Digital Marketing Strategist and Consultant
- WEB DESIGN + DIGITAL MARKETING STRATEGY + CONTENT CREATION
Turning thirty years of field work into a digital presence that reaches the people who hire.
A rebuilt WordPress site and an organic LinkedIn program built from scratch for a deep foundation contractor in Coquitlam, BC. No boosted posts behind any of it.
Want results like this for your business?
Client
TerraCana Foundation Solutions
Role
Scope
Strategy, SEO, content production, video/ graphic design
Channels
- Overview
TerraCana Foundation Solutions is a Western Canadian deep foundation contractor: helical piles, driven piles, shoring, underpinning, ground improvement. They’ve completed over 1,000 projects for clients including BC Hydro, Enbridge, YVR, Graham Construction, Bird Construction, and Aquilini Investment Group.
I rebuilt their website from scratch and now run their marketing end-to-end: LinkedIn and Instagram, content and case studies, SEO, and the offline brand materials, site banners, and vehicle decals that carry it into the field. Each piece is broken down below.
- The Challange
Thirty years of serious project work, a hard drive full of good photography, and nobody with the time to turn any of it into marketing.
LinkedIn had gone quiet. There was no Instagram. Finished projects were not becoming case studies, which meant every new pursuit started from zero instead of building on the last one.
That is the normal situation for a contractor focused on the work rather than the story around it. What TerraCana needed was a marketing system built from the ground up, and a website that would hold the projects permanently instead of letting them disappear once the crew left site.
- The Website
I designed and built the full site in Elementor. The Our Story section covers five parts: a company timeline since 1992, a reach map covering Western Canada and the Yukon, team profiles, why TerraCana, and the equipment fleet, alongside Technology, Services, Projects and Contact areas built to match how contractors actually search and shortlist.
The core of the site is a custom, filterable Projects post type covering 30 plus real jobs, sortable by service and by technology, each one built on a reusable project detail template: a stats bar, a challenge, solution and outcome narrative, sidebar modules for key outcomes and project partners, an equipment breakdown by phase, an embedded map of the job site, and previous and next project navigation. The contact form qualifies leads by role, project timeline, and the service or technology needed, rather than acting as a generic message box, and a client testimonial carousel with a client logo strip sits high on the page for credibility.
- Building repeatable case studies
The hardest part of case study work is not writing it. It is getting the information out of the field.
So I built a project information sheet: a standard set of questions that goes to the team after a job wraps, covering site conditions, equipment used, timeline, challenges and outcomes. Answers come back in a consistent shape, which means a detailed case study can be published without rebuilding the format from scratch every time. Each of the 30 plus project pages starts from that sheet. It is the difference between a case study program and a case study that happens once.
- Content strategy: LinkedIn, Instagram and the site
Contractors do not respond to brand language. They respond to the rig, the ground conditions, and how the crew solved the problem. Every post is built around one live job site: the equipment, the pile spec, the constraint, and the result, published twice weekly and scheduled through Buffer, in a deliberate mix of image carousels and video, finished work, behind the scenes shots from active sites, and the occasional older project worth revisiting, so the page never reads as one long pitch.
Recent examples include a seismic upgrade at YVR in Richmond, 160,000 square feet of new IKEA space in Richmond, a rebar inspection at the Barrowtown Floodwall in Abbotsford, and a throwback to the Ballantyne Pier project. Posts name general contractors, name geotechnical partners, and carry real specifications, the kind a project manager can forward to a colleague without hesitating.
On Instagram, I source and publish job site photography from crews across BC. Alongside content, I handle on page SEO and ongoing site updates, plus oversight of Google Ads spend, with a larger paid push planned to follow the new site launch.
- What the data changed
Video reached more people per post. But image and text posts engaged at more than four times the rate of video, and drove clicks at nearly five times the rate. The platform was happy to broadcast the video. Readers were far more likely to stop and dig into a strong still with a specific technical caption.
So I rebalanced. Video stayed in the mix for reach and for the equipment shots that only work in motion, while the workhorse format became a still image, a precise caption, and a clear reason to read on. Every one of the five strongest posts of the period was image and text.
That is the difference between publishing and strategy. One fills a calendar. The other reads what came back and changes course.
- Video, design and brand work
Reels and short form video are edited in CapCut, with longer form video for YouTube. Supporting graphics and social content are designed in Canva against a locked template system, and the company logo was refined in Affinity Designer after a new brand slogan was defined.
The brand work extends offline: site banners and vehicle decal artwork, since the trucks are on job sites across the Lower Mainland every day and the decals earn more daily impressions than anything published online. I also format internal and external documents so the brand holds together from a proposal to a post, and source and repost relevant industry content to keep the page active between original pieces
So I rebalanced. Video stayed in the mix for reach and for the equipment shots that only work in motion, while the workhorse format became a still image, a precise caption, and a clear reason to read on. Every one of the five strongest posts of the period was image and text.
That is the difference between publishing and strategy. One fills a calendar. The other reads what came back and changes course.
- Results
LinkedIn treats a 2% engagement rate as healthy for a company page. This program has run an order of magnitude above that since it started, without a dollar of promotion behind a single post.
Growth has been steady rather than spiked, which matters more than it sounds. There was no viral moment carrying the numbers and no campaign burst that flattered a quarterly report. The page grew because it published consistently to the right people.
Volume is easy to inflate. Composition is what counts, and this following is concentrated exactly where a BC foundation contractor needs it to be: the company’s core service region, weighted toward construction and civil engineering, and heavy on operations, business development and engineering leadership, with a large share at manager level or above. It is a following made of buyers, partners and specifiers rather than an audience of anonymous impressions.
- Where it goes next
The organic engine is running and the new site is ready to launch. The next phase is conversion: sharper calls to action on the highest traffic project pages, more entry points for enquiries, and a larger paid search program feeding keyword data back into the content plan, so the topics that convert on search become the topics that get published.
- Review
Rick Bongers
Project Manager/P.Eng @TerraCanafoundation Solutions Inc.
Maya has been TerraCana’s digital marketing consultant since December 2025 and previously worked with us during her co op in 2023, when she regularly joined us on job sites and captured content firsthand.
Since returning, she has taken full ownership of our marketing. She has worked across everything from competitive research and case studies to our website redesign, LinkedIn and social media, while also helping bring our brand into the field through vehicle decals and site banners.
What really sets her apart is that she understands our industry. She has taken the time to learn about what we do and the projects we work on, which allows her to create content that actually makes sense to our clients, partners and the construction industry.
She is proactive, organized, creative and easy to work with. She takes initiative, follows through on what she says she will do and has made a real impact on TerraCana’s marketing.
We are very happy with the work she has done for TerraCana and are looking forward to continuing to work with her. I would highly recommend Maya to any construction company looking for someone who can take ownership of their marketing.