Jeff Williams, host of The Construction Cowboy Show talks with Lisa Romanello, co-founder of Digital Vertex, about how contractors get found online and turn visitors into customers. Lisa tells how she went from a web design class to a 26-year marketing agency, and how working with her husband grew out of having a baby. She explains how Google My Business, reviews and AI recommendations (ChatGPT, Gemini, Perplexity) decide who gets the phone calls. Her main advice is to Google your own company the way a homeowner would, then fix the gaps you find.
Jeff Williams, host of The Construction Cowboy Show talks with Lisa Romanello, co-founder of Digital Vertex, about how contractors get found online and turn visitors into customers. Lisa tells how she went from a web design class to a 26-year marketing agency, and how working with her husband grew out of having a baby. She explains how Google My Business, reviews and AI recommendations (ChatGPT, Gemini, Perplexity) decide who gets the phone calls. Her main advice is to Google your own company the way a homeowner would, then fix the gaps you find.
Lisa, talks about getting contractors found online. She covers Google My Business, reviews, AI search recommendations and scaling with multiple locations. She also shares a simple homework assignment: look yourself up like a homeowner would to see what or what you don't find, that way you know if you / your business is being found. Lisa offers a free audit at www.contractorsaudit.com.
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contractor marketing, Google My Business, local SEO, local map pack, AI search, ChatGPT, Gemini, online reviews, website conversion, lead generation, scaling a business, Digital Vortex, Construction Cowboy Show, small business marketing, SEO audit
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Jeff Williams (00:00)
Welcome back, folks, to another Construction Cowboy show, host Jeff Williams, for another fun dusty ride where we talk about real life, real business issues, and boots on the ground problem solving. Today's episode is how do you ensure your website is designed to convert visitors to customers? And today we are blessed to have with us a very special guest, Lisa Romanella she's co-founder of Digital Vertex and she heads up the marketing and strategies for the company. Lisa, thanks for taking time out of your busy schedule to be on the show and share some great insights to marketing. give us listeners some background on you and also your husband Jason, if you don't mind.
Lisa (00:45)
Yeah, absolutely. Well, I started my company, you know, originally twenty-six years ago. I needed to but, it wasn't a plan. It turned into something great. It wasn't a plan at all. Sometimes the way God works is amazing. I had to just fill up credits at school. And so I took web design because it was a new and upcoming thing. I had no idea what it was. And so I scheduled it in. I learned a little bit about it and then
I was a little older at the time than everybody else. So I wanted to make money. So I started to one of our projects was to do a website at the end. And I just said, you know what? I don't want to do a website for myself. I don't need a website. So I thought I'd call a couple of companies. I called three. Two out of the three said that they needed a website. So I sold it and I started doing it. And ever since then, I took off with that business, starting with web development. And then about a decade ago or so.
We decided to do marketing. And that has been, the fun part of this business is the marketing because that's actually where the bread and butter comes for everybody. And getting people more exposure, getting them more money, getting them, more deals, that's exciting. Those are the fun calls that I get.
And now, you know, with AI coming in, it's a whole new ball game again. So you know, it started out just on a whim and turned into something that we just made work for us.
Jeff Williams (02:00)
Good. I'm I'm gonna switch on you just a little bit for a couple of questions, but what inspired you to build the business together as husband and wife? You know, I look I work with my wife too and I understand the challenges, but again, what inspired you guys to do that together?
Lisa (02:14)
it didn't start that way. I did it on my own when I was young. And he was doing his own thing. And we were together, you know, growing and learning. And we were kids when we met. And it wasn't until I had a baby. And I had a baby that would not take the bottle. So
Jeff Williams (02:27)
Well.
Lisa (02:28)
it limited my time going to the office quite a bit. And and it was problematic. I had two offices full of people, people weren't working.
I didn't know they weren't working. My husband goes in just to check up on people and they weren't, they weren't doing anything. So he said, this, I'm gonna quit my job and I'm gonna go and I'm gonna take over while you're out with the baby. I was nervous. I thought I was gonna kill him. I said, how are we gonna do this? We're gonna kill each other. We're gonna live together. We're gonna raise a baby. We're gonna have a business together. How is this gonna happen? But it was, it was actually wonderful, to be honest. And he took his part, I took my part.
So there was no overlap. So it really made us shine in our own strengths. And it worked, you know, we're still together and we still love each other. We're going strong. So it did work out. It was a little intimidating. I had to get a lot of advice from people. I was a little bit worried because, you know, that can get a little bit, that can overlap a little bit. And but if we were strong enough to communicate well, have his part, his department, my department. So it worked out great.
Jeff Williams (03:27)
Fantastic, So
Lisa (03:28)
Now he's a coach. now
it's now he's part of it, but he's coaching and he's a dean at at a school. So he's not involved as much with me and the team as he normally was, but he's still a little bit
Jeff Williams (03:37)
there you go. Fantastic. So how did you grow your team while keeping a personal touch to the business? How did you grow that?
Lisa (03:45)
That was tough. It's tough to find good people. And if you're running a business, you're gonna know it's tough to find people that are reliable, that are good, that are loyal. that was a tough part, and that took a long time. It took years to really get a good team. I have a fantastic team. I mean, after 26 years, I have a team that I've had for the same people for over a decade. And it takes time. It diligence, training, patience. There's gonna be screw ups.
There's definitely gonna be people that you're gonna hire that aren't gonna do good and screw it up for you for a moment. But you just have to stay on top of things, you know, and it definitely took work to get a team
Jeff Williams (04:20)
Right.
Lisa (04:21)
while running home and running, you know, the sales and running the marketing and running the team. But you just have to build yourself with good people.
Jeff Williams (04:29)
You know, it's amazing how we work and
Lisa (04:31)
Mm.
Jeff Williams (04:31)
when we start a business we don't really realize that it's just like raising kids. There's so much detail to running the business. It's like raising a family and everything else. So kudos to you. So we're gonna take a we're just gonna pause for just a minute here and Lisa, if you would, we're gonna kinda shift and I want you to dive into digital vortex and tell us how what
when
and why to DV or digital vortex is all about and how it can help business owners.
Lisa (05:01)
Well, we're a company that is gonna specialize in bringing in more business. That's really the funnel. That's really the end goal of everything that we have, all of our strategies, all of our programs, it leads to the fact of just getting people more exposure and more leads coming in. Because that's ultimately what everybody needs. And not a lot of people care how you're doing it or what you're doing. They just wanna make sure that their phone is ringing.
And then there are some technical people and they're savvy and they want to know how and they want to know the details, which so I get both. But really, our company's focusing, everything that we do and every program that we create is gonna be focused on just making sure people are getting some more exposure. They're getting more visibility, they're getting good reputation, they're getting seeing credibility. So we wanna make sure everything focuses down on that. Because if you have all the puzzle pieces together, that's gonna build.
Some more reputation and some people are gonna be able to see your company more. For example, we focus a lot on GMB local maps. That's just an example. You gotta have one. Everybody's gotta have a profile with Google. Everybody's gotta be approved as a professional, as a vendor, as a company with a specific address. And that's how Google's gonna know how to send people your way. So that's a real big deal that people need to make sure that they're optimized. they have all of their information on their Google My Business.
Because when somebody's searching, for example, a roofer in Los Angeles, there's gonna be a lot of competition. How is Google going to pick three vendors? Because that's the local map. How are they gonna pick three out of a thousand roofers? So you've got to make sure everything is up to par on your profile so Google can say, okay, this company has good reviews, they have all their services listed, they have testimonials, they have posts on their Google My Business. So you've got to follow all of those.
things that Google wants to see to make sure that they're going to show you and recommend you as a company, as one of the three companies for that area. So you've got to make sure everything, not just Google My Business, you've got to have your website. Now with AI, especially the way that homeowners are changing, are looking for vendors now is changing. So originally, you know, 10 years ago, it was organic SEO. And then it moved over to local SEO, the local map pack.
Now, currently today, people are having so much conversation with AI. They're asking recommendations. Who do I use? Who do people like? Who focuses on this type of a repair? Who focuses on this kind of a rebuild? And chat's going to give you a long conversation back and forth with a lot of different content. So you got to make sure that your content is on your website so that it can answer all of the questions that chat can possibly give to a homeowner that's searching for your service.
That's another puzzle piece. Reviews, huge puzzle piece. Those tell a story. Chat GPT is not going to render recommend a company that has a 4.2, a 4.3. They're going to recommend companies that have a 4.7, a 4.8, a 4.9. And then it's going to say why it recommends that company. And the way it gets that why is from the stories that the reviews are telling them. So reviews are very important, and the detail of reviews are very important. So putting all those puzzle pieces together.
Is what we focus on. We study it, we see what Google needs to see. We study what chat or not chat GPT, but AI wants to see. We put all those puzzle pieces together for our clients so we make sure every area is being hit. That way, when someone searches on local maps, you're showing up. Somebody's searching on Gemini, you're showing up. And that's really what we focus on in all of our studies. I have a group that just studies what's coming up. New algorithms coming out this week.
With Google. So we want to make sure that everything is exactly where it needs to be in order to generate more leads. That's that's the end goal. More leads, more phone calls.
Jeff Williams (08:46)
Fantastic, you hit it on the head. I've never heard anybody explain the details and we are gonna have some more conversation
but really great stuff. And so, what do owners most want help solving when they come to you?
yeah.
Lisa (08:59)
Leads, that's all they want. They want their phone to ring. And some people
Jeff Williams (09:00)
Yeah. All right.
Lisa (09:02)
will say, I don't care what you do, just get my phone to ring. And some people say, I to know exactly what you're doing to get my phone to ring. The techies wanna know. But all they really want is just to be busy to keep their crew busy and just get them the jobs. And we facilitate that. We help in that with different avenues. And I always recommend and
Even for with my company, you don't always want to have one basket of leads. You don't want to just focus on one area. You want to have multiple. So we teach our people to scale. We teach our contractors, let's start here with a group of package A. Let's make sure that's perfected, that that's working, that's getting you money. And once you're doing as best as you can with with option A, we're gonna move you to option B. And one way that we do that is
You know, people don't consider this, but it's a very big factor in scaling. You get a Google My Business, you have a location, and you've got that eight to twelve mile radius that Google gives to you, assigns to you, so long as you're doing your SEO, you get that business of people searching in that area. But what happens when you're already ranking for 25 keyword terms and then you're doing the best that you can? That's it. You're plateaued there. Open up multiple Google My Businesses. You go north, south, east, west.
Now you have five Google My Businesses open. Now you have that much more territory that you're going to cover and get that much more business. That is a phenomenal way to scale. So that's what we do. We start you out with one, make sure you're doing well. You're ranking all the keywords for 25 keywords are ranking there. Then we move you to more locations. NAI, that's another way. So
You always want to do and then there's PPC, there's social media, there's you know, website form fills, there's email blasts, there's different ways of getting business. You always wanna venture out and have multiple areas. But I always recommend do one at a time, make sure it's working, then make sure your money is working for you and that you're getting that return. Some people will come and say, I want to do everything. Fantastic, I'll take the work, I take the I'll take the job. But I don't recommend it. Do it, take a few months, perfect it, and then you go. So by the end of the year,
You've got a avenues that are legitimately working, legitimately getting you money back, and you're not spending your money without knowing where it's going or if it's even working for you.
Jeff Williams (11:12)
what do businesses overlook when they're trying to attract customers?
Lisa (11:17)
You know, one of the simplest things that you can do, and most everybody doesn't do it, you should be Googling yourself. Act like you're a homeowner. Google yourself, see what comes up about your company. Look at investigate. Go to ChatGPT, go to Gemini, go to Perplexity. Say, what do you know about this company? And people don't do that, but they need to do that. Because once you realize what information is out there, you're gonna see it's good information, let's keep adding more.
It's bad information. We need to fix that. And people don't check on themselves. And you should go today, when you're listening to this podcast, when you're home tonight, Google and find out what the people know about the company. And then number two, to piggyback off of that, pretend you're a homeowner, pretend you need your service. So if you're a roofer or a pool builder, go in and say, pool builders near me. See who comes up. And then find out why are you not showing up? Because
It doesn't matter if you're a year old. It doesn't matter if you're 20 years old of a company. It doesn't matter. It's just a matter of who's showing up. That's it. Who's showing up are the people that are going to get those phone calls. So somebody's doing something right in order to show up. Why are you not showing up? And people overlook that all the time. They'll call me and they'll say, I'm doing great. Okay, perfect. Let's look it up. And we look up and we put pool builders in Las Vegas. They're nowhere to be found. And they have no idea. They think they were ranking.
And they have no idea that they're not. But once you figure out that you're not ranking, then you figure out how you're gonna get ranked. And guess what? Once that you're ranking, once people see your business, now you're getting way more phone calls. So one thing people do not do that they should be doing is investigating their own business and investigating as a homeowner to see where the constraints are, where the gaps are, and fill those gaps. And it will make a tremendous difference for you.
Jeff Williams (13:05)
Great information. I'm going to ask you to repeat just that little phrase when you first started this conversation right in this topic. I think it's worth repeating. And if you'll do that real quick and then I want you to also as a follow-up to that, we'll take a kind of a station break. And I want you to share your how to people can get in contact with you, email, website, phone number, however you want to do it, and so we can get it in the transcript. So there you go.
Lisa (13:27)
Yeah, of course. Well, I believe
what I started is by you said what are people not doing and it's investigating themselves. So an assignment number one, go online today to Google and look up your company and see what's found. Look up your profile on Google My Business, look up your reviews. You go in, look it up,
Jeff Williams (13:47)
Yeah.
Lisa (13:47)
see your reviews, see if you have all your services, see if your website comes up, and then look at it as a homeowner.
And say, is there a roof or what companies, what roofing companies do you do you suggest I use near me if you're on Chat GPT? Just investigate like you're a homeowner and looking up for a general contractor, bathroom remodeling, anything HVAC, whatever company you have, look it up as if you are a wife looking to hire somebody that week for for a service that they need. And find out where you are. That way when you find finding problems is a good thing, because then
you know how to fix it. So find the problems. Why aren't people getting to you? Why aren't they reaching and calling you more? Investigate that. And then you're gonna fill in those gaps and it's gonna change a lot for your business.
Jeff Williams (14:35)
Well, I can say this. one, I understand and appreciate exactly what you're saying. And number two, you are the smart professional that knows how to get that done. So again, so please share your contact information, and how you want somebody to get a hold of you so they can get a hold of you like today, right now, to help you to help them.
Lisa (14:53)
Yeah.
Absolutely. Well, it's easy. What I would wanna do first is just run an audit for that company. Cause I can just tell you for free. I can tell you how you're ranking on AI, how you're ranking with reviews, how you're ranking with Google. You just gotta go to contractorsaudit.com and then fill out the form right there and I will message you right back with a report.
if you want us to help you, we will certainly help you. If you want just a free report just to kind of get the insight as to where you're at, I will give you that report. Contractorsaudit.com is where you'll where you'll be able to fill that out. And that'll go to me directly.
Jeff Williams (15:26)
Fantastic.
Fantastic. That would be great. Is there any other contact information you want to share?
Lisa (15:32)
Yeah, well, if you wanted to go to my actual website, it's digitalvertex.com. And then my contact, my email, my phone number, everything is there. That'll be an easier way that they can contact me by I'm super easy to get a hold of. And you know, I'm very hands-on with everybody. So it'll you can text me, you can call me, you can email me. My phone number is there. And then so that's the website, digitalvertex.com or contractors audit, which is easier to remember, and that will get you
I mean I but the believer has my contact information and phone number as well. Also, but either way, you'll get to me from those sites.
Jeff Williams (16:05)
Fantastic. Well, thank you so much. Appreciate it.
how do you turn a client's goals into practical results? And I know let's say that the goal, as you said, is to make more money and to get more income to them is your major goal for them.
But maybe their goal is just to get more exposure across all platforms. How do you do that?
Lisa (16:28)
Well, we find out first what the goal is. And usually the goal is more phone calls. That's typically what it's and then sometimes people call me and say, I just want more reviews. You know, we find out what the goal is. We start backwards. This is the goal. And then we find the method that we're gonna use to fulfill that goal. So it really just depends on what they're looking for. Some people just want more content written about them, and then that's what we do. We'll come up with a strategy for that. And it all depends on what they're
goal is, but typically 95% of the time it's going to be generating more phone calls. but we start backwards. We find out what they're needing, we find out what they currently have, and then what's missing, what pieces are missing to be able to connect everything to find that final goal. So we kind of just start backwards.
Jeff Williams (17:18)
Is there any part of the team that you have that does certain specific roles or that you'd like
Lisa (17:23)
Yeah.
Jeff Williams (17:23)
people, wanna know that there's more than just you in a sense. know
Lisa (17:27)
Yeah,
Jeff Williams (17:27)
you do because I've seen your website and seen some of the team. And so if you'd like to highlight some of the team members and what they do and how they perform with you, or, you know,
Lisa (17:34)
Yeah. I'll tell you this.
I would do nothing. team. I know,
Jeff Williams (17:39)
Okay.
Lisa (17:40)
I know what we need. I know what the contractors need, but my team does the work. I mean, they truly are the brains behind everything. I mean, my retention rate is so high and it's because the work is good. I have my web development team that if somebody's missing a website, we're gonna make sure they get a website.
We have an apps team that does create apps. If somebody needs an app, we have an apps team. My marketing team is really, really my team that does most of everything because obviously that's most of what we do. I have a team that does AI only. I have a team that does SEO only. I have a team that does Facebook meta ads and PPC only. So I have separate teams for different different avenues of what we're doing. I even have somebody that does all the studies of algorithms and changes that are going to be applied.
Because the last thing you want to do is not be prepared for an algorithm change that Google's coming up with. Like we just got a message this morning that one's coming this week. So we want to make sure we're prepared for those algorithm changes that are coming so that we know how to be prepared and ready so that nothing is lost within rankings. So I have people that are trying, I try to cover all my bases to make sure somebody's on everything. to make and I even have somebody for reviews. They check the reviews on all my clients, make sure those reviews are going up.
Every single month those reviews need to be going up for SEO and for AI and reputation, obviously. But in terms of marketing, that helps. So yes, my team is I'm full with a great team. I'm blessed with a good team that does everything. I manage everything. I make sure everything is running. I make sure I'm talking to the clients. I'm very hands-on with them. But truthfully, I do none of the work.
I do the I do all the front end with the clients, but they do everything and thank God because they're way too smart for me.
Jeff Williams (19:22)
Great, great. Well, you know, we've got listeners and general contractors, framers, concrete folks in the construction
Lisa (19:28)
you.
Jeff Williams (19:29)
world and you know, owners and developers of all different kinds of projects from arenas to housing projects and things. But we also have just other business owners that listen in and so we got listeners and followers all over the place. And I think this is just absolutely fantastic advice and
very knowledgeable in you we can tell that you know your business very very well and so you know in that should owners look for an agency that's invested in their success in other words you know you're one of those marketing companies right but you're you're at a level of your
team and expertise and things that I can hear that you drive really deep into the details to make sure. And so for instance, if there's a kind of a mom and pop construction company, right? And they really just they've got a website, they've got something kind of going, and but they've got a day-to-day business that they're running. They'd love to expand that. And it sounds like you guys have got all the resources and tools
and fortitude that it can take them to another level. And so I know, those are great markets for you, I I'm assuming. Am I correct in that? Yeah.
Lisa (20:40)
Of course, yeah,
we have our packages, I'll be transparent. Our packages are super inexpensive. Our package that we're that we mainly focus on, which is the SEO and the AI and the reviews, is super inexpensive and it's month to month. And I do that intentionally. I do that because we're also a white label company for other bigger companies that sell it for a lot more. And I know I could sell my packages for a lot more, but I don't because for me it's more important to keep them for a long time.
And that's what we've done. We've managed to be able to keep our clients for a very long time because it is so affordable. They're making a return. They are not stressed about this monthly bill. We're not stressed about them going anywhere because they're doing well. So we do it month to month and we do it low because I know that once they come on board, the chances of them staying with me for years is very high because that's our history. That's what we have. So we take all of them. And if people that come that are bigger, that have more of a budget.
All we're doing is multiplying the package over and over. So if somebody wants to start with a Google My Business and just get that zone going, perfect, we'll do that. But then I have companies that say we want 10 zones. We've got a lot of trucks. We've got a lot of men on the field. So then we do more. So then that's how they scale and we expand for the bigger companies. But we take them all. I want them all. I actually like the mom and pops because how it makes me feel good getting them something that's affordable and making them I love people making money.
Because truthfully, everybody's blessed when everybody makes money because everybody's spending more money blessing other people with their with their work and their job. So I truly enjoy making people money. And in doing that, it makes me money. So everybody's happy and we're all doing okay. And, you know, and everybody's making a living off of it. So I take the mom and pops, the starters, the high, the high ones, I take them all.
Jeff Williams (22:26)
Fantastic. So I'm gonna use my company a little bit just for a look, kind of the framework to ask this question or kind of build a series of questions around it. I've got the supply, company and it's one brand and then I've got my advisory and boots on the ground, problem solving I call it consulting slash and it's got its own brand and look. And then I've got the podcasting that kind of
pulls it together a little bit, but I don't really market I don't market either one of those on the show. But and I've got a website and I've got a landing page and landing page for the consulting and the website for the supply. And so my question to you is, do you recommend somebody keeping them separate? and this is for our listeners and you know sometimes they struggle, but do you keep them separated so they market and brand better or do you kind of blend
When they're especially like mine, it's all around construction and development and building and all those. Do you blend them together so they kinda communicate and work together in tandem? So the client doesn't
Lisa (23:22)
Typically,
Jeff Williams (23:23)
miss that.
Lisa (23:24)
typically I would keep it together because you
Jeff Williams (23:26)
Okay.
Lisa (23:27)
can always upsell and you can always cross-reference. but there are some occasions sometimes where people will separate it if it's completely different. You know, and I can't give an example right now, but I know where it's, you know, it's completely different, same company, but they want to do you know, focus on completely different industries. So we will separate them. But usually I like to combine them.
Because it's easier to market. It's easier to get them to that one pinpoint where they're trying to get them to multiple different, it's easier to get them to one. Now, if somebody really just wants to focus, if they offer, you know, remodeling and pools and roofing, but they really want to just sell roofing, we can still combine the website with everything, but we'll just market roofing. It really just depends again on the goal, because n there's no right or wrong answer. You can separate it and you can keep it together.
I tend to wanna usually keep it together because it's cleaner to getting people to find you. And once they find you, the website will tell them their menu of what they can what they can offer. So it's less confusion, less back and forth. But but stories and circumstances and goals change. So it doesn't have to be that way. It can it can honestly be either.
Jeff Williams (24:33)
Pen. All right.
Very good, So yeah, we are gonna talk offline 'cause
Lisa (24:39)
Okay.
Jeff Williams (24:40)
I do have some needs and how we want to do that. And but I I'm a firm believer in being an example for the listeners and followers. And you know, if I recommend a restaurant, I'm gonna eat there also. So, you know, as they say, I'm gonna partake as best I can. So
But so Lisa, we're gonna kind of begin to wrap this up,
Lisa (24:56)
Short.
Jeff Williams (24:57)
you know, and be respectful to your schedule and things of that nature and keep it within the comfort zone here at the time. But what would you leave with the listeners today?
Lisa (25:07)
you know, get some momentum going. Never stop your momentum if you're if you have a business and if you want to scale ten percent, if you want to scale fifty percent, if you want to scale a hundred percent, don't stop momentum. Always keep investigating what's out there because people are doing it. Sometimes they get intimidated, new businesses, well, we've only been doing this for a year and then we have competitors that have been doing for twenty years. On the internet it doesn't matter.
Because the internet's not gonna know 20 years versus one year. The internet's gonna know how you're actually promoting and SEOing and backlinking and doing all the things. So don't be intimidated. I'm gonna tell everybody never stop momentum. Keep doing things that you can add on how to get more people to see your business so that you can grow and do better and succeed even more. And that goes back to what I said a little bit ago about checking up on your own business. You know, find problems.
It's good to find problems because then you fix them and then it gives you it gets more people seeing your company. And that's what we all want. We all want to be seen. We all want to be hired. So just my advice is keep momentum going, check your business, see what you can do better so that you can start getting more of those phone calls coming in.
Jeff Williams (26:18)
Fantastic. Your website again one more time?
Lisa (26:21)
Contractorsaudit.com and that will get me to assess where you're at so that you know. So basically I will find your problems for you, send you your problems so that you can fix them.
Jeff Williams (26:32)
Absolutely. Lisa, thank you so much for joining us today and providing great information. folks, and to everyone riding with us today, thank you for listening to the Construction Cowboy Show. Remember to take care of your people, set up tall in the saddle and keep riding straight ahead and don't look back. Until next time, keep your boots on the ground and tip your hat to the next person when you meet and smile.
Happy trails to you until we meet again. Thank you and bye for now.
Lisa (26:58)
Thank you.