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For owner-led manufacturers, builders & building-products companies

More business.
Without becoming a marketer.

One Field Day on your floor — a single day, one camera — becomes three full months of the video, content, and search that wins buyers before you ever meet them. Done for you, on about a day of your time a month.

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Free 30-minute call · your numbers on that call · built for owner-led shops from about $3M up

// Field Report — Wiley Metal
New business / yr$5M
Website visitors10×
Client since2013
Owner time / month~1 day
// This is what one Field Day looks like

See the handshake, forged.

Every frame came off a single day on Wiley Metal's floor — the shop doing $5M/yr in new business on about a day of their time a month. No actors. No stock footage. Yours would look like your floor.

// Trusted since 2013 — coast to coast

We've been on three dozen floors.

Fabricators, lumber dealers, distributors, homebuilders and the mechanical trades — from a 12-person shop to Kodiak Building Partners. Midwest-forged, and we travel.

3 dozen+brands built for
13 yrssince 2013
Coast‑to‑coastnational footprint
Midwest-forged · working coast to coast
// A few of them — find your floor
Manufacturers & fabrication
Wiley MetalPerforated TubesBeverlin MfgEpilayHi-TecSuperior Foods
Building products & supply
Kodiak Building PartnersAlexander LumberBarnscoBarton SupplyNew England Building Supply
Homebuilders, trades & mechanical
Epique HomesVanderWall BrosAlthoff IndustriesNuFlow MidwestBBB of West Michigan
// The first handshake is online now

By the time you shake hands, they've already decided.

Your buyers research you online first — your site, your social profiles, your videos. If that online handshake looks like 2011, you lose to slicker, often weaker competitors before you're ever in the room. You're one of the best in your industry, and almost no one online can tell. That's a marketing problem, not a quality problem.

81%of B2B buyers have already picked their vendor before they ever contact sales.
70%of the buying journey is done before they contact anyone. You never even get the at-bat.

Source: 6sense B2B Buyer Experience Report, 2025 — a global study of nearly 4,000 B2B buyers.

See what a buyer sees before he calls you.

Seven questions, about two minutes. The 30-Second Search Test tells you how much of your next sale is already happening before you're in the room — and which link in the chain is the weak one. No email required.

Get your Handshake Score
// The end result — the only part that matters

Better quotes. From buyers who already trust you.

More of the right RFQs landing in front of your salespeople, from people who'd already decided you were the one before they picked up the phone — including the referral who quietly checked you out first. That's the outcome. Everything below exists to produce it.

// 01

The right buyers find you

When a plant manager, a purchasing agent, or a GC goes looking — or a referral checks you out before they call — you're the company that shows up, and you look as good online as your work is on the floor.

// 02

They arrive pre-sold

They've seen your floor run, heard your people explain the hard parts, and read your answer to the objection the cheap bid never mentions. The first call skips the convincing and goes straight to the spec.

// 03

Your evenings stay yours

You are never asked to write a caption, learn a tool, or chase an agency for a status update. One day a quarter on your floor, one call a month, and the rest of it is ours to carry.

13 YRS

One shop handed us their marketing.
We never handed it back.

// Wiley Metal, Marion, Indiana — their entire marketing run by us since 2013

They put four decades of expertise on the floor. We put it online and kept it running — and it paid off: 10× the web traffic and about $5M a year in new business, while the owner spent roughly a day a month on it.

“Thirteen years, and I've never once had to think about our marketing. That's the whole reason they're still here.”
Ed Wiley
Owner · Wiley Metal · Marion, Indiana
THE MECHANISM — THE FIELD DAY: one day on your floor, one camera, your leaders answering the real questions your buyers ask. That day is the raw material. It goes into our engine along with thirteen years of what's worked on other floors, and comes back out as three months of video, posts, search pages and shorts. That's why this only costs you a day a month — the arithmetic, not a promise.
// Not our words

Two more floors, nine hundred miles apart.

A building-products group and a concrete-supply company in Texas. Different industries, different states, same Field Day.

“
We've worked with a lot of marketing firms. This is the one that learned how we actually sell before they wrote a word about us.
Michael Flood
COO & Shareholder · Kodiak Building Partners
“
We're in Texas. They're not. It's never once been a problem — they show up when it counts, and they know this industry.
Kelly Gowan
Marketing Manager · Barnsco, Texas

Want to know what your Field Day would produce?

30 minutes with Emily — no slides, no pitch. You'll leave knowing the questions your buyers are actually searching, whether or not we ever work together.

Book a free call
// How we get there — together

You shake one hand. We do the rest.

Three steps, and only one of them costs you a day. The whole journey, start to finish:

Step 01

We meet, then we dig in

A free 30-minute call. If it fits, we spend one week learning your business: how you actually talk, who signs off on a job, and the questions your buyers type before they call anyone.

Step 02

One Field Day on your floor

We come to you for a single day. Your leaders answer the real questions on camera while the shop runs behind them. That one day feeds the next 90 — website, video, social, search — built and launched while you get back to work.

Step 03

You stay on the floor

We run it month after month and the right quotes start coming in. Your part: one Field Day a quarter and a monthly results call in plain English — about a day a month, all in.

// What's actually under the hood

Your decades of know-how. Our thirteen years. One engine.

Thirteen years on three dozen floors taught us what buyers in your trade actually ask before they'll call anyone. Your people know things no outsider could ever learn secondhand. We capture both — your Field Day plus everything we've built since 2013 — and put it to work in a set of AI agents Isaac built and Emily and Nina run every day. It's a power tool in the hands of two people who know your business, not a robot with your name on it. You never touch any of it. We call it the Forge.

The Library

Every Field Day transcript, every question a buyer has asked us across thirteen years and three dozen floors, and the exact way your people explain the hard parts. This is the part a new agency can't buy.

The Scout

Watches what your buyers are typing into Google and what your competitors are claiming this month, then puts the next question in the queue — usually before you'd have thought to ask it.

The Drafter

Builds the first draft of the quarter off your Field Day — rough video cuts, post drafts, search pages — in your voice, because it learned from your voice and nobody else's. Nina works from those drafts instead of from a blank page. That's the arithmetic that makes one day cover three months.

The Dispatcher

Emily writes your qualifying questions with you in week one. From then on it catches every inbound the minute it lands, nights and weekends included, and puts the real ones in front of your salespeople the same hour — so a live one never sits in an inbox until Monday. Emily reads everything it flags. Your buyer still gets a person; they just get one faster.

NINA'S
READ

Nothing ships until Nina has read it.

Every video, every post, every page — nothing goes out under your name until Nina has read it, and Emily is the one who answers for it if it's wrong. The Forge drafts and cuts so neither of them spends your quarter on the mechanical part. What your company says, which story leads, and what gets killed before you ever see it — that's theirs.

// And when you need one we don't have. A quote follow-up that never forgets. A wake-up for customers who've gone quiet. Something that answers spec questions at eleven at night. Spinning up a new agent for your business is a week of our time, not a new contract — that's the difference between running your own engine and renting somebody's software.

// The offer — there's only one

One day on your floor. Three months of marketing. Thirteen years with the same shop.

One program. Not a menu, and not a starter tier you get talked up out of. The comparison most owners make is a marketing hire — one salary, one person, who still can't shoot video, run search, build a website and work your social alone. This is what you'd pay for a whole department instead, and there's a guarantee under all of it.

Built for owner-led shops from about $3M up — the ones with somebody who quotes the work and nobody whose job is marketing it. And if you're already turning work away, don't call us yet — more quotes is the last thing you need this quarter.

Everything included
One offer · one path · one rate card

Your Marketing, Handled

Week one — the Assessment Flat fee, credited One flat fee, the same for every shop — credited back in full against the build if we continue. If the week doesn't teach you something about your own market, you don't pay it at all, and you keep the work either way.
Days 1–90 — the build Fixed price, once Your whole online handshake, built and launched. Fixed price, agreed in writing before we start — it does not move.
Then — we run it One rate card/mo Set by how many locations and product lines we cover — the same card everyone else gets. Not by what your shop looks like, and not by what we think you can pay.

Ad spend and travel sit on top, and both get a hard number with you in week one — never a dollar over without your say-so. You get every number in writing on the first call, before we've asked you for anything and before we've seen a page of your financials. No surprise line items, and nothing on an invoice you didn't see coming.

The build — days 1 to 90, once
  • A website built to turn a looker into a quote request
  • Ten broadcast-quality videos and five shorts — all of it off one Field Day
  • Pages built to answer the exact questions your buyers type into Google, so you come up when they look
  • Your campaign live, and leads landing somewhere you'll actually see them — we'll set that up if you don't have anything
Every month after
  • Your shop showing up every week where your buyers already scroll — cut from that same day, not stock filler
  • A fresh Field Day each quarter, so you never run out of real footage
  • Campaigns managed to the cost-per-lead we set, and a one-screen readout you'll actually read
  • Emily and Nina — the same two people in year three that you met on day one
Week one — the Assessment (yours even if you walk)
  • The exact search terms your buyers are typing
  • A side-by-side look at your three closest competitors online
  • Your first finished piece, live — not a slide deck
Book a free call

Month-to-month after the build — thirty days' notice, no auto-renewal, no early-termination fee. The website, the footage, the ad accounts and the domain are yours from day one. Every program includes a Field Day on your floor, so we only start a few each quarter.
In thirteen years we've never needed a contract to keep a client.

THE
PLEDGE

The Handshake Guarantee.

On week one: if the Assessment doesn't show you something you didn't know about your own market, you don't pay for it. No conditions, no forms, no hard feelings — and you keep the work.

On the build: in 90 days you'll have your website live, ten broadcast-quality videos of your own people, and your campaign running. Miss the ninety days and your next Field Day is free.

On the results: the campaign hits a cost-per-lead we calculate in week one from your numbers — your average job size, your close rate, your margin — written down, with the math shown, so you can judge it before you ever sign. Miss it and we keep producing and running everything for free until we hit it. Not a discount. Free.

We own everything up to the qualified lead landing in front of your salespeople; closing it is the part you're already great at. You keep the website, the footage, the ad accounts and the domain — from day one, whatever happens between us. All of it is written into your agreement, not just onto this page.

// Meet the team — online first, of course

Emily and Nina will know your business cold.

You won't get a junior account manager who's gone in eight months. You get Emily and Nina — and the two people you meet on day one are the two people you'll be working with in year three. Our longest-running client has been with us since 2013. That's the standard we're trying to hold, and it's the thing you're actually paying for.

EM

Emily

General Manager · your partner

Runs your account, sits in your meetings, and owns whether the number lands. She learns your business the way a good new hire would — the products, the margins, who actually signs off — then carries it so you don't have to. One point of contact, and she answers fast.

NI

Nina

Content & Delivery · the last read

Takes what comes off your floor and turns one Field Day into a full quarter — video, shorts, posts, pages — then keeps your channels running week to week. All of it still sounds like you and not like an agency. If it goes out under your name, it came through Nina first.

// How the two of them work. Emily brings the problem in from your side — a slow quarter, a product nobody knows you make, a competitor suddenly getting loud. Nina turns it into the work that answers it. One call, one plan, and it's moving that week. You are never briefing a committee, and you are never repeating yourself to somebody new.
CH

Chad

Videographer

The one behind the lens on your Field Day. Shoots to your rules — you say what's off-limits before we start — and turns a single day on your floor into the broadcast-quality video your buyers judge you on.

LA

Laura

Graphic Design

Builds the visual layer — graphics, brand assets and layouts that make your work look as good on a screen as it does on your floor.

IS

Isaac

Founder & Architect

Built the Forge and keeps sharpening it. He works for Emily and Nina, not the other way around — when they need a new agent for your business, he builds it that week.

// Why two people can carry a whole department. Emily and Nina aren't checking somebody else's work — they're directing it. The Forge is the leverage that lets two senior people cover what usually takes six: it drafts, it files, it keeps the queue full, so their hours go to deciding what your company says and whether it's good enough to ship. Chad shoots it. Laura designs it. Isaac builds and sharpens the engine. There's no junior layer, no rotating account team, and nobody learning on your dime.
// Grounded answers

Questions owners ask first.

What actually happens on the fit call?
Thirty minutes with Emily, free — no slides, no pitch. She's the same person who'd run your account, so you're not being sold by one person and handed to somebody else after you sign. She'll ask what you make, who buys it, and where the work comes from today. You'll leave knowing the questions your buyers are searching for — whether or not we ever work together. If it isn't a fit, she'll tell you on that call and point you somewhere better.
How long am I locked in?
You're not. The Assessment is one week and stands on its own. The build is a fixed 90-day scope at a fixed price. After that we're month-to-month with thirty days' notice — no auto-renewal, no early-termination fee — and you keep the website, the footage, the ad accounts and the domain on your way out. We'd rather earn the next month than trap you in it.
Are we the right size for this?
We do our best work with owner-led companies from about $3M up — usually 10 to 150 people, with somebody who quotes the work and nobody whose job is marketing it. Below about $3M this program costs more than it can return yet, and we'll say so on the call rather than take your money. There's no ceiling — our longest-running client is a good deal bigger than most people assume — but once you're big enough to want a marketing director on staff, say so and we'll help you write the job description instead of selling you a program.
We're already busy. Do we even need this?
Maybe not — and if you're turning work away right now, we'd tell you to wait. More quotes is the last thing a backlogged shop needs this quarter. Where this earns its keep is when you want better work: bigger jobs, better margins, buyers who chose you before they called and don't open with a price fight. If that's the goal, the timing is good.
We're not a tech company. Does any of this apply to us?
It applies more, not less. Your buyers — owners, plant managers, purchasing managers, GCs — are online, and they check you out before they ever meet you. Video and thought-leadership in this space consistently outperform, precisely because so few of your competitors bother to do it well. In a trade where everyone's website looks the same, being the one that doesn't is worth more than it would be in tech.
How much of my time does this really take?
One Field Day a quarter — a single day, on your floor, with the shop running — plus a monthly results call. That's it. Averaged out, it's about a day a month, and most of that day you're just doing your job while a camera is there.
Do I have to be good on camera?
No. We script every video around questions you answer in your sleep, coach you on the day, and edit for confidence. Most owners are surprised how natural it feels once it's their own expertise. And if a leader hates being on camera, we shoot the work instead and let the hands do the talking.
We run customer parts and tooling. Can we control what's on camera?
Completely. Before the Field Day we walk your floor and you tell us what's off-limits — a customer's part, a proprietary fixture, a whole cell if you want. We shoot to your rules, you approve every frame before anything is published, and we'll sign your NDA, not ours.
Who owns the website, the videos and the ad accounts?
You do — from day one. The site, the raw footage, the ad accounts and the domain are yours, in your name, whatever happens between us. We've seen what happens when an agency holds the keys. We don't do that.
What does the ad spend actually cost?
We set it with you in week one against your goals, and we never spend a dollar over it without your say-so. Travel for the Field Day is fixed in your agreement up front the same way. No surprise line items, and nothing on an invoice you didn't see written down before you signed.
We've been burned by an agency before.
Fair. So here's the difference in the only ways that matter once you've been burned: the scope is fixed and written down, your price is fixed before you sign and doesn't move, everybody works off the same rate card, the results are guaranteed in writing, and you own the website, the footage, the ad accounts and the domain from day one. And the two people you meet on the first call — Emily and Nina — are the same two doing the work in year three. You start with a one-week Assessment you don't pay for unless it teaches you something. That's not a leap of faith; it's a week.
I don't really understand AI, SEO — all of this. Is that a problem?
Not even a little — that's the whole point. You're the expert at what you make and sell; we're the experts at the complicated, ever-changing marketing machine. You never have to learn it: we take it off your plate, run it, and translate the results into plain English on a monthly call. The less you have to think about it, the better we've done our job.
Do you only work in the Midwest?
No. We're Midwest-forged and we travel — ask Kelly Gowan at Barnsco in Texas, who put it better than we could: "We're in Texas. They're not. It's never once been a problem." The Field Day comes to your floor wherever it is, and travel gets a hard number in your agreement up front, the same way ad spend does.
Are you building your next chapter, or finishing this one?
Then the timing matters more than the marketing. If a sale or a handoff is close, this usually isn't the first move — the value question comes first, and that's a different kind of advisor than us. Tell Emily on the call and she'll be straight with you about whether this is the right quarter for it.
// Every program includes a Field Day — we only start a few a quarter

Ready to bring in more business — without becoming a marketer?

Book a free call

30 minutes, no slides, no pitch — and you'll leave with the search terms your buyers are typing either way. Every quarter you wait is a quarter of buyers deciding without you.
Rather just write? Emily reads everything that comes to emily@21handshake.com.