Built in SaaS. Built for the Trades.
Enterprise-Level Marketing. Built for Real-World Work.
ThatWorks builds modern websites and marketing systems for contractors and local trades. We help you capture every lead with missed-call text-back, automated follow-ups, review funnels, and simple marketing campaigns—so you can focus on the work, not the tech.
Most contractors don't lose jobs because they're bad at their craft. They lose jobs because they're busy.
Busy on a roof.
Busy under a sink.
Busy finishing a panel upgrade.
Calls get missed. Forms go unanswered. Reviews never get requested.
ThatWorks exists to fix that.
We build simple, automated systems that work quietly in the background—answering missed calls, following up with leads, requesting reviews, and making sure your business is easy to find online.
You do the work.
We'll handle your digital presence.
From Citrix SaaS to Construction Job Sites
Beth O'Rourke and Rafael ("Rafa") Arroyo met while working at Citrix Systems in its SaaS division.
Beth O'Rourke
Creative Director at Citrix
Leading creative and brand storytelling for products like GoToMeeting, GoToAssist, and GoToMyPC—helping transform dry B2B software into human, relatable experiences used by millions. Her work reshaped how Citrix spoke to its customers and earned her the Citrix Brand Champion award.
Rafa Arroyo
UX Lead at Citrix
Leading UX and growth for Citrix's SaaS commerce platforms, designing experiences that drove 30% year-over-year growth and generated over $2.6M in new revenue. His focus was simple: build systems that remove friction and convert intent into action.
Together, they spent years building tools for large SaaS companies.
Then they noticed something.
Outside of big tech, contractors were still relying on:
Missed calls
Clunky websites
Manual follow-ups
Hope instead of systems
They realized the same principles that power successful SaaS products—speed, automation, clarity—were completely missing in the trades.
So they left Citrix and built ThatWorks.
What ThatWorks Does (In Plain English)
ThatWorks builds modern websites and marketing systems for contractors and local trades.
Here's what that actually means:
Missed-call text-back
So every caller hears from you instantly
Automated lead follow-ups
So no form submission goes cold
Review funnels
That turn happy customers into 5-star Google reviews
Simple marketing campaigns
That bring past customers back
Local SEO & Google optimization
So people can actually find you
Done-for-you setup
Live in days, not months
All of it is:
Set up for you
We handle the technical work
Live in days
Not months of waiting
Easy to use
Or ignore while it works
The Team Behind ThatWorks
Two SaaS veterans who left enterprise tech to bring real systems to the trades.
Beth O'Rourke
Creative & Brand
Beth brings the storytelling.
She spent years leading creative strategy at Citrix, turning complex SaaS products into clear, human stories that drove real growth. At ThatWorks, she makes sure your website doesn't sound like a robot—and actually convinces people to call you.
Superpower
Turning complicated ideas into simple, persuasive messaging
Belief
If your website doesn't feel human, people won't trust it
Rafa Arroyo
Systems & UX
Rafa brings the systems.
As a UX leader at Citrix, he designed SaaS experiences that generated millions in revenue by reducing friction and increasing conversion. At ThatWorks, he builds the automation that captures leads while you're busy working.
Superpower
Making technology invisible and effective
Belief
If a system needs explaining, it's already too complicated
Why Contractors Choose ThatWorks
Built by people who understand both enterprise software and the realities of running a trade business.
Built by SaaS veterans
Not marketers guessing what works. We've built systems that generated millions for Fortune 500 companies.
No long-term contracts
Stay because it works, not because you're locked in. Cancel anytime without penalties.
Fast setup
Most systems are live within 48 hours. No months-long implementations or waiting periods.
Done-for-you
No software to learn, no dashboards to babysit. We handle everything so you can focus on the work.
We don't believe in over-promising or over-complicating.
We believe in systems that quietly make you money.
Ready to Stop Losing Leads?
Book a free demo and see how ThatWorks helps contractors capture every opportunity—without changing how you work.
No pressure. No commitment. Just a clear walkthrough.