Martin Services — Client Brief

About the Client

Business	Martin Services
Domain	martinservices.org (keep it — DR 26, has backlinks)
Keith (Father)	54 years old, 30+ years in the trade. Started in Woodstock/Bradford area. Moved to North Bay 3 years ago. Old school, relationship-driven, cautious on spending.
Brody (Son)	Handles operations, sales, tech. Recently joined the business (~2 weeks). Car sales background. Built a Shopify store before. Understands analytics and digital. Has ADHD — fast-moving, lots of ideas.
Fleet	3 trucks (2 white, 1 black/oldest), main truck + trailer fully lettered. Trucks numbered starting at 03 (perception play).
Current Email	martinservices17@gmail.com (needs branded email)
Current Host	Homestead (~$30+/mo — way too much)
Field CRM	Quote IQ — overhead quoting, AI square footage, live tracking, appointment reminders
Bookkeeping	QuickBooks + Auto Entry, accountant on retainer
Database	~150 contacts in QuickBooks
Service Area	North Bay, Sturgeon Falls, highway corridor to Blossom, rural/country/Airbnbs for snow
Equipment	Moving to Kubota (2027 target), Echo backpacks/trimmers

What They Want

Scale the business — Keith was maxed out solo, didn't need marketing. Now Brody's here and they want to grow, hire crews, add employees.
A real website — current Homestead site is a throwaway template. Needs 40-60 page authority site.
Lead generation across ALL services — not just lawn care. They hate being pigeonholed.
Google visibility restored — GBP got suspended after address change to storage facility. Was top 3 in map pack, now buried.
More Google reviews — 58 reviews despite 150+ customers. No review process exists.
Data and tracking — Brody wants to know where leads come from to allocate budget smartly.
Fun, visually engaging website — inspired by Northern Snow. Mascot, drone video, interactive elements, "oddly satisfying" feel.
Drone video hero section — they have a media team; video comes ~June. Incorporate when ready.
Eventually rebrand — new lifestyle-friendly logo (think Carhartt vibe, apparel that people want to wear).

Key insight from Brody: "Don't make any one service bigger than the others. I don't want people to think we just cut grass." Every service needs equal weight on the site.

Services to Feature

5 core categories. Each expands into sub-services. Brody's order of priority:

1. Property Maintenance / Lawn Care

Seasonal packages (~$1,500/season prepaid)
Weekly/bi-weekly cuts ($50+), trimming, spring/fall cleanup
This is the base of the business for recurring revenue

2. Landscaping / Design-Build

Pavers, patio stone, sod, overseeding
Post setting, retaining walls, landscape construction
Jobs can range $1,500–$4,000+

3. Demolition

Sheds, structures, buildings
Keith has construction background — knows how to bring things down safely
Higher margin, project-based work

4. Estate Cleanouts

NOT "junk removal" — call it estate cleanouts
Garage cleanouts, full estate clearing
~$650 flat rate, done in ~2 hours. Very high margin.

5. Hot Tubs & Saunas

Dealer for Great Lakes Spas (Brampton)
Pick up on flatbed, deliver included, just need electrician
High margin per unit — more profitable than a full day of mowing
Long-term vision: showroom in shop lobby

Additional Services

Delivery Service — mulch, river rock, landscape supplies, Muskoka furniture, contractor material delivery
Snow Plowing — residential/rural, Airbnbs, country lakefronts. Daytime only. NOT competing in city commercial.
Property Management — Airbnb security checks, check-ins

Colors & Branding

Tan / Beige

Primary background — "northern, outdoorsy"

Forest Green

Primary accent — "poppy, Carhartt vibe"

Black

Minimal use — Brody says "dark, negative"

Brody's direction: "Tan background with green. Also try green background with tan. See which pops more." Wants both explored. Inspired by Carhartt, Marks, boat house aesthetics. This page is styled in their palette as a preview.

Branding Notes

Current branding: green & black on trucks/trailer
Transitioning fleet to all white trucks eventually
Have a logo but plan to rebrand — wants something lifestyle/apparel-friendly
Apparel vision: tan + green, something people want to wear (not just work shirts). $50/shirt as merch play.
Wants a mascot character (inspired by Northern Snow)
Drone video hero section — media team will shoot in summer (~June)

What Paul Promised

1

Build full website — 40-60 pages. All services, all service areas. ~$2,000 one-time. Delivered in ~10 days.

2

Send comprehensive email — Proposal/pricing, 5-7 min video walkthrough, digital onboarding form, Google Drive link for assets, comparison docs (Post Media vs us), their current online profile audit.

3

Transfer domain — martinservices.org from Homestead to Cloudflare. Keep the domain (has juice).

4

Automate Google review requests — Import ~150 contacts from QuickBooks. Run automated review campaign.

5

Set up CRM (GHL) — Chat widget on website (24/7 lead capture). Call tracking number (separate from GBP). Social media posting hub.

6

Connect analytics — Google Analytics + Google Search Console for full data tracking.

7

Optimize GBP — Fix/expand categories (up to 10). Research competitor categories.

8

Branded email — Move off martinservices17@gmail.com to proper domain email.

9

Payment: 50/50 — 50% upfront, 50% on completion. Accepts credit, debit, e-transfer.

Website Inspiration & Requirements

Primary inspiration: Northern Snow's website — fun, interactive, color-split layout, mascot, drone video hero
Secondary inspiration: Stefano (Sault Ste. Marie) — content/documentation approach
Drone video hero — coming ~June from their media team. Build placeholder, swap in later.
No single service dominance — all 5 core services need equal visual weight
"Oddly satisfying" feel — interactive elements, smooth animations, things that keep people scrolling
Can't do the snow/grass toggle layout like Northern Snow (too many services), but wants that level of polish
Full service pages — every service gets its own complete page
Area pages — every community/city they serve gets a page (North Bay, Sturgeon Falls, Corbeil, Mattawa, Callander, etc.)
Schema markup, breadcrumbs, proper H1/H2, title tags, meta descriptions — all promised
AEO + GEO optimization — build for AI search engines, not just Google

Google Business Profile History

Previous names: "Chads Grass and Snow" → "Lawn Care Plus" → "Martin Services"
Was top 3 in map pack before suspension
Suspension triggered by address change to Access Storage facility
Now unsuspended but rankings dropped significantly
Video verification was required (Google crackdown on spam)
Do NOT touch the GBP name or address again
Needs love: reviews, posts, category optimization, photos

Post Media / Nugget Situation

Signed a contract with Post Media but haven't paid yet
Brody wants to renegotiate down to ~$100/mo just for platform presence on North Bay Nugget
Does NOT want Post Media doing website, analytics, or marketing
Motivation: doesn't want competitors on the Nugget platform without Martin Services also there
Keith offered to handle the Post Media conversation if needed
Paul's recommendation: don't need Post Media at all, but respects Brody's call

Key Quotes from the Meeting

Who	Quote
Brody	"If you don't answer the phone, in my brain, that guy's an idiot and I go right to the next."
Keith	"Perception is reality." — Numbers trucks starting at 03 to look like a bigger fleet.
Brody	"I don't want people to go on our website and just think we cut grass."
Brody	"I'd rather spend $10K/year on marketing and cut with shitty equipment that's paid for."
Keith	"I believe you're the guy." — Trust is there. Ready to move.
Brody	"The tan and green — if you walked into a Marks, you'd see it everywhere. It pops."
Keith	"As long as it doesn't break the bank, I'm willing to take sensible steps."

Next Steps

Send comprehensive email with proposal, pricing, video, onboarding form, Google Drive link, comparison docs
Get QuickBooks export (first name, last name, email, phone) for database reactivation + review campaign
Receive onboarding form + photo/video assets back from Brody
Build the website (~10 day timeline)
Set up GHL CRM — chat widget, call tracking, social posting
Help sort out Homestead → Cloudflare domain transfer
Help set up branded email
GBP category optimization + review automation
June: incorporate drone video when media team delivers

Recommendations Made During Meeting

Chamber of Commerce — $199/yr, backlink + local relevance. Not a member yet.
Lawn signs — Seymour Graphics or Cold Signs, ~$20/sign. Proven: 50 calls/mo for Toronto kitchen client.
Backlinks from suppliers — Get Kubota, Echo, Great Lakes Spas to link to new site.
Content strategy — 1-2 min job site videos posted to TikTok, Instagram, Facebook, GBP. Document the day.
Facebook groups — Push content to ~6 local groups weekly (already doing some of this).
Citation building — NAP consistency across Foursquare, Yelp, Facebook, City Search, etc.