This is the step-by-step plan for Day 1 onboarding and the full system handover. It covers everything that needs to happen Monday, what I need access to, what I will deliver in Week 1, and the tools I will set up on my end to start executing against your 7-area evaluation framework immediately.
I need access to the following platforms to begin the 14-day audit. Each one has a specific purpose tied to your evaluation areas.
| # | Platform | What I Need | Why | Tied to Area |
|---|---|---|---|---|
| 1 | Google Analytics 4 | Viewer or Editor access to the GA4 property | 90-day traffic baseline, conversion audit, funnel analysis | Area 1, 4 |
| 2 | Google Tag Manager | Editor access to GTM-M3L9374 | Audit existing tags, verify tracking fires correctly | Area 4 |
| 3 | Google Ads | Viewer or Editor access to both accounts (AW-404985988, AW-242993149) | 14-day ads audit: structure, spend, CPL, Quality Score, brand vs non-brand | Area 2, 7 |
| 4 | Google Search Console | Full user access for callbrightside.com | Keyword rankings, indexing status, crawl errors | Area 1, 5 |
| 5 | Google Business Profile | Manager access | Review score, review velocity, LSA ranking factors, Reserve with Google | Area 3 |
| 6 | LSA Dashboard | Viewer or Manager access | Weekly lead quality review, booking rate, disputes, ranking | Area 3 |
| 7 | ServiceTitan | Marketing reporting access | Revenue attribution, offline conversion data, marketing source fields | Area 1, 4, 7 |
| 8 | Housecall Pro | Viewer access | Understand online booking flow, form completion tracking | Area 4, 5 |
| 9 | HubSpot | Viewer access | Contact management audit, form data, CRM integration | Area 4 |
| 10 | WordPress Admin | Editor or Admin access to callbrightside.com | Content updates, schema fixes, blog publishing, CRO changes | Area 5, 6 |
| 11 | Birdeye | Viewer access | Review monitoring, response management | Area 1 |
| 12 | Metricool | Viewer access | Social analytics baseline, posting history | Area 1 |
| 13 | ClickCease/CHEQ | Viewer access | Click fraud protection audit, exclusion lists | Area 2 |
| 14 | Cloudflare | Viewer access (optional) | CDN, caching, performance monitoring | Area 5 |
Note to Kalen and Stephanie: I do not need admin access to everything on Day 1. Viewer access works for most platforms during the audit phase. I can request elevated access as needed once I present the audit findings.
Question for the meeting: Are you using both ServiceTitan and Housecall Pro? ServiceTitan for dispatch and invoicing, and Housecall Pro for online booking? Understanding this determines how we build the attribution pipeline.
Proposed Day 30 KPI Targets (for your review):
| KPI | Current Baseline | Day 30 Target |
|---|---|---|
| Monthly Revenue | ~$250,000 | $275,000 |
| Blended CPL | $200 | $180 |
| Total Leads/Month | ~175 | 190 |
| Google Reviews | 384+ | 395+ |
| Website Conversion Rate | ~3% | 3.5% |
| Organic Leads/Month | ~5 | 10 |
These are the tools and systems I configure on my own machine and accounts. No action needed from you on these items.
| Task | Tool | Time | Deliverable |
|---|---|---|---|
| Connect GA4, Google Ads, Search Console to reporting layer | Looker Studio + Python | 2 hrs | Data pipelines active |
| Pull 90-day GA4 baseline | GA4 API | 1 hr | Baseline report (traffic, sources, conversions, top pages) |
| Pull current keyword rankings | Ahrefs or Semrush | 2 hrs | Keyword ranking baseline document |
| Document all currently firing GTM tags, triggers, and variables | GTM API | 1 hr | Tag audit spreadsheet |
| Task | Tool | Time | Deliverable |
|---|---|---|---|
| Run Attribution Health Check (6-point verification) | GA4 + GTM + Google Ads | 2 hrs | Green/yellow/red scorecard |
| Verify phone call tracking is firing correctly | GTM + GA4 | 30 min | Call tracking status report |
| Verify form submission tracking is firing correctly | GTM + GA4 | 30 min | Form tracking status report |
| Check GCLID capture in marketing URLs | Google Ads + GTM | 30 min | GCLID pipeline audit |
| Audit ServiceTitan marketing source fields | ServiceTitan | 1 hr | Source field mapping document |
| Task | Tool | Time | Deliverable |
|---|---|---|---|
| Run full Screaming Frog crawl of callbrightside.com | Screaming Frog | 2 hrs | Prioritized fix list (ranked by revenue impact) |
| Run PageSpeed Insights on top 10 pages | Google PageSpeed API | 30 min | Speed scores + Core Web Vitals baseline |
| Verify schema markup across all service pages | Schema testing tool | 1 hr | Schema audit with fixes needed |
| Check for broken links, redirect chains, 404 errors | Screaming Frog | 30 min | Error list with priorities |
| Audit Question | What I Check | Time |
|---|---|---|
| Account structure: how many campaigns, ad groups, match types? | Google Ads | 1 hr |
| Brand vs non-brand: are brand keywords isolated? | Google Ads | 30 min |
| Geographic targeting: correct service area? Any wasted geo spend? | Google Ads | 30 min |
| Negative keywords: what's missing? Where is money leaking? | Google Ads | 1 hr |
| Search term analysis: last 90 days, what queries triggered ads? | Google Ads | 2 hrs |
| Performance Max: asset group setup, audience signals, placements | Google Ads | 1 hr |
| Quality Score: what's dragging it down? | Google Ads | 1 hr |
| Total audit time | ~8 hrs |
Delivery: Audit document with findings, recommendations, and estimated impact. Presented by Day 14 (March 23).
By end of day Friday, March 13 (end of first working week), I will deliver:
| # | Deliverable | Format | Delivered To |
|---|---|---|---|
| 1 | Attribution Health Check (green/yellow/red scorecard) | 1-page PDF | Kalen, Stephanie, Russ |
| 2 | 90-Day Baseline Report (traffic, leads, conversion rates, top pages) | PDF + data | Kalen, Stephanie |
| 3 | Known Issues Fix List (prioritized by revenue impact) | Spreadsheet | Russ |
| 4 | Quick Win #1: NAP consistency fix (unified address across schema, footer, GBP) | Completed on site | Verified live |
| 5 | Quick Win #2: Generation claim fix (confirm 5th-gen, update all pages) | Completed on site | Verified live |
| 6 | Quick Win #3: FAQPage schema on /faqs/ | Completed on site | Rich Results Test pass |
| 7 | First Monday Pulse Report (5 key numbers, trends, 3 action items) | Kalen, Stephanie, Russ |
These are the tools I use to execute. All are standard industry software. Monthly personal cost is approximately $30.
| Tool | Category | Purpose | Cost |
|---|---|---|---|
| Claude Code CLI | Dev Environment | Code assistance and documentation | ~$20/mo |
| Python 3.12 | Runtime | Script execution for reporting and data pulls | Free |
| Google Analytics 4 | Web Analytics | Website traffic measurement | Free |
| Google Tag Manager | Tag Management | Marketing tag deployment | Free |
| Google Ads API | Advertising | Campaign performance data | Free |
| Looker Studio | Dashboards | Live reporting dashboards | Free |
| PageSpeed Insights | Performance | Website speed testing | Free |
| Google Search Console | SEO | Search visibility monitoring | Free |
| Screaming Frog | SEO | Site crawl and technical audit | Free (500 URLs) |
| Ahrefs or Semrush | SEO | Keyword research and competitive analysis | Company or personal |
| VS Code | Code Editor | Script editing | Free |
| Node.js | Runtime | Tool dependencies | Free |
Note: ServiceTitan, HubSpot, Birdeye, Metricool, ClickCease, Cloudflare, and WordPress are all on Bright Side's existing accounts. I do not need to purchase anything additional for those.
| # | Question | Why It Matters |
|---|---|---|
| 1 | Are you using both ServiceTitan AND Housecall Pro? If so, which handles what? | Determines how we build the attribution pipeline and where revenue data lives |
| 2 | Two Google Ads conversion IDs exist (AW-404985988, AW-242993149). Which is the primary account? | Need to know which account to audit first and where offline conversions will import |
| 3 | Facebook Pixel was removed in July 2025. Was that intentional? Any interest in reactivating? | Determines whether Meta/Facebook is part of the paid media plan |
| 4 | Hotjar was removed in November 2024. Do you want heatmaps back? (I recommend Microsoft Clarity, it is free.) | Heatmap data is critical for CRO (Area 5) |
| 5 | Does the company computer use OneDrive for Business or Google Workspace Drive? | Determines where shared files and reports are stored |
| 6 | What ServiceTitan access level will I have? (Marketing reports, full admin, etc.) | Determines whether I can pull revenue attribution data directly |
| 7 | Does Russ have a current content calendar or social posting schedule? | Ensures I complement his work, not duplicate it |
All of these were built specifically for Bright Side before my start date. I can walk through any of them during the meeting or share them afterward.
| # | Document | What It Covers | Pages |
|---|---|---|---|
| 1 | Onboarding Response | Point-by-point response to your 7-area evaluation framework with industry citations | 40+ |
| 2 | $3M to $6M Growth Strategy | Full revenue doubling strategy with 30 sections and 17 appendices | 50+ |
| 3 | GA4 and GTM Playbook | Event hierarchy, custom dimensions, funnel configuration, GCLID pipeline | 17 sections |
| 4 | Google AI Ads Playbook | Value-based bidding, Performance Max setup, 8 campaign structure, seasonal budgets | 14 sections |
| 5 | LSA Growth Strategy | Ranking factors, 18 tactics, offline conversion tracking, channel rebalancing | 15+ |
| 6 | Customer Persona Analysis | 4 personas from 301+ reviews with revenue weighting and marketing implications | 5+ |
| 7 | Oxygen Builder Widget Showcase | Custom website widgets for callbrightside.com (CTAs, reviews, service highlights) | Visual demo |
| 8 | Nexus AI Command Center | My complete operational system with 37 parts, 19 API integrations, automated reporting, error troubleshooting | Full reference |
These documents are my operating system. They are how I execute, not just plan. Every recommendation has execution steps, owner labels, verification checkpoints, and time estimates.
By end of day Monday, these should be complete:
| # | Item | Owner | Status |
|---|---|---|---|
| 1 | Offer letter signed | Robert + Kalen | ⬜ |
| 2 | Commission agreement signed | Robert + Kalen | ⬜ |
| 3 | Background check process initiated | Robert | ⬜ |
| 4 | Drug screening scheduled | Robert | ⬜ |
| 5 | Platform access requested for all 14 items (Part 1B) | Robert | ⬜ |
| 6 | Communication preferences confirmed | Robert + Team | ⬜ |
| 7 | Reporting cadence confirmed (weekly pulse, monthly deep dive, quarterly review) | Robert + Kalen/Stephanie | ⬜ |
| 8 | 30-60-90 KPI targets reviewed and confirmed | Robert + Kalen/Stephanie | ⬜ |
| 9 | Quick win priorities confirmed for Week 1 | Robert + Kalen/Stephanie | ⬜ |
| 10 | Day 1 questions answered (Part 6) | Team | ⬜ |
| 11 | GA4 data pull started (if access granted) | Robert | ⬜ |
| 12 | Thank-you email sent with Week 1 plan summary | Robert | ⬜ |
Prepared by Robert Dove | Dove Web Consulting | dovewebconsulting@gmail.com | 913.439.0166