Free tools
Free tools for trade contractors
Calculators and checklists for the questions we ask first when we look at a contracting business: what's at stake, what a booked job costs, and whether a homeowner can find and trust you.
6 tools
Pick the question you want answered
Each one runs in your browser, uses only what you enter, and explains how it gets its answer.
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Revenue leaks
Revenue leak calculator
What your unanswered inquiries put at stake each month, from your own numbers, with the arithmetic shown.
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Paid ads
Cost per booked job calculator
Turn ad spend, leads and booking rate into cost per booked job, break-even cost per lead and return on ad spend.
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Revenue leaks
Markup and margin calculator
Price a job from its costs and the margin you need, and see why a 50% markup is not a 50% margin.
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SEO
Google Business Profile checklist
A scored checklist of the Google Business Profile fields and habits worth getting right, in our priority order.
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SEO
Review request message builder
Write the text and email you send after a job to ask for a Google review, in your own voice.
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Website content
Website conversion scorecard
Score your homepage against the questions a homeowner asks in the first five seconds.
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Why free
These are how we'd start an audit ourselves
When we look at a trade business, the first hour goes on the same few questions: how many inquiries go unanswered, what a booked job costs to win, whether the prices cover the margin, and whether the website and Google profile answer a homeowner's first questions. These tools are those questions, written down so you can ask them yourself.
There's no email gate. You don't have to tell us who you are to use them, and nothing you type reaches us. If a tool turns up something worth fixing, you can fix it yourself, or bring it to a conversation.
Each tool leads into one of our services: website content , seo management , paid ads and performance marketing and revenue leak remediation .
FAQ
Questions we get asked
Are the tools really free?
Yes. There's no sign-up, no email gate and no trial. Open a tool and use it. If you'd like to talk about what it showed, the contact page is there, but nothing requires it.
Do you see what I type into them?
No. Every tool runs in your browser. Nothing you type is sent to us or stored on a server. The Google Business Profile checklist remembers your ticks in your own browser's storage so you can come back to it; nothing else is kept.
Where do the numbers come from?
From you. The calculators use only the figures you enter and show the arithmetic, with no industry averages filled in behind the scenes. The checklists and scorecard are weighted by our own priority order, and each page says so.
Which tool should I start with?
If you're not sure where the problem is, start with the revenue leak calculator: it shows what unanswered inquiries put at stake. If you know you need more calls, the website scorecard and the Google Business Profile checklist are the quickest wins to check.
Are the tools only for one trade?
No. They're written for HVAC, plumbing, electrical, roofing and landscaping contractors, and most of them work for any business that sells a service to homeowners.
When a tool isn't enough
Want someone to run the numbers with you?
Tell us your trade, your market and what a tool showed you. We'll say plainly whether it's worth working on, and what we'd look at first.