This is the kickoff brief for the Regal Restoration rebuild. Every answer in here shapes what your team owns and runs after Month 3. Don't generalize. Be specific. The site is only as sharp as the inputs.
Every section is tagged with the right team member. Christopher routes the section to the right person. Each section takes 5–15 minutes — built so nobody has to do all of it.
The hard facts. These will appear on every page of the new site, in LocalBusiness schema, and in your Google Business Profile. Inconsistency here is what the audit flagged as a top issue.
The name on your IRS records vs. what's on the truck. Both matter.
Pick ONE primary. This is the number we use on every page, schema markup, and Google Business Profile. The other gets retired or routed.
Choose your primary number. The other can forward into it. NAP consistency is the #1 fixable issue on your site right now.
HQ address (for schema), plus the cities you actively serve. Each city you list needs to be one you'll actually drive to in under 60 minutes.
Business hours for the office, and the 24/7 emergency line policy. "Always answered live" is different from "voicemail rolls to on-call.""
Trust signal. Goes in the hero stat row and the about section.
Every service gets its own page. Every page needs schema, unique content, and an emergency CTA. Tell us what you actually do and how you do it.
/storm-damage/ and /storm-damage-restoration/ currently return 404. Entire category missing.
Every service. Check what you do. Mark CORE (50%+ of revenue), REGULAR, and OCCASIONAL.
This becomes the headline stat in the new site's hero. Use real data from your last 90 days, not the marketing number.
How many trucks, crews, and core pieces of equipment. Specific gear (truck mounts, hydroxyl generators, desiccants) is content for the "what makes Regal different" section.
S500 Water Damage Restoration, S520 Mold Remediation, S540 Trauma & Crime Scene, S700 Fire & Smoke Restoration, FSRT, ASD, AMRT, WRT — list what you actually hold.
From discovery: $10K average for water loss. We need the others.
Equally important. Anything you refer out: full reconstruction? HVAC? Roofing? Asbestos abatement? Be honest. Saves bad-fit calls.
The site has to speak in their words, not yours. Tell us who calls, what they say, and what they're afraid of when they call.
Homeowner direct · Property manager · Commercial · Insurance referral · Realtor · HOA · Government.
Direct quotes if possible. We use them in headlines and FAQs. Capture the actual language — "my basement is filling up" not "there is water intrusion."
Their priorities are different — response, documentation, billing, minimizing tenant disruption.
Adjusters are a key referral source. If we get this right, we can build them their own portal page.
"How much will this cost?" "Will my insurance cover it?" "How long will it take?" These become FAQ schema on every service page — direct SEO wins.
The hard numbers and badges that prove you're not a stranger. The new site will feature these in a stat row, trust strip, and certification block.
List every carrier (State Farm, Allstate, USAA, Liberty Mutual, Travelers, Farmers, etc.). Logo strip in footer. Adjuster portal upgrade later.
Aurora Chamber, RIA, NORMI, Better Business Bureau, etc.
The personality the site projects. The audit found the current site is generic and templated — every restoration site reads the same. This is where Regal stops sounding like everyone else.
Not "we care more" or "quality work." Be specific. From the discovery, you mentioned wanting to be "above and beyond 95% of competitors." Translate that.
e.g., "calm, expert, fast" · "tough, dependable, no-BS" · "warm, professional, reassuring"
Industry words you embrace ("water mitigation" vs "water removal"). Words that make you cringe ("synergy", "leverage", whatever). This goes straight into the AI prompt library so generated content matches Regal's voice automatically.
Hex codes, logo SVG/PDF, brand guidelines if any.
Restoration is a visual business. The single biggest trust signal we can put on the new site is real before/after photos with the real story. This is your competitive moat.
The ones where the story is incredible — basement flood that became a kitchen remodel, fire damage where you saved family photos, mold problem you traced to one hidden leak. Each needs: photos, location (city only), date, story in 2–3 sentences.
Surfire Local? Google Drive? Phone cameras of the crew? We need to know the source of truth to build the field-photo upload pipeline.
"Anonymous happy customer" doesn't move anybody. Real first name + city + month/year = trust. If you have permission to use last names, even better.
Goes in the trust strip. Also: process for collecting more (we'll automate this in Month 2).
The new site is the front door, but the internal hub is the engine. Map your current workflows so we know what to centralize, automate, and train the team on.
Who answers, what they capture, where it goes, how it gets routed.
List every form, SOP, training doc, customer agreement, insurance form. These get centralized in the internal hub.
Walk us through what a new technician's first week looks like today. What works, what doesn't.
Field apps, CRM, accounting, payroll, dispatch, comms. We want to know what to integrate with and what to replace.
Without a target, we can't measure progress. These are the numbers we work toward and report against every week.
Lead volume target? Revenue? Market share? Specific keyword you want to own?
"water damage Aurora" "emergency restoration Denver" "fire damage cleanup Lakewood" — get specific. We'll back this with real search-volume data after we get it.
Who learns the new systems and AI workflows. The whole point of Month 3 is your team running it — so we need to know who's getting trained.
Don't include "everyone." Be specific about the 3–5 people who become the new in-house experts.
Per person. Some folks are ready to dive into Claude. Some need step-by-step screen recordings. Both are fine — we build training to match.
Weekly 30-min check-in default. Pick a recurring slot now and we'll lock it for the 12 weeks.
To start work this week, we need read or admin access to the following. Add us as a delegated user wherever possible — no shared passwords.
DELEGATE TO: nate@easleylabs.com
All P1 / BLOCKING items above. Without these we can't start the audit-fix sprint, and Month 1 starts slipping.