Two brands, one thesis.
Prepared for Breesy
August 2026
Where this starts
Both audits are done.
Before quoting anything, we audited both properties end to end, six dimensions each, every finding verified against the live site by a second independent pass. Connect: 33 findings. breesy.ai: 65 findings across 47 pages. Those audits are complete and yours, and everything below is scoped from what they actually found rather than from a template.
The headline: breesy.ai is a well-built site that was never finished, and Connect is a good product idea that never explains itself. Neither problem is a rebuild. Both are fixable inside a quarter.
A small team you can name
Three people, not a department. You deal directly with the lead on every decision, and the two specialists who handle production work only on your brands, not a rotating pool.
We spec, your dev ships
We write the copy, the specs and the QA. Your developer owns the codebase and the deploys. Faster, and you keep control.
Sequenced, not simultaneous
Several of these workstreams block each other. We do them in the order that works rather than starting everything at once.
Phase one
Foundation, priced per brand
Each property can be done on its own. Three items unlock everything that follows, so they run first regardless of which workstream nominally owns them.
| Item | Investment |
|---|---|
| Site audit & fix specificationDelivered65 verified findings across 47 pages, prioritized into a build order, plus a per-workstream scope breakdown. | Complete |
| Measurement & analytics buildUnlocks paidTag manager, conversion tracking, ad platform pixels, Search Console. Today there is basic traffic reporting and no advertising signal of any kind across 47 pages. | $3,500 |
| Brand identity systemDo firstVector logo suite, typography, palette, usage rules, application guide. There is currently no master brand asset to work from. | $11,000 |
| Creative libraryUnlocks 3 workstreamsPhotography and video production plus the asset system built from it, including the product demo film using real Breesy Voice call audio. There is currently one image file across the whole site. | $9,500 |
| UX & interface specificationConversion layer, pricing page rebuild, landing page template, performance. Wireframes and copy ready for your developer. | $7,500 |
| Accessibility remediation188 buttons and 26 pages of headline text currently fail contrast standards. Reduces legal exposure and improves conversion on the same pass. | $3,500 |
| breesy.ai foundation | $35,000 |
| Item | Investment |
|---|---|
| Site audit & fix specificationDelivered33 verified findings, prioritized into a week/month/strategic build order. | Complete |
| Measurement & analytics buildUnlocks paidThere is currently no analytics of any kind on this property, so nothing that happens on it can be measured. | $3,000 |
| Brand identityFull identity built from the ground up. Costs less if the Breesy system is built too, see below. | $9,500 |
| Creative libraryConsumer photography and video, plus the asset system built from it. | $6,500 |
| UX & interface specificationIntake redesign, mobile fixes, the error path, and the trust layer the phone-free model depends on. | $6,500 |
| Connect foundation | $25,500 |
Both brands together: $57,500
$3,000 less than doing them separately, and it includes $3,500 of work that only exists when both are in scope. The saving is not a discount for its own sake, it is work we only do once:
- One measurement build, not two. A single event schema across both properties, which also means one view of performance rather than two disconnected ones.
- One production block, not two shoots. The same crew and setup covers both brands.
- Connect’s identity extends the Breesy system rather than starting from a blank page, which is also the only order that avoids building it twice.
- Brand architecture is included. How the two relate, what each is called, and how they reference one another. This work has no meaning for a single brand, so it appears only here.
Why three items run first. Measurement has a 30-day seasoning period before advertising can optimize against it, so it is installed in week one whether or not ads start. The creative library blocks social, paid and video simultaneously, no platform accepts a campaign without creative. And the Breesy identity has to exist before Connect’s can extend from it, or the second one gets built twice.
Ongoing
Monthly program
A base that covers strategy and oversight across both brands, with workstreams added as they become ready. Add or pause any module with 30 days' notice.
| Item | Monthly |
|---|---|
| Single brandEither property on its own. Everything listed below, scoped to one site. | $5,500 |
| Both brandsAcross Breesy and Connect together, including the architecture between them and one shared measurement view rather than two disconnected ones. | $10,000 |
What this covers every month
| |
| Item | Monthly |
|---|---|
| Search, breesy.aiTechnical build-out, schema, internal linking, entity and review-site presence, plus the answer-engine work that decides whether AI assistants recommend you. | $3,000 |
| Search. ConnectLocal and service-area coverage, structured data, and the state-page decision. | $2,500 |
| Paid media management, both propertiesBuild, manage and optimize across every active channel. Flat while combined spend is under $10,000/month, then a percentage, see the advertising section. Excludes ad spend, which is paid directly to the platforms. | $1,500 |
| Editorial, 4 articles/monthResearch, drafting, editing and publishing, built around the 30,000-job dataset that no competitor can replicate. | $2,200 |
| Video & content production, 4 pieces/monthShort-form video, product walkthroughs and customer stories, cut from the founding library and new capture. | $4,500 |
| Social, breesy.aiLinkedIn-led, founder-forward. Includes channel setup, cadence, community management and reporting. | $3,500 |
| Social. ConnectConsumer channel mix, built once the brand exists. | $3,000 |
| Conversion optimizationTest roadmap, build, analysis. Worth adding once there is enough traffic to test against. | $1,800 |
The first quarter
Three months, in order.
Sequenced around what unlocks what. Each month lists what ships and what it makes possible next.
- Measurement live on both sites, starts the 30-day clock
- Remove the placeholder calendar from the Breesy pricing page
- Fix the homepage headline to match the category you actually own
- Contrast and accessibility pass on 188 failing buttons
- Connect: privacy, terms and consent published
- Connect: repair the form error path and mobile intake
- Creative shoot scoped, scheduled and captured
- Brand discovery and identity direction
- Claim the social handles before someone else does
- Breesy identity system delivered
- Creative library delivered, including the demo film
- UX specifications to your developer for both sites
- Editorial restarts, first articles live, existing ones refreshed
- Internal linking and schema build-out
- Review-site profiles claimed and populated
- Paid: first campaigns live on breesy.ai
- Social cadence begins on LinkedIn
- Connect identity delivered, extending the parent system
- Connect site rebuild shipped by your developer
- Paid: expand what worked, cut what did not
- Optional single-metro Connect pilot, only if its four gates are met
- Video program running
- First full quarter reporting against agreed measures
- 90-day review: what to scale, what to stop
One dependency worth naming now. Roughly half the fixes in both audits are code changes. If we have repository access, we implement directly. If everything routes through your developer, we write specifications instead, which is slower and costs more. Worth settling at kickoff rather than in week three.
Advertising
Recommended spend, and one channel we can’t use.
We researched this rather than estimated it. The short version: fund breesy.ai properly, put no national spend behind Connect this quarter, and treat the first three months as a measurement build and a controlled test rather than a lead-generation program.
Local Services Ads are closed to Connect, by policy, not by budget. Google’s Local Services Ads sit above everything else on the results page, and in one study appeared in first position on every search where they ran. Google’s policy states that leads “are only to be fulfilled by you or the vetted technicians of your company,” and separately prohibits “advertising on behalf of call-centers that re-route requests to other businesses.” That is a description of Connect’s model. It also requires a verified Business Profile, state licensing, insurance and background checks, with a three-to-four week review.
Underneath the policy sits an economics problem. A local contractor can buy a restoration lead directly from Google for roughly $35–$180. Connect would pay somewhere around $100–$550 per raw form lead to produce the same thing. Buying inventory above the price your customer pays elsewhere is not something a bigger budget fixes.
| Channel | Month 1 | Month 2 | Month 3 | 3-month |
|---|---|---|---|---|
| Google Search, brandDefends your own name in the results. | $250 | $300 | $300 | $850 |
| Google Search, non-brandThe core of the program. Intercepts owners actively looking to stop missing calls. | $1,250 | $2,700 | $3,200 | $7,150 |
| LinkedIn, retargeting onlyStays visible to people who already visited. Zero in month one because the audience list starts empty. | $0 | $750 | $750 | $1,500 |
| Connect, all channelsNo national spend this quarter. An optional $2,500 single-metro pilot in month three, gated on four conditions below. | $0 | $0 | $0 | $0 |
| Recommended total Conservative option: $6,250 across the quarter | $1,500 | $3,750 | $4,250 | $9,500 |
Month one is small. Tags have to be live before money goes out, or you are paying for traffic nobody can measure. Google’s audiences can look back up to 30 days once installed; LinkedIn’s cannot, they start empty and fill from the install date forward, which is why LinkedIn gets nothing in month one. And new ad accounts perform worst in their first few weeks by design, while the platforms learn. Front-loading buys the most expensive clicks of the quarter.
| Combined monthly ad spend | Fee |
|---|---|
| Under $10,000/monthRoughly 10 hours a month of hands-on work. A percentage at this spend level would buy about ninety minutes, which would quietly guarantee the program was underserved. | $1,500/mo |
| $10,000 – $25,000/monthAt $10,000, 15% is exactly $1,500, the two models meet. | 15% of spend |
| $25,000 – $50,000/month | 12% of spend |
| Above $50,000/monthWith a scope conversation first. | 10% of spend |
What we expect to learn
These are pass-or-fail gates, not forecasts.
- Month 1, does the plumbing work, and does the demand exist? Every tracking event verified on both sites; audience lists populated; and a documented search-volume figure for restoration-software terms. That last one is the most important output of the quarter. If US volume comes back thin, Google Search is the wrong first channel and we rewrite the plan toward trade associations, franchise partnerships and the trade-show circuit. We are not going to pretend to know that in advance.
- Month 2, what does attention cost? Expect $5–$16 per click and 200–550 clicks. Landing-page conversion of 2% or better, against a 3.8% SaaS median that assumes purpose-built pages, which do not exist yet.
- Month 3, is there a repeatable cost per demo? We will have a real number by then. Whether it is good depends entirely on a figure only you have, see below.
Four facts we do not have, that could change this plan. Search volume for restoration-software terms. Breesy’s average contract value, a $300–$800 cost per demo is either excellent or fatal depending on whether a customer is worth $6,000 or $60,000 a year. What Connect actually earns per lead, since if it is under the $35–$180 a contractor pays Google directly, no amount of optimization fixes the business case. And your sales capacity, if nobody can take ten demos a month, buying thirty is wasted money.
What we would not spend on yet
- LinkedIn prospecting. There are 62,582 damage-restoration businesses in the US. Even at two or three decision-makers each, the ceiling is roughly 125,000–188,000 people, below the 300,000 LinkedIn itself recommends for Sponsored Content. Retargeting is the right size for what exists today.
- Meta. Needs roughly 50 conversion events per ad set per week to optimize. Not reachable at this budget for either property.
- Paid placements on G2 and Capterra. G2 requires 10 reviews before a listing appears at all. Claim the free listings and start collecting reviews now; revisit paid placement in 2027.
- YouTube, Display and Performance Max. All three need creative and an existing audience. Both are being built this quarter.
- Trade media insertion orders. The main industry publication promotes that 91% of its audience is involved in purchasing but publishes no circulation figure. That is a sales statistic, not a media metric, we would ask for audited numbers first. Separately: the industry’s main trade show ran September 9-11, 2026, just before this engagement starts. Missed for 2026, and a planning item for 2027.
Terms
How this works
- Invoicing. Foundation is 50% on start and 50% on delivery. Monthly program is invoiced on the first, net 15.
- Ad spend is separate. Paid directly to the platforms on your card, never through us. Management fees above cover the work, not the media.
- Revisions. Two rounds included per deliverable. Further rounds are quoted before starting, never billed as a surprise.
- Notice. Any module can be added or paused with 30 days' notice. The base continues while any module is active.
- Ownership. Everything produced is yours outright, files, source, accounts, documentation. Accounts are created in your name from day one.
- Review. A scheduled reprice and rescope at 90 days, so the engagement can grow or contract rather than by drift.
- What sits outside scope. Legal review, which some items need. Media spend. Third-party software licenses. Photography talent and location fees beyond the founding shoot.