#462 AI and SEO: How We're Adapting to Google's Search Shift (ft. Patrick Scully)
Release Date: 06/18/2025
#475 "How I Doubled my Close Rates with Design Proposals" (ft. AJ Ballantine)
Contractor Growth Network
In this episode, Logan sits down with AJ Ballantine to break down how Cornerstone Remodeling grew from $2M to $10M in five years—without hiring five times the people. The secret? A radically optimized design process, driven by empathy mapping, technology, and sales finesse. AJ walks through the systems, tools, and scripts he used to cut his sales cycle, boost his close rate, and wow clients—all while keeping a high-touch, boutique feel. If you’re a design-build remodeler struggling with lengthy sales processes, low perceived value, or slow growth, this episode is your blueprint for...
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#474 Lessons from 30 Years in Residential Architecture (ft. Chris Landis)
Contractor Growth Network
Logan sits down with Chris Landis, co-founder of the award-winning Landis Architects/Builders in Washington, D.C. With over 35 years of experience, Chris shares how his architecture background shaped the firm’s design-build approach—and what remodelers can learn from their detailed, phased design process. From feasibility studies and pre-construction agreements to hiring in-house designers and scaling team structure, this episode is a masterclass in how to elevate the design side of your remodeling business. Whether you’re just starting to charge for design or scaling up to larger, more...
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#473 Improving your Remodeling Sales with Assignment Selling
Contractor Growth Network
Logan and Aaron unpack one of the most powerful but underused sales strategies in remodeling: assignment selling. Originally coined by Marcus Sheridan, this method bridges the gap between marketing and sales—by arming prospects with the right information before they ever get on a call. You’ll learn how to apply this approach in your own sales process—whether it’s sending project walkthroughs before a meeting, using content to pre-qualify leads, or walking clients through your website in real-time. If you’ve been creating great content but aren’t sure how to use it to actually close...
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#472 Top-of-Funnel Marketing: Truck Wraps, Social Media, and More
Contractor Growth Network
In this episode of the Contractor Growth Network podcast, Logan and Aaron break down what it takes to build a memorable, recognizable remodeling brand in your community—before prospects are even ready to hire. From truck wraps to social media ads, they walk through the most common “top of funnel” marketing strategies, explain when to use them, and how to measure impact over time. If your goal is to become the remodeler people think of first, this episode is your blueprint. Key Topics: Understanding the marketing funnel and where branding fits Truck wraps, yard signs, and how they...
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#471 Getting Found in the AI Era
Contractor Growth Network
In this episode of the Contractor Growth Network podcast, Logan and Aaron break down how artificial intelligence (AI) is changing the way homeowners search for remodelers—and what you need to do to keep getting found. With tools like ChatGPT, Gemini, and Google’s AI Overviews shifting how search results are delivered, contractors who rely on organic leads can’t afford to sit this out. From local SEO to AI-friendly website structure, Logan shares what’s working right now (October 2025) and how remodelers can prepare for a future where search engines are smarter—and less likely to send...
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#470 What Your Website Is Actually Meant to Do
Contractor Growth Network
Most remodelers see their website as a brochure—but it should act like a salesperson. In this episode, Logan and Aaron explain how your site can guide homeowners through the same trust-building process as an in-person consultation. From project storytelling and emotional connection to page flow and calls-to-action, they break down what turns casual browsers into high-quality leads—and how to future-proof your site for the coming era of AI search. Timestamps 00:00 Why your website matters – It’s not just “online presence,” it’s your digital salesperson. 03:29 Traffic vs....
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#469 Why Should They Pick You? | LIVE FROM REMODELERS SUMMIT 2025
Contractor Growth Network
Taking a short break from our ongoing "Full marketing strategy" series, this week's episode features Aaron's live presentation from Remodelers Summit 2025, "Why Should they Pick You? (How to Showcase Your Unique Value on Your Website)." In this presentation Aaron lays out some of the insights he's learned as a traveling videographer and speaking to remodeling clients all across the country. You’ve Worked Hard on Your Client Experience. Don’t Let It Get Lost in a Sea of Sameness. Your website should do more than list your services, it should instantly show homeowners why you...
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#468 Photos and Videos That Actually Help Sell Projects
Contractor Growth Network
Most remodelers do details their competition doesn’t—whether it’s quality, communication, or process. But prospects don’t see that. All they know is what they see online: your photos, your videos, your testimonials. In this episode, Aaron and Logan break down how to avoid wasting money on the wrong photographers or videographers, what separates good media from bad, and how the right visuals can sell jobs before you even step into the home. FOR VISUAL EXAMPLES OF WHAT WERE TALKING ABOUT THIS EPISODE, HEAD TO OUR YOUTUBE CHANNEL: https://www.youtube.com/@ContractorGrowthNetwork...
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#467 The (often missed) First Step to ANY Marketing Strategy
Contractor Growth Network
In this episode of the Contractor Growth Network podcast, Logan Shinholser and Aaron Horner take you back to the foundation of all successful marketing: understanding your ideal client and crafting a unique selling proposition. Building on the six-step framework from episode #466, they explain why these first two steps matter most—and how getting them wrong can make every marketing dollar less effective. Episode Breakdown 00:00 – Why Ideal Client & USP Come First Why every strategy starts with clarity on who you serve and what you uniquely offer. 06:13 – Balancing Aspirational...
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#466 Your Remodeling Business' Marketing Strategy—One Step at a Time
Contractor Growth Network
Most remodelers are pouring money into SEO, ads, or other marketing tactics without a clear plan—and it’s costing them leads, time, and profit. In this episode, Logan Shinholser and Aaron Horner break down CGN’s 6-stage marketing strategy for contractors, helping you pinpoint exactly where you are and what your next step should be. Whether you’re stuck chasing low-quality leads or struggling to stand out in a competitive market, this conversation will help you build a marketing foundation that consistently attracts your ideal clients. Show Notes What You’ll Learn in This...
info_outlineIn this episode of the Contractor Growth Network podcast, Sean Holleran and SEO expert Patrick dive into how AI is reshaping search—and what that means for contractors relying on SEO. They break down the shift from traditional keyword ranking to AI-powered answer engines like ChatGPT and Google’s AI Overview, and explain how to structure your content to still get found. Whether you’re wondering if Google is dead (it’s not) or how to optimize for tools like Perplexity and Bing, this episode will help you stay ahead of the curve.
Key Takeaways
AI Search Is Changing the Game
Google and ChatGPT are rewriting how people search:
- AI now scans for concise answers, not full-page rankings.
- Questions and paragraph snippets matter more than ever.
- It’s no longer just about clicks—being the answer is the goal.
Concise Answers Beat Long-Form Hooks
Content must lead with the answer:
- Gone are the days of slow storytelling intros.
- Start with the clear, factual response—then build context.
- This helps tools like Google AI and ChatGPT surface your content.
Google Isn’t Dead, It’s Adapting
Despite the hype, traditional SEO still matters:
- Google still dominates local and service-based searches.
- Schema, page speed, links, and on-page SEO are still relevant.
- Now it’s about blending classic SEO with AI-readiness.
Search Everywhere Optimization
It’s no longer about ranking on one platform:
- Get reviews on Bing, Angi, Houzz, and Facebook—not just Google.
- Claim and optimize your Bing Places listing.
- YouTube videos (with transcripts) are also being surfaced in AI answers.
AI Loves Structure and Fresh Data
Make your content AI-scannable:
- Use schema markup to define FAQs, videos, and pages.
- Replace large paragraphs with bullet points or tables.
- Update outdated blog posts for relevance and accuracy.
Memorable Quotes
“If you’re not found everywhere, you’re not really found at all.”
“The best answer wins now—not the biggest website.”
“Google isn’t dead. It’s just changing the rules—and fast.”
Actionable Advice
- Rewrite for Answers: Lead with a concise answer before diving into storytelling.
- Use Schema Markup: Help AI interpret your FAQs, videos, and images.
- Diversify Reviews: Get client reviews across Google, Bing, Angi, and Houzz.
- Update Your Old Content: Refresh data, fix broken links, and add question-style headings.
- Test It Yourself: Search on ChatGPT, Google AI, and Perplexity as if you're a client.
Meta Description:
SEO is changing fast. Learn how AI tools like ChatGPT and Google SGE are shifting search—and how to adapt your content to keep showing up and driving leads.