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How Rebolt Builds Home Services Websites in Minutes with AI
An interview with Will Wallace and Arwin Rahmatpanah at Rebolt

Welcome to this week’s edition of The Workbench, a resource-rich weekly newsletter and podcast for home services entrepreneurs.
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This week on The Workbench, I had the pleasure of chatting with Will Wallace and Arwin Rahmatpanah, the co-founders of Rebolt. Their platform is shaking up how home service operators manage their digital presence—making it truly possible to launch a professional website, optimize your Google listing, and automate social content with almost zero friction.
We dug into the biggest pitfalls they see for local trade businesses, why most agency solutions miss the mark, and how AI can create a lasting competitive advantage for owners willing to embrace it.
The 7 Key Takeaways
Below are the most essential insights from my conversation that you can apply to your home services business today.
1. Why Most Agencies Fail Local Businesses
Many home service owners are at the mercy of agencies that overpromise and underdeliver. Will sees business after business getting stuck with slow, poorly optimized sites and vague commitments around SEO. Understanding where most agency work falls short is the first step to protecting your investment and generating real results.
"Everybody knows the word, the term SEO. All these business owners know it, they want to be found at the top of Google, but they don't know what that actually means. A lot of times these agencies are promising SEO and all they do is something minimal. The biggest area they get taken for a ride is offsite SEO—citations, backlinks, things that aren't explained but are crucial to ranking."
2. Automating Content That Actually Drives Leads
One of Rebolt's core advantages is using AI to automate content creation for websites and social, but with unique detail that actually moves the needle. Instead of generic content, their platform gathers detailed info from owners to build genuinely SEO-optimized, customized web pages for every major service.
"Whenever we bring owners on, we get a ton of rich information—what they do, where, hours, the works. Then we tailor that for the AI to generate legit, unique content. The problem with old agencies is human error or low-effort copy pasted everywhere. Our AI lets us tie their specific details to great content, and then deploy that on their sites and socials without the owner lifting a finger."
3. Biggest Website Mistake Owners Make
From their vantage point, lack of specific service and location pages is a huge reason local businesses miss out on organic leads. Too many only have a homepage, missing out on the local signals Google needs to drive traffic.
"The biggest one—especially for people who did DIY—is just a homepage that covers everything. But they don't have unique pages for each service and each area they work in. That’s the lowest hanging fruit, and creating those is a massive lift for their local SEO right out of the box."
4. How AI-Powered Websites Actually Get Built
For owners nervous about letting AI take over their website, Will describes how Rebolt works—including the focus on using real business inputs, Google’s SEO needs, and always delivering a site that looks and performs like a custom job (without the cost or months of waiting).
"We don’t ask you to prompt an AI bot and hope it gets it—owners just tell us what they do and where, and we build the rest out for them. Our system imports as much info as possible from the web about hours, reviews, images—then our tooling deploys a complete, opinionated site, with all the pages, sitemaps, terms, SEO features, the works. All you do is review and tweak."
5. Secrets To Scalable Customer Acquisition
Getting the first customer is always a hustle, but Will and Arwin found sustainable acquisition through partnerships. Rather than relying solely on cold calls or ads, they built relationships with organizations and trade schools, tapping into built-in trust within the industry.
"At the start, we did everything—cold calls, trade shows, talking to everyone. But what really scaled was partnerships. There’s so much noise for home service owners, and they crave trust. When we partner with organizations that already have that trust with their members, it’s like unlocking a funnel of warm, ready leads who are far more likely to use us."
6. Automating Social Media The Right Way
Social media is a pain point for almost every operator—finding time, knowing what to post, managing accounts. Rebolt leverages AI to text the owner, pull photos, and shoot out posts across every channel without effort—while even turning project images into web content.
"Our AI agent texts owners on a schedule—they just reply with a photo from a job. We generate a post, write a longer blog for their site, and syndicate it everywhere for them. It solves the three big pains: remembering to post, knowing what to say, and manually logging into every platform."
7. Google My Business Optimization—More Than Just Completeness
Reviews and image activity matter just as much as having a complete Google profile. Their AI tracks not just profile completeness, but deeper signals like review velocity and photo frequency—helping owners understand and act on what really moves local rankings.
"Google gives you a profile score but that just shows how complete your info is. We look deeper—review velocity, image posting, all these signals that actually make a difference. Then we guide owners to make changes that get real results, not just tick boxes."
Looking Ahead
Arwin and Will are constantly evolving the platform, but their number one tip for instant impact is simple: pair a few fresh Google reviews with an upgraded website and watch the leads roll in.
"If you’re a home service owner, just go add five reviews to your Google business profile this week and match that with an SEO-optimized site. The impact is huge—you’d be surprised. We see it all the time."
Wow! You made it to the end; thanks for sticking with us.
The full interview is available on YouTube below, Spotify here, and Apple Podcasts here.