CASE STUDY · Windows & doors · Toronto & the GTA, Ontario
Factory Lane is a direct distributor of windows and doors from a factory in Vaughan, serving Toronto and the GTA with a showroom where customers can explore products in person. The brief was to bring that tangible advantage online: present the range with clarity, make the next step easy and build a foundation that can support both customer acquisition and the work that follows an inquiry.
Website live · Promotion starting · CRM in pilot
THE ASSIGNMENT
Factory Lane is a direct distributor of windows and doors from a factory in Vaughan, serving Toronto and the GTA with a showroom where customers can explore products in person. The brief was to bring that tangible advantage online: present the range with clarity, make the next step easy and build a foundation that can support both customer acquisition and the work that follows an inquiry.
THE SOLUTION
Designed and developed an SEO-ready and GEO-ready website around the way homeowners choose windows and doors. Product pages, opening styles, comparison content, technical explanations and local service pages help visitors move from an initial question to a more informed conversation. Showroom and product media bring the offering closer, while two clear journeys let customers request an estimate at home or an appointment at the showroom. Page metadata, canonical URLs, an XML sitemap, structured content and internal links give search engines and AI systems clearer product, business and location context. I am also leading the next stage: Facebook lead generation, ongoing SEO/GEO work and the development of an Odoo CRM and operations platform.
THE OUTCOME
The website is live and provides the digital foundation for the launch. Paid acquisition and organic discovery are now entering their active development stage, while Odoo is being built and tested in a pilot environment. This case will grow with the project: campaign performance, qualified inquiries, search visibility and sales outcomes will be added once there is enough verified data to report.
WORK COMPLETED
SEO & GEO-READY FOUNDATION
CRM & OPERATIONS
Factory Lane and North Shutters are part of the same Odoo CRM and operations project. I am developing a platform on Odoo Community with a custom module and a phased rollout: a shared technical foundation with separate company records, customer workflows and access permissions. The goal is to carry each inquiry through sales, measurements and installation with its context intact. North Shutters already has a connected Facebook lead-intake workflow; the Factory Lane integration is a separate upcoming step.
Separate company records and role-based access form the foundation. Sales staff work with permitted customers and opportunities; installer access is designed around assigned jobs, with financial information kept outside the installation workflow.
The CRM pilot structures customer details, opportunity ownership and sales stages. Address and postal code become required before a measurement appointment is scheduled. The intended workflow keeps the next action, customer context and lead source together.
Structured measurement records are planned for individual openings, dimensions, configurations, photos and site notes. Versioning and approval will preserve the exact specification passed to the order and installation team when requirements change.
The field-service stage is designed around work orders, scheduling and assignment. Installers will receive the approved technical context for their jobs and record progress and completion, giving the office a clearer view of the handoff from sale to delivery.
The roadmap includes company-specific contracts and quotations, invoice and deposit tracking, and material reservations, issues and returns. These steps will connect commercial agreements to the resources needed for each job, with finance access kept within the appropriate roles.
The intended intake flow brings website requests and Facebook leads into Odoo with source details, duplicate handling and team notifications. CRM outcomes can then inform campaign evaluation. Factory Lane activation is a separate rollout step and is not yet claimed as complete.
Appointment confirmations, measurement reminders and installation updates are part of the communication roadmap. Email and SMS marketing will build on recorded communication preferences, consent and opt-out handling as the operational process matures.
A later AI voice pilot is planned for initial contact, qualification and appointment requests, with the conversation outcome returned to CRM and a handoff to a person when needed. This phase follows the stabilization of the core sales and operations workflow.
Current scope: a tested pilot foundation and a documented implementation roadmap. Full operational rollout and the Factory Lane website/Meta integrations are still ahead; the complete lead-to-installation process is not being presented as live.
NEXT STAGE
I am responsible for Facebook lead generation as well as the SEO/GEO direction. Paid campaigns will create opportunities to test the offer and lead quality, while organic work will develop the content and local relevance that support discovery over time. CRM development is intended to connect that marketing work to a consistent follow-up process.
Launch stage: there are no published campaign or revenue metrics yet. SEO/GEO readiness describes the website foundation; visibility and acquisition performance will be measured during ongoing promotion.
Website, Facebook & CRM launch
