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A proposal for 1st Choice Rance Thornton, Ashley Thornton, Joseph Alvarez, and the leadership team

A ground‑up rebuild, engineered so the operation you're tightening compounds into revenue.

You've built one of Fort Worth's most trusted home‑services brands. 1,800+ Google reviews, BBB A+, Carrier Factory Authorized, Mitsubishi Diamond, ServiceTitan‑operated. The website and digital growth engine are not keeping up. This document explains what we would do about it.

Prepared by
Matt Olson, Matmon
Timeline
6 to 8 weeks
Decision by
Friday, Aug 21

The situation

The hard part is done. The growth engine hasn't kept up.

A brief, blunt scan of 1stchoiceairsolutions.com and the Fort Worth top‑tier before writing this. What we found: real credentials, buried. Real membership program, missing from the front door. A luxury‑corridor position no one in the top nine owns cleanly, ready to be taken.

Strengths worth protecting

4.9★ / 1,800+ Google reviews is the single most valuable marketing asset the company owns. The membership program (Platinum, HVAC, Plumbing, Premium at $7.50 to $19.50/mo) is well designed and largely absent from the site's front door.

Carrier Factory Authorized, Mitsubishi Diamond, BBB A+, TACLA‑54319E. Real credentials, currently under‑displayed. 24/7 answering, same‑day service, "Track Your Technician," and next‑day install are strong differentiators, buried below the fold or missing entirely from campaigns.

Friction costing money right now

Phone number fragmentation. The homepage shows one number in the sticky bar and a different one in the hero. Contact page, BBB, Carrier's dealer directory, and MapQuest all list different phone numbers. Fixable.

Copy quality and the Yelp gap. Broken headlines ship live today. Empty "Core Values" and "Our Partners" sections. 3.6★ on Yelp against 4.9★ on Google converts warm leads into "let me get one more quote."

AI‑visibility is at zero. No llms.txt, no markdown mirror, no agent schema graph. When Claude, ChatGPT, Perplexity, or Gemini answer "who's the best HVAC company in Fort Worth?", 1st Choice isn't in the answer.

4.9★ Google (1,800+)
5.0★ PulseM
A+ BBB Accredited
Carrier Factory Authorized
Mitsubishi Diamond
TACLA‑54319E

The three‑move plan

Three moves. One compounding engine.

Rebuild the site so it converts and speaks to AI. Turn on LSA and repair the paid stack. Then take the premium‑luxury corridor no one in the top tier owns.

  1. Rebuild the site on modern infrastructure you own.

    Next.js on Vercel for the front end, headless WordPress for content authoring, Cloudflare for DNS and WAF. Real service pages, real city pages, technician bios, financing calculator, ServiceTitan booking, PulseM review flow, and an AI‑agent readiness layer (llms.txt, markdown mirror, full schema graph). Fixed price, source in your GitHub, hosting in your Vercel. You own it on payoff.

    6‑8 wkslaunch
    10 daysstaging URL
    $18,500fixed price

  2. Turn on Google LSA and repair the paid stack.

    LSA is Google Local Services Ads, the pay‑per‑lead units with the green Google Guaranteed checkmark that render above the map and above regular Google Ads. Highest‑ROI channel in HVAC right now. Industry benchmark: $51 per lead, 9.55× ROAS. Your 4.9★ and BBB A+ badge you instantly. Ship the "1st Response AC customers" campaign, the competitor‑displacement content that's already written but sitting in a blog feed instead of running as a full landing page with paid Google and Meta behind it.

    $51LSA cost/lead
    9.55×LSA ROAS
    $104HVAC CPL blended

  3. Own the premium‑luxury lane.

    No one in Fort Worth's HVAC top tier (Lawrence Air, Webb Air, Prime Time, Hawk Plumbing, Aire Serv) owns the Aledo, Westlake, Southlake, Trophy Club luxury and new‑construction corridor. Ashley's LinkedIn already stakes it. We turn it into the brand: dedicated city pages, luxury‑corridor Meta campaigns, technician‑spotlight editorial, and community publishing that positions 1st Choice as the operator these homeowners call first.

    4anchor cities
    15+service ZIPs
    0top‑tier competitors here

Why this is different from Agency 501

Matmon is a website development company that runs marketing. Agency 501, 3131, Online Access, and CI Web Group are marketing shops that make websites when they have to.

30 years of web craft · From UA Little Rock's first web presence to today

What we would build

Two tracks. One weekly production rhythm.

Track 1 is the fixed‑price website rebuild you own on payoff. Track 2 is the monthly growth retainer that keeps it compounding. Media spend stays in your accounts, under your billing, from day one.

Stack

Next.js on Vercel for the front end. Headless WordPress so your team's editing experience feels familiar. Cloudflare in front for DNS, WAF, and edge caching. Everything version‑controlled in your GitHub organization.

Information architecture

  • Homepage engineered for the two visitor modes you named: the "AC out at 10pm" emergency visitor and the "researching a tankless water heater" considered‑purchase visitor.
  • Distinct service pages: AC repair, AC install, furnace repair and install, heat pump, ductless mini‑split, ductwork, indoor air quality, drain clearing, water heater, tankless, slab leak, commercial HVAC. 800‑1,500 words each, unique copy, service schema.
  • Real city pages for 15+ cities: Fort Worth, Haslet, Saginaw, Keller, Southlake, Colleyville, Grapevine, Roanoke, Trophy Club, Westlake, Aledo, Willow Park, Weatherford, North Richland Hills, Haltom City.
  • Dedicated "1st Response AC customers" landing page as a competitor‑displacement conversion surface.
  • A community section (not a generic blog) built for Eagle Mountain High School sponsorship posts that publish to the site and syndicate to email and social in one motion.
  • A technician bio wall with real photos, NATE certifications, and a "meet the tech coming to your house" pre‑visit page tied to Track Your Technician.

Conversion layer

  • One prominent phone number as the visible brand line, with call‑tracking DNIs handled cleanly on the back end.
  • Online booking widget above the fold, tied to ServiceTitan.
  • Financing calculator ("as low as $X/mo") using your existing Carrier and Wells Fargo program.
  • PulseM review capture flow surfaced on‑site, re‑engineered to reward the individual technician rather than the brand. Target 60‑70% capture rate.
  • Weather‑triggered CTA modules for freeze events and heat waves, using our proven plugin engine.

AI and agent readiness

The piece none of the other three agencies will offer you.

  • llms.txt and llms-full.txt at the domain root.
  • Markdown mirror endpoint. Every service and city page available at a .md URL so LLMs and agents can ingest at native speed.
  • Structured data graph: LocalBusiness, HVACBusiness, Plumber, Service, AggregateRating, Review, FAQPage, Offer, HowTo.
  • FAQ content structured to win featured snippets, People Also Ask, and AI Overview surfaces for "who is the best HVAC company in Fort Worth" and 40+ related queries.

Ownership

Full code, content, and design ownership transfers to 1st Choice on final payoff. GitHub repo lives in your organization from day one. Vercel and WordPress accounts under your billing from day one. If we ever part ways, you keep the site and every asset built for it. No lock‑in. No export fees. No proprietary CMS.

For a leadership team that wants the site plus measurable growth without a large service surface.

Website management
Ongoing CRO, page adds, hosting, monitoring, security patches, analytics maintenance.
Local SEO
Google Business Profile weekly posts, photos, Q&A. Citation cleanup across 20+ directories currently showing conflicting NAP. Review response automation.
Content engine
4 city or service pages built out per month, 4 blog articles targeting seasonal HVAC and plumbing search demand.
Reputation ops
PulseM to Google review flow, Yelp response and earn‑back campaign, monthly review scorecard.
Paid media
Google LSA, Search, and PMax campaign setup and ongoing optimization. Recommended media budget: $8K‑$12K/mo.
Reporting
Monthly executive dashboard, quarterly business review with Rance, Ashley, and Joseph.

Everything in Foundation, plus the content velocity and creative production built for the premium‑luxury positioning. This is what we would run if we were sitting in your marketing director's chair.

AI content engine
Daily on‑brand content across service and city combinations, using the same engine we run for MidArk Roofing (65 posts published in a single day, QC'd and live).
Creative production
Monthly photo shoot day for technician spotlights, before/afters, and community moments. Video edits from your videographer's footage into ready‑to‑post pieces.
Meta lead ads
Financing, tune‑up, and IAQ campaigns targeting the Aledo, Westlake, Southlake, Trophy Club corridor plus full retargeting layer.
Email and SMS
Seasonal tune‑up, membership upsell, IAQ, and rebate campaigns to your ServiceTitan customer base, currently under‑monetized.
Community publishing
The exact workflow you described: marketing manager posts a sponsorship, AI drafts email, social, and site community post. You approve. It ships.
Weather engagement
Live winter‑storm and heat‑wave CTA modules and email triggers using our proven weather engine (v1.6.0 in production).
Foundation stack
Everything in the Foundation retainer, included.

What we specifically will not do

  • We will not lock you into a proprietary CMS you can't leave.
  • We will not host your site on our servers with no export path.
  • We will not gate your Google Ads, Meta Ads, LSA, or Google Business Profile accounts. Everything sits in your name from day one.
  • We will not send a report and disappear. You get the developer, not a report writer.

Head to head

What the other three won't put in writing.

A short, honest comparison against the three agencies you named as alternatives. Every row below is a live commitment, not a slide.

Commitment Matmon Agency 501 3131 Media Online Access CI Web Group
Fixed‑price website you own Yes · $18,500 Retainer‑bundled No, traditional Subscription Small dev shop
Source code in your GitHub Day one Agency‑controlled Agency‑controlled Proprietary CMS Depends
Named developer as contact Matt Olson signs off Account manager Sales rep Support queue Owner + team
AI‑readiness (llms.txt, MD mirror, schema graph) Shipped, not slideware Not offered Not offered Not offered Not offered
Ad accounts in your name Always Depends Depends Subscription bundle Depends
Live AI publishing engine in production 65 posts/day, QC'd No No No No
Weather‑triggered CTA plugin v1.6.0 shipping No No No No
Month‑to‑month after 90 days 30‑day notice Annual contract Annual contract 12‑month terms Varies

Closest‑fit proof

Not decks. Live systems in production.

Two references. One is the closest operational match to 1st Choice's world (dual commercial and residential, seasonal urgency, community‑embedded brand). The other is the strongest quantified revenue result in the portfolio.

Closest fit · Home services

Mid‑Ark Roofing & Central Arkansas Roofing, Central Arkansas

65/day

Commercial SEO posts, QC'd, live in one batch

Two‑audience site (commercial building owners and residential homeowners) with distinct navigation and conversion paths. Daily AI publishing engine: 32 Arkansas cities × 8 roof systems = 256 topic combinations, on a 9am cadence, with a QC layer that flags fallback content and cross‑city similarity pairs before it goes live. Live weather‑alert CTA plugin (matmon-roofing-weather v1.6.0) turns NWS alert data into location‑aware CTA blocks.

Reference available on request.

Quantified revenue · Multi‑location

Snell Prosthetics & Orthotics, Little Rock

150%

Revenue growth across 10 locations in 2 years

GA4 and LinkedIn Campaign Manager attribution repair. UTM discipline. A website‑visits campaign structure that stopped burning budget on view‑optimized creative. The same playbook we would run on your Google, LSA, and Meta setup on day one. Not home services, but the strongest quantified result in the portfolio.

Reference available on request. Customer testimonial case study: matmon.com/case-study/snell-prosthetics-orthotics.

Investment

The marketing budget you already have, rewired to compound.

Year one, all‑in with Growth retainer and peak posture: ~$18,500 build + ~$114,000 Matmon service + ~$150K‑$220K media in your accounts. Equals the operating budget you already described on the call.

One‑time · Fixed

Website rebuild

$18,500 fixed

Ground‑up rebuild on Next.js, Vercel, headless WordPress. You own it on payoff. Source in your GitHub from day one.

Retainer · Monthly

Foundation

$6,500 /month

Website management, local SEO, content engine (4+4 monthly), reputation ops, paid media management, monthly dashboard.

Recommended Retainer · Monthly

Growth

$9,500 /month

Foundation plus AI content engine, creative production, Meta lead ads for the luxury corridor, email and SMS to house list, community publishing, weather engagement.

Media spend, in your name.

$10,000‑$18,000/mo standard. Up to $28,000/mo during peak (June‑August, December‑February). Google Ads, LSA, and Meta live in accounts you own. Matmon service fee does not change during peak. We are already staffed to run peak spend.

Timeline

Staging URL in 10 business days. Live in 6 to 8 weeks.

Weekly Friday demos so leadership can see and feel progress from week one. Cutover from Agency 501's hosting happens in Week 8. Post‑launch monitoring for 14 days.

Week 1
Kickoff. Contract signed. Kickoff call with Rance, Ashley, Joseph, and leadership. Access handoffs (WordPress export, DNS, Google Ads, GBP, Meta, GA4, ServiceTitan, PulseM).
Week 2
Staging live. Discovery synthesis, information architecture, brand direction, staging URL live with homepage draft.
Weeks 3‑4
Buildout. Service page buildout, city page buildout, technician bio wall, community section framework. Weekly Friday demo.
Weeks 5‑6
Integrations. Conversion layer wired (ServiceTitan, PulseM, financing calculator, weather CTAs). AI readiness layer deployed. Content migration and expansion.
Week 7
QA. Load testing, schema validation, Lighthouse pass, accessibility audit. Redirect map finalized.
Week 8
Cutover. DNS switch from Agency 501's hosting. Post‑launch monitoring for 14 days.
Week 9+
Growth retainer active. Weekly production rhythm. Monthly executive dashboard live.

Next steps

By Friday, we're either building or you have your finalist.

Matt is available Tuesday or Wednesday for a 45‑minute walkthrough with Rance, Ashley, Joseph, and the leadership team. If Matmon is selected Friday, kickoff Monday, August 25, with staging URL live by September 5.

Matt Olson

marketing@matmon.com  ·  matmon.com