 42% more clicks with 16+ photos
Schema markup on website (LocalBusiness schema)High Impact
Tells Google and AI search engines exactly what your business does and where. Without it you're invisible to AI-powered search.
NAP consistency — name, address, phone identical everywhereHigh Impact
Inconsistent business info across Google, Yelp, Facebook, and directories actively hurts your local rankings.
Listed on Yelp, Angi, HomeAdvisor, and NextdoorGood To Have
Each listing is a citation that strengthens local SEO. Also captures leads from customers using those platforms.
GBP posts updated at least twice per monthGood To Have
Regular posting signals to Google that your business is active. 10 minutes of work that helps local rankings.
AI search optimized — FAQ content for ChatGPT and Google AIGood To Have
AI Overviews now appear for contractor searches. FAQ sections with schema markup are how you get cited in those answers.
🔄Customer Retention & Reactivation▼ 🔄Customer Retention & Reactivation
Past customer database maintained with contact infoCritical
Your most valuable marketing asset is the list of people who already trusted you. Most contractors never use it.
Job complete follow-up message sent after every jobHigh Impact
Check-in text 24 hours after completion. Catches issues privately, generates reviews, keeps your name in their phone.
Seasonal reactivation campaigns sent to past customersHigh Impact
AC tune-up in spring. Heater check in fall. The work exists in your customer list — you just have to ask for it.
→ Past customers cost 5x less to convert
Referral ask built into post-job follow-up flowHigh Impact
Happy customers will refer you if you make it easy. A simple ask after a great job costs nothing and works consistently.
Maintenance plan or service agreement offered to every customerGood To Have
Customers on maintenance plans spend 47% more annually than one-time customers.
Birthday or home anniversary touchpoint for repeat customersGood To Have
One personalized touchpoint per year keeps your name top of mind for the next time something breaks.
📊Business Visibility & Reporting▼ 📊Business Visibility & Reporting
Monthly revenue tracked and reviewed — not just feltCritical
If you're running on gut feel about whether it's a good month you cannot make good decisions about growth.
Lead volume tracked by source every monthHigh Impact
Know exactly how many leads came from Google, referrals, your website, and ads. Spend money where it's working.
Close rate measured — leads to booked jobs percentageHigh Impact
If you don't know your close rate you can't tell if your problem is lead volume or lead conversion.
Average job value tracked by service typeGood To Have
Which service makes you the most money per hour? That's where you should be focusing your marketing.
Review count growth tracked month over monthGood To Have
Reputation is a measurable asset. Treat it like one and watch it compound over time.
Customer lifetime value understoodGood To Have
A one-time customer is worth $350. A customer on maintenance who refers two friends is worth $3,000+.
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