6 min read
Call tracking without lying to yourself
Tracking numbers tell you which channel rang the phone, if you set them up honestly. Dynamic numbers, listing consistency and repeat callers, explained plainly.
Field notes · page 3
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.
6 min read
Google Business Profile fields that matter
The Google Business Profile fields that decide whether a trade contractor shows up and gets the call, and the mistakes that get a profile suspended.
5 min read
A day-one negative keyword list for plumbers
The searches a plumbing Search campaign should refuse on day one: jobs, DIY, parts, training and more, with a starter list and how to keep it current.
6 min read
Job site photos beat stock photos
Why real photos from your own jobs do more for a contractor's website and Google profile than stock, and how to shoot usable ones on a phone between tasks.
5 min read
Cost per booked job, not cost per lead
Cost per lead flatters every ad channel. Cost per booked job is the number a contractor can run a business on. How to build it from records you already keep.
6 min read
One job, one service page
Why a contractor site with one Services page is invisible for most of what people search, and how to build a page per job that ranks and gets the phone to ring.
6 min read
Local Services Ads vs Google Search ads for contractors
Pay per lead or pay per click: how Local Services Ads and Google Search ads differ for home-service shops, and how to decide which one gets the next dollar.
6 min read
The five-second test for a contractor homepage
What a homeowner has to learn from a contractor's homepage in five seconds, in the order they look for it, and how to test your own page without a designer.