WorkHero growth playbook

Add a short "What it costs" block above the first Book a Call button and on every /lp page: the $1,000–$3,000 range, month-to-month, and a three-input calculator (hours a week on admin, what an in-house office manager would cost, rebates or invoices falling behind). It shows the monthly range against a hire and the hours back, then pre-fills the booking form with the answers so the account executive opens with the owner's own numbers.

Showing the price filters out bad-fit calls and makes good-fit owners book with intent; the calculator turns "60% cost savings" from a claim into the owner's own math, which is what small operators trust.

What WorkHero costs
Most shops pay $1,000-$3,000 a month, month-to-month. No hiring, no training, no contract.

How many hours a week do you spend on admin? [ ]
What would an office manager cost you? [ ] (default: $55,000 a year plus benefits)
Are rebates or invoices behind? [Yes / No]

Your estimate: about $X a month with WorkHero vs $Y for a hire, and Z hours a week back.
[Book a call with these numbers]

• Showing a price scares owners off

  Show the range with the cost of a hire next to it; test it on paid traffic first.

• Calculator overpromises

  Use the conservative end of each assumption and say so.

• Your websiteHomepage: H1 "The Only Back Office Built for Small HVAC Owners"; every call to action is "Book a Call" or "Book a Meeting"; there is no pricing page, and the price appears only as an FAQ answer near the bottom: "Many customers fall in the $1,000–$3,000/month range"; the service is "month-to-month"; headline stats "20hrs saved per week on average", "92% contractor satisfaction", "7.5x faster invoicing", "60% cost savings".Source
• HiringThe same post: WorkHero is "at $1.5M in ARR, serve 55+ contractors across the country, and have raised over $9M"; it reports to the co-founder and CEO; the ideal hire has marketed to operators, "the kind of people who have little time, buy something operational infrequently, and want to trust a person before they commit"; the hire builds automations "for lead enrichment and qualification, routing, follow-up, reporting".Source
• HiringHead of Growth (remote US, posted October 20, 2026): owns "strategy, budget, acquisition channels, conversion, and measurement" to build "a repeatable engine for acquiring well-fit contractors at sustainable acquisition costs"; first focus is "strengthening our existing acquisition funnel, improving conversion and nurture, and establishing reliable measurement"; owns "website and landing-page conversion, lead nurture, and re-engagement" and making "conversion tracking and attribution into HubSpot" reliable; next channels "could include outbound, search, and industry partnerships"; leads "an existing bench of freelance specialists across paid media, content, and creative".Source
• Competitor researchStealth Agents sells HVAC virtual assistants who "schedule appointments, dispatch technicians, manage customer follow-ups, and handle invoicing in ServiceTitan, Jobber, and Housecall Pro" and says they "cost 50-70% less than US in-house office staff", with a VA starting "in less than 48 hours".See the research Source

Write one claims sheet (each number, its source and date), fix the duplicated quote, and update the homepage, About, FAQ, every /lp and /cta page, the job posts and the ad copy from that sheet. Use one hours-saved figure with its basis, for example "16-20 hours a week across our customers".

Consistent, sourced numbers read as measured; inconsistent ones read as marketing, and paid landing pages are where first impressions happen.

• Lower numbers look weaker

  A specific, sourced number persuades more than a round one.

• Your websiteHomepage testimonials (checked October 23, 2026): the featured quote at the top ("The back office was the part of the business I hated the most...") is credited to the owner of one customer, and the same quote, word for word, appears again further down credited to the owner of a different customer.Source
• Your websiteProof numbers differ between pages: team experience is "125+ years" (homepage, About and every landing page) but "50+ years" in the homepage FAQ and the seed announcement; hours saved is "20" (homepage), "16-20" (sign-up page), "15" (one landing page headline) and "up to 16" (job posts); the founding office manager has "9 years" on the sign-up page and "10 years" elsewhere; the billing case study says "+700%" invoices while its quote says "over 750%"; several landing pages show the line "Scaled 1–5 truck shops 3 without office chaos".Source
• Your websiteHomepage: H1 "The Only Back Office Built for Small HVAC Owners"; every call to action is "Book a Call" or "Book a Meeting"; there is no pricing page, and the price appears only as an FAQ answer near the bottom: "Many customers fall in the $1,000–$3,000/month range"; the service is "month-to-month"; headline stats "20hrs saved per week on average", "92% contractor satisfaction", "7.5x faster invoicing", "60% cost savings".Source
• HiringThe same post: WorkHero is "at $1.5M in ARR, serve 55+ contractors across the country, and have raised over $9M"; it reports to the co-founder and CEO; the ideal hire has marketed to operators, "the kind of people who have little time, buy something operational infrequently, and want to trust a person before they commit"; the hire builds automations "for lead enrichment and qualification, routing, follow-up, reporting".Source

Give every page a fixed source value passed to HubSpot (page, campaign, ad), map each /cta variant to its channel, and build one dashboard: visits, bookings, held calls and customers by page. Retire variants that nobody visits.

You cannot decide where the next dollar goes until each booking has one source, and it is the first job in the new role.

• Historic data stays messy

  Start clean from a fixed date.

• HiringHead of Growth (remote US, posted October 20, 2026): owns "strategy, budget, acquisition channels, conversion, and measurement" to build "a repeatable engine for acquiring well-fit contractors at sustainable acquisition costs"; first focus is "strengthening our existing acquisition funnel, improving conversion and nurture, and establishing reliable measurement"; owns "website and landing-page conversion, lead nurture, and re-engagement" and making "conversion tracking and attribution into HubSpot" reliable; next channels "could include outbound, search, and industry partnerships"; leads "an existing bench of freelance specialists across paid media, content, and creative".Source
• Your websiteSitemap (56 URLs, checked October 23, 2026): 10 blog posts, the latest on August 26, 2026; six solutions pages; eight /lp landing pages and four call-to-action page variants; one state page (Colorado rebates); no pricing page, no comparison pages, and no pages for the field service software owners already use beyond one Housecall Pro article.Source

Build the /lp pages as a light template: compressed hero image, no sliders, the tag manager and chat or visitor tools loaded after the page, and only the tags each page needs. Check the homepage hero image and tag manager size at the same time.

Paid clicks cost money each; a page that appears in two seconds instead of many keeps more of them.

• Lost tracking

  Check every conversion still records after changes.

• Google PageSpeedMobile lab test of the homepage: performance 40, Largest Contentful Paint 21.4 s, 4.2 MB over 102 requests from 20 third-party services (Google Tag Manager alone 675 KB). Real Chrome visitors pass Core Web Vitals: LCP 1.2 s, INP 71 ms, CLS 0.01 at the 75th percentile, so the lab number mostly hurts first visits on slow phones and paid clicks.Source
• Your websiteSitemap (56 URLs, checked October 23, 2026): 10 blog posts, the latest on August 26, 2026; six solutions pages; eight /lp landing pages and four call-to-action page variants; one state page (Colorado rebates); no pricing page, no comparison pages, and no pages for the field service software owners already use beyond one Housecall Pro article.Source
• HiringHead of Growth (remote US, posted October 20, 2026): owns "strategy, budget, acquisition channels, conversion, and measurement" to build "a repeatable engine for acquiring well-fit contractors at sustainable acquisition costs"; first focus is "strengthening our existing acquisition funnel, improving conversion and nurture, and establishing reliable measurement"; owns "website and landing-page conversion, lead nurture, and re-engagement" and making "conversion tracking and attribution into HubSpot" reliable; next channels "could include outbound, search, and industry partnerships"; leads "an existing bench of freelance specialists across paid media, content, and creative".Source

Send one case study a month with the owner's numbers, a two-line lesson an owner can use without WorkHero, and one offer (a 20-minute back-office review). Segment readers by what they click (rebates, billing, pricebook) and send the matching case study next.

Owners who buy infrequently need repeated, useful reminders; case studies teach and sell at once.

• List fatigue

  Keep it monthly and useful.

• Your websiteResources page: five case studies (billing: "7× More Invoices in 30 Days"; commercial billing: "1,500 Jobs Tracked. 99% Billed."; rebates: "$1.5M+ in Rebates Processed Without Adding Headcount"; rebates: "$0 Rebates Tracked → 77 Checks Paid in One Season"; growth: "$5.8M in Year One" after registering a customer "across 50+ jurisdictions" in Colorado), nine articles, a podcast, and "Get the newsletter. Join 2,000+ HVAC owners".Source
• HiringHead of Growth (remote US, posted October 20, 2026): owns "strategy, budget, acquisition channels, conversion, and measurement" to build "a repeatable engine for acquiring well-fit contractors at sustainable acquisition costs"; first focus is "strengthening our existing acquisition funnel, improving conversion and nurture, and establishing reliable measurement"; owns "website and landing-page conversion, lead nurture, and re-engagement" and making "conversion tracking and attribution into HubSpot" reliable; next channels "could include outbound, search, and industry partnerships"; leads "an existing bench of freelance specialists across paid media, content, and creative".Source
• HiringThe same post: WorkHero is "at $1.5M in ARR, serve 55+ contractors across the country, and have raised over $9M"; it reports to the co-founder and CEO; the ideal hire has marketed to operators, "the kind of people who have little time, buy something operational infrequently, and want to trust a person before they commit"; the hire builds automations "for lead enrichment and qualification, routing, follow-up, reporting".Source

Run a rebate-led campaign to heat pump installers: "Are you leaving rebate checks unclaimed?" with the case-study numbers, landing on a rebate page that offers a free check of recent installs. Compare cost per held call with the general admin message.

Lost money is a sharper hook than lost time, and the proof is already published.

• Rebate programs differ by state

  Name the states where WorkHero has filed.

• Your websiteResources page: five case studies (billing: "7× More Invoices in 30 Days"; commercial billing: "1,500 Jobs Tracked. 99% Billed."; rebates: "$1.5M+ in Rebates Processed Without Adding Headcount"; rebates: "$0 Rebates Tracked → 77 Checks Paid in One Season"; growth: "$5.8M in Year One" after registering a customer "across 50+ jurisdictions" in Colorado), nine articles, a podcast, and "Get the newsletter. Join 2,000+ HVAC owners".Source
• Your websiteColorado rebates landing page: "HVAC Rebate submissions done for you... No errors. No rejections"; "Recovered $200,000 in missed rebates"; "$1M → $2M in 12 months by tightening collections"; "100+ automations built to save owners hours".Source
• Your websiteSeed announcement: "over 80,000 small HVAC businesses in the US"; a survey WorkHero ran with HVAC School found owners "spend more than 20 hours per week on administrative tasks"; "rebate portals demand 50+ fields of data entry"; a commercial customer's billing "is now 75% automated"; WorkHero is "adding call answering and bookkeeping"; "At WorkHero, we like to say Keep HVAC Local."Source

Publish a guide per state and major utility program: who qualifies, documents needed, common rejection reasons, timelines and a checklist, each reviewed by the office manager who files there, with the free rebate check as the call to action. Start with states where WorkHero already has customers.

The guides answer real contractor searches with expertise no generalist VA firm has, and each one leads straight to the rebate offer.

• Rules change often

  Date each guide and name the reviewer.

• Your websiteSitemap (56 URLs, checked October 23, 2026): 10 blog posts, the latest on August 26, 2026; six solutions pages; eight /lp landing pages and four call-to-action page variants; one state page (Colorado rebates); no pricing page, no comparison pages, and no pages for the field service software owners already use beyond one Housecall Pro article.Source
• Your websiteColorado rebates landing page: "HVAC Rebate submissions done for you... No errors. No rejections"; "Recovered $200,000 in missed rebates"; "$1M → $2M in 12 months by tightening collections"; "100+ automations built to save owners hours".Source
• Your websiteResources page: five case studies (billing: "7× More Invoices in 30 Days"; commercial billing: "1,500 Jobs Tracked. 99% Billed."; rebates: "$1.5M+ in Rebates Processed Without Adding Headcount"; rebates: "$0 Rebates Tracked → 77 Checks Paid in One Season"; growth: "$5.8M in Year One" after registering a customer "across 50+ jurisdictions" in Colorado), nine articles, a podcast, and "Get the newsletter. Join 2,000+ HVAC owners".Source
• HiringHead of Growth (remote US, posted October 20, 2026): owns "strategy, budget, acquisition channels, conversion, and measurement" to build "a repeatable engine for acquiring well-fit contractors at sustainable acquisition costs"; first focus is "strengthening our existing acquisition funnel, improving conversion and nurture, and establishing reliable measurement"; owns "website and landing-page conversion, lead nurture, and re-engagement" and making "conversion tracking and attribution into HubSpot" reliable; next channels "could include outbound, search, and industry partnerships"; leads "an existing bench of freelance specialists across paid media, content, and creative".Source

Offer a free check: the owner shares the last 20 installs (equipment, address, date), WorkHero's automation and an office manager match them to programs, and the owner gets a short report with the estimated unclaimed amount and a call with an AE.

A dollar figure for the owner's own business is the strongest reason to book, and the work is what WorkHero already automates.

• Owners worry about sharing data

  Ask only for install basics; state how data is used.

• Your websiteColorado rebates landing page: "HVAC Rebate submissions done for you... No errors. No rejections"; "Recovered $200,000 in missed rebates"; "$1M → $2M in 12 months by tightening collections"; "100+ automations built to save owners hours".Source
• Your websiteResources page: five case studies (billing: "7× More Invoices in 30 Days"; commercial billing: "1,500 Jobs Tracked. 99% Billed."; rebates: "$1.5M+ in Rebates Processed Without Adding Headcount"; rebates: "$0 Rebates Tracked → 77 Checks Paid in One Season"; growth: "$5.8M in Year One" after registering a customer "across 50+ jurisdictions" in Colorado), nine articles, a podcast, and "Get the newsletter. Join 2,000+ HVAC owners".Source
• Your websiteSeed announcement: "over 80,000 small HVAC businesses in the US"; a survey WorkHero ran with HVAC School found owners "spend more than 20 hours per week on administrative tasks"; "rebate portals demand 50+ fields of data entry"; a commercial customer's billing "is now 75% automated"; WorkHero is "adding call answering and bookkeeping"; "At WorkHero, we like to say Keep HVAC Local."Source
• HiringAI Automation Engineer (posted August 21, 2026): success "isn't measured in automations shipped; it's measured in what changed for the contractor: hours back, invoices out faster, fewer things falling through cracks"; WorkHero is "moving from bespoke builds per account toward workflows that serve many businesses through configuration".Source

Build one page per tool: what WorkHero sets up and runs in it, before-and-after examples, common mistakes, and a case study from a customer on that tool. Use them in ads aimed at each tool's user groups.

Owners identify with their software; a page that speaks their tool's language converts better than a generic one.

• Trademark use

  Describe the tools factually; no implied partnership.

• Your websiteHomepage: H1 "The Only Back Office Built for Small HVAC Owners"; every call to action is "Book a Call" or "Book a Meeting"; there is no pricing page, and the price appears only as an FAQ answer near the bottom: "Many customers fall in the $1,000–$3,000/month range"; the service is "month-to-month"; headline stats "20hrs saved per week on average", "92% contractor satisfaction", "7.5x faster invoicing", "60% cost savings".Source
• Your websiteSitemap (56 URLs, checked October 23, 2026): 10 blog posts, the latest on August 26, 2026; six solutions pages; eight /lp landing pages and four call-to-action page variants; one state page (Colorado rebates); no pricing page, no comparison pages, and no pages for the field service software owners already use beyond one Housecall Pro article.Source
• HiringRemote Senior HVAC Office Manager (open since April 17, 2026): each customer gets "a dedicated office manager with deep HVAC experience"; the role supports "multiple small HVAC contractors simultaneously" and needs QuickBooks, Jobber, Housecall Pro and ServiceTitan skills; the post still says "40+ Happy contractors" and "up to 16 hours a week" saved.Source
• Your websiteAbout page: the team pages describe senior office managers and staff who ran office operations at $15M and $25M HVAC companies and rolled out ServiceTitan; the homepage says every Senior Office Manager is "US-based, matched to your time zone".Source

Turn the "What WorkHero is not" section into a page with a table: who owns outcomes, HVAC knowledge, rebates and permits, software setup, cost range, time to start, turnover risk. Be honest where a VA is cheaper.

Owners making an infrequent decision want a clear side-by-side; a fair page earns trust and ranks for comparison searches.

• Looks like an attack

  Keep it factual and name categories, not just firms.

• Your websiteHomepage: H1 "The Only Back Office Built for Small HVAC Owners"; every call to action is "Book a Call" or "Book a Meeting"; there is no pricing page, and the price appears only as an FAQ answer near the bottom: "Many customers fall in the $1,000–$3,000/month range"; the service is "month-to-month"; headline stats "20hrs saved per week on average", "92% contractor satisfaction", "7.5x faster invoicing", "60% cost savings".Source
• Competitor researchStealth Agents sells HVAC virtual assistants who "schedule appointments, dispatch technicians, manage customer follow-ups, and handle invoicing in ServiceTitan, Jobber, and Housecall Pro" and says they "cost 50-70% less than US in-house office staff", with a VA starting "in less than 48 hours".See the research Source
• HiringThe same post: WorkHero is "at $1.5M in ARR, serve 55+ contractors across the country, and have raised over $9M"; it reports to the co-founder and CEO; the ideal hire has marketed to operators, "the kind of people who have little time, buy something operational infrequently, and want to trust a person before they commit"; the hire builds automations "for lead enrichment and qualification, routing, follow-up, reporting".Source

Sign three partner types: an HVAC education channel (co-hosted episodes and a member offer), two regional supply houses (counter cards and rebate-check referrals) and software implementation consultants (referral fee for clients who need ongoing back-office help).

Partners already have the owner's trust, which this buyer needs before committing.

• Partners lose interest

  Pay quickly and report results back.

• HiringHead of Growth (remote US, posted October 20, 2026): owns "strategy, budget, acquisition channels, conversion, and measurement" to build "a repeatable engine for acquiring well-fit contractors at sustainable acquisition costs"; first focus is "strengthening our existing acquisition funnel, improving conversion and nurture, and establishing reliable measurement"; owns "website and landing-page conversion, lead nurture, and re-engagement" and making "conversion tracking and attribution into HubSpot" reliable; next channels "could include outbound, search, and industry partnerships"; leads "an existing bench of freelance specialists across paid media, content, and creative".Source
• Your websiteSeed announcement: "over 80,000 small HVAC businesses in the US"; a survey WorkHero ran with HVAC School found owners "spend more than 20 hours per week on administrative tasks"; "rebate portals demand 50+ fields of data entry"; a commercial customer's billing "is now 75% automated"; WorkHero is "adding call answering and bookkeeping"; "At WorkHero, we like to say Keep HVAC Local."Source
• HiringThe same post: WorkHero is "at $1.5M in ARR, serve 55+ contractors across the country, and have raised over $9M"; it reports to the co-founder and CEO; the ideal hire has marketed to operators, "the kind of people who have little time, buy something operational infrequently, and want to trust a person before they commit"; the hire builds automations "for lead enrichment and qualification, routing, follow-up, reporting".Source
• Your websiteAbout page: the team pages describe senior office managers and staff who ran office operations at $15M and $25M HVAC companies and rolled out ServiceTitan; the homepage says every Senior Office Manager is "US-based, matched to your time zone".Source

Build a target list from public participating-contractor lists in states where WorkHero has filed, enrich it with size and software, and send a short sequence that leads with the rebate case studies and the free check. Founding AEs call the replies.

It targets exactly the owners who have the problem WorkHero solves best, with a reason to talk that is about their money.

• Email rules

  Follow CAN-SPAM and each list's terms of use.

• HiringHead of Growth (remote US, posted October 20, 2026): owns "strategy, budget, acquisition channels, conversion, and measurement" to build "a repeatable engine for acquiring well-fit contractors at sustainable acquisition costs"; first focus is "strengthening our existing acquisition funnel, improving conversion and nurture, and establishing reliable measurement"; owns "website and landing-page conversion, lead nurture, and re-engagement" and making "conversion tracking and attribution into HubSpot" reliable; next channels "could include outbound, search, and industry partnerships"; leads "an existing bench of freelance specialists across paid media, content, and creative".Source
• Your websiteColorado rebates landing page: "HVAC Rebate submissions done for you... No errors. No rejections"; "Recovered $200,000 in missed rebates"; "$1M → $2M in 12 months by tightening collections"; "100+ automations built to save owners hours".Source
• Your websiteResources page: five case studies (billing: "7× More Invoices in 30 Days"; commercial billing: "1,500 Jobs Tracked. 99% Billed."; rebates: "$1.5M+ in Rebates Processed Without Adding Headcount"; rebates: "$0 Rebates Tracked → 77 Checks Paid in One Season"; growth: "$5.8M in Year One" after registering a customer "across 50+ jurisdictions" in Colorado), nine articles, a podcast, and "Get the newsletter. Join 2,000+ HVAC owners".Source
• HiringThe same post: WorkHero is "at $1.5M in ARR, serve 55+ contractors across the country, and have raised over $9M"; it reports to the co-founder and CEO; the ideal hire has marketed to operators, "the kind of people who have little time, buy something operational infrequently, and want to trust a person before they commit"; the hire builds automations "for lead enrichment and qualification, routing, follow-up, reporting".Source

Trigger the ask at a win: a rebate check paid, aging balances down, first month of on-time invoices. Offer a month's credit for each signed referral and let the referrer join the first call.

Owners talk to each other at supply houses and in groups, and a peer's result is the best proof.

• Feels pushy

  Ask only after a clear win.

• HiringThe same post: WorkHero is "at $1.5M in ARR, serve 55+ contractors across the country, and have raised over $9M"; it reports to the co-founder and CEO; the ideal hire has marketed to operators, "the kind of people who have little time, buy something operational infrequently, and want to trust a person before they commit"; the hire builds automations "for lead enrichment and qualification, routing, follow-up, reporting".Source
• Your websiteHomepage: H1 "The Only Back Office Built for Small HVAC Owners"; every call to action is "Book a Call" or "Book a Meeting"; there is no pricing page, and the price appears only as an FAQ answer near the bottom: "Many customers fall in the $1,000–$3,000/month range"; the service is "month-to-month"; headline stats "20hrs saved per week on average", "92% contractor satisfaction", "7.5x faster invoicing", "60% cost savings".Source
• Your websiteResources page: five case studies (billing: "7× More Invoices in 30 Days"; commercial billing: "1,500 Jobs Tracked. 99% Billed."; rebates: "$1.5M+ in Rebates Processed Without Adding Headcount"; rebates: "$0 Rebates Tracked → 77 Checks Paid in One Season"; growth: "$5.8M in Year One" after registering a customer "across 50+ jurisdictions" in Colorado), nine articles, a podcast, and "Get the newsletter. Join 2,000+ HVAC owners".Source

When a form comes in, enrich it (company size, software, state, rebate programs), score fit, and route good fits to an AE with a one-hour target and a text if the call is missed. Send poor fits useful resources instead of a call.

Fast, informed follow-up lifts conversion for small-business leads and protects AE time.

• Scoring drops good leads

  Review rejected leads weekly at first.

• HiringHead of Growth (remote US, posted October 20, 2026): owns "strategy, budget, acquisition channels, conversion, and measurement" to build "a repeatable engine for acquiring well-fit contractors at sustainable acquisition costs"; first focus is "strengthening our existing acquisition funnel, improving conversion and nurture, and establishing reliable measurement"; owns "website and landing-page conversion, lead nurture, and re-engagement" and making "conversion tracking and attribution into HubSpot" reliable; next channels "could include outbound, search, and industry partnerships"; leads "an existing bench of freelance specialists across paid media, content, and creative".Source
• HiringThe same post: WorkHero is "at $1.5M in ARR, serve 55+ contractors across the country, and have raised over $9M"; it reports to the co-founder and CEO; the ideal hire has marketed to operators, "the kind of people who have little time, buy something operational infrequently, and want to trust a person before they commit"; the hire builds automations "for lead enrichment and qualification, routing, follow-up, reporting".Source

Package a seasonal campaign for every customer twice a year: renewals for lapsed maintenance plans, open-estimate follow-ups and win-backs, reported as revenue recovered. Offer it as an add-on to customers who only use paperwork or billing.

Showing revenue added, not only hours saved, raises account value and makes the monthly fee easy to justify.

• Hurts homeowner relationships

  Use the contractor's voice and stop after two touches.

• HiringJunior Office Manager (HVAC), Accounts Receivable Focus (posted August 11, 2026): mostly collections calls for clients, plus "maintenance agreement renewals" and "occasional additional outbound, which could include membership renewal pushes, estimate follow-ups, customer win-back lists"; success is "aging balances... shrink month over month" while protecting "the client's relationship with their homeowner".Source
• Your websiteMarketing solution page: WorkHero also runs websites, Google Business Profile, social posting and "Targeted emails and texts... to drive seasonal tune-ups, renewals, and repeat business" for its contractors.Source
• HiringAI Automation Engineer (posted August 21, 2026): success "isn't measured in automations shipped; it's measured in what changed for the contractor: hours back, invoices out faster, fewer things falling through cracks"; WorkHero is "moving from bespoke builds per account toward workflows that serve many businesses through configuration".Source

Send each owner a one-page monthly report: hours of work done, invoices sent and collected, aging balance change, rebates filed and paid. Use the aggregate in marketing and the claims sheet.

Owners renew what they can see, and the aggregate replaces round marketing numbers with measured ones.

• Low numbers in slow months

  Show trends and the season.

• HiringAI Automation Engineer (posted August 21, 2026): success "isn't measured in automations shipped; it's measured in what changed for the contractor: hours back, invoices out faster, fewer things falling through cracks"; WorkHero is "moving from bespoke builds per account toward workflows that serve many businesses through configuration".Source
• HiringSenior Product Manager (posted August 13, 2026): owns the AI systems "at the core of the product"; "the stronger these agents become, the more contractors each office manager can serve"; must "define success metrics across customer satisfaction, operational efficiency, and agent performance" and "build the measurement muscle we don't have yet".Source
• Your websiteProof numbers differ between pages: team experience is "125+ years" (homepage, About and every landing page) but "50+ years" in the homepage FAQ and the seed announcement; hours saved is "20" (homepage), "16-20" (sign-up page), "15" (one landing page headline) and "up to 16" (job posts); the founding office manager has "9 years" on the sign-up page and "10 years" elsewhere; the billing case study says "+700%" invoices while its quote says "over 750%"; several landing pages show the line "Scaled 1–5 truck shops 3 without office chaos".Source

Pick the 20 best moments where an office manager or owner explains a fix (a rebate saved, an invoice backlog cleared), cut 30-second vertical clips, and test them as Meta ads and in the newsletter. Keep the podcast, but measure it by clips that drive bookings.

Owners trust people they can see; the office managers are the product and the best spokespeople.

• Clips without context

  Add a one-line caption with the result.

• YouTubeThe WorkHero YouTube channel has 121 videos, 57,451 views and 43 subscribers.Source
• HiringHead of Growth (remote US, posted October 20, 2026): owns "strategy, budget, acquisition channels, conversion, and measurement" to build "a repeatable engine for acquiring well-fit contractors at sustainable acquisition costs"; first focus is "strengthening our existing acquisition funnel, improving conversion and nurture, and establishing reliable measurement"; owns "website and landing-page conversion, lead nurture, and re-engagement" and making "conversion tracking and attribution into HubSpot" reliable; next channels "could include outbound, search, and industry partnerships"; leads "an existing bench of freelance specialists across paid media, content, and creative".Source
• Your websiteAbout page: the team pages describe senior office managers and staff who ran office operations at $15M and $25M HVAC companies and rolled out ServiceTitan; the homepage says every Senior Office Manager is "US-based, matched to your time zone".Source

Define three packages (Rebates and paperwork, Billing and collections, Full back office) with clear inclusions and starting prices, and publish them. Use the smaller package as an entry point and expand after the first wins.

A smaller first purchase lowers the trust barrier for owners who buy operational help rarely, and packaged scope fits the configurable workflows the team is building.

• Lower average deal size

  Track expansion within six months.

• Your websiteHomepage: H1 "The Only Back Office Built for Small HVAC Owners"; every call to action is "Book a Call" or "Book a Meeting"; there is no pricing page, and the price appears only as an FAQ answer near the bottom: "Many customers fall in the $1,000–$3,000/month range"; the service is "month-to-month"; headline stats "20hrs saved per week on average", "92% contractor satisfaction", "7.5x faster invoicing", "60% cost savings".Source
• HiringAI Automation Engineer (posted August 21, 2026): success "isn't measured in automations shipped; it's measured in what changed for the contractor: hours back, invoices out faster, fewer things falling through cracks"; WorkHero is "moving from bespoke builds per account toward workflows that serve many businesses through configuration".Source
• HiringThe same post: WorkHero is "at $1.5M in ARR, serve 55+ contractors across the country, and have raised over $9M"; it reports to the co-founder and CEO; the ideal hire has marketed to operators, "the kind of people who have little time, buy something operational infrequently, and want to trust a person before they commit"; the hire builds automations "for lead enrichment and qualification, routing, follow-up, reporting".Source
• Your websiteResources page: five case studies (billing: "7× More Invoices in 30 Days"; commercial billing: "1,500 Jobs Tracked. 99% Billed."; rebates: "$1.5M+ in Rebates Processed Without Adding Headcount"; rebates: "$0 Rebates Tracked → 77 Checks Paid in One Season"; growth: "$5.8M in Year One" after registering a customer "across 50+ jurisdictions" in Colorado), nine articles, a podcast, and "Get the newsletter. Join 2,000+ HVAC owners".Source

Repeat the survey each year and add anonymized benchmarks from WorkHero's work: days to invoice, days to pay, rebate rejection reasons, admin hours by shop size. Publish it with HVAC School and pitch trade press.

Original numbers earn press and links, give the sales team a reason to call, and make WorkHero the reference for the small-shop back office.

• Small sample

  Report ranges and sample sizes.

• Your websiteSeed announcement: "over 80,000 small HVAC businesses in the US"; a survey WorkHero ran with HVAC School found owners "spend more than 20 hours per week on administrative tasks"; "rebate portals demand 50+ fields of data entry"; a commercial customer's billing "is now 75% automated"; WorkHero is "adding call answering and bookkeeping"; "At WorkHero, we like to say Keep HVAC Local."Source
• Your websiteResources page: five case studies (billing: "7× More Invoices in 30 Days"; commercial billing: "1,500 Jobs Tracked. 99% Billed."; rebates: "$1.5M+ in Rebates Processed Without Adding Headcount"; rebates: "$0 Rebates Tracked → 77 Checks Paid in One Season"; growth: "$5.8M in Year One" after registering a customer "across 50+ jurisdictions" in Colorado), nine articles, a podcast, and "Get the newsletter. Join 2,000+ HVAC owners".Source
• HiringThe same post: WorkHero is "at $1.5M in ARR, serve 55+ contractors across the country, and have raised over $9M"; it reports to the co-founder and CEO; the ideal hire has marketed to operators, "the kind of people who have little time, buy something operational infrequently, and want to trust a person before they commit"; the hire builds automations "for lead enrichment and qualification, routing, follow-up, reporting".Source

Recruit partner organizations (trade groups, suppliers, training programs), publish a coalition page with members and resources, and offer members a free back-office review. Feature member owners in content.

A shared cause gives owners a reason to engage beyond a sales pitch and gives partners a reason to promote WorkHero.

• Seen as self-serving

  Share resources that help owners without WorkHero.

• Your website"Keep HVAC Local" page: a $37 hat with profits to the GRIT Foundation, an argument that "Private equity is taking over the HVAC industry", and "a growing coalition of organizations who support independent HVAC owners".Source
• Your websiteSeed announcement: "over 80,000 small HVAC businesses in the US"; a survey WorkHero ran with HVAC School found owners "spend more than 20 hours per week on administrative tasks"; "rebate portals demand 50+ fields of data entry"; a commercial customer's billing "is now 75% automated"; WorkHero is "adding call answering and bookkeeping"; "At WorkHero, we like to say Keep HVAC Local."Source

On the booking page, ask for the owner's state and show the office managers who cover that time zone with a short bio and a video, then let the owner pick a call time with an AE and the likely office manager.

It makes the human part of the service visible at the moment of decision, which a VA firm or software cannot match.

• Assignment changes

  Say "likely" and confirm at kickoff.

• Your websiteAbout page: the team pages describe senior office managers and staff who ran office operations at $15M and $25M HVAC companies and rolled out ServiceTitan; the homepage says every Senior Office Manager is "US-based, matched to your time zone".Source
• Your websiteHomepage: H1 "The Only Back Office Built for Small HVAC Owners"; every call to action is "Book a Call" or "Book a Meeting"; there is no pricing page, and the price appears only as an FAQ answer near the bottom: "Many customers fall in the $1,000–$3,000/month range"; the service is "month-to-month"; headline stats "20hrs saved per week on average", "92% contractor satisfaction", "7.5x faster invoicing", "60% cost savings".Source
• HiringThe same post: WorkHero is "at $1.5M in ARR, serve 55+ contractors across the country, and have raised over $9M"; it reports to the co-founder and CEO; the ideal hire has marketed to operators, "the kind of people who have little time, buy something operational infrequently, and want to trust a person before they commit"; the hire builds automations "for lead enrichment and qualification, routing, follow-up, reporting".Source

Pilot a co-marketed offer with one utility program or equipment maker: their participating installers get discounted rebate processing from WorkHero, and the program gets fewer rejected claims. Use it as an acquisition channel to installers.

The program's goal (more heat pumps installed and claimed) matches WorkHero's, and the partner brings the installer list.

• Long partner sales cycles

  Run it alongside direct channels, not instead of them.

• Your websiteResources page: five case studies (billing: "7× More Invoices in 30 Days"; commercial billing: "1,500 Jobs Tracked. 99% Billed."; rebates: "$1.5M+ in Rebates Processed Without Adding Headcount"; rebates: "$0 Rebates Tracked → 77 Checks Paid in One Season"; growth: "$5.8M in Year One" after registering a customer "across 50+ jurisdictions" in Colorado), nine articles, a podcast, and "Get the newsletter. Join 2,000+ HVAC owners".Source
• Your websiteSeed announcement: "over 80,000 small HVAC businesses in the US"; a survey WorkHero ran with HVAC School found owners "spend more than 20 hours per week on administrative tasks"; "rebate portals demand 50+ fields of data entry"; a commercial customer's billing "is now 75% automated"; WorkHero is "adding call answering and bookkeeping"; "At WorkHero, we like to say Keep HVAC Local."Source
• Your websiteColorado rebates landing page: "HVAC Rebate submissions done for you... No errors. No rejections"; "Recovered $200,000 in missed rebates"; "$1M → $2M in 12 months by tightening collections"; "100+ automations built to save owners hours".Source