Straight Answers
Plain answers to the marketing and compliance questions contractors actually ask — no jargon.
Privacy & Consent
What Is the CAN-SPAM Act?
CAN-SPAM is the federal law for marketing emails. Here's what it requires, why it matters for home-service contractors, and how to send email the safe way.
What Is the CCPA (and CPRA)?
The CCPA, expanded by the CPRA, is California's privacy law giving consumers rights over their personal data. Here's what it means for home-service contractors.
What Is Consent-First Marketing?
Consent-first marketing means only contacting people who agreed to hear from you. Here's what it is, why it works for home-service contractors, and how to start.
What Is Express Written Consent?
Express written consent is the agreement the TCPA requires before you text or robocall a lead. Here's what it must include, and how to get it the right way.
What Is the TCPA?
The TCPA is the federal law on marketing calls and texts. Here's what it requires, why it matters for home-service contractors, and how to stay on the right side of it.
Visitor Identification
What Are Anonymous Website Visitors?
Anonymous website visitors are people who browse your site without identifying themselves. Here's why most visitors stay anonymous and how to recover the ones who agreed to be contacted.
What Is a Good Match Rate?
Match rate is the share of website visitors a service can identify. Here's what a realistic number looks like, why a sky-high rate is a red flag, and what actually matters more.
What Is First-Party Data?
First-party data is information you collect directly from your own customers and visitors. Here's how it differs from third-party data and why it's safer and more useful for contractors.
What Is Identity Resolution?
Identity resolution connects scattered signals to a single real person. Here's how deterministic and probabilistic matching differ, and why the consent behind it matters most.
What Is Website Visitor Identification?
Website visitor identification tells you who came to your site. Here's how it works, the difference between consent-based and scrape-everyone approaches, and why it matters for contractors.
Lead Generation
What Is a Lead Magnet?
A lead magnet is something useful you offer in exchange for a homeowner's contact info. Here's how lead magnets work, real examples for contractors, and how to capture consent the right way.
What Is an Exclusive Lead? (vs Shared)
An exclusive lead is sold to one contractor and no one else. Here's how exclusive leads differ from shared leads, why it changes your close rate, and what it means for your follow-up.
What Is Lead Nurturing?
Lead nurturing means staying in helpful touch with leads who aren't ready to buy yet, so you're the one they call when they are. Here's how it works and how contractors can do it simply.
What Is Pay-Per-Lead?
Pay-per-lead means you pay a set price for each lead you receive. Here's how it compares to pay-per-click and monthly retainers, and what to watch for so you don't overpay for shared leads.
What Is Speed to Lead?
Speed to lead is how fast you respond to a new lead. Here's why responding in minutes instead of hours wins more jobs, and how contractors can answer faster without dropping everything.
Metrics & ROI
What Is Cost Per Booked Job?
Cost per booked job is what you pay for one lead that actually becomes work. Here's how to calculate it, why it beats cost per lead, and how to track it by source.
What Is Cost Per Lead (CPL)?
Cost per lead is what you pay for one new lead. Here's how to calculate CPL, why it can mislead contractors, and the number that matters more — cost per booked job.
What Is Customer Acquisition Cost (CAC)?
Customer acquisition cost is what you spend to win one new customer. Here's how to calculate CAC, what counts, and how to read it against the value of a customer.
What Is Customer Lifetime Value (LTV)?
Customer lifetime value is the total profit one customer brings over the years they stay with you. Here's how to estimate LTV and use it to decide what a lead is worth.
What Is ROAS (Return on Ad Spend)?
ROAS is the revenue you earn for every dollar of ad spend. Here's how to calculate it, what counts as good, and why ROI tells you more about actual profit.
Marketing Channels
What Are Google Local Services Ads (LSA)?
Google Local Services Ads put home-service contractors at the top of search with a Google Guaranteed badge. Here's how they work, what they cost, and how they differ from regular Google Ads.
What Is Email Marketing for Contractors?
Email marketing helps contractors stay in touch with leads and past customers. Here's how it works, what the CAN-SPAM rules require, and how to do it without getting flagged as spam.
What Is PPC (Pay-Per-Click)?
PPC, or pay-per-click, is online advertising where you pay each time someone clicks your ad. Here's how it works, what it costs home-service contractors, and where it fits.
What Is Retargeting?
Retargeting shows ads to people who already visited your website but didn't book. Here's how it works, why it's effective for contractors, and how to use it without being creepy.
What Is SMS Marketing for Contractors?
SMS marketing lets contractors text leads and customers who opted in. Here's how it works, why text consent is strict, and how to use it without breaking the rules.
Home Services
What Is a Google Business Profile (GBP)?
A Google Business Profile is the free listing that shows your business on Google Search and Maps. Here's what it is, how it works, and why it matters for home-service contractors.
What Is a Service Area Business (SAB)?
A service area business travels to customers instead of serving them at a storefront. Here's what it means on Google, how it differs from a storefront, and why it matters for contractors.
What Is Local SEO?
Local SEO is how your business shows up when nearby customers search for your trade. Here's what it is, how it works, and why it matters for home-service contractors.
What Is NAP Consistency?
NAP consistency means your business name, address, and phone number match everywhere online. Here's what it is, how it works, and why it matters for home-service contractors.
What Is Reputation Management?
Reputation management is shaping what customers find when they look you up online — reviews, ratings, and responses. Here's what it is, how it works, and why it matters for contractors.