Own Las Vegas. Then the rest.
You've got four offices — Reno, Phoenix, San Diego, Vegas. We pick one, we win it, then we copy/paste the playbook. This proposal locks in Las Vegas first.
— Phase 1
Why Vegas first.
Win one market. Document the playbook. Clone it three times. That's the whole strategy, and Vegas is the cleanest test bed.
Density
Highest concentration of blue-collar employers across your four metros.
Niche signal
Local convention of '-LV' domains makes geo-targeted SEO punch above its weight.
Replicable
Every page, ad, and automation we build templates cleanly into Phoenix, San Diego, and Reno.
— The plan
Three phases.
One Las Vegas takeover.
Phase 1 fixes the foundation. Phase 2 finds the message that actually sells to Vegas employers. Phase 3 makes the calendar full of people who actually show up.
Phase 01
Foundation & SEO
Rebuild the site on the CRM, install the booking + automation stack, and make Google fall in love with PFP again.
- →Full SEO audit of profitfirstpayroll.com (Gemini-assisted, daily)
- →Rewrite low-competition pages targeting Vegas blue-collar keywords
- →FAQ + fresh blog cadence (Google rewards frequent updates)
- →Install booking calendar, missed-call text-back, review automations
- →Stand up the simplified admin dashboard
Phase 02
Content & Ad Testing
Test 16 ad variations to find the message that actually moves Vegas employers. Then pour fuel on it.
- →15× 15-second video ads (Matt films w/ teleprompter, Jordan edits)
- →4 long-form YouTube videos answering top employer questions
- →Each long-form sliced into 20 short clips for daily posting
- →Meta + Google ad campaigns — separate, transparent ad budget
- →Lead magnets: 'Is the IRS over-collecting from your payroll?'
Phase 03
Retargeting & Show-Up Rate
Cheap retargeting to warm prospects, plus a nurturing flow built to crush the no-show problem on LinkedIn/FB leads.
- →Long-form retargeting ads to people who took the lead magnet
- →Welcome video gates the booking — no video watched, no call slot
- →SMS + email reminder sequence (24h, 2h, 30min before meeting)
- →Filter out 'bottom pickers' before they hit your calendar
- →Goal: 100% qualified show-up rate within 90 days
— The content engine
Film once.
Post forever.
You're already an expert. We turn one filming session into a quarter of daily content — without you ever opening Premiere.
Short ads / mo
15-second hooks based on top employer questions
Long-forms / mo
YouTube deep-dives — one per week
Clips per long-form
Sliced into shorts for IG, TikTok, LinkedIn
Blogs per month
SEO-targeted, low-competition keyword wins
Postcards
EDDM variations targeted at B2B employers only
Referral program
Lifetime recurring commission, automated
— The full funnel
One filming session.
Six stages. Booked calls.
Blue-collar owners don't Google "S-Corp election" at 9pm — they scroll YouTube and Reels. We meet them there, walk them down a nurture path, and only qualified buyers hit Matt's calendar.
— Authority
Long-form YouTube
8–12 min deep-dives — one per week. The trust foundation that ranks on YouTube + Google.
Output
4 videos / month
— Reach
Short clips + ads
Each long-form sliced into 20+ shorts for IG, TikTok, FB, LinkedIn. Top-performers become paid ads.
Output
80+ posts / month
— Capture
Lead magnet opt-in
'Blue-Collar Tax Blueprint 2026' PDF in exchange for name, email, phone. Instant value drop.
Output
Email + SMS captured
— Nurture
Email + SMS sequence
7-day automated nurture: case studies, workers' comp leaks, S-Corp math. Builds trust on autopilot.
Output
9 touches / 7 days
— Re-engage
Retargeting ads
People who opened the PDF but didn't book see a different ad set — testimonials and case studies only.
Output
Cheapest CPM in funnel
— Convert
Booked qualified call
Welcome video gates the calendar. By the time they hit Matt's calendar they've consumed ~20 min of content.
Output
Pre-qualified prospect
— See it built
Here's exactly what the lead-magnet page looks like.
Live example built around "The Blue-Collar Tax Blueprint 2026." This is the same caliber we'd ship for every campaign.
— Ready-to-shoot library
4 short-form hooks
to start.
These aren't ideas — they're shoot-day-ready hooks. Once we see what lands, we scale to dozens. Matt films them all in one teleprompter session and we post for 60 days.
The Workers' Comp Leak
Audit your comp codes — we found a contractor $8k by reclassifying roofers vs. siding installers.
The 15.3% Owner Tax
HVAC owners: still paying SE tax on every dollar? You're buying the IRS a new truck every 3 years.
IRS 2026 Audit Scare
IRS is targeting 'misclassified contractors.' If you 1099 guys but treat them W2, you're a sitting duck.
The QBI 20% Hook
QBI is the biggest blue-collar gift, but salary too high or low and you lose it. We audit reasonable salary.
— YouTube authority engine
4 long-form videos
to start.
Each 8–12 min episode is filmed once, edited by us, and sliced into 20+ short clips. Designed to rank on YouTube, build authority, and feed the retargeting funnel.
Long-forms
Short clips
Of fuel
Blue-Collar Tax Blueprint 2026
S-Corp elections + equipment depreciation = near-zero personal tax for tradesmen.
S-Corp vs. LLC for Contractors
Side-by-side with the exact break-even point where switching saves $10k+/yr.
Surviving a Workers' Comp Audit
What auditors look for, plus reclassifying job codes to save 20% on premiums.
Case Study: $15k Saved for a Landscaping Crew
Real audit, misclassified workers, overpaid taxes — full breakdown.
— Two paths
Start with Growth. Graduate to CMO.
Lock in the website and automations first. Once everything's solid after a month or so, level up into the full Digital CMO engine.
— Tier 01
Growth
For established crews losing leads they didn't even know they had. Website, automations, and the systems to stop the bleed.
Start here · Move up to CMO when you're ready
Stop losing leads to competitors who have a system. Now you have one.
- ★Foundation (website + booking):
- Powerful CRM-powered website
- Online booking calendar
- Booking confirmation SMS & email
- 24-hour appointment reminders
- Contact form
- Google Business Profile setup
- 1 business phone number
- Client self-serve portal
- Mobile-optimized design
- Plus everything you need to convert:
- Lead magnet build-out (e.g. 'Is the IRS over-collecting from your payroll?')
- Dedicated lead-magnet landing page + opt-in form
- Automated lead-magnet delivery (email + SMS)
- Google review automation
- Full email automation suite
- SMS automation suite
- Missed call text-back
- Lead follow-up automation
- Google Business Profile monthly management
- Reputation monitoring
- Local SEO foundation + monthly on-page SEO updates
- Simplified admin login (your own dashboard, not GoHighLevel)
- Employee logins for your 'market archery' team
- Monthly performance report + quarterly strategy call
— Tier 02
Digital CMO
Once Growth is humming (usually month 2), graduate into the full marketing department: daily content, ads, EDDM, SEO, landing pages, and a weekly Marketing Report sent by text.
Upgrade when the foundation is solid
Weekly Marketing Report sent by text.
- ★Everything in Growth, plus:
- Scripting + editing for 15-second ad videos (you film w/ teleprompter)
- Long-form YouTube production support — sliced into 20 social clips
- Daily posting across IG, FB, LinkedIn, TikTok & YouTube Shorts
- Meta + Google ads management (ad budget billed separately, never marked up)
- Direct dashboard access — see real ad spend, never guess
- EDDM postcard design + B2B-targeted mailing campaigns
- 2 SEO blog posts per month (low-competition keywords we mine for you)
- Dedicated landing page per campaign + lead magnet (e.g. 'Is the IRS over-collecting?')
- Retargeting funnel — only people who watched the welcome video can book
- Database reactivation campaigns to past leads
- Affiliate / referral program automation
- Complete business continuity docs in your GitHub repo
- Monthly reporting call + quarterly strategy session
- Priority 24-hour response
- Weekly Marketing Report sent by text
Both plans are month-to-month · No annual contracts · Ad spend always billed separately at cost
— How we actually operate
The fine print, on the front page.
Marketing agencies have earned their reputation. Here's how Henderson Growth is structurally different.
Month-to-month. Always.
No 12-month lock-in. If we're not earning the retainer, fire us. That's the incentive that keeps us sharp.
Ad budget billed separately.
We never mark up ad spend. You see the raw Meta and Google dashboards. Referral leads stay in their own bucket — never counted as ad leads.
Everything lives in your GitHub.
Site code, automations, and a README handoff doc auto-sync to a repo you own. If we vanish tomorrow, any developer can pick it up Monday.
We never own your domain.
pfp.today stays in your registrar account. We just point at it. Same for ad accounts, Google Business Profile, and YouTube channel.
One client per category.
We don't take another payroll firm in your service area. Your leads stay yours.
Built to clone across 4 cities.
Everything we build for Vegas is templated so Phoenix, San Diego, and Reno light up faster — without paying to rebuild.
— The no-show problem
LinkedIn & Facebook leads don't show up.
You said it yourself on our call. Cold social leads ghost the calendar. The fix isn't more leads — it's a nurturing wall before they ever see your booking link.
Welcome video gate
Prospect must watch a 60-sec Matt video before booking unlocks.
Triple-touch reminders
SMS + email at 24h, 2h, and 30min before the call.
Pre-call lead magnet
They get value first, so they show up to receive more.
Retargeting filter
Only people who completed the funnel see the high-intent ad.
— The 12-month rollout
Vegas is the proof. The other three are the payoff.
Las Vegas
Foundation, SEO, content engine, ad testing.
+ Phoenix
Clone the winning Vegas playbook into AZ.
+ San Diego
Coastal expansion. Same templates, new geo.
+ Reno
All 4 offices on one CRM, one dashboard, one playbook.
— Ready when you are
Lock in Las Vegas this week.
Setup fee waived today. Onboarding starts within 48 hours of signature.
— Founder story
Built by blue-collar, for blue-collar.
Profit First Payroll was founded by Matt Frechette, who brings 20+ years of hands-on experience in blue-collar environments. He's seen shops thrive — or unravel — because of poor cash flow, inconsistent owner pay, late crew checks, and workers' comp audit nightmares. PFP is built explicitly for trades and labor-heavy businesses: proper crew classification, project-based volatility, and protecting profit in high-risk industries.