Lyon’s Heritage Masonry — Case Study
From Referral-Only to Digital Market Leader in 90 Days.
How Lyon’s Heritage Masonry went from an unoptimized digital presence to a verified, review-dominant local authority — with a full marketing system built in three structured phases.
22
Google Reviews
5-Star
Average Rating
3
Phase Rollout
Increased
Visibility & Leads
Lyon's Heritage Masonry
Location
Toronto, ON
Industry
Heritage Masonry & Restoration
Engagement
90-Day Market Foundation
Strong reputation
Nate Lyons-Fisher and his crew at Lyon’s Heritage Masonry had built a rare combination of traditional craftsmanship and modern project management — repointing 1880s Victorian homes in Cabbagetown, collaborating with architects on high-end new installations. The craft was never the problem. Very few of the right people — architects, heritage homeowners, and premium residential clients — could find them online.
New website in development with no SEO strategy in place to ensure performance at launch
Google Business Profile unoptimized — service-area verification a major technical barrier
Online reviews sparse — hard for prospects to assess credibility before reaching out
No marketing automation, lead tracking, or inbound systems in place
Brand being repositioned toward high-end residential and architectural clients
Growth had come primarily through referral — no repeatable digital pipeline
A phased foundation
Farmers Marketing implemented a structured, three-month Market Foundation Program designed to build every layer of the marketing system in the right order — tying directly into the website build timeline led by Site Partners. Each phase compounded on the last: Strategy first, then Systems, then Growth.
How we
Strategy & Foundation
Systems Build-Out
Optimization & Content
Paid ads strategy and management across Google and Meta. Social media content strategy and templates. Ongoing review management and GBP updates. Lead pipeline monitoring and nurture refinement. Content framework for ongoing blog and project showcases. Monthly performance reporting delivered.
Solving the
Google Business Profile Verification
Service-area businesses like masonry contractors — without a storefront or fixed customer-facing address — routinely face verification hurdles that prevent them from appearing in local search results entirely. Our team navigated this process on Nate’s behalf, optimized every element of the profile — service categories, project photos, service areas, and business description — and launched a structured review generation program that brought Lyon’s Heritage Masonry from near zero to 22 five-star reviews. This dramatically improved visibility in local map pack results and gave prospective clients the social proof to make contact with confidence.
— Yolande Dagenais, DAG Moving
What we
SEO & Search Presence
- Full SEO audit and technical roadmap delivered to Site Partners before website launch
- Keyword and competitor research aligned to architectural and homeowner segments
- Location and service page strategy for maximum local search coverage
- Google Business Profile verified, optimized, and actively maintained
Lead Generation & Automation
- Marketing automation platform connected to website forms for automatic lead capture
- CRM integration with JobTread for seamless lead-to-quote pipeline
- Call and lead tracking installed to identify top-performing channels
- Analytics dashboard built for traffic, leads, and campaign ROI
Reputation & Reviews
- Review generation program launched — grew from near zero to 22 Google reviews
- Maintained 5-star average throughout the entire engagement
- GBP photo strategy developed using project portfolio content
Content & Brand Authority
- Newsletter redesigned and aligned with high-end homeowner positioning
- Content framework for ongoing project showcases and blog posts
- Social media content templates and calendar created for in-house use
“Lionel and his team did a great job helping optimize the SEO for our new website and getting our inbound leads systems set up and operating smoothly. They were super responsive and really went the extra mile.”
—Nate Lyons-Fisher, Owner, Lyon's Heritage Masonry · Google Review
Built from scratch
22
Google Reviews
From near zero — all five-star — in a single 90-day engagement
5-Star
Average Rating
Maintained throughout the full engagement with a structured review program
3
Phase Rollout
Strategy, Systems, and Optimization — each layer compounding on the last
Year-over-year progress
SEO
Before Farmers Marketing
No strategy; website launching with no optimization
After 90 Days
Full audit, keyword research & technical roadmap delivered pre-launch
Status
Complete
GBP
Before Farmers Marketing
Unoptimized; service-area verification unresolved
After 90 Days
Verified, fully optimized, actively maintained with 22 reviews
Status
Active
Reviews
Before Farmers Marketing
Near zero — insufficient social proof for premium clients
After 90 Days
22 five-star Google reviews, 5.0 average rating
Status
Active
Automation
Before Farmers Marketing
No lead capture, tracking, or follow-up systems
After 90 Days
Full automation, CRM with JobTread, call tracking, dashboard
Status
Active
Ads
Before Farmers Marketing
No paid presence
After 90 Days
Strategy built; Google & Meta campaigns ready to activate
Status
Next Phase
Content
Before Farmers Marketing
No content strategy or social templates
After 90 Days
Framework built; newsletter redesigned; templates handed off
Status
Expanding
The foundation is built
With the website live, marketing systems in place, and a growing body of social proof, Lyon’s Heritage Masonry is ready for the next phase. Farmers Marketing is positioned to step back in and drive qualified lead volume:
Activate Google and Meta paid advertising targeted to architects and high-end homeowners
Develop a heritage rebate and grant guide as a lead magnet for early-stage prospects
Expand neighbourhood-specific project pages and case studies to deepen local SEO
Activate retargeting via Facebook and Instagram pixels to stay top-of-mind with site visitors
Let’s build your predictable pipeline
At Farmers Marketing, we empower businesses by enhancing their digital presence, optimizing lead generation, and delivering growth-focused solutions — from brand-new companies to established firms ready to scale.