The Chasing Dirt Show featuring Ken Tucker

The Chasing Dirt Show: Marketing Insights with Ken Tucker

Introduction
On this episode of The Chasing Dirt Show, hosts Jack Ellison and Jerry sat down with Ken Tucker, founder of Changescape Web. Ken shared his expertise on websites, SEO, online reviews, and how AI is changing the way small businesses connect with leads. Below, we’ve organized the conversation into key questions with Ken’s answers.

Who is Ken Tucker and what does Changescape Web do?

Ken Tucker: I’m the founder and marketing solution architect for Changescape Web, a company I started 20 years ago. Our primary expertise has always been in search engine optimization, but I define that broadly. It’s really a combination of conversion-optimized websites, lead generation, social media, on-page and off-page SEO, content creation, video marketing, and video editing services. We’re also a Google Ads partner and a Yelp advertising partner.

For very small businesses, is SEO the best place to start?

Ken Tucker: If you’re a one- or two-person company, SEO is not always the most important thing. Having a professional website is absolutely critical, as is a well-optimized Google Business Profile. Expecting to rank far beyond your immediate service area isn’t realistic and often not worth the investment. We always focus on “right-sizing” solutions—sometimes SEO isn’t what a business really needs. If your market isn’t overly competitive, the basics may be enough to get found.

How important are online reviews?

Ken Tucker: Reviews are essential for local search and for credibility with potential customers. If someone finds your business on Google and you only have one review, it creates doubt. People assume you’re new, don’t have many customers, or aren’t worth the risk.

  • A Google rating above 4.2 stars is essential; anything lower costs you business.
  • Aim for at least 20–30 reviews if you’re a service-area business.
  • Reviews should come in steadily, not all at once.
  • Always respond to reviews, including negative ones. How you respond matters.

One of my favorite tools is the “tap card.” It looks like a credit card, but when a customer taps it with their phone, it opens your Google review page instantly. It’s less disruptive than sending an email or text, and it makes it easy to capture reviews while the customer is happy and engaged.

What have you learned from working with marketing leader Perry Belcher?

Ken Tucker: Perry Belcher was a co-founder of Digital Marketer and one of the world’s top copywriters. I’ve been part of his Ignite Mastermind group and have learned a lot about how the brain makes buying decisions.

He explains it through “primal offers.” The reptilian brain makes fast yes/no decisions but is easily scared off by poor design or messaging. The limbic brain processes emotions and chemicals like dopamine and cortisol. By the time a decision gets to the neocortex, which is focused on safety and logic, the default answer is often “no.” That’s why websites and landing pages must be crafted carefully. If you capture attention early with clear value, emotion, and immediate reward, you avoid triggering the neocortex’s skepticism.

How quickly do people form an impression of your website?

Ken Tucker: In about 50 milliseconds, and 80% of website visitors don't scroll so the top of your page has to be clear. That first impression determines whether someone engages or clicks away. It doesn’t matter if your site cost $500 or $10,000—if the design doesn’t inspire trust immediately, you’ve lost the opportunity. Businesses often underestimate how critical this is, and many fail to measure the ROI of their websites.

How is AI changing lead response and customer contact?

Ken Tucker: The statistics are clear:

  • You’re 100 times more likely to reach a lead in 5 minutes versus 30 minutes.
  • You’re 21 times more likely to qualify a lead in 5 minutes versus 30 minutes.
  • 78% of buyers choose the first vendor to respond.
  • 80% of people won’t leave a voicemail, and 80% of calls go to voicemail.

Speed to lead is everything. AI phone assistants and AI chatbots can respond instantly, 24/7, and even book appointments. Unlike traditional answering services, AI systems provide consistency, filter spam, and escalate important opportunities to your sales team in real time. They can handle hundreds of calls or chats simultaneously and ensure you’re always the first to respond.

At around $300 per month, AI phone and chat assistants are often cheaper and far more effective than live answering services. Businesses that don’t adopt AI risk falling behind their competitors.

Final Thoughts

Ken Tucker: Every missed call or lead has a dollar value—both in immediate revenue and lifetime client value. AI tools, professional websites, and systematic review collection all help businesses maximize their return on marketing investment. If you’re not using these tools, chances are your competitors already are.

Summary
Start with the basics—professional websites and a strong Google Business Profile. Build credibility with consistent, authentic reviews. Embrace AI for speed to lead, because the first responder wins most deals. Right-sized strategies and the right tools help small businesses compete and grow.