3 min read
The five-minute window
Why a lead answered in five minutes and a lead answered in an hour are two different leads, and what that means for a shop with three people in the office.
Field notes · page 2
What happens between the first ring and the booked job.
Practical writing for trade contractors on websites, local SEO, paid ads and revenue leaks: missed calls, slow follow-up and estimates nobody worked.
5 min read
Emergency plumbing searches are a different funnel
Someone searching for an emergency plumber decides in minutes, often at night. How the listing, ad, page and phone each have to work for that search.
5 min read
Booked is not done: leaks on the dispatch board
A booked job can still leak: no-shows, reschedules that never land, quiet cancellations and unconfirmed appointments. How to find them on your dispatch board.
3 min read
What a missed call actually costs
A worked example with invented numbers for a mid-size HVAC shop: how one unanswered call becomes a figure the owner can put next to the ad budget.
5 min read
HVAC maintenance plans and the renewals that lapse
A maintenance plan steadies an HVAC shop's year, until visits go unscheduled and renewals quietly lapse. Where membership revenue leaks and how to stop it.
6 min read
Local SEO for HVAC in a crowded metro
How an HVAC company can show up in local search in a metro like Los Angeles, where many shops compete for the same map spots and the same heat-wave searches.
6 min read
Estimates that die in the truck
Some quotes never reach the customer at all: they stall in a notebook, a tablet or a tech's head. Where estimates get stuck between the visit and the office.
5 min read
Reviews are ranking signals and sales copy
How a trade contractor can ask every customer for a review, reply to good and bad ones, and avoid the gating and incentives Google's review policies forbid.
5 min read
Meta ads for roofers: where they work, where they don't
Facebook and Instagram can fill a roofing calendar or burn a budget on people who were never shopping. Where Meta ads fit a roofing business, and where not.
6 min read
Service area pages that aren't doorway pages
How a contractor can build pages for the cities it serves that help customers, without the copy-and-swap doorway pages Google's spam policies warn against.