Why I'm focusing on roofing SEO after 13 years as a SEO expert

A roofer in Texas. A dentist in Ottawa. A therapist in Vermont. A trailer manufacturer in Saskatchewan.

All of them, on a sales call with me, said some version of the same sentence:

"I'm paying $4,000 a month and I have no idea what they actually do."

I heard it all the time for the past 13 years. Sometimes the number is $2,000. Sometimes it's $10,000. Sometimes the speaker is angry. Sometimes they're exhausted. Most of the time they're some combination of both.

The industry on the front of the truck changes. The frustration does not.

I've been listening to that frustration for 13 years.

And I'm finally doing something about it.

But before I get into all of that... let me back up.

Hi, I'm Patrick

I'm from Montreal. Founded my first agency, RapidWebLaunch, in Toronto in 2013. My wife is from Ecuador. We live in Mexico. I like hockey and craft beer. I run my entire business from an iPad.

(Yes. The whole business. From an iPad. Stick around long enough on this blog and I'll get into why I think most of you are still using the wrong tools to run yours.)

Here's what 13 years looks like, in receipts:

• $0 to six figures with no formal education

• Hundreds of websites built with my own two hands

• 47+ industries served

• 100+ five-star reviews

• 94% client retention year over year

• Hundreds of blog posts written about this stuff

• Zero employees, the entire time

That last one is the part most people skip when they read an agency's "About" page. So let me say it again, slower.

Every piece of work has been done by me. Every time.

No account managers. No junior strategists. No offshore content team I outsourced to in between Zoom calls.

Just one person, an iPad/laptop, and 13 years of figuring out what actually works for a small business that wants more phone calls.

Working across 47 industries teaches you something weird

Most marketing problems are the exact same problem wearing different hats.

Those professionals from all those different industries earlier? They all walked in the door with the same complaint.

They were paying too much for marketing that wasn't producing.

They were locked into contracts they regretted signing.

They were staring at monthly reports full of "impressions" and "keyword positions" that somehow never translated into the phone ringing.

They were tired.

I started hearing this once a week. Then twice a week. Then nearly every day.

Hearing it once is a story.

Hearing it a hundred times is a pattern.

And the pattern is that small business marketing is broken in a very specific way... and nobody is fixing it... because the people who could fix it are way too busy charging $5,000 a month to perpetuate it.

So why roofers, then?

Because the roofing industry has, arguably, the worst version of this problem.

Roofers are paying some of the highest agency fees of any small business vertical I've ever seen. $5,000 a month is normal. $10,000 a month is not unusual. $15,000 a month happens too.

It's highway robbery.

But the math also works in the opposite direction. Roofing is one of the few small business types where SEO done well genuinely changes everything.

A residential roof replacement is a five-figure job. A commercial contract is six figures. Storm restoration can stack three weeks of work into seven days when the right hailstorm hits the right neighborhood. (maybe “right” is not the best word for a disaster haha)

Move a roofer from page 3 to position 2 for "roof replacement [city name]" and the revenue impact is massive. It's a number you and I can calculate together before any work begins.

That math is the part most agencies HATE. Because it has to actually work. They'd rather sell you on "brand awareness" than commit to a number on a piece of paper.

Oh, and the other thing happening in 2026?

AI overviews have changed search forever. Generic "what is SEO" content is dead. Google's AI is now answering it for you at the top of the page before you even scroll. The only marketing companies that survive the next two years are the ones with deep, defensible expertise. Ideally in a single vertical.

Roofing is the right vertical for me. I've worked with roofers before. The unit economics are great. And the industry is full of bad operators that an honest one can outrun.

So I'm narrowing 13 years of experience down to one thing.

Roofing SEO. Only. No more dabbling.

How working with me is different

Most agencies have layers.

A salesperson sells you. An account manager manages you. A junior strategist plans for you. An offshore content team writes for you. By the time the work hits your website, six people have touched it... and none of them have ever met you. That’s how you end up paying $5k/month.

There are no layers here.

I am the salesperson. I am the strategist. I am the writer. And if you call me at 3pm on a Thursday, I'm the one picking up the phone. (If I’m not chowing down fish tacos on the beach)

If something on your site is broken, I'm the person who broke it and the person fixing it. There is no "let me check with the team."

A few other things that are different on purpose:

No long-term contracts. If the work isn't producing, the door is open. No clawback. No penalty. No "you signed a 12-month agreement so we own you until next October."

ROI math up front. Before you sign anything, we sit down and run your numbers together. Average job value. Close rate. Realistic position uplift. What that all translates to in revenue. If the math doesn't work for your business, the deal doesn't happen. I'd honestly rather lose a sale than take on a roofer who's going to be unhappy in 90 days.

Reporting that measures phone calls. Not impressions. Not vague "keyword positions." The actual leads that hit your phone or your inbox. Because that's the only number that matters and it always has been.

Flat $500/month base. After that, you pay per lead that comes in. That’s it. If you don’t get leads, you don’t pay.

Who this is actually for

This is for the roofing company owner who's been around long enough to recognize a sales pitch when he hears one.

Five years in business minimum. A crew of at least five. Established residential or commercial work. Not a startup figuring out what to charge.

If you've ever signed a 12-month agency contract that you wish you hadn't... you're the audience for this company.

If you've ever asked a marketing person why the phone isn't ringing and gotten an answer full of acronyms you never asked to learn... you're the audience.

If your last "SEO report" was a PDF full of green arrows pointing up while your lead count was flat... yeah. This is for you.

If you have a real question and you want a real answer, you can email me directly. I read everything. I respond to most things.

(If I don't respond, I'm probably out trying to surf a wave for more than three seconds. I'll get back to you.)

That's the introduction.

The actual work starts now.

Book a call.