Different industries, different search behavior.
A roofer wins in the map pack and Local Services Ads. A law firm wins on E-E-A-T and answer pages. A manufacturer wins on spec-level content and LinkedIn. Each playbook below says which channels matter, what the site needs, how we run it and how it is measured.
Pick yours.
HVAC
Local Services Ads, map-pack SEO, seasonal search campaigns and reviews run as one system, with budgets that follow your call board.
- Capacity-aligned budgets by trade and territory
- LSA disputes and review velocity every week
- Cost per booked job, not per click
Plumbing & drain
Emergency-intent marketing: Local Services Ads, map-pack dominance across the metro, job-type search campaigns and call tracking to the booked job.
- LSAs plus the pack for emergency calls
- Job-type pages with price ranges
- Every call recorded, scored and attributed
Electrical contractors
Two playbooks in one program: Local Services Ads and the map pack for service calls; answer-first project pages and retargeting for EV chargers, panels and generators.
- Emergency and project intent tracked separately
- Project pages that AI engines cite
- Financing and proof on high-ticket pages
Roofing
A base of map-pack rankings, reviews and proof, a retail engine on search and financing pages, and geofenced neighborhood campaigns the hour a storm hits.
- Storm-triggered geofencing by neighborhood
- Retail search and LSAs tracked to the signed job
- Proof that separates you from the chasers
Pool & spa
Construction, service and retail run as three lines under one plan: planning channels for builds, the pack for service, geofencing and Shopping for retail.
- Pinterest and Meta for planning-stage buyers
- Map pack and LSAs for service calls
- Reported by line of business
Industrial & manufacturing
Spec-level content that engineers find and cite, LinkedIn and search campaigns to the buying committee, and RFQs attributed to the order in your CRM.
- Capability pages written at spec level
- Account-based LinkedIn campaigns
- Pipeline attribution, not click reports
Energy, oil & gas
Authority content and trade-press PR that make safety, certifications and track record citable, plus account-based campaigns to operators and EPCs, attributed to the bid list.
- E-E-A-T built from real credentials
- Digital PR in trade publications
- Account-based LinkedIn and search
B2B & professional services
Expert-led content that engines cite, LinkedIn and search campaigns to the buying committee, nurture through the cycle and attribution to the signed engagement.
- Named-expert content with schema
- Account-based campaigns and Lead Gen Forms
- Attribution from first touch to engagement
Franchise & multi-location
Location pages, Business Profiles, local SEO and territory campaigns built as a system — brand control at the top, local wins in every market, reported both ways.
- Location pages and profiles at scale
- Territory campaigns with no overlap
- Per-location and network reporting
Wedding venues
Wedding venue websites that pair stunning imagery with the practical info couples need — capacity, pricing, packages, dates — so browsers become booked tours.
- Curated photo galleries + Pinterest optimization
- Pricing transparency that qualifies in 60 seconds
- Tour-booking integration (HoneyBook, Calendly, etc.)
Home services & trades
Painter, plumber, electrician, roofer, HVAC, and landscaper sites with service-area pages, real-job photo galleries, instant-notification quote forms, and review-velocity automation.
- Service-area pages that rank in every city you serve
- 30-second quote form with instant SMS alerts
- Google Business Profile + Local Service Ads playbook
Restaurants & hospitality
Restaurant, café, bar, and food-truck sites with food-photo heros, live HTML menus, one-tap reservations + ordering, and GBP sync that keeps every channel updated from one place.
- Live menu integration (Google Sheet, Toast, Square)
- OpenTable / Resy / Tock reservation integration
- Google Business Profile sync + review velocity
Med spa, salons & beauty
Med spa, aesthetic clinic, salon, and barbershop sites with real before/after galleries, treatment-level pages, online booking + deposit collection, and membership signup flows.
- Real before/after galleries (HIPAA-compliant)
- Booking integration with Boulevard / Vagaro / Mindbody
- Membership + gift-card revenue lines built in
Photographers
Photographer websites with full image pipelines (no compression), genre-specific portfolios, transparent package pricing, and inquiry flows that drop directly into HoneyBook or Tave.
- Sub-second mobile load on full-resolution galleries
- Genre-specific portfolios + transparent package pricing
- HoneyBook / Tave / Studio Ninja integration
Real estate & agents
Real estate agent + team websites with IDX-integrated listing search, neighborhood landing pages that rank locally, lead-capture flows that feed your CRM, and content that compounds over time.
- IDX-integrated MLS listing search on your own domain
- Neighborhood landing pages that rank above Zillow
- Follow Up Boss / kvCORE / BoomTown CRM integration
Gyms, yoga & fitness
Gym, yoga, pilates, and personal-trainer sites with free-trial-first heros, live schedule integration (Mindbody / WellnessLiving / Glofox), membership signup, and local-SEO playbooks.
- The free-trial offer as the hero
- Live class schedule from Mindbody / WellnessLiving / Glofox
- Local SEO for "yoga near me" searches
Dental, chiropractic & medical
Dental, chiropractic, and medical-practice websites with online appointment booking, PMS/EMR integration, HIPAA-aware digital intake, and the local SEO playbook for "near me" search.
- Online booking integrated with your existing PMS/EMR
- HIPAA-aware digital intake replaces printed PDFs
- Local SEO + GBP playbook for "dentist near me"
Veterinary & pet services
Veterinary, grooming, daycare, boarding, and training websites with online appointment booking, real pet-photo galleries, recurring-service signup, and local SEO playbooks.
- Online booking integrated with ezyVet / Cornerstone / Gingr
- Real pet photo galleries replace stock dog photos
- Recurring service packages built into the booking flow
Financial & accounting
CPA, bookkeeping, financial-advisor, and insurance-agent websites with credential-first design, transparent service tiers, consultation booking, and compliance-aware architecture.
- Credential-first hero that signals trust in 5 seconds
- Consultation booking + secure document upload built in
- Compliance-aware (SEC / FINRA / state CPA / NAIC)
Law firms & attorneys
Law firm and solo-attorney websites with practice-area + city landing pages, case-value-aware intake, consultation booking, ethics-aware design, and Google Screened / LSA playbooks.
- Practice-area + city landing pages that rank separately
- Case-value-aware intake routes partners vs. screening staff
- Google Screened + Local Service Ads management
Childcare & education
Daycare, preschool, tutoring, music school, and private-instructor websites with transparent tuition, tour booking, online enrollment, and local SEO playbooks.
- Transparent tuition + program-tier pricing
- Online enrollment + waitlist signup built in
- Real classroom + lesson photos (consent-managed)
Vacation rentals & STR
Vacation rental host and STR management websites with channel-manager-integrated availability, direct-booking checkout, per-property landing pages, and local SEO that captures bookings outside the OTAs.
- Hostfully, OwnerRez, Guesty, Hospitable or Lodgify integration
- Direct-booking checkout that bypasses 15-20% OTA fees
- Per-property + destination landing pages that rank locally
Auto detailing & repair
Auto detailing, repair, and body-shop websites with real-work galleries, transparent service menus, online booking, and package upsell flows.
- Real photos > stock luxury car shots
- Per-vehicle-class transparent pricing
- Online booking + add-on upsells
Industries, answered.
How many industry playbooks are there?
Why does each industry get its own playbook?
What if my industry is not listed?
How is a home-service playbook measured?
We work with most verticals.
If your customers search, ask an AI assistant or scroll a feed before they buy, there is a playbook. Tell us the business and we will send back a written plan.