Kim Penner
From no online presence to #1 rankings in 13 countries, paintings selling online, and a royal-patronage magazine feature — with no SEO retainer.
Roofing
Coastal Craft Roofing
Three months ago, every single lead Coastal Craft got was a paid lead, and roughly $100 a day in ads was landing on a slow template homepage built for the wrong city. Today: 6+ jobs booked from organic search alone, domain rating up from 0.6 to 21, top-3 rankings for commercial roofing and roof repair, AI assistants recommending them by name, and enough new work that they hired another crew. Three months into a six-month proof window, the system has already paid for itself.
Visit the live sitecoastalcraftroofing.caLive site
+1 crew
hired just to keep up with the new work
0.6 → 21
domain rating in 3 months (audit estimated 12–24)
Top 3
on Google for commercial roofing & roof repair
#1
positions on 20+ commercial & niche terms
AI search
ChatGPT & AI assistants now recommend them
Same spend
far more booked jobs from ads
Verified by Google
PageSpeed, straight from the source.
92
Performance
96
Accessibility
100
Best Practices
100
SEO
Google PageSpeed Insights, mobile, July 2026. Before the rebuild: performance 60 with a 9.2-second LCP.
The challenge
Where they started.
The money side was leaking from both ends. Organic contributed nothing: a template site with no H1, broken duplicated meta descriptions, a 9.2-second mobile load, and zero Edmonton pages meant Coastal ranked for none of the core roofing terms, so every job had to be bought with ad spend. The domain rating sat at 0.6 on a backlink profile that was almost entirely toxic spam links, actively working against them. And the ad side was leaking too: the homepage hero said Red Deer while ~$100/day in Google Ads targeted Edmonton, so paid clicks landed on a page telling them they were in the wrong city. The audit put the authority gap to the page-one incumbents (DR 10–25) at 12 to 24 months of work.
The approach
What we built.
- Audit first: a full 15-page teardown of SEO, speed, CRO, local visibility, and competitors, with every fix priced against revenue impact
- Complete custom rebuild matched to the actual brand, replacing the template
- 60+ page architecture: a dedicated page for every service, including a commercial roofing cluster (flat roofing, repair, replacement) and residential equivalents, each targeting its own keyword cluster
- Location pages for Edmonton, Red Deer, Calgary, Sherwood Park, and St. Albert, ending the geographic mismatch
- Ad traffic re-pointed at dedicated, message-matched Edmonton pages, so the same budget converts more
- Disavowed the toxic spam backlink profile, then rebuilt authority with credible links: domain rating from 0.6 to 21, into the same range as the page-one incumbents
- Google Business Profile fixed and optimized for the map pack
- AIEO: structured data and answer-ready content so the business surfaces in AI search
- Rebuilt the broken Google tracking stack (GTM, GA4, conversion tracking), so every lead is attributed
“Absolutely amazing service. The amount of attention to detail, support, and overall experience has been top-notch here. I would not go to anyone else for any online web services rather than these guys.”
Keelan, Coastal Craft Roofing (Google review)
The system at work
Capabilities in this build.
No pressure. No guessing.
Want a system like this for your business?
Every build starts with a free audit and a conservative pathway to ROI. If the numbers don't point to a clear return, I'll tell you straight.
- Google visibility, speed & mobile performance
- Trust signals and conversion leaks
- A clear, conservative pathway to ROI
Prefer to talk it through?