Craig Tice (standing, center) recently revamped his lead tracking system. He can now evaluate close ratios for all the types of marketing he uses -- mainly billboards, jobsite signs, and informational posters at local restaurants and retail locations.

To generate additional leads, Tice formed a partnership with a large real estate company. They send him the names of homeowners who are in need of remodeling work.

On the sales side, Tice uses his Web site to give potential customers an overview of his company. The site includes before and after photos, staff information, and an explanation of their design process. "Clients are sold on our professionalism. It shortens the sales process," Tice says.

Tice works on a lot of vacation homes, so he has many out-of-town clients. He uses his Web site to communicate with them. On a secure section of the site, he posts the contract, warranty information, pre-construction meeting documents, schedules, phone numbers for lead carpenters, and progress photos.