One email address, and I read it.

What to include

Two or three lines is plenty. The more of this you can give me, the more useful my first reply will be:

• The domain. I'll look at it before I reply.
• What's actually wrong — "we're invisible in the map pack in three of our five towns", "traffic dropped 40% in March and nobody can tell me why", "we shipped 900 location pages and 140 are indexed". Specific beats polished.
• Whether you're a business or an agency. Agency work is white-labelled and scoped differently.
• Who's implemented SEO before, if anyone, and roughly what they did.

You don't need a budget figure or a brief. If it turns out I'm not the right person, I'll say so in the first reply.

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What happens next

• Within one business day — a reply from me, having actually looked at the site. Not a templated "thanks for reaching out".
• If it looks workable — a short call, or a written back-and-forth if you'd rather skip the call. No deck.
• Then — a scoped proposal covering what I'd do, in what order, and why that order. If a diagnosis is needed before anything can be scoped honestly, I'll say that instead of guessing.

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Good and bad fits

Likely a good fit

• HVAC companies — the deepest reps, and where I start from.
• Other home services and trades — plumbing, roofing, electrical, property maintenance, mechanical contracting.
• Multi-location or service-area businesses with a real local search problem.
• Agencies and consultancies needing white-label search delivery they can put their name on.

Probably not a good fit

• Businesses well outside home services. I worked broadly for years and narrowed on purpose — you'd be better served by someone who lives in your vertical.
• Anyone who mainly needs paid media, brand strategy or a new website.
• Anyone shopping for a guaranteed position. Nobody controls that, and anyone who says otherwise is selling you something else.
• Very early-stage sites with no product, no pages and no market — SEO is the wrong first spend.

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Practical details

Existing client work, credentials and account access are handled over the channels already agreed with you — never over this address unless we've arranged it.