Case study · 60-day engagement
An Austin handyman with 4 trucks and 11 services on his menu was paying $48 per lead and converting only 27% to a booked job. Most callers wanted a price quote, hung up when told "we'll need to come out for an estimate," then called the next handyman. Three of his competitors were already publishing flat-rate pricing online. He thought "people will lowball us if we publish prices." The opposite was true.
The challenge
The owner came in through a referral from another Austin contractor we work with. He had a 4-page website that ended in a contact form. The bot scored it at 59 and flagged "no pricing transparency" as the top conversion issue.
We pulled his CallRail data:
The fix was a pricing page. He had been afraid of it for 5 years. It went live in week 2 and the funnel changed inside a week.
The plan
Built /pricing with 11 service categories, each with flat-rate or "starts at" pricing: TV mounting ($129), ceiling fan install ($179), drywall patch ($95), garbage disposal ($189), etc. Plus an hourly handyman rate ($95/hr) for everything else. Hero copy was direct: "We publish our prices because you deserve to know what something costs before we get there."
Each service had a "Book this — $129" button that went directly to a Calendly with the price pre-filled and a card-on-file requirement. Customers could book a TV mounting in 90 seconds. No phone call, no quote, no friction. Conversion on direct-bookable services jumped to 73%.
When someone did call (40% of customers still preferred phone), the new script led with the price for whatever they were calling about. "TV mounting is $129. We can be there Tuesday between 1 and 3, that work?" Booking rate on calls jumped from 27% to 71% the same week.
Restructured ad groups to match the pricing page. "TV mounting Austin" ad group → /pricing#tv-mounting. "Ceiling fan install Austin" → /pricing#ceiling-fan. Quality Score per ad group jumped, CPC dropped 35%, and the same daily budget produced 2.1× more conversions.
AI tools we used
We do not pretend the work happens by hand. Three of our internal tools are the reason this engagement moved as fast as it did. Each of them replaces what used to be days of human time.
Custom AI we built that grades every search term on commercial intent, urgency, and local match in under a second. Replaces a half-day human audit.
Takes one bad search term and proposes the related variants we should also negate before they show up. Found 87 negatives nobody had thought of.
Crawls the site and fires every conversion event in a sandbox so you can see what is actually being recorded vs what should be. Caught the duplicate form fire in 4 minutes.
The execution
| Week | What we shipped | What moved |
|---|---|---|
| Week 1 | Service prices documented, /pricing page wireframe approved | Owner signs off on flat-rate transparency |
| Week 2 | /pricing page launches with Calendly direct-booking on each service | First TV mount booked online day 3, no phone call |
| Week 3 | Phone script rewritten, dispatcher trained on new flow | Phone booking rate 27% → 71% same week |
| Week 4 | Google Ads restructured to match pricing-page anchors | CPC down 35%, conversion rate up 2.1× |
| Week 6 | Direct-bookable services hit 73% conversion | Owner adds 2nd dispatcher because volume doubled |
| Week 9 | Final review | CPL stable at $20, retainer continues |
The numbers
The transparency unlocked higher volume AND higher margin:
At average ticket $215 and 64% close rate on the new lead volume, the new run rate produces an extra $42,000/mo in revenue on roughly the same fixed costs. The 60-day engagement cost $1,598.
I was scared of putting prices on my website for 5 years. Mark told me my biggest competitors had been doing it for 3. Two weeks after we shipped the pricing page, my booking rate doubled. The lowball customers never showed up. Just real ones who already knew what they were going to pay.
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