Glossary

The process of turning a lead into a scheduled in-person visit where you can present your estimate and close the sale.

The typical dollar amount you earn from a completed project — if you completed 10 jobs last month totaling $80,000, your average job value is $8,000.

How well people in your area know your company name and what you do — the difference between someone calling you first versus shopping around to 5 other contractors.

The percentage of people who see your ad and actually click on it — if 100 people see your ad and 5 click, that's a 5% CTR.

Close rate is the percentage of estimates or quotes you turn into actual paying jobs — if you give 10 estimates and win 3 jobs, your close rate is 30%.

A potential customer who doesn't know you exist and has never heard of your concrete business — they're just starting to research their project.

Creating and sharing helpful content (videos, blog posts, social media) that positions you as the expert and brings customers to you instead of you chasing them.

The percentage of leads that actually become paying customers — if you get 10 leads and close 3 jobs, your conversion rate is 30%.

How much money you spend to turn a prospect into a paying customer — if you spend $168 on marketing to get one $8,000 concrete job, your CPA is $168.

How much you pay each time someone clicks on your Google or Facebook ad — if your CPC is $3.50, you pay $3.50 every time someone clicks your ad.

Cost Per Lead is how much money you spend to get one potential customer to contact you — if you spend $840 on marketing and get 20 leads, your CPL is $42 per lead.

Selling additional services to a customer who's already hired you for one job — like offering decorative concrete when they call for a basic driveway pour.

The total amount you spend on marketing and sales to land one new customer — if you spend $1,000 on marketing and get 5 customers, your CAC is $200 per customer.

The total amount of money you'll make from one customer over the entire time they do business with you, including repeat jobs and referrals.

A series of automated emails or messages sent to leads over time to keep your business top-of-mind until they're ready to hire you.

Staying in touch with past customers and leads through regular emails so they think of you first when they need concrete work again or refer others.

The percentage of estimates you provide that turn into signed contracts and paid jobs.

A lead that's sold only to you — not shared with 3-4 other contractors who are all competing for the same customer.

A series of scheduled phone calls, texts, and emails you send to prospects who haven't hired you yet — turning cold leads into paying customers over time.

Setting up invisible digital boundaries around specific locations to automatically show ads to people's phones when they enter those areas.

Your free business listing on Google that shows up when people search for contractors in your area — it's the box with your hours, reviews, and phone number that appears on Google search and Maps.

Google's pay-per-lead advertising program where you only pay when a potential customer calls or messages you directly through your ad listing, not for clicks or views.

A hot lead is a prospect who needs your service right now, has budget to pay, and is actively looking to hire someone this week or month.

A landing page is a single web page designed specifically to turn visitors into leads by getting them to call you or fill out a form.

A free offer (like a guide, estimate, or consultation) that you give away in exchange for a potential customer's contact information.

The process of staying in touch with prospects who aren't ready to hire you today — through emails, calls, and texts — until they're ready to sign a contract.

A point system that ranks your leads from 1-100 based on how likely they are to hire you and spend good money.

Lead Velocity Rate measures how fast your number of qualified leads is growing month-over-month — it's like a speedometer for your lead generation that predicts future revenue growth.

The percentage of leads that actually become paying customers — if you get 20 leads and close 5 jobs, that's a 25% lead-to-close ratio.

Local SEO is optimizing your online presence so when someone near you searches 'concrete contractor near me' or 'driveway repair,' your business shows up first in Google Maps and local search results.

Customer feedback posted on Google, Yelp, Facebook, and other public platforms that potential customers read before hiring you.

You only pay when someone actually clicks on your online ad — like paying a toll only when someone drives down your road.

The percentage of each dollar you keep after paying all costs — if a $8,000 concrete job costs you $6,000 to complete, your profit margin is 25%.

Google's 1-10 rating of how relevant and useful your ad is to people searching — higher scores get you better ad positions for less money.

The percentage of your new customers who come from word-of-mouth recommendations from existing customers instead of paid advertising.

The percentage of customers who hire you for a second, third, or fourth job — if 100 customers hired you and 15 came back for more work, that's a 15% repeat customer rate.

Actively monitoring and responding to online reviews and customer feedback to protect and improve your business reputation, which directly impacts how many leads call you.

Showing ads to people who already visited your website but left without calling or filling out a form — like following up with prospects who picked up your business card but haven't called yet.

ROI shows how much profit you make for every dollar you spend on marketing — if you spend $1,000 and it brings in $3,000 in profit, your ROI is 300%.

The total revenue you generate divided by the number of leads you received — tells you how much money each lead is worth to your business on average.

A visual tracker that shows every potential job from first contact to signed contract, like a fishing line with hooks at different stages — some leads are just biting, others are almost in the boat.

SEO is getting your concrete company to show up at the top of Google when people search for services like 'concrete driveway contractor near me' without paying for ads.

Adjusting your marketing spend and messaging to match when customers need your services most — like spending more on concrete ads in spring when everyone wants new driveways and patios.

The geographic territory where you're willing to travel to do jobs — basically how far from your shop you'll drive to make money.

A lead that gets sent to multiple contractors at the same time, meaning you're competing with 2-4 other businesses for the same customer.

Using evidence that other customers love your work (reviews, photos, testimonials) to convince new prospects to hire you instead of your competition.

How fast you respond to a new lead — the difference between calling back in 5 minutes versus 2 hours can literally cut your close rate in half.

Your USP is the one thing that makes customers choose you over every other contractor — it's why they'll pay your price instead of going with the cheapest guy.

Selling additional or upgraded services to customers who are already buying something from you.

A warm lead is someone who already knows about your business and has shown interest in your services — like a past customer calling for more work, a referral from a friend, or someone who visited your website and requested a quote.