Field notes

What actually makes the phone ring for a trade business.

No fluff, no "10 tips." Each article is one thing we've had to figure out for real clients, written so you can act on it yourself or know what to ask us for.

Local SEOOctober 8, 20264 min read

Why you're not in the Google map pack, and the seven fixes that move it

Not showing up in the Google 3-pack when homeowners search your trade? Here are the seven reasons home service businesses miss the map pack and how to fix each one.

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Local SEOOctober 8, 20263 min read

How to get more Google reviews for your home service business

A repeatable system for getting Google reviews after every job: when to ask, how to ask, what to text, what Google's rules allow, and how to reply so the next homeowner picks you.

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Google AdsOctober 8, 20263 min read

Local Services Ads vs. Google Ads: which should a contractor run first?

Google Local Services Ads and regular Google Ads work differently for home service businesses. Here's how each one charges, who it fits, and the order most contractors should turn them on.

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Facebook & Instagram AdsOctober 8, 20263 min read

Facebook ads for contractors: what actually turns into booked jobs

Do Facebook ads work for roofers, remodelers and other contractors? Yes, with the right job, the right creative and fast follow-up. Here's the setup that produces booked estimates instead of junk leads.

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Lead Follow-UpOctober 8, 20263 min read

Speed to lead: why the first contractor to call back gets the job

Homeowners call three contractors and book the first one who answers. Here's what response time does to your close rate, what it costs to be slow, and how to fix it without hiring an office.

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StrategyOctober 8, 20263 min read

How much should a home service business spend on marketing?

A straightforward way to set a marketing budget for a contracting or home service business: start from the jobs you want, work backward to cost per job, and decide what you're willing to pay. Worked example included.

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Local SEOOctober 8, 20263 min read

The local SEO checklist for home service companies

A practical local SEO checklist for roofers, HVAC, plumbers, remodelers and other trades: Google Business Profile, website pages, reviews, citations, schema and the monthly habits that keep rankings climbing.

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StrategyOctober 8, 20263 min read

Are Angi and HomeAdvisor leads worth it? Run the math first

Lead-resale platforms sell the same homeowner to several contractors and charge whether or not you win. Here's how to calculate what those leads actually cost per job, and what to build instead.

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