Don’t let an agency brag about 50 “leads” when they were just clicks.“If the phone hasn’t rung, who cares?” — Matt Jones, Tradie Web Guys and The Site Shed.In this episode, Adrian and Matt tear down vanity metrics and show you how to build a system that gets site visits, deposits, and jobs sold.You’ll learnWhy clicks and “conversions” mean nothing without calls and bookingsThe real leak in your business: weak lead handling and slow follow-upHow AI, SMS, and simple pipelines lift conversion fastWhat to track: Ad → Discovery/Triage → Site Visit → Deposit → Project value“Show me, don’t tell me”: project galleries and proof that closeWork with usReady to build a marketing system that pays you back? Book a strategy session:  https://tradesformation.com.au/book-a-discovery-session/Connect with Adrian: https://link.me/profileChapters00:00 Intro and why clicks aren’t customers02:10 Matt’s background and The Site Shed story12:20 GEO, LLMs, and local three-pack reality17:30 AI, avatars, and answering when you can’t pick up20:15 Follow-up wins: 30 calls if that’s what it takes27:59 “Bullshit reporting” vs phones that ring30:20 Show me, don’t tell me: project galleries that sell46:05 Dashboards, bookkeeping cadence, course corrections49:50 Profit buckets and pricing for growth53:20 Lifetime value over one-and-done jobs56:00 Challenge and next steps#TradesFormationUnlocked #TradeBusiness #MattJones #TradieWebGuys #LeadGen #MarketingTradie

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