Field notes
Notes from the trenches.
April 12, 2026 · Jonathon
The local SEO checklist every service business should run quarterly
A short, opinionated list of the local SEO checks that actually move calls. Plus the ones every blog post tells you to do that don't.
Read more →March 22, 2026 · Jonathon
How much should a roofer actually spend on Google Ads
Spoiler: less than the agencies tell you, more than the gut instinct says. Here is the napkin math we run for every new roofing client.
Read more →February 8, 2026 · Jonathon
The service area page template that consistently wins the map pack
Most service area pages are thin and copy-pasted. Here is the structure we use to make every neighborhood page actually rank.
Read more →January 15, 2026 · Jonathon
How to stop paying for bad leads
Bad leads are mostly a measurement problem dressed up as a marketing one. Here's the simple tracking system we install for every retainer.
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