Free, ungated, no email
Two tools. Both useful if you never contact us.
A lead magnet that demands an email in exchange for a PDF is a form with extra steps. These run in your browser, transmit nothing, and are worth the four minutes whether or not you ever want a website.
The Firemoth Score
A 24-point scored audit of your current site, run in your browser.
24 weighted checks worth 100 points across getting called, getting found, getting believed, getting measured and getting loaded. Every failed check returns the reason and the fix, written so you can hand it to any developer, or do it yourself.
Lead math calculator
What one lead is worth to you, and what a build has to produce to pay for itself.
Put in your average job value, your close rate and your current lead volume. It returns the value of a single lead and the break-even: how many extra leads a build has to generate before it has paid for itself. It is a break-even, not a projection, because a projection from an agency with no case studies is worth nothing.
What is coming, and what is not
One channel, one cadence, three years.
Useful, free, and repeated beats clever and abandoned. The way small firms fail at this is starting four channels at once and shipping none of them.
The one thing being built here is an annual review of Indianapolis home-service websites, scored on the same 100 points the free audit above uses, published in full with names attached. It runs once a year. There is no newsletter, no podcast, no YouTube channel and no weekly blog, because promising four channels and shipping none of them is worse than promising one.
Until the first one publishes, the two tools above are the whole demand engine. Saying that is more useful to you than a “Resources” page with three posts from 2024 on it.
Five ways in
How can we help?
Four of these five need nothing from you but a browser. That is on purpose. Most visits are research, not readiness.