The technique is the search. Lime render, lime mortar repointing, stone indenting or leadwork come from somebody who has been told what the building needs, usually by a surveyor, and competition on those phrases is thin.
Permission questions come first. What is allowed on a protected building gets researched long before anybody seeks quotes, and being the page that explains it puts a company in the project from day one.
Elements are separate markets. Sash window restoration is a business on its own, as is stonework or a slate roof, and each attracts owners with a single specific problem.
Professionals search in specification language. An architect looking for a contractor for a particular method uses the words from the schedule of works, which is nothing like how an owner describes a damp wall.
Storm damage is searched differently from a project. A church roof after a gale, water coming through a vault, a stone that has come loose: these searches are urgent, they happen at night, and almost nobody has a page waiting for them.
People search using the building's name. “Restoration of St Mary's”, “town hall façade”, plus the county: naming your references by building and place, rather than calling them Project 12, puts you inside exactly those searches.
Much of this work arrives through public procurement. Frameworks, prequalification and the references a tender demands are read by different people using entirely different words, and a page showing you can bid reaches them.