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Sources. The receipts behind every claim.

Every figure on this site is sourced, modelled with its chain shown, or labelled NOT FOUND. This page collects the key claims in one place so you can check our work.

Type key

First-party — our own field data Third-party — external research Modelled — derived, chain shown Benchmark — our benchmark library

Zero → #1 on Google Maps (Tweed Coast Tree Surgeons)

First-party
Source
First-party field observation — Google Maps ranking for "tree removal Tweed Heads" and surrounding queries, tracked over 9 months from site launch.
Date
2025–2026 (ongoing)
Caveat
Map rankings are location-dependent and fluctuate. "Zero" means the business had no Google Maps visibility for target queries before the build. The ranking is verifiable by searching the query from the Tweed Coast area. No paid ads were used.

30% → 79% close rate (They Ask, You Answer)

Third-party
Source
Marcus Sheridan, They Ask, You Answer (Wiley, 2nd ed. 2019). The case is River Pools & Spas: prospects who consumed educational content (pricing, "problems with", comparisons) before the sales call closed at 80%, vs ~25–30% for walk-in leads.
Date
Published 2017/2019
Caveat
This is a benchmark trajectory we build toward, not a number we promise. It reflects one US pool company's results over several years. We cite it as directional evidence for the video-first trust mechanism, not as a guaranteed outcome for Australian tradies. Casey Grimes' Day-90 close-rate measurement is pending — we'll publish it good or bad.

80%+ lift in form fills from landing-page video

Third-party
Source
Eyeview Digital study (via multiple marketing meta-analyses). The widely cited figure is that embedding video on a landing page can increase conversion rates by up to 80%.
Date
c. 2015–2017 (original study); widely cited since
Caveat
This is an industry-wide average across multiple verticals, not trade-specific. The original Eyeview study aggregated across their client base. Results vary by industry, page design, and video quality. We cite it as directional support for the landing-page video mechanic, labelled as a third-party benchmark.

44% of Australian homeowners find a tradie by word-of-mouth

Third-party
Source
NSW Fair Trading homeowner survey, approximately 1,000 NSW homeowners. Conducted by Instinct and Reason, cited via Tradebusters.
Date
Survey date not stated in secondary source; cited 2018–2020
Caveat
NSW-only sample, not national. The figure is used directionally — the point is that more than half of homeowners use a channel other than word-of-mouth, and nearly all verify online before calling. The exact percentage may differ state-to-state.

Something wrong?

If you spot a claim that's unsourced, mis-cited, or out of date, tell us. We'd rather fix it than defend it.

Text us on +61 468 277 747

For benchmark-specific methodology, see /benchmarks/methodology.