Skip to content
ghobz
Get started

Grow a steel
fabrication business.

A fab shop grows on repeat work: the GC who calls again, the OEM that reorders the same part. Most shops never ask. Email and follow-up do the asking for you.

Get a free websiteMetal fabricators

Without Marketing

average cost per lead for industrial and commercial search ads, 2026
$75.19
WordStream, Google Ads benchmarks 2026 (vendor)
average conversion rate for industrial and commercial search ads, 2026
8.20%
WordStream, Google Ads benchmarks 2026 (vendor)
of metal fabricators have put equipment purchases off indefinitely
20.92%
The Fabricator, FMA survey of 369 fabricators, 2026

Feast-or-famine floor

Big structural jobs fill the floor, then end together. The quiet weeks after are when you wish someone had kept the OEM customers warm.

Unclaimed reorders

A part you made two years ago gets reordered from someone else, because nobody reminded the buyer you still have the program.

Unexplained bid losses

You lost the bid and never asked why. The next quote to that GC repeats the same mistake.

Open capacity

The big frame job just shipped. A sample fab shop writes to the buyers who know its work, and a reorder lands before the floor goes quiet.

Example of a sample steel fabrication shop, Quenby Steel Works. Before: the last mail Lena, Tallis Equipment had from them is 11 months old. After 79 of 640 names are cut, the campaign “Open capacity, March” goes to 561, and the email “Open press brake time in March” lands in that inbox. It opens on one line written for them, and they reply. 10 weeks later 24 have replied and the ledger stands at +$10,830. Paid on delivery, before steel and freight.

Before The frame job shipped, the invoice went out, and the floor went quiet.

  1. Before: The frame job shipped, the invoice went out, and the floor went quiet.
  2. Landed: It goes to the GCs, engineers and OEM buyers who know the work.
  3. Opened: It names the part the shop made for her, and the open time.
  4. Replied: Three hundred brackets, same drawing, priced the same week.
  5. Back: Only paid runs are in the balance. The lintel job waits on billing.
  1. The email
    QS

    Quenby Steel Worksnora@quenbysteel.example

    to Lena, Tallis EquipmentFeb 24

    Open press brake time in March

    Quenby Steel WorksCapacity, March and April

    Open press brake time in March

    The punch and V-die of a press brake, close up, steel tooling under shop light

    Hi Lena, we still have the program for your guard brackets, rev C.

    The floor has open time in March on the laser and the press brake. If a part we made for you is due again, reply with the quantity and we will price the run.

    Open this spring

    • Laser, 6 × 12 ft bedPlate and sheet to 1 in.
    • Press brake, 230 tonBends to 12 ft
    • Weld and fit-upFrames, guards and brackets
    Reply with a quantity

    Nora V., Quenby Steel Works

    UnsubscribeQuenby Steel Works, 41 Rail Spur Rd, Holloway Bend
  2. Sample campaign, Open capacity, March
    LedgerSent Feb 24

    +$10,830

    Paid on delivery, before steel and freight

    Above zero, Week 1
    Sent
    561
    Replied
    24
    Jobs
    4
    Left out
    79

    Three asked to stop. They are off the list.

    1. Wk 0Email tool and search ads−$480
    2. Wk 1Tallis, 300 brackets+$6,900
    3. Wk 2Harrow, six gate frames+$3,240
    4. Wk 5Email tool and search ads−$480
    5. Wk 6Walk-in repair, dock plate+$1,650
    6. Wk 9Pellard lintels, awardedPending
    What came back
    Replies24
    • TE

      Tallis EquipmentWeek 1

      We need 300 more by April. Same as last time?

      Reorder, 300 brackets$6,900

    • HF

      Harrow Farm SupplyWeek 2

      Six more, same drawing.

      Six frames, paid on delivery$3,240

    • VM

      Vantor MachineWeek 3

      Nothing until summer.

      Asked back in June

    • PE

      Pellard EngineeringWeek 4

      The job is back on. Can you requote it?

      Requoted, awarded, unbilledPending

    20 more replies

  3. The list
    Open capacity, March, 8 of 640 names
    WhoLast heard from themWhat came backWorth
    Tallis EquipmentGuard brackets, 202511 months agoWe need 300 more by April. Same as last time?Reorder, 300 brackets$6,900
    Brisco & Tamm ConstructionFrames, Mill Street LoftsLast weekLeft out: quote still open
    Harrow Farm SupplyGate frames, 20232 years agoSix more, same drawing.Six frames, paid on delivery$3,240
    Vantor MachineLaser parts, 202414 months agoNothing until summer.Asked back in June
    Pellard EngineeringLintel quote, 202418 months agoThe job is back on. Can you requote it?Requoted, awarded, unbilled$18,400Pending
    Dev K.Trailer repair, 20223 years agoLeft out: opted out
    Corla MillsMezzanine platform, 20232 years agoNo reply
    Abe L.Quote, hitch plates4 years agoLeft out: bad address

    8 of 640 names shown

What you get

  • Email to past GCs, engineers and OEM buyers: new equipment, finished projects, open capacity
  • Reorder reminders for repeat parts, sent before the buyer runs low
  • Follow-up on every open RFQ, and one short question on every loss
  • Search ads for the work you want, on your own ad account, judged by RFQs not clicks
  • A monthly report: RFQs in, quotes out, wins and the money attached

The cycle

Marketing works Growth for a fab shop: finished jobs and old customers bring the next RFQ before the floor goes quiet.

  1. Lead

    Everything that gets you a lead.

    More people find you and reach out.

  2. Prospect

    Turn interest into a sale.

    More of them say yes, and you never chase.

  3. Client

    Keep the job moving.

    Jobs run on time, with less of you managing them.

  4. Kept or closed

    What happens after the job.

    Finished work brings in the next job.

  5. Growth

    Feed it back into the machine.

    Every finished job helps bring the next lead.

    • Marketing

Then it starts again.

CRM: Customers, conversations, bookings, jobs and employee tasks in one place, across all five.

Marketing for metal and glass

What we build

The website

A site that shows capabilities, materials and tolerances, with an RFQ form that takes drawings.

SEO

Capability and material pages that come up when buyers search custom fabrication near me.

AEO

Answers on materials, tolerances and lead times that AI tools quote to a buyer.

Lead generation

An RFQ page that takes drawings, with a capabilities sheet to download.

Social posts

Parts and projects you shipped, posted on LinkedIn where buyers look.

AI agents

An AI agent checks each RFQ for material, quantity and due date before it reaches you.

Missed calls

A missed call from a buyer gets a text back and a call back from the shop.

Booking

RFQ reviews and shop visits book into the estimator’s calendar.

The dashboard

Every RFQ with its drawings on one dashboard, by due date.

Reviews and referrals

After each order ships, buyers get asked for a review and who else buys parts.

Email campaigns

Past buyers hear about new capabilities and open shop time.

PostHog analytics

PostHog shows which capability pages buyers read before they send an RFQ.

Session replay

Session replay shows the buyer who tried to upload a drawing and gave up.

Monthly numbers

Each month you see RFQs in, quotes sent and orders won.

Every RFQ reaches one dashboard, and JobBOSS² stays.

What we build

The plan

Less Work

Customer emails and reminders go out without the office writing them.

Less Time

Follow-up runs on its own, so nobody keeps a list on a whiteboard.

More Sales

More repeat parts and return GCs between the big jobs.

Free website

Plans from $1,500 a month.

Get a free website

On your site

  • Your free website, built for your fab shop on a domain that stays yours
  • A capabilities page: processes, equipment, materials, thickness and size limits, finishes
  • An RFQ form that takes STEP, DXF, DWG and PDF drawings, with quantity and due date
  • Project pages by industry and process: structural, sheet metal, stairs and rails, OEM parts
  • Your welding codes and certifications, only the true ones, with the facility named
  • Every RFQ sent to your estimator and your dashboard

You always keep your name, logo, photos, copy and domain. We keep the code and the system behind the site.

Automated

$1,500 a month

No lead lost.

Not in this plan

Every lead answered and booked, and we keep it running.

Your website

  • Hosted and kept up by us. Your domain stays in your name
  • Unlimited pages and changes. Send it and it goes live

Answer and book

  • An AI reply in minutes, day or night, aiming for under 5
  • It asks what you would ask, then books the estimate, showing or measure
  • Anything it can’t handle goes straight to you
  • Follow-ups that stop when they book or go cold

Get found

  • Text posts on the platforms you pick, no limits. Image and video are separate

Measure

  • A monthly report: every request, what it became, the money attached

Managed

$4,000 a month

Every stage handled.

Starts hereEmail and customer campaigns, no cap from our side

Everything in Automated, and we run every stage for you.

Get started, Managed

Every stage

  • Every stage built and run by us, from lead to growth

Get found

  • Content for Google and AI answers, as much as it moves your numbers
  • Unlimited landing pages and lead magnets, with an alert on every form
  • Email campaigns to your lead list, no cap from our side
  • Campaigns on the social platforms your customers use, on your accounts

Measure

  • A dashboard for every lead, job and customer
  • A private site with a stat assistant that keeps watch on your customers

No AI brain or agents of your own.

The partnership

$7,500 a month

We run the whole cycle.

IncludedEmail and customer campaigns, no cap from our side

Everything in Automated, plus us working it and building on it.

Get started, The partnership

Get found

  • Content for Google and AI answers, as much as it moves your numbers
  • Unlimited landing pages and lead magnets, with an alert on every form
  • Email campaigns to your lead list, no cap from our side
  • Campaigns on the social platforms your customers use, on your accounts

Your AI brain

  • One AI brain on your phone: leads, jobs and customers in one place. Ask it anything
  • Connected to your forms, email, calendar and records, so it does the work
  • Hosting and tech run by us: domain, updates, monitoring. Accounts stay yours
  • Skills for your trade: lead questions, follow-up, booking, review requests

Run the work

  • Custom AI helpers for replies and booking, with a person where needed
  • Internal tools built for how you really run
  • Two builds in progress at any time, in the order you pick

Measure

  • One shared live board: every lead and job, where it came from, what it’s worth

Ad budgets and paid software stay on your accounts. Designed image and video posts start once you’re comfortable with AI drafts.

Read first

Your questions

How do I grow a steel fabrication business?

Spread the work across more customers and keep the ones you have. A capabilities page and an RFQ form bring new buyers, and follow-up on quotes and reorders keeps the old ones. Hiring and equipment follow the pipeline.

How do I market a metal fabrication business?

Show buyers what you can make and make it easy to send a drawing. Then stay in touch: email past customers, follow up every quote and post finished work. Trade shows and Thomasnet add reach when your pages back them up.

Free website

Sample calendar

Thursday

  • Measure, 18 Quarry Rd
Get a free website