① Connect + Frame — lower resistance, get the permission "yes"
Read — permission opener
"Can I ask you a few quick questions to see if what we do would even make sense for you? And if it's not a fit, I'll tell you straight."
Read — the frame / upfront contract
"Here's how I run these: I'll ask you a few questions about the business, walk you through the 3 things I found on your site and what I think they're costing you, and if it looks like a fit, I'll show you exactly what working together looks like — price included, no homework. And if it's not a fit, I'll tell you that too. Fair?"
Open by crediting what's working
- 42 Google reviews at 4.6★ — real reputation to build on
- Clear service area and licensing shown
- Answers the phone during business hours (fast when reached)
Getting "fair" out loud = permission to present AND to close. No awkward pivot later.
② Diagnose — the 5 money questions (they surface the problem, not you)
Read — Q2 (ask early, here)
"What's a new customer worth to you — the first job, and then over a couple years?"
"Walk me through how a new customer finds you today."
"If 10 more of those showed up next month, could you handle it?"
"What have you tried, and what happened?"
"Is this your call alone, or does a partner/spouse weigh in?"
Rule: you talk <30% of the first 12 minutes. Discovery is where the close happens.
③ Cost of Inaction — walk the 3 findings, each dollarized in THEIR number
high
1. Homepage takes ~9 seconds to load on a phone; ~half of visitors leave before it finishes.
What it means: Mobile is where roofing leads search after a storm — a 9-second load bleeds the exact high-intent visitor you paid to attract.
What it costs: ≈ 2 mobile leads/mo lost to bounce → [customer value] × 24 / year from this one issue.
Fix → Conversion-first Next.js rebuild + speed
critical
2. No lead-capture form above the fold; the only contact path is a phone number, and after-hours calls go to voicemail.
What it means: A homeowner with water coming in at 9pm calls, hits voicemail, and calls the next roofer. The lead was there — the site let it walk.
What it costs: Even 1 missed after-hours job/mo = [customer value] × 12 / year, plus every form-only lead never captured.
Fix → AI receptionist + speed-to-lead + lead capture
medium
3. Service pages are thin (2–3 sentences each), no LocalBusiness/Service schema, and content isn't structured for Google AI Overviews or ChatGPT.
What it means: When someone asks AI 'best roofer near me' or Google summarizes the answer, the site has nothing to extract — invisible on the surfaces buyers now start on.
What it costs: Organic + AI-search share forfeited monthly; each ranked service term ≈ a steady trickle of [customer value] jobs left on the table.
Fix → SEO + AEO/GEO + schema + content engine
Read — Consequence (future-pace)
"What happens if nothing changes over the next 6–12 months?" /
"How much longer can you keep paying for that gap before it's worth fixing?"
Live ROI — strictly their stated value × N (never invented)
—
1 lost/mo = /yr
—
2 lost/mo = /yr
—
lifetime value each
Enter the customer-value number in Diagnose to arm the ROI math.
④ Prescribe — anchor high: Engine first, then Foundation
Present first (anchor)
Growth Engine
$16,500 + $2,500/mo
Year-1 $46,500
- Everything in Foundation
- Paid media management
- Retention (email/SMS)
- Full content-engine cadence
Land here
Growth Foundation
$8,500 + $1,500/mo
Year-1 $26,500 · split-pay $4,500 / $4,000
- Conversion-first Next.js rebuild (they own it)
- SEO + AEO/GEO + schema + content engine
- AI receptionist + speed-to-lead
- Tracking + attribution to signed customer
Read — proof + scarcity
"We build it in about a week — a recent client went live in one week and saw roughly 3.5× the clicks and about 10× the pages ranking. I take one build per week, and the full checklist ships by day 30 or we work free until it does."
⑤ Commit — the deposit reserves the slot, then stop talking
Read — the deposit close
"Want to grab the build slot? A $1,500 deposit holds it and comes off the build." — then stop talking. First voice after the price loses.
Never end without a next step ON the calendar
"Totally fine — let's put 15 minutes on Thursday; I'll hold the slot till then."
Staged down-sell — only on real resistance
Foundation Sprint ($1,000): paid deep-dive — full audit + growth roadmap + priority fixes, 100% credited toward the build if they upgrade within 60 days. Never discount the flagship; step down scope instead.