Cole A Lyon

Helping landscapers and service businesses build client acquisition systems they own | Local SEO is the backbone | I run a Holiday Lighting business too

[Cole A Lyon @TheLandscapeSEO]

Why tf* did I leave my high-paying finance job...?

$152,011.27 in 2023.
On pace for ~$278,947 in 2024.
A very real path to $500k+/yr in 5-10 years.
Working 20-30 hours/week...

Figured it's time to introduce myself and share my experience 👇

I’ve been a bit shy to post on here for two reasons:

📌First, I have massive imposter syndrome (and always have, even when I’m objectively good at something).

📌Second, I haven’t wanted to open myself up to conflict or shit-talking, it’s just not who I am.

After a bunch of good conversations with other SEOs and business owners I’ve met on X, I’ve realized the upside far outweighs the downsides.

The goal is simple:
• Share my experiences and hopefully add value
• Document the journey because it’s not always fun, and having something tangible to look back on feels right
• Meet more great SEOs and business owners like @_toddanderson and @noahiglerSEO 🤝

So let’s dig in...

Why did I leave this well-paying job?

The answer isn’t simple, but I think it's threefold.

📌First - I grew up competitively freeskiing. It was addicting, one of the best and worst things I’ve ever done (still dealing with concussion symptoms).

Why the best? Risk, reward, fear, and personal growth. You start small, progress incrementally, and constantly push comfort zones. Backflips become double corks…

That mindset became who I am. The W-2 was safe, but it lacked the growth and fear that fueled me. I was golden-handcuffed, and staying longer meant losing the key forever.

📌Second - When I’m interested in something, I become obsessed. I put in reps until I’m good. That’s applied to lifting, sports, hobbies, and work.

Entrepreneurship was no different, except I stayed stuck as a “wantrapreneur” too long. Side hustles taught me a lot, but mostly that I needed to start a proven business that people actually wanted and go all in.

📌Third - Freedom… time and money. Business is an infinite game. The upside is uncapped, but so is the work.

Ironically, I’ve worked harder than ever, more than ever, and made less than I did at my W-2. Still, if I play my cards right and keep sucking long enough, I know that freedom comes.

So I went for it. 😅

I saved $115k, gave proper notice, and went all in on starting an agency in July 2024.

Why an agency? Service businesses aren’t sexy, but they’re hard to fail at if you stick with them. And if you can help other businesses make money, there’s value there.

Why SEO? A blue-collar networking group wouldn’t stop pestering everyone for Google reviews. I started researching local SEO heavily, followed accounts here obsessively, and it felt like the best next decision.

I got my first clients through my network (Hormozi Warm 1:1). Built sites for free. Charged way too little. And got my hands dirty…

Things really changed when I started working with a mentor, a former agency owner who’d exited for several million. Having someone to keep me accountable, push me to sell (ethically), and introduce me to people I never would’ve met was a massive accelerator.

To prove to myself I could actually walk the talk, I started a Christmas light business with my buddy @ShaggyEells!

First season: ~$53k, just him and I. Second season: 95 homes and $139k in just over two months - SEO was the best lead source. Ops and hiring were brutal, but the lessons were there.

I don’t have a million-dollar agency (yet), but I have a real biz, with real clients, a small team, and real results.

I’m excited to document honestly, share what I know to be true, and learn the rest along the way.

Always a student. Never the master. The best is yet to come.

If you ever have any questions or if I can add value in any way, I'm here.

Cole ✌️

[Cole A Lyon @TheLandscapeSEO]

Running an agency can be isolating...

There are certain conversations you can only have with someone who's actually built (or is building) an agency...

Reaching out to a handful of SEO agency owners this week.

> Not to pitch.
> Not to sell anything.
> Not a "collab offer."

I just want to connect with people who've been through it. Hear how they've grown, what the hard stretches looked like, and share what's working on my end.

Two years in. I have figured a lot out. But there's still so much I'm working through...

If you get a message from me - that's likely why. 🙏

DMs are open too.

[Cole A Lyon @TheLandscapeSEO]

@dylthorn Epic

[Cole A Lyon @TheLandscapeSEO]

@_jameslincoln Dudeee, I’m exactly here right now 😂

Trying very hard to shit this mindset.

[Cole A Lyon @TheLandscapeSEO]

@borjafat SEO

[Cole A Lyon @TheLandscapeSEO]

@jordan_ross_8F Library

[Cole A Lyon @TheLandscapeSEO]

@jamesonhaslam Fish & the places they take you 🤝🔥

[Cole A Lyon @TheLandscapeSEO]

@HSchenewark It sure is easy to move the goalposts… have you ever read The Gap and the Gain? I’m sure overdue for a reread… onwards!

[Cole A Lyon @TheLandscapeSEO]

@noahiglerSEO Expand 👀

[Cole A Lyon @TheLandscapeSEO]

@Will_Schryver Let’s message! Father owns a window & door biz - trying to sell.

[Cole A Lyon @TheLandscapeSEO]

@irentdumpsters Clients who listen >>

[Cole A Lyon @TheLandscapeSEO]

@_jameslincoln 100%. Competition in an industry usually is a good thing - it means that there's demand and people willing to pay.

[Cole A Lyon @TheLandscapeSEO]

$500 a month could be what's stopping you from seeing the benefit of SEO. 👇

This is a client we started working with in March. They were a service area business in a high-income, small-population town.

We tried for a little while to get them ranking without an address. We realized it would be an uphill battle and convinced them to get an office space.

The rankings were already improving, but the drastic difference right after we got a space verified.

A closed deal for them could be worth anywhere from $50k to $500K plus.

This should be fun to watch unfold… 🚀

[Cole A Lyon @TheLandscapeSEO]

@walt_russell02 His hahaha. I listened to the episode too - was left scratching my head.

[Cole A Lyon @TheLandscapeSEO]

@Bearseoservice 🔥🤝

[Cole A Lyon @TheLandscapeSEO]

@irentdumpsters Penny-wise, dollar-foolish. I like that.

I show prospects before-and-after grids and won't work with them unless they commit to an address.

[Cole A Lyon @TheLandscapeSEO]

@Bearseoservice Yessssir!

[Cole A Lyon @TheLandscapeSEO]

Took a week off to refresh in the sun with family - much needed.

Got back yesterday. Today 👇

> Launched meta ads for the agency.
> Made the tough call of letting a colleague go.
> Onboarded a new colleague I am excited about.
> Got a client's GBP verified with a location… and it’s only 2 pm.

Most days I don't feel like far enough ahead yet… But I think my superpower is putting in a good shift every day and pushing myself to incrementally improve.

It's the same thing with anything I've been good at: skiing, cliff jumping, jobs.

Show up, get the reps in, take risks (hopefully I can still do double backs when I'm 50). 🤝

[Cole A Lyon @TheLandscapeSEO]

@Bearseoservice $750! Bro shoot me a dm next time you go to buy. We get them for $3-$5/sign