Quarra Stone offers a fully integrated stone services model — spanning design, engineering, and fabrication — that the architecture and construction industry increasingly refers to as Design Assist. This article captures the positioning rationale, messaging framework, and website/SEO strategy for elevating Design Assist as a primary service offering in 2026.
See also: [1] | [2]
Quarra Stone's Design Assist model allows a single partner to own the full pre-construction and fabrication scope for complex stone projects, including:
The shorthand that has resonated strongly in the market: "one throat to choke." Clients — particularly builders and architects on complex projects — benefit from:
"We engaged at basically the conception phase with the designer… we got into the engineering, the steel fabrication for the backup system. We basically created the whole backup structure that the stone hangs on."
— Ed (Lincoln Durham), describing the JP Morgan Chase project
This is not a niche offering. Ed noted that new clients who have never worked with Quarra often assume Design Assist is part of the package — reflecting a broader industry shift toward integrated pre-construction services. Comparable firms in adjacent trades (e.g., Zaner in steel fabrication, Kansas City) have moved to a model where virtually every project begins with a Design Assist process.
| Capability | Typical Stone Vendor | Quarra Stone (Design Assist) |
|---|---|---|
| Material sourcing | ✓ | ✓ |
| Design collaboration | — | ✓ |
| Engineering | — | ✓ |
| Steel backup systems | — | ✓ |
| 3D modeling / rationalization | — | ✓ |
| Fabrication | ✓ | ✓ |
The strategic goal for 2026 is to attract more complex, high-value projects that require this integrated service — and to make it unmistakably clear in all marketing materials that Quarra can deliver the full package.
The existing "Professional Stone Consulting" page should be renamed to "Design Assist Services" (or a variant approved by Jim Durham/Alex). Rationale:
Stone Sourcing (a lighter-touch service focused on material identification) should remain as a separate page, as it represents a distinct, narrower offering.
Ed suggested the top two services in navigation/prominence should be:
1. Vols Quartzsite (high SEO value, core business)
2. Design Assist Services (strategic growth priority)
All other services can flow below these two.
The Design Assist page should communicate:
- What Design Assist is and when it applies (complex projects, pre-construction phase)
- The specific services included (design collaboration, engineering, steel backup, fabrication)
- The client benefit ("one throat to choke" — reduced complexity, liability, cost, lead time)
- Representative project examples (JPMC, Obama art installations) with visuals and service breakdowns
- A clear call to action for architects and builders to engage early
Lauren has a draft page written; next step is review with Jim to confirm title and copy direction.
Before finalizing page copy, Karly (Asymmetric) will conduct keyword research to identify:
The goal is to ensure the page title and body copy capture relevant organic search traffic while using terminology Jim and the sales team prefer.
Detailed project write-ups (e.g., JPMC) should explicitly enumerate the Design Assist services provided — not just the finished stone work. This connects the dots for prospects who may not realize the full scope Quarra can deliver.
High-profile completed projects (JPMC, Martin Puryear / Maya Lin Obama art installations) are strong candidates for press releases that:
- Build backlinks and SEO authority
- Demonstrate Design Assist capability at the highest level of the market
- Reach architecture/design trade press
See: [3]
Ed expressed interest in a video that explains the Design Assist service and process, potentially featuring past project examples. This could serve dual purposes:
- Embedded on the Design Assist website page
- Published to a new Quarra YouTube channel
This does not require client testimonials or exposing proprietary process details — it can be structured as an explainer with project visuals.
| Owner | Action | Status |
|---|---|---|
| Lauren (Quarra) | Review "Design Assist" page draft and naming with Jim; confirm title and copy direction | Open |
| Karly (Asymmetric) | Run SEO keyword research for Design Assist page title and copy | Open |
| Karly (Asymmetric) | Revise 2026 goals document to include Design Assist promotion as a named goal | Open |
| Ed (Quarra) | Send past-project assets (found on server) to Karly for site and social publishing | Open |
| Lauren (Quarra) | Discuss JPMC press release timing with Jim; plan Obama art project PRs | Open |