Merten Land Clearing & Excavation Launch Receipt
The deal is simple: Merten covers the at-cost setup and operating stack. Henry's upside is tied to Merten's upside through tracked jobs generated by the system.
1. Executive Summary
At-cost launch setup. Fixed monthly operating cost. Henry only wins more when Merten wins more.
Purpose
Launch Merten with the infrastructure needed to look legitimate, capture every lead, follow up fast, and track exactly which jobs come from the system.
Business arrangement
Merten pays a $1,200 setup build and the $119/month operating stack. Henry is not marking up the monthly tools. Henry's upside is the 10% commission on tracked jobs generated through this infrastructure.
2. What We Are Building
A simple lead machine, not just a website.
Lead capture
Quote forms, tracked calls, missed-call text back, and simple intake fields so every opportunity is captured.
Follow-up system
GoHighLevel pipeline, SMS/email follow-ups, review requests, and job source tracking.
Local visibility
Suburb pages, Google Business Profile activity, photos, reviews, and local demand monitoring.
3. Phase 1 Setup Scope
The work that makes the setup fee a deal: website, Google Business Profile, local presence, email, tracking, automation, and launch systems.
GoHighLevel foundation
CRM pipeline, lead stages, quote form routing, missed-call text back, SMS/email follow-up templates, review request flow, and source tracking.
Website foundation
Conversion-focused website structure, service pages, suburb landing pages, Get a Quote form, photo/review sections, and tracking installed.
Google Business Profile setup
Set up and optimize the Google Business Profile, services, description, service areas, photos, posts, review link, and verification plan.
Local directory submissions
Submit the business to 350 local and industry directories so the business name, phone, address, and website are consistent across the web. This alone normally carries direct hard cost.
Email, hosting, and tracking
Set up a custom business email address, website hosting, form routing, call/source tracking, and reporting so opportunities can be attributed cleanly.
Review and content engine
Seed review plan, post-job review request process, photo checklist, GoPro/time-lapse content plan, and weekly Google Business Profile updates.
Lead monitoring
Set up a process to watch local demand signals from neighborhood groups and community posts where people ask for clearing, grading, drainage, stumps, brush, land, or recommendations.
4. Lead Generation Plan
Start with high-intent local demand, then expand into paid once insurance and offer are ready.
Organic local demand
- Google Business Profile optimization
- Suburb landing pages
- Before/after posts
- Local citations
- Supplier/dealer backlink opportunities
Active monitoring
- Nextdoor mentions
- Facebook Group posts
- Recommendation requests
- Terms: stumps, clearing, grading, drainage, brush, land
- Quick-response workflow
Offline to online
- QR codes on trucks and equipment
- Jobsite photo prompts
- Review links after walkthroughs
- Simple quote form for referrals
Future paid strategy
- Google Local Services Ads once ready
- Google Search Ads for high-intent services
- Retargeting once traffic exists
- Call tracking on every paid source
5. Review and Content Plan
The visual nature of this work is an advantage. Every job should produce proof.
Reviews
Start with honest friends/family seed reviews spaced over two weeks. After each completed job, send SMS review requests after the final walkthrough.
Photo velocity
Post 3 to 5 jobsite/equipment photos per week to Google Business Profile. Prioritize before/after, machine shots, and finished grading/drainage proof.
Video loop
Use GoPro/time-lapse footage for satisfying clearing videos across YouTube Shorts, Instagram Reels, Facebook, and GBP Updates.
6. Website and SEO Plan
The site should be built around services, suburbs, proof, and fast quote capture.
Core pages
- Home
- Land Clearing
- Forestry Mulching
- Grading
- Drainage Correction
- Brush Hogging
- Get a Quote
Suburb pages
H1 format: [Service] in [Suburb], OH | Merten Land Clearing & Excavation
Examples: Land Clearing in Mason, OH. Drainage Correction in Indian Hill, OH.
Priority keywords
- Forestry Mulching Cincinnati
- Backyard Drainage Correction
- Driveway Grading Mason OH
- Land Clearing Mason
Technical setup
- LocalBusiness schema
- Service schema
- Call/form tracking
- Google Analytics/Search Console
- GBP website links
7. Tracking and Ownership of Infrastructure
This is the key protection for both sides: clean tracking, clean reporting, clean commission.
Recommended operating rule
To keep lead tracking clean, the website, CRM, forms, call tracking, automations, and reporting systems should remain managed by Henry/Harrigan Creative. Any job generated through those systems is treated as a marketing-generated opportunity.
Tracked sources
Website forms, tracked calls, text-back replies, GBP actions, QR codes, paid ads, local monitoring, and direct referrals from Henry.
Reporting
Monthly lead report showing source, lead info, job status, quoted value, won value, and commission owed.
Disputes
If source is unclear, review the CRM, call log, text thread, form submission, and timeline before assigning commission.
8. Launch Receipt + Upside
Edit these fields with him. The main point: monthly cost is passed through, and Henry's extra upside only happens when the system produces jobs.
Operating cost receipt
- Hosting and website infrastructure
- Custom business email address
- CRM, text-back, forms, and tracking tools
- Review request and reporting systems
- $119/month pass-through on the company card
Aligned incentives
The setup covers the launch build and the monthly stack is passed through as operating cost. Henry's upside comes from producing tracked jobs, so the structure keeps both sides pointed at the same outcome.
9. What Approval Means
Checking these boxes means the strategy is approved enough to begin setup. It is not legal advice.
10. Next Steps
Once approved, work can begin without guessing.
1. Agree terms
Confirm setup fee, 10% commission, infrastructure ownership, and attribution rules.
2. Collect assets
Logo/name confirmation, service list, photos, service area, phone number, address/GMB plan, insurance timing.
3. Build Phase 1
GHL, website foundation, tracking, review flow, monitoring process, and launch checklist.