The business behind the website. Phone, follow-up, scripts, billing, retention, KPIs.
Owners who already have a decent website and know the leak is somewhere in the operation. The Layer 2 chapters in order.
Curated for the operations & front desk track. Read in sequence and apply each one to your business as you go. Every chapter is free and lives on this site forever.
If a lead reaches out and your process falls apart, the ad did not fail. The system did.
The most expensive mistake in local service marketing: pouring money into a website while ignoring the operational system behind it. Why growth almost always breaks where the business gets confusing.
Read chapter 1 →The first 5 minutes after a lead comes in decide whether you ever see them again.
The data on lead response time is brutal: leads contacted in under 5 minutes convert up to 9x more than leads contacted in 30. Here is exactly how to build the system that hits that window every time.
Read chapter 2 →The 60-second front desk script that turns more callers into booked appointments.
Most local service businesses lose more revenue to bad phone handling than to bad websites. A complete script-and-system playbook for the first 60 seconds of every inbound call.
Read chapter 3 →The reason most local businesses give up on follow-up is the reason most local businesses lose half their leads.
A practical framework for following up with leads in a way that feels helpful instead of desperate — including the cadence, the channel mix, and the scripts that turn "thinking about it" into "scheduled."
Read chapter 4 →Buyers no longer want to call. They want to text. Most businesses are still set up for 2012.
A complete guide to building a mobile-first front desk with SMS and WhatsApp — including templates, automations, escalation rules, and the legal stuff most businesses get wrong.
Read chapter 5 →The 8-number scoreboard that tells a local service business owner everything they need to know in a 90-second weekly review.
The smallest possible KPI stack that actually tells you what is working — across the website, the lead flow, the operations, and the customer journey. The 8 numbers a local service owner should know cold.
Read chapter 6 →Drop your email and we'll send the 6 chapters of this track to your inbox, one per day. No filler, no pitching, no chasing. You can read the whole track free on this site right now — but a chapter a day is how most owners actually finish it.
Prefer to read straight through? Jump back to the top and start with chapter 1.