Example Home Services
Fictional Phoenix-area business · Residential maintenance
Build a measurable growth plan.
This fictional business needs a measurable route from inquiry to repeat work. Investigate quote follow-up before buying more traffic. Growth adds five competitor profiles, website and offer analysis, channel decisions, a priority scorecard, and a sequenced 90-day plan.
Referral-led demand
Use existing customer conversations to identify repeat needs.
An unclear next step
Define one service, its area, and a simple path to a quote.
Scheduled maintenance
Test recurring needs and delivery cost before offering a plan.
See where the opportunity sits.
Illustrative data · fictional 30-day example · not customer results. The charts share the same 100-inquiry scenario.
From interest to booked work
Count at each stage · shared zero baseline
Where inquiries come from
Share of 100 inquiries · fictional channel mix
View the illustrative data and calculation notes
All values are fictional design examples. Funnel stages are nested counts from one hypothetical month. 25 ÷ 100 = 25%; 25 ÷ 50 = 50%. Channel counts total 100. No growth forecast is shown.
| Funnel stage | Count | Channel | Inquiries |
|---|---|---|---|
| Inquiries | 100 | Referrals | 40 |
| Qualified leads | 70 | Google search | 30 |
| Quotes sent | 50 | Local partners | 20 |
| Jobs booked | 25 | Social media | 10 |
Compare the experience, not just the service.
These 5 fictional competitors illustrate the depth of this tier. In your report, businesses are selected by service, geography, and customer fit, with sources and limitations.
| Business | Main service | Inquiry path | Recurring offer | Positioning |
|---|---|---|---|---|
| Example Home Services | General maintenance | Contact form | No plan | Broad offer |
| Fictional A | Urgent repairs | Repair request | No plan | Speed |
| Fictional B | Scheduled upkeep | Service form | Seasonal plan | Convenience |
| Fictional C | Small repairs | Phone only | No plan | Simple jobs |
| Fictional D | Property upkeep | Consultation | Custom contract | Landlords |
| Fictional E | Premium maintenance | Home assessment | Annual plan | High-touch care |
Make the analysis useful.
Website conversion review
Help a qualified homeowner move from interest to a clear next step, then measure where the journey breaks.
- Service page: show tasks, exclusions, and ZIP codes above the quote form. Test with three people unfamiliar with the business.
- Inquiry form: ask for contact details and the job description initially; verify confirmation and follow-up receipt on mobile.
- Proof: place a relevant completed-job example beside the offer. Measure qualified requests, not page views alone.
Offer & pricing analysis
No actual price is available for this fictional company or its competitors. Compare scope before comparing price.
- Define included tasks, time limit, materials treatment, and any trip charge before testing a package.
- In a real report, locate like-for-like published prices; do not compare emergency call-outs with routine scheduled care.
- Test one package with existing customers. Record delivery time and direct costs before considering discounts or membership.
Customer acquisition strategy
The example funnel contains 100 inquiries, 70 qualified leads, 50 quotes, and 25 bookings in one month. This is not a market benchmark.
- Investigate the 25 quoted leads that did not book: scope, timing, price, or follow-up could matter. The chart does not identify the cause.
- Referrals account for 40 fictional inquiries. Compare bookings and acquisition costs by source before shifting budget.
- Pilot one partnership with a complementary property-service business; tag referrals and review fit weekly.
What comes first—and why.
Qualitative judgments tied to this scenario. These are priorities to validate, not performance scores.
| Action | Relevance | Effort | Sequence | Dependency |
|---|---|---|---|---|
| Repair the booking path | High relevance | Low effort | First | Confirm mobile friction |
| Log and follow up leads | High relevance | Low effort | First | Assign an owner |
| Pilot seasonal maintenance | Potentially high | Medium effort | Next | Validate demand and cost |
| Test a local partnership | Uncertain | Medium effort | Next | Agree on lead quality |
| Expand paid advertising | Unproven | Higher effort | Later | Know conversion and capacity |
A sequence you can act on.
Build the foundation
Track inquiries, fix the booking path, and assign follow-up.
Success checkComplete lead log + starting conversion rate
Test two opportunities
Pilot a maintenance offer and one local referral partnership.
Success checkPilot uptake + cost to deliver
Keep what works
Review costs, customer feedback, and workload before expanding.
Success checkContinue, revise, or stop each pilot
Establish a lead and booking baseline
Use a simple log with inquiry date, service, channel, response time, quote status, and booking outcome. Fix the mobile inquiry path after verifying a problem.
Success check: A complete inquiry log and a documented starting conversion rate.
Run the recurring-offer and referral pilots
Invite a small group of suitable existing customers to a clearly defined maintenance offer. Trial one complementary partner and tag all resulting inquiries.
Success check: Pilot uptake, fulfillment time, customer feedback, and qualified referrals.
Evaluate the pilots before expanding
Compare demand, delivery cost, customer satisfaction, and owner workload. Keep the stronger offer, revise weak points, and stop work that does not justify its cost.
Success check: A documented continue, revise, or stop decision for each pilot.
Do these 5 things first.
Each recommendation connects a concrete task to a business reason and a way to assess progress.
Make the priority service easy to book
In this hypothetical business, scattered service messaging makes the next step unclear. Put one primary service, its service area, and a direct quote request on the landing page.
Prepare and test a repeat-service pilot
If customers need scheduled maintenance, test a clearly scoped maintenance package with existing customers before committing to a membership program.
Follow up on every qualified inquiry
A simple inquiry log reveals whether potential work is lost before a quote or after it. Assign one person to respond and document the next step.
Document the proof behind the promise
Collect permission to publish photos and short descriptions of completed work. Explain what was done and for which service need.
Test one local referral partnership
Approach a complementary local business with a specific, relevant customer handoff. Start small and assess quality before expanding.