Our Work

Case study — Commercial roofing, London Ontario

London Commercial Roofing

A commercial and industrial roofing company with no web presence at all. Goal: rank for commercial roofing in London, capture calls, and support a service area stretching across Southern Ontario.

The problem

No website, no Google presence, no way for a property manager to find them or verify they were real. Competing against established firms with 20-year-old domains — and one national competitor with branch locations across Canada.

What we built

The SEO architecture

Every subpage links back to the home page five times — logo, breadcrumb, in-content, and footer — so link equity concentrates on the page that has to rank. The home page links down to the money pages only. That's a silo, and it's the difference between 20 pages that compete with each other and 20 pages that push one page up.

Results at launch

The honest part

We turned down three things the client asked for: copying a competitor's photos, using a logo from a design contest, and mass-publishing AI blog posts. All three would have worked short-term and cost them the asset long-term. We built original alternatives instead — original artwork, an original logo they own outright, and a content pipeline with a quality gate that catches fabricated claims before they publish.

That's the job. An agency that only says yes is selling you risk.