For home services & trades
The crux isn't more leads. It's converting the ones you already paid for.
Roofing, HVAC, plumbing, remodeling. We build the website and the system behind it: the one that catches the call, texts back in seconds, books the job, and earns the review. We build software, not just pages.
The 90 seconds after the phone rings
You already paid for that lead
Two findings frame the problem. Invoca found that about 27% of calls to home-services businesses go unanswered, and the Harvard Business Review's lead-response study found that reaching a new lead within five minutes, instead of thirty, makes you roughly 21 times more likely to qualify it. A missed call or a slow callback is a job handed to whoever answers first.
You already paid for that lead. The crux is the 90 seconds after the phone rings. Most shops lose jobs there, not for lack of marketing, but for lack of a system that responds instantly.
The system we build
One connected system, not a menu
Built around how your customers actually reach you.
Missed-call text-back
A missed call triggers an instant text, so the lead doesn't dial the next contractor while you're on a roof.
Form-to-text speed-to-lead
A web inquiry becomes a text to you in seconds, with an automated first reply that buys you time.
Online booking
Many service requests come in after hours, when the office is closed. Let people book the estimate themselves, around the clock.
Review requests
A policy-safe ask after each job. Homeowners search before they hire, and reviews are what they trust. No gating, no incentives.
Follow-up & reminders
Quote follow-ups and appointment reminders that run on their own, so nothing slips.
A fast, trusted site
Real jobsite photos, clear service-area pages, license and insurance front and center, built to load instantly on a phone.
What makes us different
We build software and hand you the keys
You own everything
Not a lead reseller. We don't sell you a homeowner you race four others to call, and we don't take a cut of your spend. You own your site, your data, and your pipeline.
Built, not templated
Your site, your automations, your CRM integrations, all built to fit your trade, by the engineer who'll also keep them running.
You in the loop
You know your customers. We build a first pass fast, you push back, we refine. The result fits your trade, not a generic mold.
Proof from a real roofing build
Publicly verifiable, not a promise
Stop losing jobs you already paid for.
A Crux Roadmap shows you exactly where leads leak and what it takes to plug it. Free fit call first.
Get your Crux RoadmapQuestions trades owners ask
Straight answers
Are you a lead-generation company?
No. We're not a lead reseller. We don't sell you a homeowner you race four other contractors to call, and we don't take a percentage of your ad spend. We build your site, your pipeline, and your systems. You own all of it and can see where every job came from.
Can you work with the tools and CRM I already use?
Yes. We integrate with what you run rather than forcing a switch, and we build the missing pieces so your lead capture, booking, and follow-up work as one system.
Do you only do roofing?
No. We work across home services: roofing, HVAC, plumbing, electrical, remodeling. The system that catches the call and books the job is the same shape across trades.