1
Booking calendar on the page.
Instant booking beats "submit and wait."
Call or text:844-779-7214
Strategy With Richard / The Lead-Ready Website Playbook
Your website has one job.
Book calls.
This is the playbook we use to build websites that turn visitors into booked jobs. Pick where you want to start.
CHOOSE YOUR PATH
I want the basics.
See the minimum a site needs to book calls.
Show me what's broken.
The 10 things that quietly kill deals.
Grade my website.
Take the 2-minute audit.
Just show me examples.
See a real page layout, piece by piece.
02 / The Minimum Viable Website
The minimum a website needs to book calls.
A warm lead isn't researching. They're checking that you're real and that booking is easy. One page can do it if it has these 9 things.
That's it. Everything else is nice to have.
03 / Anatomy of a Page That Books Calls
Here's what one looks like.
This is an example homepage for a fictional business, built the way we build them for clients. Tap any number to see why it's there.
ROOFING Example
[Phone number]
New roof in 2 days. Free inspection this week.
Roof repairs and replacements for local homeowners. (Example)
4.9 stars from 200+ local homeowners (Example)
Licensed and insured · Google rating 4.9 · 15 years in business · Warranty (Example)
A roof you can count on.
✓ Roof repairs
✓ Full replacements
✓ Storm damage inspections
The difference is clear.
Before
After
Mike, Owner (Example)
I answer my phone. Call me.
Neighbors, not numbers.
Example
“New roof finished in 2 days.”
Sarah M. · Denver · Fictional story
Example
“They found and fixed our leak on the first visit.”
Alex R. · Lakewood · Fictional story
Example
“The estimate matched the final price.”
Jamie T. · Arvada · Fictional story
How it works.
1Call or book online
2We inspect and quote
3We do the job
Your free inspection starts here.
Pick your timeDemo only
Example week · 15-minute inspection call
Mon
Day 1Tue
Day 2Wed
Day 3Thu
Day 4Fri
Day 5Sat
Day 6Quick questions.
Is the inspection free?
Yes. No obligation. (Example)
Will I get a price first?
We inspect, explain the work, and give an upfront quote. (Example)
Demo only
ROOFING Example
[Phone number]
New roof in 2 days. Free inspection this week.
Roof repairs and replacements for local homeowners. (Example)
4.9 stars from 200+ local homeowners (Example)
Licensed and insured · Google rating 4.9 · 15 years in business · Warranty (Example)
A roof you can count on.
✓ Roof repairs
✓ Full replacements
✓ Storm damage inspections
The difference is clear.
Before
After
Mike, Owner (Example)
I answer my phone. Call me.
Neighbors, not numbers.
Example
“New roof finished in 2 days.”
Sarah M. · Denver · Fictional story
Example
“They found and fixed our leak on the first visit.”
Alex R. · Lakewood · Fictional story
Example
“The estimate matched the final price.”
Jamie T. · Arvada · Fictional story
How it works.
1Call or book online
2We inspect and quote
3We do the job
Your free inspection starts here.
Pick your timeDemo only
Example week · 15-minute inspection call
Mon
Day 1Tue
Day 2Wed
Day 3Thu
Day 4Fri
Day 5Sat
Day 6Quick questions.
Is the inspection free?
Yes. No obligation. (Example)
Will I get a price first?
We inspect, explain the work, and give an upfront quote. (Example)
Demo only
04 / 10 Things That Close More Deals
10 things that close more deals.
These are the pieces we add to every client build.
2
Specific results.
"42 booked jobs in 30 days" beats "great results." (Example)
3
Industry examples.
A plumber wants to see plumbers.
4
Video of the owner.
60 to 90 seconds builds trust faster than copy.
5
Risk reversal.
No contracts. Clear guarantee.
6
Answer the money question.
A starting price or range qualifies people and cuts tire kickers.
7
Speed to lead.
Auto text within 60 seconds of a form fill.
8
Reminder sequence.
Text and email reminders before the call cut no-shows.
9
Thank you page with a next step.
Tell them exactly what happens next.
10
One clear CTA, repeated.
Same button, same words, after every section.
05 / 10 Things That Kill Deals
10 things that quietly kill deals.
Most websites don't lose leads in big ways. They leak them in small ones.
1
Too many form fields.
Broken
Demo only
First name
Last name
Email
Phone
Address
City
State
ZIP
Budget
Source
Project
2
No calendar.
Broken
Thanks! We'll be in touch within 2 to 3 business days.
3
Slow response.
Broken
2:00 PM: form sent.
Next morning: first call.
The lead already booked someone else.
4
Vague copy.
Broken
Elevating your home with data-driven roofing solutions.
5
No real proof.
Broken
“Great service!” - J.
6
Hidden people.
Broken
SUMMIT RIDGE ROOFING (Example)No name. No face. Who answers?
7
Slow or broken on mobile.
Broken
Our company provides comprehensive solutions for all of your needs.
Schedule your comprehensive consultation
8
Talking about clicks and impressions.
Broken
We got you 50,000 impressions! Example
9
Too many CTAs.
Broken
Demo only
10
Silence on contracts and terms.
Broken
Contracts? Cancellation? Pricing?
No answers.
Bonus: Test your own form every week.
Broken forms and missed notifications quietly lose leads for months. Nobody notices until someone asks why the phone stopped ringing.
06 / The Lead Form
The form is where most leads die.
Here's the difference between a form that collects names and a form that books jobs.
The form that kills leads
Demo only- • 13 fields.
- • Asks for things you can get on the call.
- • 'Submit' tells them nothing about what happens next.
The form that books jobs
Demo only- • 5 fields. Button says what they get.
- • Consent is clear.
- • Goes straight to a calendar after submit.
If you text leads, your form needs this.
Carriers require clear consent before you text people. Without it, your texts can get blocked. Most sites skip this. We set it up on every build.
Example
Example only. Have your own consent language and privacy policy reviewed.
07 / Speed to Lead
Speed wins jobs.
When someone fills out a form, they're often filling out three. This is what happens on our side the moment they hit the button.
Example
0:00
Form submitted.
Lead lands in Go High Level.
0:30
Automatic text goes out.
Hi Sarah, got your request. What’s a good time today for a quick call?
0:45
Owner gets a notification.
New inspection request: Sarah, roofing, ZIP 80202.
2:00
AI follow-up answers basic questions and offers times.
Sarah: Do you inspect storm damage? Assistant: Yes. Would 3:00 or 4:30 today work?
3:00
Call booked.
Calendar invite sent. Today at 3:00 PM.
24 hours before
Reminder text.
Your call is tomorrow. Here’s your confirmation.
2 hours before
Reminder text.
See you in 2 hours. Need to reschedule?
No answer?
Follow-up keeps running.
For days, not minutes.
Most businessesRespond the next day.
Our systemResponds in under a minute.
08 / After They Book
Booking the call is half the job.
A booked call that doesn't show is worth zero. Here's what we build after the booking.
Confirmation.
Instant text and email with the time, who they’ll talk to, and what to expect.
ExampleYou’re booked for Tuesday at 3 PM with Mike. We’ll ask about your roof and give you a price range.
Prep.
A short note on what to have ready.
ExampleHave a rough idea of your budget and timeline.
Reminders.
24 hours, 2 hours, and 15 minutes before.
ExampleYour inspection call is in 2 hours. We’ll call the number you gave us.
No-show and “not yet” follow-up.
Reschedule no-shows. Stay in touch with people who aren’t ready yet.
ExampleMissed each other? No problem. Want to pick another time this week?
09 / The Blind Spots
What most websites miss.
These don't show up on most checklists. They show up in lost deals.
10 / Know Your Numbers
If you're not tracking it, you're guessing.
Plug in your numbers. See where your website is leaking money.
%
%
%
$
Booked calls per month
30
Calls that show
21
Jobs closed
8.4
Monthly revenue
$42,000
Expected monthly averages. Jobs and calls may include fractions.
What if you fixed a few leaks?
Booking: 3% → 5%
Show: 70% → 75%
Close: 40% → 45%
That’s $42,375 more per month from the same traffic.
Default numbers are examples only. Use your own.
Most businesses try to fix this with more traffic. Usually it’s cheaper to fix the leaks first.
11 / Score Your Website
Grade your website in 2 minutes.
Check every box that's true for your site. Be honest. Nobody sees this but you.
0out of 20
FIX THE LEAKS FIRST
Your site is likely losing leads every week. The good news: these are fixable, and fast.
Walk Through My Score With RichardSend me my results
Coming soon
[PLACEHOLDER: GHL form webhook or embed]
12 / Been Burned Before?
Been burned by an agency before?
Most of the owners we talk to have. Paid for months, got reports full of clicks, and the phone didn't ring. Here's how we're different.
| What matters | Strategy With Richard | Big agency | Freelancer | Doing it yourself |
|---|---|---|---|---|
| Who you talk to | One dedicated strategist | A rotating account rep | Depends on the week | You, at 10pm |
| What gets measured | Leads booked and revenue | Clicks and impressions | Varies | Whatever the ad platform shows |
| Contracts | None, month to month | Usually 6 to 12 months | Varies | None |
| Follow-up system | Built in (GHL and AI follow-up) | Often extra or missing | Rarely | Manual |
| Landing pages | Built for booking | Template | Sometimes | Your homepage |
Strategy With Richard
- Who you talk to
- One dedicated strategist
- What gets measured
- Leads booked and revenue
- Contracts
- None, month to month
- Follow-up system
- Built in (GHL and AI follow-up)
- Landing pages
- Built for booking
Big agency
- Who you talk to
- A rotating account rep
- What gets measured
- Clicks and impressions
- Contracts
- Usually 6 to 12 months
- Follow-up system
- Often extra or missing
- Landing pages
- Template
Freelancer
- Who you talk to
- Depends on the week
- What gets measured
- Varies
- Contracts
- Varies
- Follow-up system
- Rarely
- Landing pages
- Sometimes
Doing it yourself
- Who you talk to
- You, at 10pm
- What gets measured
- Whatever the ad platform shows
- Contracts
- None
- Follow-up system
- Manual
- Landing pages
- Your homepage
Typical setups, not claims about every agency or freelancer.
What you’ll never hear from us
- “We need another 6 months to see results.”
- “Impressions are up 40%!”
- “Let me get your account manager.”
13 / We Practice What We Preach
We built this page the same way.
We don't ask clients to do anything we don't do ourselves.
- One clear call to action: “Book a call.”
- Booking calendar right on the page. [PLACEHOLDER: GHL calendar embed]
- A real person you’ll work with.
- No contracts, stated plainly.
- Mobile first. You’re probably reading this on your phone right now.
- Fast follow-up. Book a call and see how fast we respond. [PLACEHOLDER: confirm booking follow-up is connected]
- Results measured in leads and revenue, not clicks.
- We answer the money question. [PLACEHOLDER: management starting price]
- We say who we’re not a fit for.
Real reviews
[PLACEHOLDER: Google rating and review count]
[PLACEHOLDER: Google Business Profile URL]
If our site didn’t book calls, we wouldn’t tell you how to fix yours.
14 / Questions
Questions
15 / Book a Call
Want us to look at yours?
30 minutes. We'll review your site, your ads, and your follow-up. You leave with a plan whether you work with us or not.
Richard, Founder
You’ll talk to me, not a sales rep.
[PLACEHOLDER: 60 to 90 second intro video URL]
- No contracts
- One dedicated strategist
- Results measured in leads and revenue
Management starts at [PLACEHOLDER: price]. Ad spend goes directly to Google or Meta.
[PLACEHOLDER: one real client result with name, trade, and number]
Is this a fit?
Good fit
Local service businesses. Ready to invest in ads. Want booked jobs, not reports.
[PLACEHOLDER: adjust trades and minimum budget]
Not a fit
[PLACEHOLDER: e.g. Ad budgets under $X/month, businesses that can’t take on new work, looking for a one-time quick fix]
Book a Call
[PLACEHOLDER: GHL calendar embed code]
[PLACEHOLDER: confirm weekend or Monday morning availability]
[PLACEHOLDER: confirm redirect to /playbook/booked is set in GHL]
Calendar coming soon