SWAS Playbook — 10k Web Designer

Extracted Playbook · July 3, 2026

SWAS “10k Web Designer” — the full playbook

The complete Skool course (all 15 videos transcribed, every linked script and asset) distilled into an operating manual — plus the action plan for folding its best plays into the HVAC AI OS.

Action Plan: What Moran Should Do With This

(and the agents/routines to build)

1. The Strategic Call — read this first

This course is the generic version of what you already built. Your HVAC AI OS funnel IS this model, one level up: DFY software + service to home-services businesses, monthly recurring, closed on a demo call. Pavel sells websites at $150–300/mo to any local niche; you sell an AI OS to HVAC.

So the recommendation is NOT "start a web design agency." That would be a niche-hop — the exact thing your daily accountability email exists to prevent. HVAC + workshop = $500k/mo is the focus.

The right move: steal the 5 plays that made his model convert, and install them into the HVAC funnel:

  1. The pre-built free draft wedge. Stop selling "a demo call." Build the HVAC company's website/AI-OS mock BEFORE first contact (you already have the AI Studio-style prompts + Claude does this in minutes) and open with: "I built you something. Want to see it?" This is the single biggest conversion unlock in the whole course.
  2. The price anchor math. "$150/mo forever = $18k–27k over the site's life" → reframed one-time price feels cheap. Adapt for AI OS: show what a missed call costs an HVAC company per year vs. the monthly fee.
  3. The launch-week manufactured wins. Database reactivation blast + review machine in week 1 → client sees booked jobs immediately → zero churn energy. Your HVAC OS onboarding should ship both campaigns on day 1 (GHL snapshots for this are captured in the assets).
  4. The two-call close + Socratic mirror. "Google yourself next to your competitor — who would you hire?" Perfect for the HVAC demo call script.
  5. The retention lever. System lives on your GHL; leaving means losing it. Price down before churn, never lose the account.

Optional low-risk side lane (decide, don't drift): "website in a day" as a $150–300/mo down-sell for HVAC companies that say no to the full AI OS. Same niche, same pipeline, catches the "not ready" pool. This is NOT a new business — it's a second product on the same shelf.

2. Concrete Action Steps

This week 1. Import the 3 GHL snapshots from the course into your agency GHL (WIAD 4-pack, landscaping bonus, onboarding funnel) — links in lesson-notes.md. Cost: $0, they're share links. 2. Rework the HVAC outreach opener to the free-draft wedge (scripts ready in the SOP §5). 3. Add the anchor-math slide + Socratic mirror to the HVAC demo flow (deck text in docs/demo-slides.txt). 4. Decide on the $150–300/mo website down-sell: yes/no.

Next 2 weeks 5. Build the "draft factory": pipeline that takes an HVAC company name → scrapes their GMB/reviews/photos → Claude builds the draft site → hosted preview link. (Agent spec below.) 6. Wire the launch-week wins into onboarding: reactivation blast + review campaign snapshots, triggered on client signup. 7. Test 50 free-draft openers against the existing HVAC list; measure reply rate vs. the current opener.

Within a month 8. If the down-sell is live: route every "no" from AI OS calls into the WIAD offer automatically (GHL pipeline stage + nurture sequence — the course's own nurture rebooked a dead lead into a $4k close 4 months later). 9. Cold-call block using the "buffoon technique" script through GHL Power Dialer — 4 meetings from 5 calls in the live session is the benchmark to chase.

3. Agents & Routines To Build (in your system)

A. /draft-factory — the free-website wedge machine (build first — this is the conversion unlock) Input: business name or GMB link. Does: scrapes GMB (photos, reviews, services, hours) → runs the captured AI-website prompt through Claude → deploys preview to Cloudflare Pages → returns preview URL + the personalized outreach message ("loved your 47 reviews... first draft is already done"). Batch mode: 20 drafts/night from the prospect list, cloud cron.

B. /swas-outreach — daily batch sender (extends the podcast-outreach pattern you already run) Pulls 20–50 prospects from the scraped list, segments (no site / broken site / few reviews), generates the personalized opener per segment with the draft link, stages for send via Instantly (key pending) or as a copy-paste batch. Logs to a sent-log like the podcast campaign. EOD line to Slack.

C. /demo-prep — 10-minute pre-call brief (mirror of rollup-podcast-prep) Input: booked call. Does: pulls their GMB + competitor side-by-side (review counts, ranking), builds the "who would you hire?" comparison, preps the anchor math with their numbers ($X/mo × 12 × 10yr), attaches the draft site link. Output: one-pager to Slack 30 min before the call.

D. /onboarding-runner — launch-week wins automation On close: triggers contract + onboarding form, creates the client checklist, imports their old customer list, fires reactivation + review campaigns, day-7 and day-30 adoption checks ("is the client opening the app?"). Flags non-adopters to you — that's the churn signal.

E. Weekly swas-metrics cron (cloud, laptop-free) Drafts built / sent / replies / demos / closes / MRR. One Slack line every Friday. Feeds the CEO dashboard like edward-sales-data does.

Build order: A → C → B → D → E. A and C are pure leverage on the existing HVAC pipeline even if you never touch the website down-sell.

4. What I'd Skip

Part 2 — The Full SOP

Everything the course teaches, in operating order.

The $10k Web Designer SOP

Sell Websites + SaaS to Local Businesses (SWAS model)

Built from the full "10k Web Designer" course (Pavel Ketsuk / LaptopCEO, SWS Private Community): all 15 videos transcribed (~7 hours), plus every linked script, contract, slide deck, prompt, and tool list. Source files live in O-output/17-swas-10k-web-designer/.

1. The Business In One Page

What you sell: a website + the software behind it (white-labeled GoHighLevel) to local service businesses — landscapers, roofers, plumbers, remodelers, chiropractors, dentists.

The wedge: you build their homepage BEFORE you ever talk to them (5 minutes: clone a niche template, drop in their logo and photos), then say: "I built you a free website. Want to see it?" Nobody else opens that way.

The money:

Product Price What it is
Website In A Day $150/mo (never below $100) Cloned niche template on your GHL, hosting included
Website + SaaS bundle $300/mo (up to $500) "Software is $300/mo — website is free with it." Reviews machine, missed-call text-back, one inbox, booking
Custom website $4,000–$6,000 one-time Templatized WordPress/GHL build, 4-week delivery, + $100/mo hosting
Managed ads / SEO $1,000–$2,000/mo Upsell after the system shows wins

The math: 3 clients × $300/mo = $900 MRR. 30 clients = ~$10k/mo recurring. Costs: GHL $97–497/mo, VAs at $4–5/hr, content writers $300–600 per custom site. Margins 70–95% on recurring.

The rule that drives everything: "Prospecting is king. Get appointments at all costs; figure delivery out after." Send 100 messages → 2–3 meetings. One-time fees are not the business — recurring is the business.

2. Setup (Week 0)

  1. GoHighLevel account (Agency Unlimited for white-label SaaS). This is the whole stack: website builder, CRM, dialer, SMS/email, invoicing, contracts, reviews, unified inbox.
  2. Brand it as "[YourCompany] Digital" — clients never hear "GoHighLevel."
  3. Import the course snapshots: Website-In-A-Day (4 templates) + Landscaping bonus + Onboarding funnel (links in assets index, §11).
  4. Buy a tracking phone number in GHL (toll-free first — instant A2P approval; local later).
  5. Fresh Gmail for outreach — warm it 1–2 weeks (subscribe to newsletters) before sending.
  6. ClickUp with the client-delivery checklist template (course shares one; links in §11).
  7. Pick ONE niche template and duplicate it forever. One niche = one template = replication. Ten niches = ten custom jobs = death.

3. Pick The Niche

Criteria (need 3 of 4): - Easy to find 100+ prospects (Google Maps density) - Recurring customer revenue (chiro, massage, dental) OR high ticket (remodels $20k–50k/job) - Already pays for leads (check cost-per-lead — course niche list has CPL by category; cabinets run $32–52/lead. If they buy leads, they'll buy your system) - You speak their language (estimates, jobs, appointments — not "conversion rate optimization")

Start with warm market: whose business have you hired? Who do you know? Call them first.

Home services sweet spot: kitchen/bath remodelers, roofing, landscaping, tree service, junk removal, HVAC, plumbing, electricians.

4. Build The Lead List

  1. Scrape Google Maps by niche + city: OutScraper (paid, pulls email/phone/reviews/website status) or Instant Data Scraper (free Chrome plugin).
  2. Alt sources: Groupon, Angie's, Yelp advertisers (they already pay for leads), Chamber of Commerce directories, Facebook groups. Or pay a Fiverr VA to compile.
  3. Clean the list: Neverbounce for emails (~$20), ClearoutPhone for mobile numbers. Never bulk-send on a dirty list.
  4. Segment by trait — no website / broken website / few reviews / advertising on Yelp — each segment gets its own opening line.

Gold segment: businesses with NO website or a broken one.

5. The Outreach Engine (daily)

Daily volume (pick channels, stack them): - 20–50 cold emails (Gmail manual → Instantly at scale) - 30–50 Instagram DMs, 30–50 Facebook messages, 30–60 LinkedIn (bigger contractors) - Cold calls via GHL Power Dialer (auto-voicemail + auto-SMS on no-answer) - Phantombuster auto-engagement (like/follow/story-view) for omnipresence

The master message (no website):

"[Business Name], was looking for a landscaper in [City]. Just looked you up online but couldn't tell if you were open. Loved that you have [X] reviews — but couldn't find a site. Thought I'd build you a new one for free. Maybe you'll like it better + get more estimates? First draft is already done. If not, no worries, I can throw it away. Let me know."

Has-website variant: "...website seemed messed up in a few spots — loved your photos though. Built you a new draft for free, or I'll just show you how to fix the issue, also free."

The cold call ("buffoon technique"):

"Hey, is this [Business]? I wasn't sure if you guys were open — it said closed online. You're still doing service calls, right? ... Look, I actually built you a beautiful website. If you like it, you can keep it. Is that something you'd even want to look at? ... It's not live, it's on my computer — got 15 minutes on Zoom today at 3?"

Rules: - Broken grammar / texting-a-friend tone beats corporate polish in home services. On purpose. - Anyone who shows ANY interest → CALL them immediately. Never negotiate in DMs. - Rejection = "Sure, no problem, bye" → next call. 4 booked meetings from ~5 cold calls happened in one live session; expect 2–3 meetings per 100 messages normally. - Never pitch features in outreach. Sell the look at the free draft.

6. The Sales Process (two-call close)

Prep (10 min before demo): clone the niche template, add their logo + 1–2 photos. Have GHL sample account and demo slides open. Camera ON.

Call structure (full script + slide deck captured in docs/): 1. Rapport (2 min) → agenda (1 min): "Questions first, then I'll show you what we do, then pricing — sound good?" 2. Discovery (10–15 min, Socratic): current leads/month? Follow-up process? Response speed? Review count vs competitors? Revenue goal? Write everything down. 3. The mirror: google their business live, side-by-side with their top competitor: "If you didn't know either company — who would YOU hire?" Let them sell themselves. 4. Demo the draft site + the system: estimate-collection blast, review machine ("20–35 new Google reviews in the first 4 weeks"), missed-call text-back, one inbox. 5. Price anchor (the $4k close): show the expensive option first ($1,500–$5,000/mo agencies). Then: "You pay $150/mo forever — that's $1,800/yr, $18k–27k over the life of the site. Ours: $4,000 once, you own it." Split payments offered ($1,000 × 4 months). 6. Close: "Do you want us to just take care of this for you?" → send GHL invoice link ON the call. Never "think about it" — "Is this something you even want? If not, how do you plan to solve it yourself?"

Objection bank (full video + doc in assets): "Why $300/mo?" / "What do you do monthly?" / "What's hosting?" / "Send a proposal" — each answered by tying back to leads-to-revenue math, never features.

Guarantees offered: love the homepage draft or full refund; responses from the reactivation campaign or full refund. 6-month program, then cancel anytime. 20% off for 6 months prepaid.

7. Delivery (assembly line)

Onboarding (day 0): GHL contract e-sign → welcome email + onboarding funnel (form, Google Drive folder for photos, booking calendar) → VA creates ClickUp task from template → client gets a Discord/Slack channel.

Build: - Website In A Day: VA imports snapshot → swaps logo/photos/name/phone → hides unused service pages → done in 1–2 days. Same copy reused across cities is fine — photos must be unique. - Custom ($4–6k): theme from ThemeForest (pick from 5–10 pre-vetted) → VA installs + embeds GHL forms/chat → Upwork content writer ($300–600/site) fills content from onboarding form → homepage-approval meeting day 5–7 (never build the whole site before theme approval) → full build → launch day 14–21 (promise 4 weeks, deliver in 2.5). - Client buys their own domain (Namecheap, on-screen during onboarding). You never own client domains. - AI content path: ChatGPT prompts stored in ClickUp; the course's full "AI Studio" website prompt is captured in lesson-notes.md.

Launch week — manufacture wins immediately: 1. Import their old customer/lead list → database reactivation blast (10–40 booked estimates in week 1 is the claim) 2. Review machine campaign (20–35 Google reviews in 4 weeks) 3. Live test on the call: send a text into their new inbox so they SEE it work. 4. Teach the LeadConnector mobile app; chase them for 30 days until checking it is a habit. Clients who use the app don't churn.

Retention lever: the site lives on your GHL. Cancel = site goes down. Offer to drop hosting price instead of losing the account.

8. Team (when >$3–6k/mo — the bottleneck point)

Role Rate Owns
VA (Philippines etc.) $4–5/hr Snapshots, sub-accounts, domains, forms, workflows, ClickUp
Content writer (Upwork) $15–50/hr, $300–600/site All site copy (job post template captured in lesson-notes)
Onboarding specialist $20–50/hr Dashboard walkthrough calls
Media buyer ~$350/mo Client ad campaigns (~$10/lead)

Record every process once in Loom → SOP library → new hires copy it. Manage by voice notes + a metrics spreadsheet. You keep only: sales calls, homepage approval, upsell meetings. Everything that isn't talking to clients gets outsourced.

Scaling with ads: $4,200/mo FB spend → ~420 leads → 12–21 clients at $150–300/mo. Lose money month 1, break even month 2, compound month 3+.

9. Unit Economics Recap

10. 30-60-90 (generic operator plan)

Days 1–14: GHL + snapshots + niche + scrape 300 leads + clean → 20 emails + 30 DMs + 10 calls daily. Goal: first 3 demos. Days 15–30: first close (WIAD $150–300/mo), deliver same week, run both win campaigns, collect the case study. Days 31–60: volume to 100 touches/day, hire first VA, 5–10 clients, first custom site ($4–6k cash injection). Days 61–90: 10–15 clients (~$3–4k MRR), content writer hired, test $1–2k/mo ads upsell on best clients, consider paid ads for your own pipeline.

11. Field Notes (from the resource videos)

Pre-demo build threshold — logo ONLY. Swap the logo into the template and change nothing else (colors, text, images all stay placeholder). Frame it live: "This is just the first rough draft — we fully customize it after. See this yellow? We'll match it to your brand purple." Hard rule: "The client pays first before you change anything beyond the logo. Your time belongs to outreach."

Objection rebuttals (near-verbatim): - "What am I paying $300/mo for?" → "You're paying me to save you time, not to work hourly — I'm not an employee. Even if I save you 3 hours a month you've made it back; chances are it's 3 hours a week." - "What is hosting?" → risk transfer: "You'd have to buy a server, monitor it, handle hacks, outdated plugins, updates that break the site. Hosting is normally $100/mo — I'm including it free, with daily backups." - "Send me a proposal" → "This IS the proposal, right now: $4,000 for the website, 30 days of the software free, then $300/mo. If you want it in an email it'll be one line. What questions can I answer right now?"

Demo-call reframes (speak their language, never feature names): database reactivation = "Estimate Collection Blast" · the website = "High-Conversion Machine" · reviews campaign = "Accelerated 5-Star Review Machine" (promise 20–35 reviews in 4 weeks, deliver in 2 — built-in over-delivery). Review funnel filters sub-5-star feedback to the owner's email; 5-stars route to Google/Facebook.

Two live power moves on the demo: (1) fill out THEIR contact form on screen and ask them to find the submission — watch them dig through email; that's the pain, made visible. (2) Pull up a real client dashboard in GHL, not slides ("clients closed $50–60k from live chat alone").

The silent close. Say the price and stop talking. "So it sounds like you want the software and the website — that's $300 a month." Silence until they respond. Contract minimums: start at 3 months with early clients, move to 6, then 12. Prepay 3/6/12 months = discount (rarely taken, easy cash when it is).

Onboarding funnel details: 4 pages (form → schedule "launch call" → confirmation). Under-promise timelines: book the launch call 2 days out for WIAD, 7 for custom — then deliver early. The Google Drive hack: a shared "Onboarding Images" folder linked inside the form; client drops logo/photos there, VA moves them to a per-client folder after each submission. Kills all asset-chasing email threads.

ClickUp structure: one space per business line, 3 statuses (New Client Setup / Active / Archived — never delete), one card per client with multi-select service field, onboarding form pasted as a comment, 3 checklists (pre-launch / post-launch / per-service). GHL form submission auto-notifies the VA to create the card.

Hiring SOP (both roles): funnel every applicant into a Google Form that REQUIRES a 1–2 min Loom (camera on for writers; screen-share of workflows they built for VAs). No Loom = auto-reject. Interview 10 back-to-back (15–20 min), then pay 3 finalists for the same real test task in separate sub-accounts and keep the best; the others become bench. Writers: Upwork, 100% job success + $4k+ earned, verify no AI by pasting samples into ChatGPT. VAs: $4–6/hr via Upwork / HighLevel Job Network FB group / OnlineJobs.ph (full-timers only, ~$800/mo). Manage by Discord voice notes.

WIAD templates: 4 included (roofing, pressure-washing, services, high-converting animated). Everything runs on GHL custom values — set phone/links/city once in Settings and they populate site-wide. Video-background hack: Canva niche clip → export as GIF → section background; gotcha — video/GIF backgrounds slow the site, go static if speed matters.

Custom WordPress stack: ThemeForest theme per niche → build on a subdomain → migrate live with All-in-One WP Migration. Must-have plugins: ManageWP (uptime monitor + daily backups on EVERY site), Better Search Replace, Yoast SEO + Duplicate Post, W3 Total Cache, image compressor, GHL form embed + chat widget code in header/footer. Testimonials always via the GHL reviews widget (auto-syncs Google reviews).

Landscaping snapshot bonus: instant-quote calculator landing page (survey → auto-priced estimate → booking funnel) — pre-qualifies ad traffic; includes prebuilt reactivation, missed-call, no-show, and birthday workflows (unsupported — test in an empty sub-account first).

12. Captured Assets Index

All in O-output/17-swas-10k-web-designer/: