The Essentials
Most businesses struggle with marketing because they are juggling too many tools, vendors, and strategies at once. The Essentials simplifies everything. This program focuses on the channels that consistently generate calls, booked jobs, and real revenue, all managed under one roof.
The Essentials is for contractors running 1–3 crews who want consistent inbound leads from one primary paid channel.
All plans include:
- Month-to-month agreement
- 100% money-back guarantee on our service
- Website build included with 6-month commitment
- You fully own website after 6 months
What Powers the Essentials Plan?
Organic Leads
Dominate local search and capture high-intent traffic through Google Business Profile optimization and targeted SEO. We focus on ranking the keywords that bring calls, not vanity impressions.
Google Business Profile (map pack)
- Full profile audit
- Primary & secondary category optimization
- Service & product buildout
- 40+ Web Pages Built To Align with Service Area (spread out over 3 months)
- Service area configuration
- Business description optimization
- Service area configuration
- Photo optimization guidance
- 2 GBP posts per week
- Ongoing listing accuracy monitoring
Organic SEO — 20 Keywords
- Targeted keyword strategy
- Onsite optimizations
- Service page optimization
- SEO Meta Data updates
- Internal linking improvements
- On-page technical adjustments
- We install our proprietary WordPress plugin, which allows us to give your site access to 100K+ other sites for contextual backlinks for rapid growth.
- Our plugin also creates 1-2 pages per keyword of focus for internal and external linking.
Paid Leads
Paid Ads (1 Platform - Google/META)
- Full campaign setup
- Keyword / audience research
- Ad copywriting
- Creative setup
- Conversion tracking implementation
- Landing page audit
- Ongoing bid & budget optimization
- Monthly reporting
- Required ad spend: $1,500+/month
Google Guaranteed (LSA)
- Account setup or audit
- License & insurance verification guidance
- Service category selection
- Service area configuration
- Weekly bid adjustments
- Budget pacing
- Lead quality monitoring
- Dispute management
- Monthly reporting
- Required ad spend: $1,000+/month
CRM & Lead Follow-Up
Capture, track, and automate every lead so no opportunity slips through the cracks. From phone systems to automated follow-ups, we turn inquiries into booked appointments.
High Level Setup
- GoHighLevel basic setup
- Missed-call text back automation
- Fast 5 SMS & email follow-up
- 6-month nurture campaign
- Basic sales pipeline
- Lead tracking dashboard
Phone System & Lead Tracking
- Phone number(s) for every lead source
- Call tracking so you know where the leads are coming from
- Forms on site replaced with CRM forms for ultimate visibility
- A2P Submissions for the phone number enabling SMS for the business.
- Full compliance for these submissions made (usually a few weeks)
Account Management
Work directly with a senior strategist who understands your numbers and growth goals. We manage performance weekly and make proactive adjustments, not reactive excuses.
What's Included
- Your account manager is paid on performance. Your financial incentives are aligned.
- Bi-weekly strategy meeting
- Senior-level Account Manager (also your Ad Buyer)
- Review of previous 2 weeks performance
- Clear 2-week optimization roadmap (every 2 weeks)
- Quarterly plan based on goals, revenue, and current performance
Website & Landing Pages
Launch a conversion-focused WordPress site designed to rank and convert. Every page is structured for speed, clarity, and measurable lead generation.
What's Included
- 12 Page Website Included
- $250/per page after
- Mobile-Responsive Design
- Initially SEO Optimized
- Owned after 6 months
- It's included with 6-month commitment ($3500+ value)
Typical Site Map Of Pages
- Home Page (1)
- About (2)
- Areas We Serve (3)
- Sub Location Page (4)
- Services (5)
- Sub Services (6)
- Blog (7)
- Sub Blog (8)
- Charge a fee per blog to migrate ($5) or a flat rate ($150 for entire blog if it’s over a certain amount of posts).
- Projects (9)
- Sub Projects (10)
- Contact (11)
- Landing page for Ads (12)
Check Out The Proof That Our Services Work
Built From Real Results
This system is built from working with over 500 home service businesses across the country. Every piece of the Essentials Playbook has been tested, refined, and proven to generate predictable leads without unnecessary complexity or bloated costs.
OHS
Health Services & Supps
- Spending: $300K/year
- Platforms: META and Google
- Creative Type: Static & Video
- ROI: 1.3M in sales + growing
Vintage Boho
Clothing store
- Spending:$40K/4 days
- $600K in revenue in a single weekend
- 30 day run: $30K spent, $216K in revenue
- Creative: Video, Static, Lifestyle
3 Second Media
Recruitment/Staffing
- Spending: $2.4K
- Total booked meetings: 63
- Closed Value: $32K/MRR
- Creative: Owner occupied videos
Fund Arrow
Business Funding
- Spending: $2K/month
- Closed: $46K in revenue
- Ending cost per lead: $38
- Creative: Owner occupied video, Testimonials, Statics
Old Glory Flagpole
Flagpole Instalation
- Spending: $50/day
- Total Ad spend: $2950
- Closed: $14K in revenue
- Creative: Before/Afters, Testimonials, Videos
19th Hole Golf
Golf Simulation Install
- Spending: $4.5K
- Leads: 50
- Closed: $65K in revenue
- Creative: Before/Afters, Testimonials, Videos
Home Service Business Transformations
$1M+
Revenue
49K in ad spend
$500k
Revenue
55K in ad spend
$250k
Revenue
9K in ad spend
$750k
Revenue
13K in ad spend
$150k
Revenue
30K in ad spend
$100k
Revenue
15K in ad spend
$30k
Revenue
3.5K in ad spend
$50k
Revenue
3.5K in ad spend
Why These Plans Work
Proven with 500+ businesses
We know what actually drives calls, booked jobs, and revenue.
All-in-one solution
No juggling multiple agencies or freelancers, nieces, cousins, nephews, etc....
Cost-effective
Save $50K–$100K per year compared to hiring full in-house teams. Put that into ad spend and grow faster.
Focused on ROI
Every dollar is tied back to lead generation and sales, not vanity metrics.
The Math: In-House vs Scroll
With Scroll:
Fractional CMO or Account Manager Included
SEO Included
PPC & Paid Social Included
Web Design / Edits Included
CRM & AI Automation Included
TOTAL:
$18K – $42K+/year
$1.5K – $3.5K/month
Hiring Individually:
Marketing Manager: $80,000+/yr
SEO Agency: $24,000+/yr
PPC Manager: $18,000+/yr
Web Designer/Dev: $60,000+/yr
CRM Specialist: $30,000+/yr
TOTAL:
$200K – $250K+ per year
$16K – $20K+/month
Get Started with Essentials
The Essentials Playbook combines the most effective marketing services into one streamlined program designed to grow your business month after month.
Starting at $2000/month
Typical cost elsewhere: $1,500+ per month for SEO, $1,500+ per month for ads, $300–$500 for CRM tools, plus a $5,000 website build.