A data-driven assessment of your current systems, operations, and infrastructure. Every finding in this document comes directly from your live business data.
The big picture
Three patterns emerged from our audit: your sales pipeline loses leads at every stage, your systems don't communicate with each other, and your customer outreach is limited to one channel. None of this is unusual for a company at your stage. All of it is fixable.
Where your leads go (and where they don't)
Think of your pipeline like a funnel. Leads pour in at the top, and signed contracts come out the bottom. Below is what your funnel actually looks like, based on the 2,567 jobs currently in your system.
465 leads are sitting in "Follow up." That's more than the 437 new leads coming in. Without automated follow-up sequences, multi-channel outreach, or smart reminders, leads enter the pipeline and stall. They go cold before anyone gets back to them.
The business is generating leads every single day. The bottleneck isn't lead volume. It's conversion.
Imagine a funnel with holes at every level. Water pours in the top, but most of it leaks out before reaching the bottom. The funnel isn't broken. It just needs the holes patched.
What your database actually looks like
30% of your customer records have never been connected to a single job.
79% of customers have no referral source. If you can't track where customers come from, you can't measure what's working.
Here's what the data looks like inside your CRM:
Facebook, Google, Home Depot, Truck Graphics, Website, Word of Mouth, Yard Signs, ZapierThe gap between your CRM and your books
the Contractor uses their accounting software for financial tracking, and that system works. The issue isn't that payments aren't being tracked anywhere. The issue is that your CRM (your customer management system) and your accounting system don't talk to each other.
Here's what that looks like in practice: a job marked "Fully Paid" in their job-management CRM shows $0 in payment received and the full balance as "amount owed." The payment happened in their accounting software. But their job-management CRM doesn't know about it.
their job-management CRM costs approximately $1,041 per month for 11 users. That's $12,492 per year for a system where the financial tracking, proposals, and sub-contractor management are either disconnected or not being used.
What your customers see first
Your website is the first thing a potential customer sees. Here's what we found.
Built on WordPress with GeneratePress theme, SEO tools, contact forms, image sliders, HubSpot tracking, Cloudflare security, and Google Analytics
| Issue | Status | Impact |
|---|---|---|
| Team page | Incomplete | "Under construction" for 6+ months. Damages credibility when potential customers want to know who they're hiring. |
| Page load speed | Slow | Heavy code and no lazy loading (images load all at once instead of as you scroll). Visitors leave slow sites. Every second of delay costs conversions. |
| Image optimization | Oversized | Images are full desktop size even on mobile. Phone users download huge files, wasting their bandwidth and slowing everything down. |
| SEO gaps | Missing | No FAQ pages, no pricing pages, no certifications page. Missing opportunities to show up in Google searches for common roofing questions. |
| WordPress limitations | Structural | AI tools cannot maintain or improve WordPress sites. Every change requires a specialist. Modern AI tools can't "see inside" WordPress to fix or optimize it. |
Think of your website like the front of your office. The sign is up, the lights are on, and people can walk in. But the paint is peeling, the hours on the door are wrong, and the front desk is empty half the time. The bones are good. It just needs a renovation.
What we built, what's evolved, and what comes next
We built 10 automation scenarios in Make.com (a tool that connects different software systems together) and 7 workflows in your lead management system. When we set these up, they represented the best tools available at the time. Technology has moved faster than anyone expected, and what was cutting-edge 18 months ago now has better alternatives. Here's the honest breakdown.
The measurement layer is working exactly as designed. We can see who's visiting, where they're coming from, and what they're interested in. The next step is building on that foundation - the automated follow-ups, smart scheduling, and multi-channel outreach that turn tracked visitors into booked jobs.
Workflow Enrollment
Attempted Integrations That Hit Platform Limits
How you talk to customers (and how you could)
Right now, the Contractor can reliably reach customers through one channel: email.
You're reaching customers through the least effective channel available.
Imagine pulling up any customer and seeing every single interaction: every call, every text, every email, all in one chronological thread. Imagine knowing exactly when your team last contacted a lead, how quickly they responded, and whether a follow-up was sent. That's the standard your competitors are moving toward.
What's missing:
The tools your team uses every day
Sub-contractor data quality
The system contains appointments scheduled as far out as the year 2106. A recurring appointment misconfiguration has created thousands of phantom entries in the scheduling data.
What's missing operationally:
the new Director of Ops came into the company at the end of 2024. For the first 18 months that the Contractor used their job-management CRM, he didn't have an account in the system. That gap in visibility is now being addressed, but the systems underneath still need to catch up.
A clear picture of where you stand
| Business Area | Rating | Key Issue |
|---|---|---|
| Lead Capture | Yellow | Single-channel (Facebook), no lead magnets, no chatbot |
| Lead Conversion | Red | 0.9% to contract, 465 stuck in Follow up |
| Financial Visibility | Red | CRM and payments disconnected |
| Communication | Red | Email-only, no SMS, voice, or chat |
| Sub-Contractor Mgmt | Red | Incomplete data, no ratings, no trade assignments |
| Referral & Retention | Yellow | Strong 4.9-star Google rating; no automated post-job follow-up to keep the momentum going |
| Website | Yellow | Outdated platform, performance issues, incomplete pages |
| SEO & Content | Yellow | Foundation present but gaps in depth and coverage |
| Automation | Yellow | Strong tracking foundation; action layer needs rebuilding with newer tools |
| Project Management | Yellow | Good workflow stages, but limited execution tools |
| Owner Visibility | Red | No dashboards, no key metrics, no centralized view |
This document was prepared for the Contractor because we believe in the future of this company. We've seen the data, we understand the opportunity, and we know what's possible.
the Contractor is generating leads and completing jobs every single day. The business is real, the reputation is strong, and the demand is there. The issue is that the tools underneath can't keep up with where the business is headed.
The companies that figure this out early will have an enormous advantage. Faster follow-ups, smarter scheduling, real-time visibility into every job and every dollar. That's not a future vision - it's what the best operators in your market are building right now.
Every single issue in this audit has a clear, proven solution. The foundation is already in place. Now it's time to build on it.
This audit was not prepared to point out problems. It was prepared because we believe in where the Contractor is headed and we want to be a part of getting there.
We built the systems that are running today. We know what works, what hit its limits, and what comes next. The technology landscape has shifted dramatically, and the tools available now make it possible to build something that would have been unthinkable even two years ago.
the Contractor has the customers, the reputation, and the 4.9-star rating to prove it. The demand is there. The team is there. What is missing is a technology foundation that can keep up with where this company is going. Every issue in this audit has a clear, proven solution. The question is not whether it can be done. It is whether the Contractor will be the company that gets there first.
We are ready when you are.
After the audit, we rebuilt the lead-to-job pipeline, connected the CRM to accounting, and turned on follow-up automation. Below are the four metrics the operations lead tracks every Monday. Measurements taken 90 days after go-live.