The Clarity Check Framework

Your marketing
has leaks.
We find all of them.

Most contractors are spending money on marketing that looks fine on paper but quietly drains the bottom line. The Clarity Check is a six-point diagnostic that surfaces exactly where your budget is bleeding — in under 60 seconds.

Run My Free Clarity Check Talk to Michael →
⚡ Free Clarity Check — No account needed
https://
$ Unlocks Waste Calc

Free · No login · Results in ~15 seconds

3–5
Silent revenue leaks found in the average contractor's marketing spend
60s
Time to get your full Clarity Check score and breakdown
6
Diagnostic rules — the same ones used in every client engagement
$0
Cost to run the audit. No account, no credit card, no catch.

The Real Problem

Why most contractor marketing fails silently

It's not that the campaigns are broken. It's that nobody is measuring the right things — so the leaks stay invisible until the damage is done.

💀
Dead Campaigns Still Running
Ad spend keeps flowing to campaigns that haven't produced a qualified lead in months. Nobody turned them off because they still get clicks.
38%
of active campaigns have zero pipeline attribution
📊
Metrics That Don't Pay Bills
Dashboards full of impressions, reach, and engagement scores. None of them connect to a closed job or a booked estimate.
71%
of reported marketing metrics don't tie to revenue outcomes
🔇
Invisible to AI Search
Homeowners are asking ChatGPT and Google AI who to call. If you don't have the right entity schema, you're not even in the conversation.
↑ 340%
growth in AI-assisted local service searches in the past 18 months
Contractor at work
"The best contractors I've worked with are operationally sharp. The ones who scale are also market sharp. The Clarity Check is how you find out which one you are."
— Michael McAteer, Fractional CMO

The Six-Point Framework

Every rule targets a pattern that drains revenue

These aren't guesses or generic best practices. Each one came from a pattern I kept seeing across contractor businesses — money going out the door while the dashboard said everything was fine.

01
Zombie Purge
Kill every campaign with no pipeline attribution
If a campaign can't point to a booked job, a signed contract, or a qualified lead — it's a zombie. Looks alive on the dashboard, dead to your bottom line. We identify every one and cut the bleed.
Typical waste recovered
$800–$3,200 / month
02
Vanity Feast
Strip analytics that measure clicks, not cash
Impressions, followers, reach — these are comfort metrics. They make reports look good while real revenue data gets buried. We clear the noise and rebuild around what actually moves the needle.
Decision quality impact
Faster pivots, less guessing
03
Content Euthanasia
Stop producing content your sales team never uses
Most contractor content gets made, published, and forgotten. If it's not helping close jobs or answer customer objections, it's overhead with a logo on it. We audit what's working and eliminate the rest.
Time & budget recovered
10–20 hrs/mo back
04
Tech Stack Shakeout
Cancel tools nobody logs into
The average contractor marketing stack has 4–7 tools. Half of them are orphaned subscriptions. We do a full audit of what's active, what's overlapping, and what's just burning monthly budget on autopay.
Average subscription savings
$400–$1,500 / month
05
Cheap Lead Shuffle
Gate every form behind real intent signals
High volume, low quality leads aren't a win — they're a tax on your estimators' time. We restructure your lead capture to filter for homeowners who are ready to book, not just browsing.
Lead quality improvement
2–4× close rate lift
06
AI Invisibility
Build entity schema so AI recommends you
When a homeowner asks ChatGPT or Google AI for the best HVAC company in Columbus, your name needs to come up. That requires structured entity data and semantic signals most contractors don't have. We fix that.
Growth opportunity
First-mover advantage now

How It Works

From URL to action plan in three steps

No forms to fill out, no sales calls before you see results. You get the diagnostic first — then we decide together if it makes sense to talk.

01
Enter your website URL
Paste your site address and optionally your monthly ad spend. That's it. No login, no account, no personal info required to get started.
Takes 10 seconds
02
The six rules run automatically
The Clarity Check scores your site across all six diagnostic rules — flagging dead campaigns, vanity metrics, tech bloat, lead quality issues, content waste, and AI visibility gaps.
Results in ~15 seconds
03
Get your score and action items
You get a full breakdown with your score out of 100, a waste estimate if you entered ad spend, and a prioritized list of exactly what to fix first — not a generic report.
Immediate, detailed readout
Marketing strategy meeting
After the score

The score is free. What you do next is up to you.

If the results show significant waste or gaps, that's when we talk. I'll walk you through what the fix actually looks like — not a proposal, just a straight conversation about what's going on and whether it makes sense to work together.

Run My Free Clarity Check

Ready?

Find out where your marketing is bleeding — right now.

Takes 60 seconds. No account. No pitch. Just the data.

Get Your Free Score
Free, always No login required Results in ~15 seconds Built for contractors