The builder and contractor marketing glossary

• AI & Technical Search

  Answer Engine Optimization (AEO)

  Answer engine optimization (AEO) is the practice of structuring your website and online presence so AI assistants like ChatGPT, Gemini, Perplexity, and Google's AI ...

• Content & Reputation

  Buyer Education Content

  Buyer education content is website and email content that answers the questions buyers research before they ever contact a company, such as how the process works, what ...

• Measuring Revenue

  Closed-Loop Reporting

  Closed-loop reporting connects your marketing data to your sales results, so every signed contract or booked job can be traced back to the campaign, channel, or page ...

• Websites & Conversion

  Conversion Rate Optimization (CRO)

  Conversion rate optimization (CRO) is the practice of improving a website or landing page so a larger share of visitors take a valuable next step, such as calling, ...

• Leads & Sales

  Cost Per Qualified Lead (CPQL)

  Cost per qualified lead (CPQL) is your marketing spend for a period divided by the number of leads in that period that met your qualification criteria. Unlike cost per ...

• Leads & Sales

  Exclusive vs. Shared Leads

  Exclusive leads are sold to one company only; shared leads are sold to several competing companies at the same time. Shared leads cost less per lead but force a race to ...

• Local Search

  Google Business Profile

  A Google Business Profile is the free business listing that appears in Google Maps and the local map pack in search results, showing your name, location or service area, ...

• Paid Media

  Google Local Services Ads (LSA)

  Google Local Services Ads (LSAs) are pay-per-lead ads for local service businesses that appear at the very top of Google search results, above standard ads and the map ...

• Local Search

  Hyperlocal SEO

  Hyperlocal SEO is the practice of optimizing for very specific local searches, at the level of a town, neighborhood, or service area, through location-specific pages, ...

• Content & Reputation

  Inbound Marketing

  Inbound marketing is a customer-centered approach that attracts buyers with useful content and search visibility, converts them into leads, closes them into customers, ...

• Websites & Conversion

  Landing Page

  A landing page is a web page built for one audience and one action, usually the destination for an ad, email, or campaign. Unlike a homepage, it removes distractions and ...

• Leads & Sales

  Lead Nurturing

  Lead nurturing is the process of staying in useful, regular contact with leads who are not ready to buy yet, through email, content, and personal follow-up, so that when ...

• Measuring Revenue

  Marketing Attribution

  Marketing attribution is the method of assigning credit for a lead or sale to the marketing touchpoints that influenced it, such as an ad, a search, a social post, or a ...

• Measuring Revenue

  Marketing Budget

  A marketing budget is the amount a business commits to spend on marketing over a set period, usually planned as a percentage of revenue and then fixed as a monthly ...

• Diamond Group Frameworks

  Momentum™ Revenue Growth System

  The Momentum™ Revenue Growth System is The Diamond Group's two-phase framework for predictable growth. Phase I, Plan the Work, builds a strategy from your market, brand, ...

• Content & Reputation

  Online Reviews

  Online reviews are customer ratings and comments on platforms like Google, and they affect both whether people choose a business and where it ranks in local search. ...

• Paid Media

  Pay-Per-Click (PPC) Advertising

  Pay-per-click (PPC) advertising is paid advertising, usually Google Ads, where you pay each time someone clicks your ad. Click prices are set by a live auction that ...

• Paid Media

  Pay-Per-Lead (PPL)

  Pay-per-lead (PPL) is a pricing model where a business pays a fixed price for each lead delivered by a vendor or ad platform, rather than paying for clicks or a flat ...

• Websites & Conversion

  Pricing Transparency

  Pricing transparency means giving buyers honest cost context on your website, such as starting points, typical ranges, and what drives price, rather than staying silent ...

• Leads & Sales

  Qualified Lead

  A qualified lead is an inquiry from someone who fits the criteria your business has set for a realistic customer: the right budget, location, timeline, and need. ...

• Measuring Revenue

  Referral Attribution

  Referral attribution is the practice of recording which leads and sales came from referrals, and who referred them, so word of mouth can be measured alongside paid and ...

• Measuring Revenue

  Sales Pipeline

  A sales pipeline is the set of stages a prospective customer moves through, from first inquiry to signed contract, tracked in a CRM. Each opportunity sits in one stage ...

• AI & Technical Search

  Search Engine Optimization (SEO)

  Search engine optimization (SEO) is the work of improving a website and its online presence so it appears higher in unpaid search results, including Google's map pack, ...

• Content & Reputation

  Social Proof

  Social proof is evidence that other people have trusted a business and been glad they did, such as reviews, testimonials, case studies, and photos of completed work. For ...

• Leads & Sales

  Solar Appointment Setting

  Solar appointment setting is the process of turning solar leads into scheduled consultations with a sales rep, either in house or through an outside appointment-setting ...

• Leads & Sales

  Speed to Lead

  Speed to lead is the time between a new inquiry arriving and your business making real contact with that person. It matters because homeowners often contact several ...

• Industry-Specific

  Storm Response Marketing

  Storm response marketing is a system that tree service and roofing companies build before severe weather so they can capture emergency demand the moment it arrives, then ...

• AI & Technical Search

  Zero-Click Search

  A zero-click search is a search that ends without the person clicking through to any website, because the answer, business listing, phone number, or AI summary appears ...

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