There is a version of this story where a gutter company buys a lot of ads. This is not that version. Danick spent almost nothing on paid media in the first year, and the calendar is still booked six weeks out.
Thirty-one pages, one file
The site has a page for every town in the service area. Twenty-two of them are generated from a single data file, which means when a new town gets added the whole site updates in one commit. Each page answers the question a homeowner types at ten at night, in the words they would use.
Reviews as a system
The moment a job closes, a text goes out. Not a week later, not from a marketing address. From the crew lead, with the crew lead's name. Ninety days in, the profile had more five-star reviews than every competitor in the county combined.
Rankings are just reviews and relevance, compounded. Everything else is a shortcut that expires.
