The system
How the Footprint system works, in six phases
Growth work goes wrong when it is a pile of tactics with no order to them. Ours runs in six phases, always in the same sequence, each one paying for the next. You can see every phase, what it produces, and exactly which accounts, data and workflows stay in your name when we are done.
- 6 phasesone system, in order
- Daysto a live first phase
- You ownaccounts, data and workflows
The shape of it
Six phases, run in that order, for one reason: each one makes the next one cheaper. A clear offer makes ads work harder. Trust makes the click worth more. Demand fills a pipeline that can actually answer. Fast follow-up converts leads you already paid for. And the numbers from all of it tell you where to push next.
Clarify. Build trust. Create demand. Convert. Follow up. Optimize.
The line
Every phase feeds the next. Follow the line down the page and you can see where each service slots in — and where the numbers from one phase sharpen the one before it.
- Clarify Offer, audience, numbers.
- Build trust Profile, pages, proof.
- Create demand Ads, lists, local search.
- Convert Speed-to-lead, booking.
- Follow up Nurture, reminders, reviews.
- Optimize Reporting, feedback, next round.
Phase 01
Clarify
Before anything is built we get the fundamentals straight: who you want to reach, the offer that makes them act, what a job is worth to you, and how fast a lead gets answered today. This phase produces your growth-leak audit — a written picture of where leads and revenue are escaping right now.
- The offer — sharpened into something a homeowner understands in one line.
- The audience — the specific work, area and property types worth chasing.
- The numbers — job value, close rate and what a lead is genuinely worth.
- The leaks — every place a lead arrives and then goes cold.
Phase 02
Build trust
Once the offer is clear, we make sure the business looks like the obvious choice before a single ad runs. That means a Business Profile that is complete and active, service and city pages built on real local knowledge, recent reviews arriving on a schedule, and business details that match everywhere you appear — including in the structured data that AI assistants read.
- Google Business Profile audited, corrected and kept active.
- Service pages that answer the question the customer actually typed.
- Reviews requested after every finished job, with a personal reply on each one.
- Consistent facts across your site, schema, profile and directories.
- AI visibility so assistants describe you the way you would describe yourself.
Phase 03
Create demand
Now we fill the funnel. Lead ads go live with dozens of on-brand creative variations and instant forms, targeted lists get built and scrubbed for the channels that suit them, and the local search work keeps the free traffic climbing in the background. Everything points at the same offer, so the numbers stay comparable.
- Lead ads and AI creative — many variations, one clear offer.
- Lead data — targeted, enriched and scrubbed lists for mail, door and calling.
- AI video and imagery — creative that looks like the best company in town.
- Local search — the map pack and the AI answers working alongside the paid spend.
Phase 04
Convert interest
A lead that waits is a lead you paid for twice. In this phase we make sure every enquiry — ad, form, web chat or phone call — gets a text and a call within seconds, day or night, with AI handling the first questions and your rep stepping in the moment a job is ready to talk. Missed calls get a text back automatically.
- Instant response to every lead, around the clock.
- AI qualification that captures the job details before anyone calls.
- Missed-call text-back so a missed ring still becomes a conversation.
- Live booking onto Google, Outlook or Calendly with busy times blocked.
- Your phone as the control room, with push alerts and one-tap calling.
Phase 05
Follow up
Most of the money sits in the leads that did not book the first time. Reminders keep booked jobs from slipping. Nurture sequences stay useful rather than noisy. The automation layer moves a finished job through invoicing and straight into a review request, so the reputation work happens without anybody remembering to do it.
- Reminders and confirmations that cut no-shows and fill gaps.
- Nurture sequences that keep you present until the timing is right.
- Automation so quotes, invoices and job updates move themselves.
- Review requests after every finished job, to every customer.
- Pipeline stages that show exactly where every lead stands.
Phase 06
Optimize
Every phase has been producing numbers, and this is where they get read. Which ads produced booked jobs rather than form fills. Which search terms now find you. How fast each lead got a reply. What each booked job cost. We report it in plain language, tell you the two or three moves worth making next, and feed the results back into the ads, the creative and the pages.
- Cost per booked job reported by campaign, not just cost per lead.
- Search and AI visibility tracked month over month.
- Response times measured on every single lead.
- Creative feedback that sharpens the next round of ads.
- A written plan for the next phase, in the same plain language.
Answers
FAQ
The questions owners ask us most about how the six phases run in practice.
Do I have to run all six phases?
No. You enter at the phase where the leak is biggest, and the phases after it come when the timing suits you. Most clients start with one or two, see the numbers move, and add the next phase because it has earned its place.
How long does each phase take?
Clarify happens in a single working session. A focused first build — capture, instant follow-up and reporting — typically goes live in days. Larger creative, content and automation builds run in stages you see in the plan before we begin, so nothing arrives as a surprise.
Who does the work?
Footprint builds and runs it. We handle the setup, the creative, the automations, the reporting and the ongoing tuning, and we bring your team in wherever their knowledge makes the work better — the offer, the local detail, the exceptions only they know.
What do I actually own at the end?
Your ad accounts, your CRM data, your lead lists, your workflows with export rights, your website and its content, and every report. The system is built so it keeps working and stays portable, which is also what keeps us honest about the results.
What happens after Phase 06?
Phase 06 feeds straight back into the top of the line: the results sharpen the offer, the creative and the pages, and the next round starts with better information than the last one. That loop is the whole point of running six phases in order instead of six tactics in a pile.
Next step
Start with Phase 01: the free growth-leak audit
One working session on your offer, your numbers and your response speed, and you leave with a written picture of where the leaks are and which phase to fix first.