Welcome & How to Use This Site

At a Glance

• Who this is for: Owners, office managers, and CSRs at local home service companies (plumbers, HVAC, roofers, electricians, landscapers, pest control, and similar trades)
• Time to first win: 60 minutes for GBP prep + scorecard; 7 days for full Quickstart foundation
• Six entry paths: Brand new · Have GBP, need leads · Scaling paid · Growing a team · Close more from same leads · Running ads but still leaking
• Operating system: Lead-to-Close — four KPIs, seven CRM stages, Monday huddle (same system as Booked Job Machine)
• Best tools: Quickstart · Scorecard · Printable Checklists · Tools Hub

Pick Your Path

Brand new — no system yet

You need a verified Google Business Profile, basic tracking, and a weekly rhythm.

1. 7-Day Quickstart — about 45–90 min/day for one week (maps to Lead-to-Close by day 7)
2. GBP Setup Prep — gather photos, services, hours before you build
3. Printable Checklists — print the 7-day one-pager and monthly GBP list
4. Day 7: first Lead-to-Close huddle

Realistic outcome: First qualified calls within 1–2 weeks as GBP and reviews compound — then convert with Speed-to-Lead + Scripts.

Have GBP — need more leads

Profile exists but calls are inconsistent. Diagnose gaps before spending more on ads.

1. Lead Gen Scorecard — 3-minute personalized priorities
2. Google LSA or Reviews & Referrals — whichever the scorecard flags
3. Speed-to-Lead — under 5 minutes response on every new lead

Realistic outcome: Lower cost per booked job by fixing response time and review velocity first.

Scaling paid — optimize spend

You run LSA, Search, or Meta and want better cost per booked job, not just CPL.

1. Lead-to-Close System — if CPL is fine but bookings are not
2. Metrics — weekly CPL and cost-per-booked targets
3. ROI & Dashboards — channel simulators
4. Ultimate Guide — 90-day roadmap and trade playbooks

Proof it works: Plumber (10 → 32) · HVAC (14 → 38) · Roofing (9 → 31) · Electrical (11 → 26) · Landscaping (12 → 34) · Pest control (8 → 26) leads/mo

Growing a team — office or dispatch help

You are still on the phones but need a CSR, dispatcher, or office manager to own the queue.

1. Front Office Playbook — queue owner, week-one training, Monday huddle
2. Scripts That Book Jobs — talk tracks for intake and booking
3. Lead Follow-Up Playbook — close more quotes with a 5-touch cadence
4. On-Site Close Playbook — techs close estimates and pitch plans in the field
5. Front office weekly checklist — print for the team

Realistic outcome: Median response under 5 minutes on paid leads without the owner answering every call.

Close more from same leads

You get enough calls but too many quotes never book. Fix conversion before spending more on ads.

1. Lead-to-Close System — four KPIs, Monday huddle, Friday audits
2. Lead Follow-Up Playbook — 5-touch quote recovery
3. On-Site Close Playbook — written quotes and plan pitches in the field
4. Reviews & Reputation — review SMS within 30 min after every job
5. Lead-to-close weekly checklist — print for Monday huddle

Realistic outcome: +5–15 points on quote-to-book in 30 days — often four extra jobs per month on the same lead volume.

Running ads but still leaking

You fund LSA or Meta but jobs die between the phone, the truck, and reviews. Quantify the leak before you hire another agency retainer.

1. Calculate your leak — illustrative jobs and gross profit lost monthly
2. Lead Gen Scorecard — copy a short leak report after you score
3. Work with Nef — Booked Job Machine Core vs Pro; fit quiz routes owner-on-truck shops to Pro

Realistic outcome: Clear picture of whether speed, follow-up, or reviews is burning the same spend — and whether DIY or managed Pro is the next rung.

How the Site Works

Sidebar navigation

The left sidebar groups content by job-to-be-done:

• Start Here — this page, Work with Nef (managed), Tools Hub
• Google Business Profile — setup prep, mastery, posts, reviews, access, organization
• By Trade — playbooks for plumbers, HVAC, roofing, electrical, landscaping, pest control, garage door
• Paid Channels — LSA, Google Search Ads, Meta, LSA vs Search comparison
• Organic & Reputation — local SEO, reviews, website basics
• Convert Leads — lead-to-close system, speed-to-lead, scripts, front office, follow-up, on-site close
• Measure & Grow — metrics, ROI, scorecard, checklists
• Reference — ultimate guide, glossary, case studies, trends

Sections collapse on desktop (state is saved). On mobile, open the menu icon and tap outside to close.

Search and filters

• ⌘K or / opens search — finds every guide after each site build
• Trade filter on the home page and in the sidebar hides guides outside your trade
• Tag filters in search narrow by channel (Google, paid, tools, etc.)

Interactive delights

• Checklists — - [ ] task lists in articles save checked state in your browser
• Scorecard + calculators — personalized priorities and ROI math on Tools Hub
• Reading progress — scroll bar on long guides
• Dark mode — toggle in the header; preference is saved
• Copy buttons — on templates and code blocks

First 60 Minutes

Block one hour and complete these five steps:

• Skim this page and pick your path (brand new, have GBP, or scaling)
• Run the Lead Gen Scorecard or open Quickstart Day 1
• Open GBP Setup Prep and list 15+ photos and every city you serve
• Bookmark Printable Checklists — print or download the weekly metrics list
• Set a recurring Sunday 15-minute slot for weekly metrics review

Printable Assets

Operations checklists you can print, save as PDF, or paste into your CRM:

• Checklists — GBP monthly, weekly metrics, LSA ops, speed-to-lead setup, 7-day quickstart
• Templates — SMS, email, review asks, LSA intros
• Scripts — phone scripts that book jobs

Use Print checklists or Download .txt on the Checklists page.

Next Best Action

Not sure where to start? Run the Lead Gen Scorecard — it takes about 3 minutes and tells you which guide to read next.

Then follow the 7-Day Quickstart or dive into your trade playbook from the sidebar.