MBNL, masonry in Montréal and Laval

A bulging wall can’t wait

MBNL is a masonry contractor: bow wall repair, rubble stone foundations, facade restoration and brick installation. RBQ license, CCQ-certified bricklayers, member of the AEMQ.

A homeowner who sees their facade coming apart wants an answer right away: is it serious, how much will it cost, and who comes to take a look.

Turn a worry into a quote request, without a sales call. And masonry is a trade that is hard to explain in writing. A bow wall, repointing, a rubble stone foundation: nobody knows what those words mean until they see it. So the website had to answer fast, and show rather than tell.

A video for every service, because a wall is best shown

A bow wall can’t be explained in three lines. So every service page carries its own video: the problem, the job site, the result. Visitors understand what they have at home before they even pick up the phone, and they call already knowing what they’re talking about. Every JSW website has a signature detail; for MBNL, it’s this one.

mbnl.ca · the rubble stone foundation page

The website, piece by piece

Design
- One page per specialty: visitors find their problem in one click
- Urgency at the top of the page, the phone number within thumb’s reach
- Licenses and certifications shown before the first sentence
Development
- Custom Webflow build, shown in a quarter of a second
- A video for each service: the customer understands before calling
- Fully bilingual, French and English
Journey and content
- Eight geographic areas, each named by neighbourhood
- The six-step process, with timelines in black and white
- Projects, careers, FAQ and quote request

The results

What the website brings in for MBNL

1.3

New potential customers per day, without paying for an ad click.

40 quote requests in 30 days. The website answers questions before the call: the customer arrives knowing what they want. Less time on the phone explaining, more time on job sites.

0.25 s

Nobody leaves because of the wait. According to Google, more than half of people leave a page that takes more than 3 seconds to open on a phone. The MBNL website opens twelve times faster.
6×

Six times more visible on Google than before the redesign. When someone searches for a mason, MBNL shows up six times more often, without paying a cent in advertising to be there.