The Wedge
The high-leverage, non-insulting opening: "You already run a digital, high-trust operation — a few parts of the public-facing web layer are undermining that story." This is provable (template artifacts on live pages), respects what's already built (SmartFlow, digital inspections), and opens a clear path to improving sales conversion without touching shop operations.
The "Show Me" Artifact
Prepare a concrete, local-to-their-situation demonstration: a corrected, modernized booking-and-proof flow that (a) eliminates placeholder / template artifacts, (b) unifies phone and measurement logic, and (c) brings their strongest third-party trust signals above the fold — BBB A+ accreditation, BBB Award recognitions (2023 Winner of Distinction, 2025 Pinnacles Award), and CARFAX 4.8 rating with 212+ verified reviews.
Positioning
Because Mike Kacal is tied to community leadership (chamber board) and the business has prominent external trust markers, avoid a "marketing makeover" pitch. Position the engagement as risk removal: ensure the online front door matches the operational reputation. Frame MojoMosaic as the layer that makes the digital presence as trustworthy as the shop floor.
90-Day Pilot Scorecard
| Metric | Baseline | Target | Method |
|---|---|---|---|
| Scheduling path completion | Broken (template tokens) | Functional + trackable | Fix placeholders; add analytics |
| Pre-auth education reach | Unknown | Measurable touchpoints | Align with SmartFlow value prop |
| Phone attribution clarity | 4+ numbers, no normalization | Unified tracking | Consolidate / map all endpoints |
| Trust signal visibility | Below fold / script-gated | Above fold on key pages | Surface BBB, CARFAX, awards |
Objection Handling
"We already have a digital shop / we're busy / we don't need more."
"This isn't about adding workload — it's about preventing the web layer from quietly losing trust and misrouting demand. Your scheduling page currently shows template placeholders instead of a booking form. Your reviews page shows a loading state instead of your 4.8-star rating. These aren't operational problems — they're presentation problems, and they're solvable without touching your workflow."