Aaron Shishilla on what pest control websites get wrong and why they still matter

Aaron Shishilla might never have started WolfPack Advising if a coworker hadn’t punched him below the belt. He was 18 and working the deli at Publix. Joking around, he went to shut a freezer door on the guy just as he came out headfirst with a box of chicken on his shoulder, and the door caught him in the head.

The coworker, about 30, hit back, then told a manager he wanted Aaron fired. A week or two later, he got his wish. His dad offered him a job in the family business, and the next day Aaron started as a home inspector, one of the youngest in Florida.

His dad has an inspection company, mine has a flooring company, and we both got our start building websites. So I had Aaron walk me through how he builds a pest control site, plus tracking and AI.

Who is Aaron Shishilla?

Aaron Shishilla is the CEO and founder of WolfPack Advising, a 7-figure digital marketing agency serving home inspectors, pest control companies and other home service businesses. When we recorded in May 2025, WolfPack was 6 years old and had over 100 clients and more than 90 five-star Google reviews. Aaron is also a national speaker and the founder of the WolfPack Summit, an annual conference for inspectors and pest control.

His family also owns pest control and roofing companies. While Aaron was inspecting homes, his parents paid an agency a lot for a subpar website and SEO, so after about a year he and his dad took both on themselves, then did the same for the pest control company. Aaron started helping other Florida companies on the side, and at about 22 he became marketing and sales manager for a multimillion-dollar home service business.

WolfPack began as a side hustle, and he’s only gone all in for the last 3 years. He’s seen the client side of a bad agency, which is why WolfPack communicates so much and shows clients their exact return.

Your website is the house you invite customers into

When I asked Aaron why a good website matters, he compared it to having people over.

“Think of your personal home and you invite guests over to your personal home. You want to make sure that it’s clean, it’s neat, it’s organized, it’s a representation of you and your family.”

Your site should show your core values the same way, he said, even if the company is just you. People come to get a feel for who you are, and it’s where they turn into leads, so conversion rate optimization has to be built in.

I look at websites the way a friend in construction looks at houses, always spotting the ones that need rebuilding. Aaron said pest control owners do it at restaurants, checking whether anyone services the rat traps.

Design for the phone first

Aaron recently started a series roasting websites people volunteer in his comments. The mistake he sees most is a DIY Wix or Squarespace site built with no sense of what works, and it shows most on the homepage. Design costs less than most owners expect, he said, so pay someone for a clean couple of pages and take the next step in 3 to 5 years.

Over 50% of traffic is on phones, so he designs for mobile first. Before anyone scrolls, a visitor should know who you are, what you do and where you are, and see trust badges like your Google reviews, plus a button to book or contact you. The H1 should name your service and area (“pest control in [city]”), not only your brand. Skip video and animation on mobile, because speed matters.

Further down, link to every service page and add one last call to action before the footer. Up top, keep a sticky call or book button in the right corner. Aaron makes every button the same contrasting color, which helps color-blind visitors and ADA compliance. For pest control, he favors functional and fast over heavy design.

Money pages, the service-and-city pages like “pest control Chicago” that bring in calls, follow the same rules, with a call to action in every block and FAQs near the bottom.

Add pages in order of importance

A website is a collection of pages, not just a homepage, so I asked Aaron which pages a pest control site needs. He went roughly in order of importance, since every page adds designer time and cost.

1. A homepage.
2. Separate contact and schedule pages. Contact is a simple form for the office. The schedule page holds your online scheduler, like a FieldRoutes connection.
3. Terms of use and a privacy policy. Templates are fine.
4. An about page with team photos, so people know who’s coming to their home and why you’re different.
5. A service area page, especially if you cover a large metro.
6. Service pages for general pest control, termite inspections and treatments, bees, spiders and rodent exclusion. Someone worried about spiders wants to see that you handle spiders.

A pest library comes last for Aaron, because most people search once they already have a problem, and that content can live on your blog. I wrote up my own version of what a pest control website needs for Pest Control Millionaires.

For blog topics, he wants real search volume without heavy competition. If Family Handyman ranks for a topic, you’ll struggle to get next to it. Go hyperlocal instead, like your top 5 tips for mosquitoes in Tampa, Florida, or a post on scorpions in Arizona. It helps to know where to put the city names in a post like that.

WordPress lets anyone work on the engine

We both picked WordPress as our favorite website builder. Wix, Squarespace and Shopify control their own ecosystems, Aaron said, so if you need a feature, you wait for them to add it. WordPress is open source, and any web designer or SEO can add a plugin or edit the code.

He recommends these plugins:

• WPForms to capture your leads.
• WP Mail SMTP, so those form leads actually reach your inbox.
• WP Rocket to clean up themes and speed up the site.
• Imagify, which converts PNG and JPEG images into a lighter format that loads faster.

For SEO, he thinks Yoast has slipped and has been testing Rank Math. Rank Math does more, while Yoast lets you set it and forget it, with red and green lights for each page. I like Rank Math better, though it costs a little more and takes more expertise. I compare them in my post on the best SEO plugin for WordPress.

Every lead needs a source

For tracking, Aaron starts with Google Analytics for the basic traffic numbers and Google Search Console to make sure Google indexes the site properly. He recommends both no matter what.

For attribution, he likes CallRail or WhatConverts. Both put dynamic tracking numbers on your site and track your forms, so you know whether a lead came from Facebook, Instagram, Google, Bing or an email. That lets WolfPack show a client what each channel returned, say a 5x ROI on Google Ads over the last 3 months.

I told Aaron that tracking is non-negotiable once you’re on several platforms. If $5K a month on Facebook ads barely makes money while Local Service Ads crush it, you need to know so you can move the budget. Those tools pick up AI leads, too. One month, WolfPack tracked 3 leads from ChatGPT.

AI still reads your website

One story Aaron thought was badly undersold was Apple saying, for the first time, that Google searches through Safari had declined. He doesn’t Google informational questions himself anymore. ChatGPT sits in his phone’s dock, and he talks to it all day.

He’s still sure websites aren’t going anywhere.

“Websites are always going to be important regardless. I don’t care what anyone particularly says, especially with these AI models, because they’re still scraping all of the data from your website.”

He cited a study that found Google crawls about 6 pages for every visit it sends a site, while AI tools like Claude crawl thousands. AI needs your content to understand what’s changing, so don’t stop your content, SEO or web design. Customers are just getting to you a little differently.

A post Aaron’s team wrote ranked number one for “how to get rid of ants” for a year, and now an AI Overview sits above it, citing the site as a source. He called this the largest shakeup Google search and digital marketing have ever seen.

Nobody has all the answers yet, he said. Set up tracking to see what’s changing, keep most of what you’re doing and write for the customer.

“I would continue focusing on the consumer rather than trying to play into some particular algorithm because that’s ultimately what everybody is trying to go to anyway.”

With Local Service Ads, for example, customers care about your reviews, photos, verification, the phone call and the price. If cash is tight, Aaron would spend on bottom-of-funnel work, where the return is easiest to see.

Check your phones before you quit on your marketing

Aaron’s biggest advice was to stay engaged. Owners get sucked into the day-to-day and forget their marketing. Set aside time every week or so to look at the metrics and talk to whoever does it, whether that’s you, your kid, a consultant or an agency like his or mine.

Too often, he said, an owner hires someone, stops tracking after the first goals, and 3 months later decides it isn’t working and quits.

“We can’t quit on the goal. That’s where we need to go foot on the gas and say what are the metrics telling us, because the metrics don’t lie.”

Clicks, impressions, click-through rate and conversion rate each show which step is broken. Sometimes it isn’t the marketing. WolfPack has had owners say they weren’t getting the leads in their reports, and the calls were going to someone’s cell phone, where AT&T or T-Mobile sent them to spam. So Aaron tells those owners to check their phones.

My take

Aaron and I sell some of the same services to the same kind of owner, and he still walked through his process in detail, down to his favorite plugins.

I’d underline what he said about money pages. Lately I’ve been pushing owners toward more bottom-of-funnel content like that, plus brand work. His rules for those pages are close to what I wrote about website conversion for pest control, and I’d hold any pest control website to them, ours included.

I also liked how humble he was about AI. Maybe Google puts ads in AI Overviews, or maybe it drops AI Overviews altogether. Nobody knows yet, which is why we both told owners to keep someone adaptable on their side. My bet is that strong Google rankings keep carrying over into AI answers, a case I made to Jonas Olson for Pest Control Millionaires.

Where to find Aaron

All of WolfPack’s information is on its website, but Aaron would rather you add him on social media and send a message. Facebook shows his professional side. He’s not a LinkedIn guy, but his profile is there.

• Website: WolfPack Advising
• Facebook: Aaron Shishilla
• Instagram: @aaron_shishilla
• LinkedIn: Aaron Shishilla