Episode 24

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Published on:

23rd Sep 2025

Count Jobs, Not Clicks with Matt Jones

Don’t let an agency brag about 50 “leads” when they were just clicks.

“If the phone hasn’t rung, who cares?” — Matt Jones, Tradie Web Guys and The Site Shed.

In this episode, Adrian and Matt tear down vanity metrics and show you how to build a system that gets site visits, deposits, and jobs sold.

You’ll learn

  • Why clicks and “conversions” mean nothing without calls and bookings
  • The real leak in your business: weak lead handling and slow follow-up
  • How AI, SMS, and simple pipelines lift conversion fast
  • What to track: Ad → Discovery/Triage → Site Visit → Deposit → Project value
  • “Show me, don’t tell me”: project galleries and proof that close

Work with us

Ready to build a marketing system that pays you back?

Book a strategy session:  https://tradesformation.com.au/book-a-discovery-session/

Connect with Adrian: https://link.me/profile

Chapters

00:00 Intro and why clicks aren’t customers

02:10 Matt’s background and The Site Shed story

12:20 GEO, LLMs, and local three-pack reality

17:30 AI, avatars, and answering when you can’t pick up

20:15 Follow-up wins: 30 calls if that’s what it takes

27:59 “Bullshit reporting” vs phones that ring

30:20 Show me, don’t tell me: project galleries that sell

46:05 Dashboards, bookkeeping cadence, course corrections

49:50 Profit buckets and pricing for growth

53:20 Lifetime value over one-and-done jobs

56:00 Challenge and next steps

#TradesFormationUnlocked #TradeBusiness #MattJones #TradieWebGuys #LeadGen #MarketingTradie

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About the Podcast

TradesFormation Unlocked
Sell. Scale. Systemise - The no BS podcast for Tradies
🔥 Description:
Welcome to TradesFormation Unlocked with Adrian Fadini — the no-BS podcast for tradies ready to break free from the tools and build real businesses. We dive deep into the sales, systems, and strategies that drive serious profit and sustainable growth. Whether you’re scaling your team, systemizing your ops, or just sick of doing it all yourself — this is your blueprint to sell smarter, scale faster, and systemize like a pro.

Raw insights. Real stories. Tactical gold.
Let’s get you off the tools and into control.

About your host

Profile picture for Adrian Fadini

Adrian Fadini

Adrian Fadini built Plumber To The Rescue from the ground up and turned it into one of Sydney’s most respected service trade businesses. He knows what it takes to build something that lasts—because he’s lived it.

After selling the business to his biggest competitor in 2012, he stayed on for two years, securing major commercial accounts—strata firms, pub groups, and businesses needing ongoing plumbing and electrical services.

Through it all, Adrian learned the power of training—not as a nice-to-have, but as a non-negotiable. It’s how he levelled up his team, created consistency, and built a business that could grow without him in the driver’s seat.

For over a decade, Adrian’s been coaching tradies across the service trades—plumbing, electrical, HVAC—you name it. He’s worked with clients at every stage, from solo operators trying to get off the tools to multi-million dollar businesses chasing serious scale.

Now, he brings all that experience to the table—real-world strategies, proven systems, and a genuine drive to help other tradies sell better, scale stronger, and systemize for long-term success.