Three options. Only one actually works for your business.
The procurement officer has never heard your name, and that's why you're on tier-3 work
Boilermaking is a tier-1 industrial trade buying tier-3 marketing. The work that pays (structural-steel beams for a CIMIC John Holland infrastructure job, mining wear-plate fabrication for a BHP haul-truck rebuild, oil-and-gas pressure vessels for Woodside Santos, shipbuilding-and-marine hull plate for a navy contractor) is awarded through prequalification lists at the major contractors. To get on those lists you need AS/NZS 1554 Structural Steel Welding Code compliance documented, CSWIP or AWS Certified Welding Inspector credentials on file, WTIA (Welding Technology Institute of Australia) membership visible, ISO 3834 quality assurance demonstrated, and a portfolio that proves you fabricate at this level. Most boilermakers have none of that on the website. The procurement officer Googles you, finds a Squarespace site with three workshop photos from 2021, and the contract goes to whichever fabricator has a proper capability statement. Meanwhile every backyard shed with a MIG welder calls themselves a boilermaker on Google Maps and pulls the rate down on commodity structural work.
Good boilermaker marketing is three things, in this order: a sector-page library that separates you from the commodity shops (one page for structural-steel fabrication, one for mining wear-plate and equipment, one for oil-and-gas pressure vessels, one for shipbuilding-and-marine plate, one for heavy-industrial maintenance), each with your AS/NZS 1554 compliance documented, your CSWIP or AWS CWI credentials on the trust strip, WTIA membership visible, and project photos from real tier-1 contracts; a prequalification submission pipeline that lands you on the BHP, Rio Tinto, Woodside, CIMIC, John Holland and Lendlease vendor lists with the right capability statement, ISO 3834 quality manual and references; and a LinkedIn presence that puts your signed-off CWI inspections, your BlueScope and InfraBuild supply-chain relationships and your tier-1 project completions in front of procurement officers who hire on what they can verify. Get this right and you stop being a tier-3 subbie on $80/hr and start being the tier-1 fabricator on $15K-$200K commercial-and-mining contracts.
Six agents, working in your accounts.
Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.
Builds your annual plan around the sectors you actually want more of (structural-steel for civil-construction, mining for BHP and Rio Tinto, oil-and-gas for Woodside, shipbuilding-and-marine, heavy-industrial maintenance) rather than chasing every fabrication keyword. Briefs the other agents so the sector pages, the prequal submissions, the LinkedIn cadence and the procurement outreach all push toward the tier-1 contracts that pay $15K-$200K, not commodity job-shop work at $80/hr.
Imports your existing site so you stop paying for hosting plus a CMS subscription, and makes spinning up a new sector page a five-minute job. Ships a sharp page for every sector you actually fabricate for (structural-steel, mining, oil-and-gas, shipbuilding, heavy-industrial) with AS/NZS 1554 compliance, CSWIP credentials, ISO 3834 quality manual and project portfolio visible, so procurement at CIMIC, John Holland and Lendlease can verify you before they email.
Goes through your live site for the things that actually move rankings for heavy-industrial fabrication: sector-specific schema (Metal Fabricator, Steel Fabricator rather than generic Welder), internal links from sectors to capability pages, AS/NZS 1554 plus AS 4458 plus ISO 3834 compliance signals in copy, and a Google Business Profile beating the backyard sheds on credentials. Auto-applies the low-risk fixes.
Launches Google Ads on the queries that actually book tier-1 work ('structural steel fabricator [region]', 'mining fabrication [region]', 'pressure vessel fabricator', 'AS/NZS 1554 welder') and avoids the broad 'welder [suburb]' that brings hobbyist enquiries. Switches LinkedIn Ads on to put your capability statement in front of procurement officers at BHP, Rio Tinto, Woodside, CIMIC and John Holland by job title.
Turns every signed-off CWI inspection into a post in your real LinkedIn and Facebook accounts: a Hardox 450 wear-plate run for a BHP haul-truck, a pressure-vessel weld procedure for Woodside, a Submerged Arc beam fabrication for a CIMIC infrastructure job, a marine-grade plate run for a navy contractor. Builds the credibility that lets procurement shortlist you. You upload one photo per signed-off job, the agent drafts in your voice, you approve.
Drafts the long-form pieces procurement officers Google before they shortlist a fabricator: 'AS/NZS 1554 structural steel welding compliance explained', 'how to vet a mining fabrication subcontractor', 'ISO 3834 quality manual for procurement'. Two drafts a month, in your voice, that put you on the procurement reading list at BHP, Rio Tinto and CIMIC before the RFQ goes out.
Your first 30 days.
- Annual plan tilted to the sectors that pay (mining BHP and Rio Tinto, oil-and-gas Woodside and Santos, civil-construction CIMIC and John Holland and Lendlease) instead of commodity job-shop work
- Google Business Profile flipped from 'Welder' to 'Metal Fabricator' with Steel Fabricator, Boilermaker, Industrial Equipment Supplier and Welding Supply Store as secondary categories
- CSWIP, AWS CWI, WTIA membership, ISO 3834 quality manual and ASIC plus NSW Fair Trading, QBCC, VBA, NTBPB licence numbers wired into every page footer and capability statement
- Sector pages indexed across structural-steel, mining wear-plate, oil-and-gas pressure vessels, shipbuilding-and-marine plate and heavy-industrial maintenance with BlueScope, InfraBuild, OneSteel and Liberty supply-chain partnerships on the trust strip
- Google Ads live on 'structural steel fabricator [region]', 'mining fabrication [region]', 'pressure vessel fabricator' and 'AS/NZS 1554 welder' at a calibrated CPC for tier-1 procurement intent
- LinkedIn Ads live targeting procurement officers at BHP, Rio Tinto, Woodside, CIMIC, John Holland and Lendlease by job title with a 'request capability statement' lead form
- Signed-off-inspection caption library running twice a week with Hardox-450, Submerged-Arc, pressure-vessel and marine-plate detail in every post
- 'AS/NZS 1554 structural steel welding compliance explained' and 'How to vet a mining fabrication subcontractor' explainers drafted for approval
- Prequal submission outreach drafted to BHP, Rio Tinto, Woodside, CIMIC and John Holland vendor onboarding with the new capability statement, references and procedure register attached
Boilermakers lose tier-1 work not because the welds are worse, but because procurement at BHP, Rio Tinto, Woodside and CIMIC cannot tell a WTIA-member CSWIP-credentialled boilermaker apart from a backyard shed with a MIG welder when both have a three-photo website and no capability statement. The fix is not 'better marketing' in the abstract. It is a sector-page library that proves AS/NZS 1554 compliance, a prequalification pipeline that lands you on the tier-1 vendor lists, and a LinkedIn presence that puts your signed-off CWI inspections in front of the procurement officers who hire on what they can verify.
Agencies are too dear to actually write the capability statement, submit the prequals to BHP and CIMIC, and run the sector-by-sector ad set for $3.5k a month. Tools are cheap but the prequal submissions stay on the to-do list and you stay on tier-3 subbie work. In-House is the third option: for $299 a month the agents ship the sector pages, draft the capability statement, submit the BHP and Woodside prequals, and post the signed-off inspections. Two taps to approve, minutes a day. Stop being undercut by sheds calling themselves boilermakers.