In late August of 2024, I was blown off a two-story roof while on a job site.

The fall broke my wrist, requiring a metal plate and 13 screws, tore my shoulder, fractured my jaw, and knocked out six of my teeth.

While I was able to recover physically, the incident had a lasting mental impact. Sending crews onto the same types of jobs every day carried a constant mental weight.

As the owner, I didn’t want anyone else’s family getting the phone call my wife got that afternoon.

After the 2024 season ended, I made the decision to exit the industry and sold the business to a direct competitor.
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Full breakdown here.
https://justinscottmuir.com/post/From-the-Roof-to-the-Candy-Aisle-Building-Freezed-Up-Treats

If something isn’t selling, I don’t start with more ad spend. I start by breaking the funnel down step by step.

Is the ad stopping the scroll? Are people clicking but not opting in? Are they landing on the page but not converting? I look at the full path from first impression to purchase and identify exactly where the drop‑off is happening.

Sometimes it’s the creative. Sometimes it’s the offer. Sometimes it’s something simple, like a headline that doesn’t match the ad or an opt‑in that asks for too much too soon.

I test sharper hooks, cleaner pages, and stronger incentives until the data shows people are paying attention, taking action, and converting.
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Full breakdown here.
https://justinscottmuir.com/post/the-playbook-i-use-when-funnels-dont-perform

My approach to SEO is built for long-term scale and compounding traffic.

For local service areas, I start with a state-level pillar page that links into county hubs, then down into city-specific pages and service blogs. Every piece is focused on one keyword at a time, built to win that search term completely.

For SaaS or national brands, I use the same strategy. I map content around features, use cases, objections, and persona-specific pain points. Over time, that builds thousands of keyword-focused pages, all internally linked, all pointing back to the core offer.

It’s not a blog. It’s a search engine inside your brand. The goal is simple: rank fast, rank deep, and stay ranked without being held hostage by paid ads.

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Full breakdown here.
https://justinscottmuir.com/post/how-i-build-seo-systems-that-scale-one-keyword-one-page-one-intent-at-a-time

Yes. I’ve run ads across Facebook, Instagram, Google, and TikTok—both hands-on and managing media buyers.

I don’t go in swinging with big budgets. I start lean with low-cost tests to see how the audience responds. Once I have data and hit the expected KPIs, then I scale. It’s structured, not spray and pray.

Each platform plays a different role. Meta and TikTok are built for pattern interrupts. I test aggressive hooks, visual speed, and creative sequencing to stop the scroll and build demand. Google is built for intent capture—show up at the right moment with the right message, and convert.

I’ve built audience targeting frameworks, tested every ad format, and worked across full funnels. Whether I’m running the campaigns or managing a media buyer, I know how to spot when something’s off—because I’ve done it myself.

From pixel tracking to automation to post-click flows, I make sure every dollar of spend is tied to a specific, measurable ROI. No guesswork. Just clean data and profitable decisions.
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Full breakdown here.
https://justinscottmuir.com/post/most-marketers-burn-ad-spend-because-its-not-their-money

Churn usually isn’t a marketing problem. It’s a stability or clarity problem, and in my SaaS experience, it was both.

I was seeing almost all cancellations happen during the 14-day free trial. At first, we canceled users out quickly after they requested it and followed up with a polite email asking why, but no one responded.

So I flipped the process. Instead of canceling them immediately, I added a step that asked them to share their reason before confirming. That one shift gave us real answers: bugs, speed issues, and confusion on how to use the platform.

That data led to three big changes.

First, I pulled 30 developers off new feature work and put them on bug-only tickets across our 20-plus tools. We went from months-long fix cycles to same-day resolutions. That immediately improved trust and trial retention.

Second, I created over 100 short, step-by-step training videos that walked users through the platform, from logging in to sending broadcasts and more.

Third, I had onboarding specialists reach out within the first few days of signup to schedule live Zoom calls. Their job was to walk new users through the system, answer every question, and make sure they felt supported early.

After that, the how-to videos took over and did the heavy lifting at scale.

Solving churn isn’t about better emails or offers. It’s about removing doubt, friction, and frustration fast.
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Full breakdown here.
https://justinscottmuir.com/post/What-I-Did-When-Churn-Tried-to-Kill-My-SaaS-Growth

I treat CAC and AOV like the twin engines of profitability. You need both tuned to scale.

To lower CAC, I move away from “commodity ads” and focus on attention-first creative that earns clicks, not just buys them.

I test with small ad budgets and scale only when performance hits the KPIs. On Freezed Up Treats, I validated cold traffic with just $137 and a scroll-stopping “Ice Cream That Doesn’t Melt” hook, which drove clicks at $0.21 and purchases at $60+ AOV — all with a fresh pixel and zero brand equity.

On the AOV side, I engineer offers that stack value. For example, I bundled themed candy packs (Caramel Lovers, Berry Blast, etc.) and offered free shipping at $30. That simple trigger turned $9–$15 orders into $60–$75 carts consistently.

Then I layered in urgency with seasonal promos and used QR-driven packaging to drive second and third purchases post-sale..

Whether it’s a local service business, DTC product, or SaaS, the playbook is the same: front-load demand with memorable creative, reduce CAC through smart testing, and lift AOV by giving customers a reason to spend more.
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Full breakdown here.
https://justinscottmuir.com/post/lower-cac-higher-aov-that-is-where-profit-actually-lives

I build automation to move leads through the entire customer lifecycle, from cold outreach to repeat referral, while reducing manual lift and human error.

1. Cold-to-Warm Sequences: I set up automated flows that engage leads through SMS, email, and voicemail drops with personalized hooks.

The goal is to qualify leads before a human ever steps in. In my local service brand, I even created a custom AI voice assistant named Brittany that answered calls, booked jobs, sent appointment reminders, and followed up automatically. It replaced what used to take a full-time scheduler.

2. Lead Nurture & Follow-Up: Once someone engages, I trigger personalized follow-ups based on behavior and status. This keeps leads alive even if they don’t convert right away and ensures no opportunity dies in the CRM.

3. Post-Sale Follow-Through: After the sale, I use referral and review automations to turn happy customers into brand advocates. That not only drives retention and repeat sales but helps lower CAC by fueling word-of-mouth at scale.

The result is a system where leads are warmed up, converted, and followed up with like clockwork, tracked with precision, and scaled with ease.
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Full breakdown here.
https://justinscottmuir.com/post/leading-from-the-trenches-without-losing-the-view-from-the-top

I’m a Player-Coach. I lead like a founder because I’ve been one, but I don’t just manage from the top. I get in the weeds when it matters.

I’ve led 73-person dev teams and 40+ field staff in service operations, so I know how to scale teams, delegate, and systemize.

But I also know the details matter. I can audit automation workflows, review developer output, and write direct-response copy myself.

That means I don’t have to rely on other people to tell me what’s working. I can see it. I can fix it. And I can teach it.

To me, leadership isn’t about setting a vision and hoping others execute. It’s about making sure the system works all the way through, from the headline on the ad to the backend follow-up that drives the sale.
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Full breakdown here.
https://justinscottmuir.com/post/leading-from-the-trenches-without-losing-the-view-from-the-top

I’ve built and scaled everything from local service companies to nationwide DTC to a global SaaS automation platform.

Honestly, it doesn’t matter what the product is. For some reason, I can always find the angle that gets customers to pay attention and remember the brand.

The business model might change, but the playbook doesn’t. It’s all about positioning the product so the customer immediately understands what it is, why it matters, and what action to take. If you can nail that message, the model doesn’t matter. Customers move.

That’s exactly why I built this résumé site. I didn’t want to just list experience. I wanted to show it. Each section walks through a completely different vertical I’ve scaled, and every one of those live websites — from Freezed Up Treats to Peep Free & Clean — is still up, including Brittany, my custom AI voice assistant.

Every business had its own angle, but the growth framework underneath is the same.
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Full breakdown here.
https://justinscottmuir.com/post/why-the-business-model-matters-less-than-the-message

As a founder, I wore every hat. And once the business was built, it always came down to one thing: marketing and automation. That’s the lever that scales everything else.

Out of all the roles in a company, the marketing side is where I get in flow. Strategy, automation, creative campaigns, brand hooks—this is where I get excited.

But when I was running the whole business, I couldn’t give it my full focus. Even with the right team in place, my time was split across ops, hiring, product, and a dozen other things.

That’s why I’m not looking to be a founder again. I’m looking to bring everything I’ve learned to a company that needs a builder who’s done it all, but wants to focus on the one thing that actually grows revenue: smart, strategic, creative marketing.
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Full breakdown here.
https://justinscottmuir.com/post/Why-Im-Not-Starting-Another-Business-Im-Doubling-Down-on-What-I-Love-and-Do-Best

Everything I’ve built has been from the ground up. So stepping into an existing company, my first move isn’t to make assumptions — it’s to assess.

What’s the current state of the site, funnels, ads, automation, and positioning?

What are the numbers telling us? Are we generating traffic but no leads? Leads but no conversions? Are we missing core assets altogether? That assessment tells me what needs to be created, fixed, or optimized.

From there, I prioritize. I look for the fastest path to momentum while laying the foundation for longer-term systems. If there’s something working, I double down and clean it up. If nothing is working, I build what’s missing.

The goal in those first 90 days is clarity, traction, and proof. No fluff. No ego. Just forward motion.
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Full breakdown here.
https://justinscottmuir.com/post/What-Id-Actually-Do-in-My-First-90-Days-Inside-Your-Business