Case Study, Tree Service
From one man answering his own phone to a tree service with an office.
Wes Ware ran All Trees Considered alone. Fifteen months after we built his site and lead system, inbound calls are up 5x, he has an operations manager, and he takes real time off.
- Client
- Wes Ware
- Where
- Chardon, Ohio
- Since
- June 2025
- Site
- Visit
Wes Ware, owner of All Trees Considered.
5x
Inbound Calls (YoY)
3.7x
Unique Callers (YoY)
36.7%
Estimate Win Rate
6%
Of Office Messages Wes Sends Himself
The Phone
508 calls in four months.
Inbound calls to the business line, every month since the CRM went live. July to October 2025 brought 100 calls from 85 people. The same months of 2026 brought 508 calls from 318 people. Each new name under the bars is the month another assistant started answering.
Jul
2025
Aug
Sep
Oct
Nov
+ Abraham
Dec
Wes off
Jan
2026
Feb
Mar
+ Mitza
Apr
+ Gerardo
May
Jun
Jul
+ Marina
Aug
Sep
Oct
Source: CRM call log, July 16, 2025 to October 23, 2026. October 2026 is a partial month. December 2025 is the month Wes took off for the birth of his fourth child.
June 2025
Wes was the whole company.
- 01
No website. The domain had been sitting unused for a year.
- 02
Every call went to Wes's cell while he was up a tree.
- 03
No CRM, so quotes lived in his head and his texts.
- 04
The business could only grow as fast as Wes could answer the phone.
October 2026
He runs a company.
- 01
One business line. Calls ring the office first and Wes second.
- 02
Every call, text, web form and ad lead lands in one CRM inbox.
- 03
Marina books estimates on a shared calendar. Jobs live on their own.
- 04
Wes stacks estimates on Fridays and climbs the rest of the week.
Wes Ware is a former lineman who climbs trees for a living in Geauga and Lake County, Ohio. When we started in June 2025 he was the whole company. He climbed, he quoted, and he answered the phone when he could. He didn't have a website. We built one from scratch, put a CRM and a real phone line behind it, and turned on Google's Local Service Ads. The calls came faster than one man could return them, so he hired help. He's had four assistants in the past year, and Marina Sandoval now runs the office as his operations manager. In December he took the whole month off for the birth of his fourth child, and the phones stayed covered.
The Office
Wes stopped chasing callbacks.
Every text, call and email the business sends goes out from the CRM, and it records who sent it. In March, Wes sent 757 of the office's 1,029 himself, on top of climbing every job. By September the office sent 1,045 and Wes sent 62.
74%
Sent by Wes, March
6%
Sent by Wes, September
- Nov 55%
- Dec 45%
- Jan 89%
- Feb 79%
- Mar 74%
- Apr 41%
- May 24%
- Jun 28%
- Jul 28%
- Aug 11%
- Sep 6%
- Oct 6%
Share of outbound texts, calls and emails sent by Wes, November 2025 to October 23, 2026. Source: CRM message log.
The Work
We built the site, then everything a lead touches after it.
- 01
A Website From Scratch
The first version went live in June 2025. In 2026 we rebuilt it on Astro with a page for every service and every town he works in, plus Wes's own videos. Pages showing in Google went from 22 to 60 in the four months after the switch.
- 02
Local Service Ads
Google's pay-per-lead ads brought in 470 leads since August 2025 at about $39 each. At least $36,750 in paid jobs trace back to them, and that's only the ones we could tag.
- 03
A CRM and a Real Phone Line
Every call, text, form and ad lead lands in one inbox on one business number, so whoever is on shift can answer it. Before this, every missed call was just a missed call.
- 04
An Office Built Around the Phones
We routed calls to the assistant first and Wes second, split estimate and job calendars, and added call transcripts. Marina books estimates while Wes stacks them on Fridays and climbs the rest of the week.
- 05
Google Business Profile and Reviews
Real job photos, real reviews tagged by town and service, and a site that sends people back to the profile.
Wes, In His Words
“Other than working with you, I think hiring Marina may have been the best business decision I’ve ever made”
Wes Ware, owner, All Trees Considered. Text to Will, September 2026.
-
The $10,700 job
Booked that job for $10,700! Biggest job to date! Really cool to think about too, that customer came from a neighbor that was a local google service lead. So between those two jobs I may have paid $20 for the lead but booked $19,000 worth of work!!
Text to Will, October 2025
-
The $7,500 job
I asked so what made you choose me over your other quotes, he said I just like you, he said he read through my website and loved it, and my price was great. Keep up the great work.
Text to Will, September 2025
-
A very specific search
He said he searched on Google tree services without a crane. That was a very unique search and exactly how you guys have set me up.
Text to Will, September 2025
-
At the DOT physical
I went to do my DOT physical and I put a plug-in for my business. They pulled up my website and they said that is an awesome website.
Text to Will, July 2026
-
The first month
I just got a call from Madison. The guy said he found me on Google and saw all of my high ratings. I don’t ever really get calls from Madison so whatever you have changed so far is starting to work.
Text to Will, July 2025
-
This summer
Business is great though majority of people are telling me they found me on Google. I had the best reviews. I’m not the cheapest but I’m not the most expensive and they wanna hire me.
Message to Will, August 2026
The Owner Got His Time Back
In March 2026 Wes personally sent 757 of the office's 1,029 texts, calls and emails, about 74 percent. By September the office sent 1,045 and Wes sent 62. He's still the one who climbs, quotes and does the work. He's not the one chasing callbacks anymore. When his fourth child was born in December, he took the month off. Nine of the ten new leads that came in got a reply, seven of them from his assistant. A one-man tree service now has an operations manager, a full estimate calendar, and an owner who can leave for a month.
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