Chapter 9
The 90-Day Plan
Here's the whole book as a to-do list. Free stuff first, on purpose.
┌─── DAYS 1–7 ──────────── FREE, HIGH IMPACT ────┐
│ ☐ Claim & verify Google Business Profile │
│ ☐ Fill in every GBP field │
│ ☐ Add 20 photos to GBP │
│ ☐ Text last 10 customers for reviews │
│ ☐ Check who owns your domain │
│ ☐ Run PageSpeed test, write down the score │
└────────────────────────────────────────────────┘
┌─── DAYS 8–30 ─────────── FOUNDATION ───────────┐
│ ☐ Pull 50 best before/after photos │
│ ☐ Write your 10 real FAQ answers │
│ ☐ Decide your top 5 services + your towns │
│ ☐ Set your pricing disclosure approach │
│ ☐ Fix NAP consistency across directories │
│ ☐ Install Analytics + Search Console (yours) │
└────────────────────────────────────────────────┘
┌─── DAYS 31–60 ────────── BUILD / FIX ──────────┐
│ ☐ Build or fix: home, services, cities, about │
│ ☐ Tappable phone in header on every page │
│ ☐ Sticky mobile call button │
│ ☐ 3-field form + instant auto-reply │
│ ☐ Compress every image │
│ ☐ Reviews on the site, real names │
│ ☐ Confirm the padlock (https) │
└────────────────────────────────────────────────┘
┌─── DAYS 61–90 ────────── MEASURE & TUNE ───────┐
│ ☐ Turn on conversion tracking │
│ ☐ Post to GBP twice a month │
│ ☐ Keep asking every customer for a review │
│ ☐ First monthly numbers review (15 min) │
│ ☐ Calculate cost per lead │
│ ☐ Fix the weakest page based on real data │
└────────────────────────────────────────────────┘
[FIGURE 9.1 — "The 90-Day Plan"] Art direction: Full-page timeline, four vertical columns, checkbox style, designed as a printable wall chart for a shop office. Week markers along the top. Blue checkboxes, heavy black type. This should be the most photographed page in the book.
AFTER 90 DAYS
Then you just keep the habits:
- Weekly (10 min): add photos to GBP, ask every customer for a review
- Monthly (15 min): check your five gauges, post twice to GBP
- Quarterly (1 hr): cost per lead, fix the weakest page, add a service page if the data suggests one
- Yearly: refresh photos, update pricing, re-run the seven-point ownership audit
That's it. That's website ownership for a contractor. It is not a full-time job. It's about two hours a month once it's built right.
THE LAST THING I'LL SAY
You already know how to do the hard part.
You know how to show up when you said you would. You know how to give somebody a straight number and stick to it. You know how to fix the thing behind the thing that the last guy missed. That's the whole business, and you can't fake it, and most people can't do it.
All this website stuff is just making sure the people who need that can find it.
Don't overthink it. Don't let anybody make it sound more complicated than it is. Claim your Google profile, ask for reviews, put your phone number where people can hit it with a thumb, show real pictures of real work, and tell people roughly what things cost.
Do those five things and you'll beat most of your competition. Do them for a year and it won't be close.
Now go get the phone to ring.
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