§ 01. The leak was in the follow-up
They weren't losing jobs at the quote. They were losing them in the silence after.
Global Aluminum Solutions builds high-end custom railings: glass, picket, cable, and decorative aluminum for residential and commercial properties across the GTA. The work is premium. The buyers are real. The product sells itself when it's in front of someone. The problem wasn't the work. It was everything before and after.
When Frayze took on Global Aluminum Solutions, the install crew was running flat out, but the office was the bottleneck. Quote requests came in through three different inboxes. Some got answered the same day. Some sat for a week. Some were never seen at all. Homeowners shopping three quotes were giving the job to whoever called them back first, and that was rarely Global Aluminum Solutions.
The old WordPress site was a brochure, not a tool (averaging position 46 on Google, page five) on the terms that decide the business. And there was no system anywhere to follow up with a homeowner who'd asked for a quote three weeks ago and hadn't replied.
Where the deals were leaking
- Inquiries scattered, no single source of truth. Quote requests split between the web form, social, and email (roughly 12% ever became a booked quote).
- Response times measured in days, not minutes. Homeowners had already signed with a competitor by the time the callback came.
- No follow-up after the quote went out. If the customer didn't reply, the deal died.
- Stuck on page five of Google. Average position 46; "aluminum railings" sat at position 65 (invisible for the money terms).
- Nearly half the ad budget hit a dead page. Legacy tracking directives buried in a nine-year-old ad account sent 49% of measured spend to a 404.
- No B2B pipeline. Builders, deck contractors, and property managers (the obvious partners) weren't being touched.
§ 02. Seven systems. One operating spine.
Not seven tools bolted together. One platform where the website, the inbox, the pipeline, the AI follow-up, the estimating, and the partner outreach all talk to each other, so the team only has one screen to look at, and nothing falls through.
SEO-First Website Rebuild
Rebuilt from the old WordPress install: 109 static pages, a city-by-service page for every GTA market they serve, 40+ legacy URLs redirected, structured data tuned for the Google Business Profile, then 130 rounds of SEO and conversion work over six months. See Web & SEO.
Omni-Channel Intake
Every way a customer reaches them lands in one pipeline: web forms, quote requests, a floor-plan upload flow, planning-guide lead magnets, and phone (with missed calls auto-tasked, after-hours calls redirected, and ad leads routed automatically).
Call Transcripts + AI Lead Profiling
Calls are transcribed and profiled automatically (service type, project type, and project details land as structured CRM fields, and form answers map in the same way). By July, 84% of inquiries arrived pre-profiled. Powered by our CRM & Automation engine.
One Sales Pipeline, Every Inquiry Tracked
A single pipeline from new lead to review request. Forty to fifty inquiries a month tracked with source attribution (website, ads, phone), so the owner knows exactly where demand comes from.
B2B Builder Channel
A dedicated intake for deck builders, GCs, and property partners (builder application and partner-pack flows that turn the trade network into a referral channel alongside the homeowner engine). See our Lead Gen System.
Ad Strategy Rebuilt From Its Own History
A full audit of the nine-year-old ad account caught legacy tracking directives sending half of measured spend to a dead page. The campaigns were rebuilt around the keywords that had produced leads cheapest, clean landing URLs, real negatives, and bidding pointed at actual lead events.
Google Business Profile + Reviews
Local presence tuned for the map pack: structured data aligned to the Business Profile, and review responses handled so reputation keeps compounding without the owner touching it.
§ 03. The numbers: pulled, not estimated.
Six months into the rebuilt system, the headline is the booked-quote rate (nearly tripled), but the change underneath it is what the owner actually feels: a record organic month, ad spend that lands on real pages, and a pipeline where every inquiry arrives already profiled. Every figure below comes from Search Console, Google Ads, analytics, or the CRM (the systems Frayze operates) as of July 2026, published with the client's consent.
Best month on record, up 71% on the same month last year (the comparison that controls for seasonality).
"Aluminum railings" climbed from position 65 (page seven) to page one.
First month after the ad rebuild vs the three-month average before it. Website leads from ads roughly doubled the month the fix went live.
Legacy tracking directives in a nine-year-old account sent nearly half of measured spend to a 404. Caught in a full audit, rebuilt with clean URLs.
Every inquiry captured in one pipeline with source attribution: website, ads, and phone.
Call transcripts and form answers written into structured CRM fields by AI. Live since June, at 84% of July's inquiries.
Why you can trust these numbers
Nothing here was a trick, and nothing here is estimated. The demand already existed. It was being lost to slow follow-up, dead landing pages, and bidding with no target. Every figure on this page comes out of the systems Frayze runs for this client, and the client approved every one before it was published.
§ 04. If your business looks like this, read on.
The same system runs cleanly for any business where a customer requests a quote, the response time decides the sale, and the crew is in the field instead of in the office.
Why this works for installer trades
Same system, different vertical. The leak in the follow-up is the same shape across all of them.
- → Custom railings, fencing, decks, sunrooms
- → Excavation, septic, foundation, waterproofing
- → Roofing, siding, eavestrough, exterior renovation
- → Custom carpentry, finishing, millwork
- → HVAC, plumbing, electrical (residential service)
What you stop doing on day one
Most owners we talk to are running the office from their truck. When the system takes over, these things stop:
- → Manually answering DMs and form submissions
- → Quoting twice because the first one got lost
- → Wondering which leads went cold and why
- → Chasing invoices that should have been paid
- → Posting to social when you remember to
Run the same system for your shop
Twenty minutes. Real numbers. No fluff.
Book a fit call and we'll walk through what your version of the Global Aluminum Solutions build would look like (what gets installed first, what it costs, and what to expect in the first ninety days). We're operators in Thunder Bay. You'll talk to the person doing the work.
Related reading: trades solutions, lead generation system, web design + local SEO, ad management + paid growth, Need A Car case study.