How Groundwork works

A two-minute tour of how to go from a cold market to a booked call.

1

Browse the best leads

Browse is a database of local businesses, each pre-scored by how weak its website is. Pick a trade (and optionally a city, or draw an area on the map) and leads are ranked by opportunity - higher means a hotter lead, weighing website weakness, demand (reviews), and how big the deal is likely to be.

  • No website / Weak site filters narrow to the clearest opportunities.
  • Sort by first-year value, build price, or monthly retainer to match the deals you want.
2

Read the lead

Each card shows a plain-English summary of what is wrong, the top issues, a deal-size estimate (build + monthly + first-year value), and Google rating and review proof. A "Why now" line and a competitor-coverage note ("8 of 12 plumbers in town have a site - this one doesn't") tell you why it is worth reaching out today.

3

Pitch with a message and a mockup

Hit Outreach on a lead to get a tailored message - choose Email or Call (a phone script). Then hit Generate under Redesign preview to create a live redesign of their actual site. Paste that link into your message: you are pitching a solution they can see, not a complaint.

4

Save and track to close

Star a lead to save it. The Pipeline board moves saved leads through new to contacted to replied to won, with notes. Working with a partner? You share one pipeline and can assign leads to each other. When you are ready to reach out, "Find email" pulls a verified contact.

5

Scan new markets (Pro)

Market not in the database yet? On Scan, enter any city and trade and Groundwork finds the businesses, scores their sites, and streams them in - then they are in Browse for good.

The playbook: how to actually land clients

Finding leads is the easy part - Groundwork does that. Closing is a numbers-and-consistency game. Here is the routine that works.

Set your expectations

Cold outreach converts at roughly 1-5%, so you will not hear back from most. That is normal. At a $2,000-$5,000 first-year deal, landing one client a quarter already pays for years of Pro. Play the volume-and-consistency game, not the lottery.

Run a weekly rhythm

Each week, pick 20-30 of the best leads (no-site and weak sites with real reviews), generate a mockup for the top handful, send a personalized message that leads with the mockup, and follow up after 3-4 days. Track every one in the Pipeline. Repeat - the pipeline compounds.

Make your outreach land

Lead with the live mockup - showing beats telling. Keep it short, personal, and respectful (never knock their current site). Send from a real domain, not a free Gmail, set up SPF/DKIM/DMARC, and keep volume modest (~20-40/day) so you stay out of spam.

Follow up - that is where the replies are

Most yeses come on the second or third touch, not the first. Use the Draft a follow-up assist in the lead drawer. Two or three gentle nudges over two weeks, then let it rest. Never be needy.

Price on value, not hours

A local site is typically a $1,500-$3,000 build plus a $50-$150/month retainer for hosting and updates. Use the quote generator to anchor on what a better site is worth to them - more calls, more bookings - not on your hours.

Close on a quick call

The mockup sells; the call closes. Get them on a 10-15 minute call, walk through the redesign, agree on scope and price, and send the quote. Use the reply assistant for objections.

Deliver simply, then refer and repeat

Most local businesses need a clean 1-5 page site: hero, services, reviews, contact, click-to-call. Build it, host it cheaply, point their domain, done. The monthly retainer covers small updates and keeps you top of mind. A happy local client is a referral machine - ask.

Ready to find your first lead?

Open Browse