Ashton Construction Services closes deals, 10Xs website traffic with Scribe National
Ashton Construction Services (ACS) has been helping to build community in Alberta’s Bow Valley since 2014. The largest commercial construction firm in the region, ACS’ expertise spans from healthcare to retail to hospitality and multi-family homes.
“Our real specialty is building spaces people want to be part of,” says Steve Ashton, Founder & CEO. “Our families live in the Bow Valley, and our business has grown and expanded here.”
ACS is leading the construction industry in the Bow Valley thanks to its reputation and strong relationships with other tradespeople and clients. The firm’s ability to take complex, community-driven projects from start to finish — on time and on budget — has also driven its success.
This commitment to quality is why it’s important to ACS to not only construct outstanding spaces, but also to share detailed project case studies and insightful blog articles on its website.
In this story, you’ll learn how ACS worked with our B2B content writing agency to create compelling long-form case studies and blogs, helping the company support sales enablement and provide value to its audience.
“Scribe National is professional, on time and has helped us grow our business by providing thoughtful interviews, copywriting and case studies to pull out what is special about our business and allow it to be shared with the world.”
— Steve Ashton, Founder & CEO, Ashton Construction Services
key highlights
3 recent sales supported by case studies written by Scribe National
10X increase in organic website traffic over 2 years, thanks in part to blog posts
Brand messaging and content creation drive consistency and time savings
Blog posts and case studies strengthen internal engagement and recruitment
a need for consistent content to build brand awareness
As ACS continued to expand its reputation and footprint in the Bow Valley, the firm recognized the need to strengthen its online presence and customer engagement. ACS had built a solid foundation through word-of-mouth and industry relationships, but now required a higher volume of marketing content to support business growth.
Having hired expert strategist Moselle Dibdin, Founder of Bow Valley Marketing to oversee its marketing, ACS was well-positioned to start increasing brand awareness through long-form B2B content like case studies and blog posts.
“We wanted to give current and potential customers more information on what we do, how we do it and why we do it,” says Daena Cox, Business Development & Marketing Coordinator at ACS.
The company also needed compelling website content to answer key customer questions like why a business should hire ACS, what services the firm offers, and how the team approaches projects. Without this information readily available, visitors were more likely to leave the website without engaging further.
finding a local, values-driven content partner
ACS was looking for a local B2B content writing agency that aligned with its core values to help the company build trust and drive sales through content.
“We always strive to work with locally owned and operated businesses,” Daena says. “Second, working with someone who understands the style of business Steve has developed is important — someone who isn't just about selling the product, but understanding the clients and the company itself. We want to make sure the community comes first.”
When Moselle recommended Scribe National, it was clear to Steve after an initial consultation call that the content agency shared ACS’ perspective on the importance of providing outsized value to current and potential customers. The firm hired Scribe National on a six-month contract to create case studies and blog posts for its website.
“The Scribe National team is very collaborative and unbiased. They don’t take offense to feedback and they’re open to changing direction.”
— Daena Cox, Business Development & Marketing Coordinator, Ashton Construction Services
a collaborative and streamlined working relationship
Since its initial contract with Scribe National, ACS has renewed the engagement multiple times. ACS has also hired the content agency to write its brand messaging, construction project proposals, and a downloadable lead magnet (a commercial construction checklist) to help grow its email list.
ACS has found working with Scribe to be a seamless and highly collaborative experience. Each quarter, the process begins with brainstorming sessions to align on topics for blog posts and case studies. These discussions ensure that the content created going forward provides real value to ACS’ audience while supporting the firm’s marketing and sales goals.
“Our touchpoints are really helpful,” says Daena. “We share ideas, get feedback on what would work for a blog and refine topics to make sure they’re valuable to our audience.”
The workflow is clear and efficient. Scribe National maintains set deadlines and structured deliverables, keeping the process organized. Once the first draft of a blog post or case study is complete, the content agency sends it to Daena and Moselle for review, ensuring that key details — such as project statistics, client quotes, and technical accuracy — are double-checked before publishing.
This structured yet flexible approach makes content production easy for ACS, allowing the team to stay focused on their work while consistently delivering high-quality insights to their audience.
ACS also appreciates the Scribe team’s unbiased, egoless nature. The content agency’s open communication style fosters a sense of trust. Scribe’s collaborative process ensures that creative expertise is offered with the understanding that clients know their business intimately and also have value to share. This mutual respect makes the entire process seamless and results-driven.
driving engagement and growth through content
ACS’ investment in long-form written content has delivered tangible benefits across multiple areas of the business.
strengthening internal engagement and recruitment
ACS’ content marketing program has a direct impact on its team, fostering greater engagement and awareness of cross-departmental work. By involving employees in blog posts and case studies, team members have a voice while being encouraged to reflect on their work and its broader significance. This helps reinforce ACS’ values and expertise internally.
The content also plays a key role in attracting new talent. ACS regularly shares blog posts and case studies on its website and social media, which has increased interest from potential hires. When job openings become available, applicants often cite ACS’ content as a reason they feel connected to the company’s mission and work.
enhancing client communication and sales efforts
ACS has seamlessly integrated its brand messaging, case studies and blog posts into sales and marketing initiatives. The content has become a critical asset for proposal writing, allowing the team to efficiently build proposal sections that articulate ACS’ expertise, experience and approach.
“This saves me a lot of time and keeps our brand messaging the same across all of our marketing platforms,” Daena says.
Proposal packages now include relevant case studies and blog posts tailored to each client’s industry, providing additional credibility and insights beyond what’s available on the ACS website. This approach has strengthened the firm’s sales pitches and garnered positive feedback from clients, who appreciate the transparency and depth of information.
nurturing business growth and client relationships
Since refining its proposals and incorporating strategic content into the sales process, case studies attached to proposals have recently contributed to ACS securing at least three new projects.
“I’ve also had feedback from a few customers featured in our case studies that they felt very appreciated that we asked if they wanted to be profiled,” Daena says.
In addition to the case studies, the commercial construction checklist is successfully attracting new email subscribers, reinforcing ACS’ reputation as a trusted resource in the industry.
ACS has also seen a 10x increase in organic website traffic over two years, thanks in part to blog posts written by Scribe National. This steady growth in visibility continues to strengthen the company’s brand presence and attract new opportunities.
a focus on internal growth and future success
Having recently signed a new contract with Scribe National, ACS is excited to continue producing insightful original content for its external and internal audiences.
Looking ahead, the firm is dedicated to ensuring its internal foundation is as strong as its external reputation. The primary focus for the next year is stabilization — streamlining processes, improving internal communication, and making sure every project is executed with precision and clarity.
ACS is also set on continuing its growth trajectory, targeting larger multi-family builds and commercial complexes, while maintaining the strong relationships the company has forged with local clients through smaller tenant improvements and renovations. Balancing these two sectors will help ensure sustainable growth and continued engagement with the Bow Valley community.
This commitment to operational excellence is paving the way for ACS to take on new projects, expand its capacity and maintain its position as a trusted industry leader, all while upholding the high standards that have brought the firm to this point.
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