---
title: Mikkel Friis — articles & playbooks | Siite
description: Articles and field-tested playbooks by Mikkel Friis, Marketing Manager at Siite — local SEO, lead generation and paid ads for US home service businesses.
url: "https://siite.co/articles/author/mikkel-friis"
type: static
generatedAt: "2026-08-12T09:25:36.718Z"
---

![Mikkel Friis](/images/team/mikkel-friis.jpg)  Marketing Manager
# Mikkel Friis

Mikkel manages day-to-day marketing across Siite's home service accounts. He runs the playbooks behind every Google Business Profile, landing page test and conversion-tracking implementation Siite ships — and writes about what's actually moving the needle in the field, with the numbers attached.

 - Marketing operations
- Conversion tracking
- Landing pages
         [HVAC  July 10, 2026 8 min read
### Angi Leads Cost: What Contractors Actually Pay

A plain-English breakdown of Angi leads cost: per-lead pricing, shared-lead math, close rates, and the real cost per booked job for home service pros.
  Read article](/articles/angi-leads-cost-what-contractors-actually-pay/)[Plumbing  April 17, 2026 9 min read
### Tankless water heater landing pages: the spec sheet that converts

Tankless installs are a $3-6k job with research-heavy buyers. The page that closes gives them spec data, install timelines and honest tradeoffs.
  Read article](/articles/tankless-water-heater-spec-sheet-pages/)[Home Services  April 7, 2026 8 min read
### Pest control conversion: emergency vs scheduled-service architecture

Pest control customers split into urgent and scheduled. Same site can't serve both. Here's the two-funnel structure that doubles conversion.
  Read article](/articles/pest-control-website-conversion-architecture/)[General  March 31, 2026 9 min read
### Map ranking changes by zip code: how to handle multi-area service

Your GBP ranks differently in every zip code you serve. Most contractors don't know it, most agencies don't track it. How to map multi-area Austin rankings.
  Read article](/articles/zip-code-map-rankings-multi-area-service/)[HVAC  March 27, 2026 9 min read
### AC replacement landing pages that close the financed sale

An $89 service call can become a $14k system replacement — if the landing page handles financing right. Most HVAC sites bury it. Here's the page that closes.
  Read article](/articles/ac-replacement-financed-sale-landing-pages/)[HVAC  March 13, 2026 9 min read
### HVAC maintenance plan SMS: one-job customers to recurring revenue

Most Texas HVAC operators convert under 12% of jobs into maintenance plans. The right SMS automation lifts that to 30-40% and sustains review velocity.
  Read article](/articles/hvac-maintenance-plan-sms-automation/)[General  February 13, 2026 9 min read
### GBP categories: which one to pick for your Texas trade business

Your GBP primary category is the biggest local ranking lever. How to pick the right one for an Austin trade business — and the secondaries that compound it.
  Read article](/articles/google-business-profile-categories-explained/)[Local Businesses  February 6, 2026 8 min read
### Austin restaurant GBP: the photo, post and Q&A cadence that lifts rank

Restaurant Google Business Profiles run on a different cadence than home services. Here's the weekly rhythm that lifts an Austin restaurant into the local pack.
  Read article](/articles/austin-restaurant-gbp-cadence/)