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 back in one organized Google Drive folder. Create a subfolder named after your business, drop in your files, and upload here — anyone with the link can add files, no account required.
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.