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Your marketing report says "50 leads." Your phone says silence. Which one do you trust?

Adrian sits down with Matt Jones from Tradie Web Guys and The Site Shed to rip apart vanity metrics and unpack what actually gets phones ringing, deposits paid, and jobs sold.

Matt cuts through the noise around clicks, impressions, and "leads" and shows you how to think in terms of conversations, quotes, and booked work. He explains how to use GEO, AI, and smart follow up to capture real demand in your service area and turn a website into a sales asset, not just an online brochure.

When you stop chasing pretty numbers and focus on trackable results, you can finally build a marketing engine that gives you clarity, control, and cashflow instead of confusion.

What You’ll Learn

• Why clicks are not customers and what to measure instead
• How to set up your site and content so local buyers actually find you
• Simple ways to use AI, avatars, and call handling when you cannot pick up
• A follow up approach that turns missed calls and cold leads into booked work
• How to spot "bullshit reporting" and ask better questions of your agency
• Smart use of dashboards, bookkeeping, and cadence to course correct faster
• How to think in profit buckets, pricing, and lifetime value, not one-and-done jobs

In this episode:

00:00 Clicks vs customers and why "50 leads" can still mean zero work

02:10 Matt’s story, Tradie Web Guys, and The Site Shed

12:20 Local three-pack, GEO, and how buyers really find you

20:15 AI helpers, avatars, and capturing leads when you miss the call

30:20 Project galleries, proof, and websites that actually sell jobs

46:05 Dashboards, bookkeeping rhythm, and profit buckets for growth

53:20 Lifetime value mindset and next steps for your marketing system

Follow TradesFormation

https://link.me/trades_formation

https://tradesformation.com.au/

Connect with Matt Jones

Website: https://www.tradiewebguys.com.au/