Enter your details to unlock the free PDF download.
Overview
The complete marketing health check for owner-operators - local SEO, paid ads, website conversion, reviews, and attribution. Use before annual planning or agency RFPs.
Work through all five pillars. Score each section: 0 = not started, 1 = in progress, 2 = dialed in.
Pro tip: Measure cost per booked job, not cost per lead. A cheap lead that never closes is more expensive than a qualified call.
Checklist sections
Local SEO & Map Pack Fix first
- GBP fully optimized (see GBP checklist)
- NAP consistent across top 20 citations
- Review velocity: 4+ new Google reviews per month
- Service + city pages live for each market
- Map Pack tracked for top 10 keywords
Paid Advertising This month
- Google Ads or LSA account with conversion tracking
- Negative keyword list maintained weekly
- Geo-targeting matches service area only
- Call-only or call extensions on mobile campaigns
- Landing page matches ad intent (service + city)
- Monthly CPL and cost per booked job calculated
Website & Conversion This month
- Mobile PageSpeed score 80+ on money pages
- Click-to-call sticky on mobile
- Trust badges: licensed, insured, reviews visible
- Form submits trigger CRM / email alert under 5 min
- Before/after gallery or project photos on site
CRM & Follow-Up Ongoing
- Every lead logged in one system (CRM or spreadsheet)
- Speed-to-lead under 5 minutes during business hours
- Missed-call text-back automated
- Estimate follow-up sequence (day 1, 3, 7)
- Source attribution on every booked job
Reporting & Goals Ongoing
- Monthly dashboard: spend, leads, jobs, revenue
- ROAS or marketing ROI calculated per channel
- 90-day goals set with owner accountability
- Annual budget aligned to target job count
Do this · Not that
| Do | Don't |
|---|---|
| Track booked jobs by channel | Optimize for form fills alone |
| Align SEO, ads, and website messaging | Run disconnected campaigns per channel |
| Review numbers monthly with your team | Wait until Q4 to check if marketing worked |
Delta Marketing · Home service marketing for US contractors. This guide is educational only. Results vary by market, trade, and competition. Not a guarantee of rankings or lead volume.
