--- title: 2026 Annual Plan — Exterior Renovations type: article created: '2026-04-05' updated: '2026-04-05' source_docs: - raw/2026-01-22-weekly-call-w-ben-116441379.md tags: - exterior-renovations - strategy - annual-plan - seo - paid-search - okrs layer: 2 client_source: Exterior Renovations industry_context: b2b-services transferable: false --- # 2026 Annual Plan — Exterior Renovations ## Overview This plan was developed using the [[wiki/process/ai-driven-client-strategy|AI-driven strategy planning process]] — feeding all available client data into Claude to generate a structured annual plan, then refining tone and pressure-testing it before presentation. **Client goal:** More *qualified* leads, not simply more lead volume. The client is at or near capacity with current infrastructure (crews, trucks) and is not necessarily seeking aggressive growth — this is a key framing consideration for the presentation. See also: [[wiki/clients/current/exterior-renovations/_index|Exterior Renovations Client Overview]] --- ## Current State Snapshot | Metric | Value | |---|---| | Monthly retainer | $2,500/mo | | Paid ad budget | ~$1,200/mo ($39/day) | | Domain rating | Weak | | Organic keyword footprint | Critically low | | Organic traffic vs. potential | 3–5× below potential | | Attributable digital revenue | ~$770,000 | | Estimated revenue potential | ~$2.5M (with full investment) | | Lead close rate | Unknown — key data gap | **Notable organic issue:** Current blog traffic is driven by off-topic content (e.g., an LVL beam post) rather than buyer-intent service pages. This dilutes lead quality. --- ## Three Strategic Pillars ### 1. Scale Paid Search Expand Google Ads beyond the current campaign mix to include roofing, windows, and deck campaigns. Ensure the full $1,200/mo budget is being utilized effectively with appropriate target CPAs per service line. ### 2. Fix Organic Foundation Rebuild service pages for local buyer intent. Prioritize pages that map to high-value services the client actually wants to sell. Launch storm damage / hail damage content to capture seasonal demand. ### 3. Build Trust Infrastructure - Add trust signals to the homepage: certifications, review counts, financing options - Implement a review generation system - Fix known redirect issues flagged in technical audit --- ## Quarterly Roadmap ### Q1 — Foundation - Rebuild core service pages for local SEO - Launch storm damage / hail damage paid campaign - Implement review generation system - Fix technical redirect issues - Establish baseline lead tracking to begin closing the close-rate data gap **Q1 OKRs:** See [[wiki/clients/current/exterior-renovations/q1-2026-okrs|Q1 2026 OKRs]] ### Q2 — Expand & Optimize - Review Q1 actuals vs. OKRs; revise plan with Claude using real results - Expand paid campaigns based on Q1 performance data - Begin content buildout for secondary service lines - Assess lead quality improvement vs. baseline ### Q3 — Scale - Scale what's working in paid and organic - Deepen content strategy for high-intent local keywords - Revisit growth conversation with client: capacity for more volume? ### Q4 — Review & Plan - Full-year performance review - Generate 2027 strategy using same AI-driven process - Align on budget and OKRs for following year --- ## Budget Allocation | Channel | Monthly | Notes | |---|---|---| | Retainer (agency) | $2,500 | Covers SEO, content, account management | | Google Ads spend | ~$1,200 | $39/day; expand campaign coverage | | Total investment | ~$3,700/mo | | > **Note:** The ad budget figure was confirmed at $39/day (~$1,200/mo). An earlier estimate of ~$3,000/mo was incorrect and has been corrected in all documents. --- ## Growth Conversation Framing Claude's analysis suggests revenue could reach ~$2.5M with full investment — roughly 3–4× current attributable digital revenue. However, this requires the client to add operational capacity (hiring, trucks, scheduling infrastructure). **Recommended framing for the client meeting:** - Lead with what's achievable at current investment levels - Introduce the growth scenario as an option, not a pressure point - Ask directly: *"If we could double your revenue, would you want that? What would need to be true for that to work?"* - Respect that the client may be optimizing for lifestyle/stability, not maximum growth This framing was developed in the [[wiki/process/ai-driven-client-strategy|strategy planning session]] and is reflected in the presentation tone guidance below. --- ## Presentation Notes ### Tone Guidance The raw Claude output flags several issues that could read as "why hasn't this been fixed already?" Before presenting, use Claude to rephrase critical findings as proactive recommendations. The goal is forward-looking language — *here's what we're going to do* — not a post-mortem. **Prompt pattern:** > *"Rewrite this section so it sounds proactive and improvement-oriented, without implying that the current state is a failure or that it should have been addressed sooner."* ### Pressure-Testing Before the client meeting, open a new Claude chat, load the four strategy documents, and role-play the client: > *"Imagine you're the client. What questions would you ask? What would your pushback be? Challenge me on this plan."* Use Claude's responses to prepare talking points and anticipate objections. ### Deck Creation The presentation document is generated in Markdown for portability. To create the slide deck: 1. Ask Claude to generate a Gamma prompt specifying slide count (e.g., "10 slides or less") and key content to include 2. Open [Gamma](https://gamma.app), create new → paste text → paste the Markdown plan 3. Let Gamma auto-generate; apply preferred theme 4. Edit or remove any slides that expose internal critique See [[wiki/process/ai-driven-client-strategy#deck-creation|AI Strategy Process — Deck Creation]] for the full workflow. --- ## Key Data Gaps to Close - [ ] Lead close rate (% of leads that convert to booked jobs) — needed to calculate true cost per acquisition - [ ] Lead source attribution by service type — which campaigns drive which job types - [ ] Client capacity ceiling — how many jobs/month can they actually handle? --- ## Related Documents - [[wiki/clients/current/exterior-renovations/_index|Exterior Renovations — Client Overview]] - [[wiki/clients/current/exterior-renovations/q1-2026-okrs|Q1 2026 OKRs]] - [[wiki/process/ai-driven-client-strategy|Process: AI-Driven Client Strategy Planning]] - [[wiki/meetings/2026-01-22-weekly-call-ben|Meeting: Weekly Call w/ Ben — AI-Driven Strategy Planning]]