Contractors submitted their marketing for a no-holds-barred roast, and Tom brought in WAR ROOM Coach Micah Miller to join the fun. Together, they deliver straight-shooting critiques of websites, logos, calls to action, and more. If your marketing sucks, this episode will show you why and how to fix it. Learn what truly converts, the power of storytelling, and how to make your digital presence work harder for your business.

In this episode Tom and Micah discuss:

[00:25] Introduction of Micah Miller and his social media-driven marketing success
[01:53] Micah's minimal ad spend strategy and massive content ROI
[03:00] The $3-a-day Facebook ad that skyrocketed video views
[03:30] Micah’s $6M sales projection with under 2% marketing spend
[04:08] Beginning of the marketing roast: First Edition Remodeling website
[04:49] Issues with wordy websites and poor call-to-action strategies
[06:17] Importance of a responsive website and Google rankings
[07:19] Website goals: Build trust and engagement to convert leads
[09:10] Using dynamic headlines and emotionally engaging copy
[10:41] The power of project recaps: Before, during, after photos and videos
[12:11] Micah’s use of storytelling and transparency to weed out poor-fit leads
[14:20] How project recaps prequalify leads and improve sales efficiency
[15:29] Critique of blog strategy: One post isn’t enough
[16:12] How to write helpful, FAQ-driven blog content vs salesy pitches
[18:26] Feedback on the About page: Be human, tell your story
[20:54] Use personal and origin stories to build connection and relatability
[22:15] Making the quote calculator more interactive with video walkthroughs
[23:07] The debate: Should you gate content behind contact info?
[24:10] Website roast #2: Deck by Design and logo readability issues
[25:52] Calls to action should be specific and action-oriented
[26:19] The value of project recaps over basic galleries
[27:25] Critiquing blog titles and content relevance to homeowners
[29:24] Combine 3D modeling with process explanations for better clarity
[30:37] Explain project decisions in terms of design, budget, and permits
[31:04] Website roast #3: True Quality Homes and mobile responsiveness issues
[32:36] Too much text, not enough visuals under services
[33:24] Flip the copy to focus on the client’s experience, not the contractor
[35:40] Lack of personal touch and identity on the About page
[36:13] Missing team photos and social links reduce connection and credibility
[37:12] Missed opportunities with social media content and before/after transformations
[38:07] Preview of part two: Truck wraps, yard signs, and ego vs value-driven marketing

Links from the episode:

Micah’s example project recaps: https://www.easton-outdoors.com/ourwork/

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