Fieldmasters Case Study

Fieldmasters came to Xi Digital seeking a more personalized and productive approach to their digital marketing strategy. Concerned with their brand awareness, they wanted an agency that would effectively increase traffic and generate qualified leads. The Xi team developed a comprehensive digital marketing plan that included a revamped custom website, calculated SEO and Social Media strategies, and robust Google Ads campaigns to produce quantifiable results. Since working with Xi Digital, Fieldmasters has grown their business exponentially as one of the most renowned artificial turf companies in the GTA.


Context + Challenges

In 2019, Fieldmasters came to Xi Digital from Rogers Outrank, a communications conglomerate that developed a largescale digital marketing service with offices nation-wide. Despite Rogers Outranks’ size, funding, and prominence, Fieldmasters approached Xi Digital concerned about the performance of their website and the effectiveness of their current digital marketing strategy. In a preliminary analysis of their website, Xi Digital quickly discovered that, in spite of a quality product, exceptional workmanship, and high demand, Fieldmasters’ website was not gaining enough momentum online.

One of the most troubling oversights of Fieldmasters’ initial website was that the landing pages used for their digital marketing were hosted on URLs belonging to Rogers Outrank therefore, they were not contributing to the online success of the actual website belonging to Fieldmasters. So both earned and paid traffic were not being directed to the correct website, and not assisting with any growth for the company owned website. We knew that Fieldmasters was also not generating the number of leads they could have been, which meant that they were missing out on many potential sales opportunities. As the market became increasingly saturated with competing turf landscape design companies, Fieldmasters needed a robust and comprehensive strategy that could increase their website traffic and conversions/leads to significantly boost brand awareness and help them land the projects they deserve.

So, in 2019, Fieldmasters handed the reins over to the Xi Digital team who quickly designed and executed a custom digital plan that liberated Fieldmasters from the shackles of an underperforming website and a lacklustre digital marketing strategy. And, by the second year of working with Xi Digital, Fieldmasters had not doubled, but more than quadrupled their business!

Broward Plumbing on Mobile

How Did We Do It?

The first order of business was for Xi Digital to take control of Fieldmasters’ Google Ads Campaigns away from Rogers Outrank. Then, together with our Google Partner team, we devised a smart and aggressive Google Ads Strategy, which included both search marketing and remarketing campaigns. Once Fieldmasters saw the fast and impressive results of the Ads, they quickly entrusted the Xi Digital team with management of their Organic and Social Media strategies as well. The final piece of the puzzle was migrating Fieldmasters from a generic WordPress template-based platform to a custom and responsive Juicebox website by Xi Digital. This move enabled Fieldmasters’ enhanced digital marketing power to be harnessed to the right domain creating digital growth at a fast pace.

As part of our process, we also…

  • Closely analyzed industry specific search trends to develop a custom keyword strategy tailored specifically to Fieldmasters that would help them rise above competitors in Search Rankings.
  • Reimagined Fieldmasters’ entire digital strategy using science, strategy, and expertise of the turf and landscape industry.
  • Revitalized the Fieldmasters website to drastically enhance user experience by creating a much more impressive design, better functionality, improved navigation, and full mobile optimization.
  • Aligned content, goals, and deliverables of SEO, Ads, and Social strategies to quickly amplify Fieldmasters’ visibility, brand awareness, and overall digital footprint.

Google First Page Results

Google My Business

Google Organic

Google Pay-Per-Click

Fieldmasters Reviews on Google

Fieldmasters Reviews on

Client Experience

Exceptional customer service, staff and attention to detail. The job isn't done until the customer is happy and Mark, Boris and their team will go above and beyond to make sure of this! Have had 3 websites built with them to date and have web hosting with them too and very happy with all the hard work they have put in and continue to do for me and my clients. Prices are fair, reasonable and competitive and I would highly recommend their services to anyone looking for custom web design, Google advertising and web development.

Nathan Cantkier

We have been working with Xi Digital for a few years now with our online marketing and I am always extremely pleased with the results. The team at Xi Digital goes above and beyond to make sure that all your marketing needs are met. They work with you diligently to ensure that everything is perfect. Mark and Boris attentively and quickly responded to all of our questions and had solutions for all of our concerns. We couldn't be happier with their services. Thank you so much for all your hard work. We highly recommend this company.

Marat R.

We utilized the team at XI-Digital to design and build a website for us as well as work with us on our online marketing.
We couldn’t be happier with their service and dedication to their clients.
We love our website and will continue to work with XI-Digital as we grow.


Matthew Rose

We shopped around and spoke to different companies, but Xi Digital was the only one that really took the time to explain things to me. Very fast turnaround time for having my new website up and running. AdWords were also taken care of by Mark and it has been a fantastic experience. I highly recommend this company. Thanks Mark for everything.

Farah Alani

One of the few companies that truly "under-promise and over-deliver". Thank you for getting us to the top of the first page of Google and keeping us there! Your expertise and superior customer service are greatly appreciated.

Guy Price

What a GREAT company to work with!! From initial consultation to final product Xi Digital was professional, creative and ensured we were happy with the final product!! Mark and the Xi Digital team continue to provide excellent support, communication and share their knowledge anytime we want to make adjustments or add to our website!!

We would highly recommend Xi Digital for your complete internet marketing needs!!!

Ross DePalma

Mark and his team at XI-Digital are a great group of professionals who helped me create my company's website. I had extensive questions and they were always there to answer them. They provided ideas, recommendations and fantastic customer service. If anyone needs to create their website and doesn't know where to start, call Mark and he will help you with content, graphics and videos. He will even create your unique Facebook page that mirrors your website.

Liana Ellis

Working with Mark at Xi Digital has been an absolute pleasure. He made the project easy and stress free . He is very organized and extremely knowledgeable and knows the online market extensively. 

Yien Truong

Mark, Boris & XI Digital are creative, innovative and results oriented. They have always delivered on what they commit to. They provide great suggestions and have terrific products to offer their clients. On behalf of myself and Imagine A Cure for Leukemia we would highly recommend Mark and his team for your web based needs. 

Nara Abrams

XI Digital went way beyond the call of duty! Their genuine passion, creativity, and expertise was truly inspiring. They are an amazing, upstanding bunch of guys who are an absolute pleasure to work with. Having worked with other developers in the past, i have NEVER found such a talented and invested team like XI Digital. I wouldn't think of using any other company for any online projects that I am involved with both big and small

Hayley Hofbauer

The team at Xi-Digital absolutely wowed us with their work. We personally were in contact with Mark, Rafaello, and Boris and they went above and beyond at every step. We were definitely not the easiest customers to work with. Boris was amazingly able to make each and every single one of our small and perhaps tedious requests come to reality and make our website exactly the way we like it. However, the thing that most impressed us was Boris’ response to some requests that may have been difficult to accomplish. He always either knows exactly how to create the features you like or he says, “we’ll find a way to do it”.

With that being said, we definitely shopped around quite a bit before we came back and I’m happy to let everyone reading this know that Xi-Digital didn’t stop accommodating us until we were 100% satisfied and I’m sure they’ll be the same towards you.

Pedram Ghafoori

The group at XI are true professionals that deliver real results. I have the utmost confidence in the team to ensure my requests are being fulfilled in a timely manner and that the final product will exceed my expectations. Regularly, you have to make decisions on where to allocate marketing spend/budget. Sometimes when you invest in a marketing initiative, you are not sure if you are getting the 'bang for your buck' so to speak. However, when working with XI, they ensure that all results are reported on transparently and regularly over time so that you can monitor your marketing investment and ensure it is generating the returns you need. They will also take that strategy and adjust/tweak it over time so that you have a truly optimized program/initiative. 

I would highly recommend XI if you are looking to invest further in the online/digital space.

Matt M

In the world of IT I have found its difficult to find someone who is also a great business person. Someone who returns calls, hits deadlines and is always aware of providing value. Mark and the team at XI Digital have been all of these things and more. I highly recommend him and his team to you. I have recommended him to colleagues many times and he has always delivered. Thanks Mark. Your work makes my life better. 

Randy Taylor

These guys know their niche. We have been cooperating with Mark and his team for many years and we have had always leads coming in. Their marketing skills are phenomenal!

Boost Outsourcing
Check Out Our Google Reviews