Resources
Playbooks, not blog posts.
Every piece here is the same material we use inside a Cwell engagement — checklists, teardowns, and strategy pieces specifically for custom integrators who sell $150k+ work. Steal what’s useful.
A Google Ads keyword framework for custom integrators (that filters out $5k soundbar buyers)
Most custom integrators running Google Ads bid on the same broad keywords as Best Buy and bleed budget on unqualified clicks. Here's the keyword framework we use to filter for $50k+ intent.
By Shon Cornwell
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Turning builders and architects into a consistent lead source (the trade-partner funnel)
Every high-performing custom integrator we've studied has the same hidden growth lever: a deliberate funnel for builders, architects, and interior designers. Here's how to build one without being "that" vendor.
By Lane McDowell
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The 5 pages every custom integrator website needs (in this order)
Forget the 40-page mega-site. A high-converting integrator site needs exactly five pages done right. Here's what each one needs to contain — and the order to build them.
By Shon Cornwell
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Call tracking for custom integrators: how to measure phone leads from Google Ads without breaking your CRM
Most of your best leads still pick up the phone. If you're not tracking those calls back to the ad or keyword that triggered them, you're flying blind. Here's a call-tracking setup that works.
By Shon Cornwell
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How to write a case study that actually closes integrator projects (with a fill-in-the-blank template)
Most integrator case studies are portfolio photos with a caption. A case study that actually closes luxury clients has a specific structure — and once you have the template, you can publish one every month.
By Lane McDowell
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The 5 mistakes every custom integrator's website makes (and how to fix them)
After auditing dozens of custom integration sites, the same five failure modes show up every time — and each one is costing you six-figure projects you should be winning.
By Shon Cornwell
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How to put prices on your custom integration website (without scaring off $150k prospects)
The instinct is to hide pricing until the consultation. It's the wrong instinct. Here's the pricing-page structure we build for every Cwell client — and why it wins more of the high-end projects you actually want.
By Shon Cornwell
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Local SEO for CEDIA dealers: the 12-point checklist we run on every Cwell client
The exact checklist we work through when taking on a new integrator client — the items that get you ranking in local map packs for "Control4 dealer in [city]" and the high-intent searches that actually convert.
By Shon Cornwell
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