Asset Collection Checklist
The companion to your strategy and onboarding: every proof asset, photo, offer, credential, and access we need to build your site — gathered in one pass so no team stalls waiting on 'send us your photos.' Mark each row Collected, Promised, or N/A. Your progress saves automatically on this device.
Work top to bottom. For each row, mark Collected, Promised (add the date you'll send it), or N/A. Tap Why & where to see why each item matters and where it lands on your site.
Gathering everything in one pass — at your launch meeting — means no team stalls mid-build waiting on a photo, a login, or an approved guarantee. Prepared clients launch faster and rank sooner.
Send it all through your onboarding — the Assets stage posts every item straight to your client Slack channel, organized by category, so nothing gets lost in email. Submit your assets here.
Proof
The credentials, guarantees, and reviews that earn trust before a visitor ever calls. Collect the verifiable specifics — numbers, issuers, and approved wording.
- Certification badges
Official badge art + certification numbers (NATE, EPA, manufacturer certs).
Why: Buyers and AI engines weigh verifiable credentials heavily. The artwork plus the number lets us display the badge and back it with a real, checkable ID.
Lands on: Trust bar, about page, service pages.
- Award badges
Issuer + year, verifiable (Best of X, Angi, President's Award).
Why: Awards are differentiation a competitor can't copy — but only if they're dated and attributable. Vague 'award-winning' claims convert nothing.
Lands on: Homepage trust stack, about page.
- License numbers
State/trade license #s + bonding details.
Why: Displaying the license is legally required in many states and signals legitimacy to both people and search engines. Missing it is a compliance and trust gap.
Lands on: Site-wide footer, LocalBusiness schema.
- Insurance & bonding
Carrier, coverage amount, and a proof document.
Why: 'Licensed, bonded & insured' is a deciding factor for high-ticket jobs. Specifics make it believable instead of boilerplate.
Lands on: About page + footer trust line.
- Association memberships
BBB rating/accreditation, trade associations, Chamber of Commerce.
Why: Third-party affiliations borrow credibility from organizations customers already trust, and reinforce your entity across the web for AI.
Lands on: Trust bar + about page.
- Actual guarantees
The exact terms the business will HONOR, in client-approved copy.
Why: A specific guarantee is one of the strongest conversion levers there is — but we can only publish terms the owner has approved and will stand behind.
Lands on: Guarantee banner below the hero, every service page, footer.
- Warranties
Labor vs. parts, durations, and any registration requirements.
Why: Warranty clarity removes a major purchase objection. Getting the real terms now prevents promises the business can't keep.
Lands on: Service pages + a dedicated warranty page.
- Reviews & testimonials
Platform links (Google, Yelp, Facebook), written permission, and the best quotes.
Why: Reviews are the #1 trust signal and a top AI citation source — but only when published on your own site with permission, not locked inside a third-party app.
Lands on: Testimonial sections, review CTAs.
Visual
The real, owned imagery that makes the site feel like the business — not a stock-photo template. High-resolution and labeled so we can caption and tag it.
- Logo & brand files
Vector source, light/dark variants, and a favicon source file.
Why: Without vector source we can't render the logo crisply at every size, and the project stalls on day one waiting for a usable file.
Lands on: public/logo.png + logo-on-dark.png.
- Photo gallery
Real job photos, hi-res, with location and date for captions.
Why: Owned photography outperforms stock and proves the work is real. Location/date metadata becomes captions and local-relevance signals.
Lands on: Gallery page + service pages.
- Before / after photos
Paired shots plus a one-line story for each job.
Why: Before/afters are the most persuasive proof of craftsmanship and the backbone of case studies that rank and convert.
Lands on: Project gallery / case studies.
- Team photos
Consistent headshots — same background and style.
Why: Faces build trust ('people buy from people'), and a consistent set keeps the team page looking professional rather than thrown together.
Lands on: Team page.
- Owner photo
A professional headshot plus one in-the-field shot.
Why: The owner's face humanizes the brand and anchors the founder story and Person schema that support E-E-A-T.
Lands on: About page, founder story.
- Fleet / office photos
Wrapped trucks, storefront, warehouse.
Why: Branded trucks and a real location prove the business is established and local — a quiet but powerful legitimacy signal.
Lands on: About + local-proof sections.
- Video assets
Owner intro, project walkthroughs, customer videos.
Why: Video lifts engagement and dwell time, and VideoObject schema can win rich results and AI citations text alone won't.
Lands on: Homepage/about + VideoObject schema.
Story
The people, history, and mission behind the business — the experience and authority signals (E-E-A-T) that machines reward and customers connect with.
- Owner bio + LinkedIn
Story, years in the trade, certifications, and LinkedIn URL.
Why: A real, linked owner profile is a core E-E-A-T signal — it ties expertise to a verifiable person search engines and AI can corroborate.
Lands on: About page + Person schema.
- Team bios + LinkedIn
Name, role, certifications, years, and LinkedIn URLs.
Why: Named, credentialed staff prove depth of expertise and feed the structured data that establishes the business as a trustworthy entity.
Lands on: Team page + Person schema.
- Named content experts
Who reviews or authors Learning Center articles.
Why: Authored, expert-reviewed content outranks anonymous content. Real bylines are what let Google and AI attribute authority to your site.
Lands on: Bylines + author pages (E-E-A-T).
- About history + timeline
Founding year, milestones, expansions, generational handoffs.
Why: Longevity is trust. A concrete timeline turns 'family-owned since…' into a verifiable story that differentiates you from newcomers.
Lands on: About-page timeline section.
- Mission & vision
The client's ACTUAL statements, approved verbatim.
Why: Mission and values exist in the owner's head and on a wall — until written down they're invisible to AI. Approved wording becomes citable content.
Lands on: About page.
- Community involvement
Sponsorships, charity work, scholarships.
Why: Local involvement strengthens community ties and local relevance, and gives the brand a human, values-driven dimension competitors often skip.
Lands on: About / community section.
Offers
Everything a customer can buy, save on, or finance — the commercial engine of the site. Real numbers and terms, not placeholders.
- Pricing
What they'll publish — flat-rate, starting-at, or ranges — plus the actual numbers.
Why: Price transparency is what modern buyers (and AI assistants answering 'how much does X cost') reward. We need the real strategy and numbers to do it right.
Lands on: Service pages, pricing page.
- Promotions
Live specials with terms and expiry dates (the urgency mechanism).
Why: Time-bound offers drive conversions, but only with real terms and end dates — expired or vague specials erode trust and create liability.
Lands on: Specials page, sticky banners.
- Rebates
Utility + IRA programs they're registered or qualified for.
Why: Rebates are a huge motivator for big-ticket installs. Knowing which programs apply lets us turn 'you could save thousands' into a concrete pitch.
Lands on: Rebates page + service-page callouts.
- Financing options
Partners (Synchrony, GreenSky, Wisetack…), terms, and the application link.
Why: Financing converts hesitant buyers on expensive jobs. The application link makes it actionable instead of a dead-end mention.
Lands on: Financing page + CTAs.
- Maintenance plans / Stripe
Tiers, prices, benefits + Stripe products/payment links or account access.
Why: Recurring memberships are predictable revenue. With Stripe access we can build live checkout so customers join without a phone call.
Lands on: Membership page with live checkout.
- Standing discounts
Military, senior, first-responder, teacher discounts.
Why: Standing discounts widen appeal and signal community values, and they're easy wins to feature once we know the exact terms.
Lands on: Specials page + footer.
- Referral program
The reward and the terms.
Why: Referrals are the cheapest, highest-trust leads there are. A documented program turns word-of-mouth into a system we can promote.
Lands on: Dedicated section / page.
- Unique selling propositions
The differentiators no competitor can claim, client-approved.
Why: Your USP is the spine of the entire message. Without the owner's approved, defensible differentiators the site reads like every other contractor's.
Lands on: Hero copy, why-choose-us, positioning site-wide.
Ops
The operational facts that power local SEO, schema, and AEO answers — and that must be exactly right everywhere they appear.
- Languages served
The languages staff actually speak.
Why: Language capability widens your market and answers a common 'do they speak ___?' query — a direct AEO win when stated explicitly.
Lands on: Header/footer note + LocalBusiness schema + AEO answers.
- Service area
Cities / ZIPs / radius, confirmed.
Why: Service area drives every local page and the areaServed schema. Guessing it creates pages for the wrong markets and misses the right ones.
Lands on: Service-areas nav, area pages, areaServed schema.
- Hours & emergency availability
Is it REAL 24/7? Is there an after-hours answering service?
Why: Accurate hours feed openingHours schema and 'open now' results. Claiming 24/7 you can't honor generates angry calls and bad reviews.
Lands on: Header, footer, openingHours schema.
- Payment methods
Cards, checks, financing-only jobs.
Why: Payment options remove friction and answer a frequent pre-call question, while paymentAccepted schema feeds local search.
Lands on: Footer + paymentAccepted schema.
- Brands serviced / dealer status
Authorized-dealer proof (Carrier FAD, Trane Comfort Specialist…).
Why: Authorized-dealer status is verifiable authority that boosts both trust and manufacturer-brand search visibility.
Lands on: Service pages + trust bar.
- Job descriptions / postings
Open roles, full descriptions, and how to apply.
Why: A careers page with JobPosting schema can appear in Google Jobs — recruiting talent and doubling as a 'this is a stable, growing company' trust signal.
Lands on: Careers page + JobPosting schema.
- Academy / training programs
Apprenticeships, in-house academy, continuing education.
Why: Training programs recruit better technicians AND signal expertise to customers — proof the team is held to a real standard.
Lands on: Careers + about page.
Tech
The integrations, destinations, and access that make leads land where they must and let us measure everything. Hunting for a login mid-launch is the #1 cause of delays.
- Third-party integrations
Booking (ServiceTitan, Housecall Pro…), chat, review widgets — links + embed codes.
Why: Booking and chat widgets are where conversions happen. We need the embed codes up front so the site ships fully functional, not 'coming soon'.
Lands on: Conversion components.
- Lead delivery destination
Where calls and forms MUST arrive — phone, email, CRM inbox.
Why: A beautiful site that drops leads is a catastrophe. Confirming the exact destination lets QA verify every form and call reaches the right place before launch.
Lands on: QA proves this path before go-live.
- GBP + social profiles
Google Business Profile URL/access and all social links.
Why: Linking profiles via sameAs schema ties your whole online presence into one trusted entity — critical for local ranking and AI recognition.
Lands on: Footer + sameAs schema.
- Analytics & tracking access
GA4 property, GTM container, and call-tracking account.
Why: You can't prove ROI on what you can't measure. Owning these accounts (in your name, not a past vendor's) is non-negotiable for tracking results.
Lands on: SEO Pre-Live tracking step.
Gathered everything? Send it our way.
Upload your assets to the shared Drive folder, then download a copy of this checklist for your records. Once it's in, your build team has everything it needs to move — no back-and-forth, no waiting.