How it works for your trade
Yours isn't here? It'll look like one of these. Tell us which →
Where your customers are looking
People will drive thirty or forty minutes for heat in January. Your competition is every HVAC company in about six towns — and the ones Google's AI can reach on the phone.
What moves it
- A complete, accurate Google Business Profile — hours, services, photos of real jobs
- A page for each town you serve, written for that town
- Reviews, and answers to every one of them
- Being answerable when Google's AI calls for a quote
- A site that loads fast on a phone at 7:42 PM
What's usually wasted on you
- Generic 'HVAC tips' blog posts nobody in your county searches for
- Paid ads on your own company name
- National keywords you'll never rank for and don't need
- Backlink campaigns
What your last SEO report didn't tell you
- 01
Look at the top keyword in your last report. If it's your own company name, you paid to be found by people who already knew you. Branded searches are your existing customers looking up your phone number. Counting them as growth is how a flat year gets reported as a good one.
- 02
Twenty years of experience, and the recommendation is still 'raise the ad budget.' For most local businesses, paid search buys clicks from people who'd have found you on the map anyway — or who were never going to call. Ask what the spend produced in booked jobs. Not clicks. Jobs.
- 03
Most agencies run every client through the same system: same plugin, same blog cadence, same monthly PDF. Your plan and the roofer's plan are the same document with the logo swapped. That's how a retainer stays profitable. It isn't how a dentist in Somerville gets found.
We're a technology company. We build the search work for your business, not from a template — and when the way people search changes, as it did when AI answers arrived and again when Google started phoning businesses, we change with it. Your Helm Report shows found, called, answered, booked, closed. If a number on it is branded traffic, it says so.
What happens when they call
The call
The air conditioner quit at 7:42 on a Tuesday. It's ninety-one degrees, and this is her third call.
The agent answers on the first ring and says it's an assistant.
It asks what's wrong, takes her name and number, and flags it urgent.
It books Wednesday 8–10 AM and texts her the confirmation.
Wednesday she gets a quote on site. That afternoon, a text. Thursday, a call. Friday, she books.
CALL RECEIPT
00:48- Found via
- Google AI shortlist — 'AC repair near me'
- Caller intent
- No cooling — unit not starting
- Name
- Maria R.
- Callback
- (908) ••• ••31
- Urgency
- HIGH
- Appointment
- Wed 8:00–10:00 AM
- Confirmation
- Sent by text
- Record
- Created
Follow-up
- Wed PM — quote follow-up text
- Thu — call
- Fri — booked
Booked Friday
Every answered call above became a record, a follow-up, and a number in the monthly Helm Report. Find, Organize and Close are the rest of the system →
What we'd set up for you
Nothing here is a package off a shelf. The same parts, weighted for how your business actually gets work.
- Inbound answering
Most calls come while the crew's on a job. Nobody's free to pick up, and the customer won't wait.
- Emergency triage
No heat in January isn't a Tuesday-at-noon problem. The agent knows the difference and routes it that way.
- Appointment setting
The call should end with a slot on the calendar, not a promise to call back.
- Appointment management & reminders
- Intake questions
- Follow-up cadence
- Review requests
- Reporting
Your tools or ours
Keep what you have
We build into the scheduling and CRM software you already run, so your team doesn't relearn anything. The agent books into your calendar. The record lands in your system.
- Scheduling
- Calendly · Acuity · Google Calendar · Microsoft Bookings · Square Appointments · Housecall Pro · Jobber · ServiceTitan · Dentrix · Open Dental · Eaglesoft · Clio · Lawmatics
- CRM
- HubSpot · Salesforce · Zoho · Pipedrive · GoHighLevel · Keap
Don't see yours? If it has a calendar and a contact list, we've connected to something like it.
Start with ours
No CRM, or the one you have is the problem? We supply one, set up for how you sell, with the agent, the calendar, and the follow-up already wired together.
Either way, the customer hears back the way they'd rather — text, email, or a call.
About Google's AI calling businesses
- 1. Google: New AI features in Search — call a business
- 1b. Google: How to ask Google to call local businesses for you
- 2. Google Local Services Ads Help — how ranking works
Examples are illustrative.