About Rochester Canine Academy

Rochester Canine Academy has been on North Winton Road since 1996, and the tagline it has carried the whole time says what it is for: teaching the family dog to be a family member. Alisson Goldberg owns the school and the site says she has been training dogs since 1996.

The format

Everything is private. The site describes the offer as private puppy and dog training in Rochester, with a Start Smart Puppy Program for new puppies and a set of Signature Programs for everything else. Prospective clients start with an evaluation.

Who it is written for

The home page opens with four questions rather than a sales pitch, and they define the client: an owner who finds their dog's behavior frustrating, an owner who wants to include their dog in more activities, an owner who sees other well-behaved dogs and wonders whether theirs could be like that, and an owner who has not reached their goals with other training options. The last of those is the one that matters, because it is a direct offer to people who have already tried something else.

The line that carries the site

The school's own formulation is that great dogs are not born, they are trained with intention. The published invitation is simply to call or text and talk about the dog first.

Around the training

A small team is published, with Alisson as owner and trainer and a second person, Lyss, in administration. The site carries a policies page, an FAQ, success stories, and a set of recommendations it calls RCA Picks, including a puppy essentials list.