We Built a Growth System for Cabinets. Then We Saw Steel.
The Origin
Eight years ago, I noticed something about the cabinet and millwork industry: outstanding craftsmen running businesses that were nearly invisible online. Companies doing $5M–$20M in custom cabinetry, completely absent from Google, with no pipeline outside of the contractor relationships they had spent years building. The work was exceptional. The growth strategy was nonexistent.
So I built a system. Not a generic digital marketing agency — a growth system built specifically for cabinet companies: the keywords GCs use when they are sourcing millwork, the certifications that matter for prequalification, the project types that command premium pricing, the content that positions a cabinet shop as a design partner rather than a commodity supplier.
That system became CabinetBoost. Over seven years, we worked with 100+ cabinet companies, managed over $7 million in ad spend, and built a repeatable playbook that generates predictable pipeline for a trade vertical most agencies do not even know exists.
The Pivot
Then, in late 2025, I started looking at structural steel. The parallels were immediate and striking. Fabricators with decades of experience and $10M+ shops. Erectors who have built half the commercial real estate in their region. Detailers who work on projects that end up in architectural awards. And almost none of them show up when someone searches for what they do.
But the opportunity in steel is even bigger than cabinets. The market is $35B+ in the US alone. Federal infrastructure spending is injecting $1.2 trillion into the construction pipeline. Data center construction is up 42% year over year. Every data center, every manufacturing facility, every bridge, every commercial building needs structural steel. And 95% of the companies that do that work are invisible on Google.
I have seen this movie before. I know how it ends.
Why structural steel
Steel is not just underserved — it is the right fit for what we build. The Boost Engine was designed for industries with:
Long sales cycles that require sustained relationship-building, not impulse purchases
B2B buyers who research extensively before making a decision
High average project values that make even a few leads enormously valuable
A gap between the quality of the work and the quality of the marketing
SteelBoost is CabinetBoost's proven system, translated into the language, terminology, and buyer behavior of structural steel. Same framework. Same guarantee. Different industry — and a bigger opportunity.
Why We Only Work in One Vertical at a Time
Most marketing agencies serve everyone. Restaurant, dentist, HVAC company, law firm, steel fabricator — they will take whoever walks in the door. That breadth is their product. It is also their limitation.
When an agency serves everyone, their knowledge is shallow everywhere. They cannot write a technical case study about a structural steel project because they do not know the difference between a fabrication shop and an erection crew. They cannot build a Google Ads strategy around steel certifications because they do not know what AISC certification means to a GC's prequalification process.
We go deep — not wide. We pick one industry, we learn everything about how they win work, we build a system around that knowledge, and we deploy it for every client. When a PM at a top-50 GC reads a SteelBoost-produced article about shop drawing review workflows, they know it was written by someone who has been in the room. That credibility cannot be faked. And it converts.
What we stand for
Specialization Over Scale
We will never be the biggest growth partner in construction. We will be the most trusted in structural steel. Every decision — which clients to take on, which services to offer — is filtered through that lens.
Results Before Relationships
We are proud of the relationships we build with clients. But relationships are not why you hired us. Results are. We track every dollar, every lead, every bid invitation. If the numbers are not moving, we say so — and we fix it.
Industry Respect
We are guests in your industry. We speak carefully, we learn continuously, and we do not pretend to know things we do not know. Our credibility comes from the companies we serve and the results we generate.
No Competing Interests
We limit our client base to one steel company per market. If your competitor is already a client, we tell you upfront. We do not serve both sides of a competitive market. Your growth is our only interest.
The People Behind the Boost Engine
Sezgin Arslan
Founder & Growth Strategist
Eight years building niche growth systems for trade verticals — starting with custom cabinetry and now structural steel. Over $7M in managed ad spend across construction and industrial B2B, 100+ successful client outcomes. Attends NASCC, FABTECH, and METALCON. Learns the industry because that is the only way to serve it.
Enough About Us. Let's Talk About Your Pipeline.
We are a small team. We take on a limited number of clients. We do not work with companies we cannot genuinely help. If structural steel growth is something you are thinking seriously about — we are the right conversation.