Current Situation
Jesse has owned Lake Country Roll-Offs for 2.5 years, growing from 7 to 14 dumpsters. The business was 100% booked for the first two years primarily through word-of-mouth and Facebook groups/marketplace. Since June/July, bookings dropped to 25–30% with no change in marketing approach — pointing to a decline in organic visibility and referral consistency, not a service or pricing problem.
Year 1 Revenue
~$90K
10 months
Year 2 Revenue
$175K
Full year
Year 3 Projected
$130–135K
Down ~25%
Booked Capacity
25–30%
Was 100%
Audit Findings
Website
One-page WordPress/Elementor site — no service area pages, no dumpster size detail, no pricing transparency. Built by previous owner's vendor; monthly maintenance fee paid but hard to reach.
Google Business Profile
Solid reputation with good review volume. GBP is currently the primary driver of organic leads. NAP consistency maintained across listings.
Service Area Pages
Zero city-specific landing pages for the 12+ towns and 5–6 counties in your 50-mile service area. Major missed opportunity for local search visibility.
Dumpster Size Pages
No dedicated size pages with dimensions, capacity, or recommended uses — customers can't tell what 15/20/30/40 yard actually means.
Pricing Transparency
No pricing, overage policies, tonnage limits, or service area fees listed online. Competitors with transparent pricing are winning informed buyers.
Paid Advertising
No Google Ads or pay-per-click. Relying entirely on word-of-mouth, Facebook groups/marketplace, and local high school sponsorships.
Lead Consistency
Went from 100% booked to 25–30% booked since June/July. Word-of-mouth and referrals are inconsistent and not scalable.
Revenue Trend
Year 1: ~$90K (10 months) · Year 2: $175K · Year 3 YTD: ~$100K, projecting $130–135K. Down ~25% year-over-year, decline concentrated in last 3 months.
Domain & Hosting
Domain registered Feb 2023 — has 3.5 years of history and organic equity worth preserving. Need to transfer domain from current vendor (unlock + EPP code).
Scheduling & Software
QuickBooks invoicing (email + text link) works well. Spreadsheet tracking sufficient at 14 cans. Bin Boss ($99/mo) worth revisiting at 25–30 cans.
Competitive Landscape
The Dumpster Guy (thedumpsterguy.com)
Reference site Jesse identified — clean, multi-page, service area pages, dumpster size detail with dimensions. ~1 hour away. This is the benchmark.
Regional Roll-Off Companies (150–200 cans)
Bigger small companies consistently ranking higher in local search. Not direct competitors on service, but outperforming online. Can't outspend them on Google Ads yet.
Waste Management / Rallen
National/regional chains — not real competitors for your customer base, but occupy search space. Differentiate on service, speed, and local presence.