Terrastone
Terrastone is a specialist in architectural concrete, a niche discipline that a generic marketing approach was never going to serve. Adam had spent years paying a previous agency for work he could not see, measure, or trust, with no leads to show for it. He suspected they were delivering nothing but had no data to prove it, and no foundation for anything to compound on.
Industry
Building & Construction
Expertise
Web Design & Development, Search Engine Optimisation, Lead Generation & Nurturing, Conversion Rate Optimisation
The Problem
Adam was paying a previous agency for work he could not see, measure, or trust. He had a suspicion they were delivering nothing — but lacked the data to confirm it.
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Agency Relationship That Produced Nothing
Vague reports, unanswered questions, and years of spend with no measurable digital presence or inbound lead flow to show for it.
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No Measurable Baseline
Without measurable starting data, there was no way to know what was working, what was not, or whether anything was being built at all.
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No Niche Definition
Architectural concrete is a specialist discipline. The previous work had not defined or targeted the niche, leaving Terrastone competing on generic terms where they could not win.
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No Foundation for Compounding
Without a search-first technical website, a measurable baseline, or a defined content strategy, there was nothing to compound over time.
The Solution
We started with a forensic audit that confirmed Adam’s suspicions before he signed anything with us. Then eight years of quarterly action, compounding in one direction.
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Foundation (Years 1-2)
Forensic audit of previous agency. Website rebuilt with search-first technical architecture. Measurable baseline established from day one. Niche defined as architectural concrete.
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Flow (Years 2-5)
Content built for high-intent terms architects and specialist builders use. Quarterly 90-day reviews. Google Business Profile and local search dominance. Systematic review acquisition.
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Fuel (Years 5-8)
Organic search outproducing capacity. Adam cancelled remaining traditional marketing channels. Strategy shifted to lead qualification: longer forms, project-size signals, out-of-niche filtering.
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Zero Paid Advertising
Organic search now delivers every lead the business needs — so paid search was switched off entirely. Every result earned through organic search and compounding brand recall.
The Implementation
Proof Before Pitch
Opened with a forensic audit of the previous agency before signing anything, giving Adam factual proof of what was not being delivered.
A Search-First Foundation
Rebuilt the site around the architectural concrete niche with search-first architecture and a measurable baseline, the base eight years of growth compounds on.
Compounding, Not Paid
Paid advertising switched off for over 12-months, organic search drives ~80% of conversions and the business is booked 8 to 10 weeks out.
The Outcome
Eight years of SEO-first compounding: organic impressions up 1,582%, 1,609 keyword rankings gained, four teams from one, booked 8-10 weeks out, and all other marketing cancelled.
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Organic Impressions Up 1,582%
1.62 million organic impressions per year. Organic search accounts for 70% of sessions and 78% of conversions.
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1,609 Keyword Rankings Gained
New keyword rankings acquired since 2018. The compounding effect of eight years of niche-focused, high-intent content.
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Four Teams from One
1 concrete laying team in 2018. Building toward a fourth team at time of writing. Booked 8 to 10 weeks out, consistently.
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All Other Marketing Cancelled
When organic search outpaced capacity, Adam cancelled every other channel. The strategy shifted from lead generation to lead qualification.
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The Dream Boat
Not strictly a metric. Adam bought his dream boat. Worth more than most KPIs.
Terrastone
Adam
Founder
I am booked 8 to 10 weeks out. I have cancelled all my other marketing.
Digital alone generates more work than I can handle. I have also bought my dream boat.
