Brimstone growth playbook

In the Wix editor, delete the empty "news" collection items and the /news page (or connect it to real content), and redirect /news and the six URLs to /media with 301 redirects. Then re-submit the sitemap in Google Search Console and request removal of the six URLs. Rename /media's title to something like "Brimstone News and Press: Cement, SCM and Alumina" so there is one clear news page.

The press page is Brimstone's strongest proof (Netflix, WSJ, Amazon, DOE, Century Aluminum). One clean news URL puts it in front of searchers and stops template text appearing beside the brand.

[ ] Export then delete the six "news title" CMS items
[ ] Delete or fill the /news page
[ ] 301 /news and /news/news-title-01..06 to /media
[ ] New title and description on /media
[ ] Sitemap resubmitted in Search Console
[ ] Removal requested for the old URLs
[ ] "Brimstone news" checked in Google after two weeks

• Deleting the wrong collection

  Export the collection first; the real press list lives on /media.

• Your websiteThe sitemap (checked October 20, 2026) lists /news plus six pages, /news/news-title-01 to /news/news-title-06. Each one is an unfilled Wix template: the title is "news title 06" (and so on), dated 2/28/23, with the body "This is a paragraph. It is connected to a CMS collection through a dataset. Click “Edit Text” to update content from the connected collection." The pages are set to "index", and /news itself opens with "Add paragraph text. Click “Edit Text” to update the font, size and more." The site menu's NEWS link goes to /media instead.Source
• Your websitePage titles and descriptions: the homepage and the About page share the title "Brimstone | Transforming Industry" and the description "Next-generation industrial processes for a more efficient, economical and sustainable future."; /media and /news are both titled "News | Brimstone". None of those descriptions mentions cement, SCM or alumina.Source
• Your websiteMedia page: press from 2021 to 2026 (Netflix, TIME, WSJ, Popular Science, How I Built This, Axios); 2026 items include the Century Aluminum memorandum of understanding and MIT Technology Review's "Top 10 Climate Tech Startups to Watch in 2026"; Amazon "signed a commercial agreement to reserve volumes of Brimstone's portland cement"; Brimstone signed a letter of intent with Oklahoma's Dolese Bros. Co. for feedrock, and The Oklahoman reported the alumina plant "will be built in Oklahoma using Roosevelt quarry"; the Industrial Demonstrations Program selected Brimstone for a $189 million federal investment.Source

Add inquiry types for "Buy or specify cement and SCM", "Alumina and metals", "Supplier or contractor", "Investor" and "Careers". Ask two extra questions only for buyers: material and approximate annual volume, and region. Send each type to the right inbox (business development, capital markets, recruiting) with an auto-reply that says who answers and when.

Brimstone's next milestones depend on offtake and partners. A form that recognises buyers turns press attention into a qualified pipeline and shows who is asking for which material.

• More unqualified messages

  Use the volume field to sort them, not to block them.

• Your websiteContact page: a single form (first and last name, email, phone, company name, message) with four inquiry types: Media, Partnerships, Policy and Other. There is no option for buying cement, SCM or alumina, for suppliers, for investors or for job seekers, and no email address or phone number on the page.Source
• Your websiteMedia page: press from 2021 to 2026 (Netflix, TIME, WSJ, Popular Science, How I Built This, Axios); 2026 items include the Century Aluminum memorandum of understanding and MIT Technology Review's "Top 10 Climate Tech Startups to Watch in 2026"; Amazon "signed a commercial agreement to reserve volumes of Brimstone's portland cement"; Brimstone signed a letter of intent with Oklahoma's Dolese Bros. Co. for feedrock, and The Oklahoman reported the alumina plant "will be built in Oklahoma using Roosevelt quarry"; the Industrial Demonstrations Program selected Brimstone for a $189 million federal investment.Source
• Your websiteAbout page: founded in 2019; "recently completed successful pilot work in Oakland, CA, and is now advancing toward our manufacturing facility in Reno, Nevada." The team list includes a Head of Business Development, a VP of Policy, a Head of Marketing & Communications, a Senior Technical Recruiter, a Director of Capital Markets and a Senior Concrete Engineering Manager. The page code of About, Contact and Media also carries a second, older copy of the About text (with a "©2024" footer and different board titles) and social icons that link to Wix's own accounts (WixStudio on X and Facebook, Wix on Instagram, YouTube, TikTok and LinkedIn). Brimstone's own LinkedIn is the only Brimstone social link.Source

Write a title and description for each of the eight main pages. Home: "Brimstone: cement, SCM and alumina from one rock". Technology: the ASTM standards and the three products. About: the company, Oakland pilot and Reno plant. Media: news and press. Add a social share image per page.

Clear, distinct snippets lift click-through and help AI assistants describe Brimstone as a cement and alumina maker rather than a vague industrial start-up.

• Changing a ranking title

  Keep the brand name first on the homepage.

• Your websitePage titles and descriptions: the homepage and the About page share the title "Brimstone | Transforming Industry" and the description "Next-generation industrial processes for a more efficient, economical and sustainable future."; /media and /news are both titled "News | Brimstone". None of those descriptions mentions cement, SCM or alumina.Source
• Your websiteHomepage: "CEMENT. STEEL. CRITICAL MINERALS. ALL FROM ONE ROCK."; the first plant will co-produce cement, supplementary cementitious materials (SCM) and alumina; "As featured in" The Wall Street Journal, Netflix, Axios ("Amazon to buy low-carbon cement from Brimstone's first plant") and The Washington Post; calls to action are "Join our team", "Learn more" and "Reach out".Source
• Your websiteTechnology page: portland cement that "meets or exceeds ASTM C150" (tricalcium silicate >60%, 28-day strength >6000 psi); SCM meeting ASTM C618 Class N (R3 heat release >200 J/g, strength activity index >100%); smelter grade alumina "under development" (>99% alumina). It says conventional SCMs (slag and fly ash) are "becoming increasingly scarce", the U.S. makes "only about 9% of the alumina required" and has "only one operating alumina refinery", and the Rock Refinery "could be the first new domestic source of smelter grade alumina in more than 50 years". It also says portland cement accounts for "7.5% of global CO₂ emissions". No spec sheet, data download or sample request is offered.Source

Delete the hidden duplicate sections and the template social bar in the Wix editor (check desktop and mobile views). Add organization structured data that lists Brimstone's real profiles (LinkedIn, and any YouTube or X account the team runs). Check the result with a site search and a structured data test.

A clean source gives search engines and AI assistants one accurate version of who runs Brimstone and where to follow it.

• Breaking the mobile layout

  Preview mobile before publishing.

• Your websiteAbout page: founded in 2019; "recently completed successful pilot work in Oakland, CA, and is now advancing toward our manufacturing facility in Reno, Nevada." The team list includes a Head of Business Development, a VP of Policy, a Head of Marketing & Communications, a Senior Technical Recruiter, a Director of Capital Markets and a Senior Concrete Engineering Manager. The page code of About, Contact and Media also carries a second, older copy of the About text (with a "©2024" footer and different board titles) and social icons that link to Wix's own accounts (WixStudio on X and Facebook, Wix on Instagram, YouTube, TikTok and LinkedIn). Brimstone's own LinkedIn is the only Brimstone social link.Source
• Your websitePage titles and descriptions: the homepage and the About page share the title "Brimstone | Transforming Industry" and the description "Next-generation industrial processes for a more efficient, economical and sustainable future."; /media and /news are both titled "News | Brimstone". None of those descriptions mentions cement, SCM or alumina.Source

Publish one-page PDF data sheets for cement and SCM (standard, key results, test method, lab), and a short alumina specification for smelters. Gate nothing; put a "Request test data or samples" form under each sheet that goes to the concrete engineering team.

Specifiers and ready-mix producers need a document they can put in a submittal file. Each download and request also tells business development which companies are evaluating the material.

• Sharing too much

  Publish only results already public or cleared for release.

• Your websiteTechnology page: portland cement that "meets or exceeds ASTM C150" (tricalcium silicate >60%, 28-day strength >6000 psi); SCM meeting ASTM C618 Class N (R3 heat release >200 J/g, strength activity index >100%); smelter grade alumina "under development" (>99% alumina). It says conventional SCMs (slag and fly ash) are "becoming increasingly scarce", the U.S. makes "only about 9% of the alumina required" and has "only one operating alumina refinery", and the Rock Refinery "could be the first new domestic source of smelter grade alumina in more than 50 years". It also says portland cement accounts for "7.5% of global CO₂ emissions". No spec sheet, data download or sample request is offered.Source
• Your websiteContact page: a single form (first and last name, email, phone, company name, message) with four inquiry types: Media, Partnerships, Policy and Other. There is no option for buying cement, SCM or alumina, for suppliers, for investors or for job seekers, and no email address or phone number on the page.Source
• Your websiteHomepage: "CEMENT. STEEL. CRITICAL MINERALS. ALL FROM ONE ROCK."; the first plant will co-produce cement, supplementary cementitious materials (SCM) and alumina; "As featured in" The Wall Street Journal, Netflix, Axios ("Amazon to buy low-carbon cement from Brimstone's first plant") and The Washington Post; calls to action are "Join our team", "Learn more" and "Reach out".Source

Reorder Media newest first with a "2026 so far" block at the top. Commit to one post a month: a milestone, a technical explainer or a team spotlight, each shared on LinkedIn. Use the existing technical blog category for engineering readers.

Recent news signals momentum to investors, buyers and recruits, and a steady cadence keeps the LinkedIn audience warm between big announcements.

• Too little news to share

  Alternate milestones with explainers and spotlights.

• Your websiteMedia page: press from 2021 to 2026 (Netflix, TIME, WSJ, Popular Science, How I Built This, Axios); 2026 items include the Century Aluminum memorandum of understanding and MIT Technology Review's "Top 10 Climate Tech Startups to Watch in 2026"; Amazon "signed a commercial agreement to reserve volumes of Brimstone's portland cement"; Brimstone signed a letter of intent with Oklahoma's Dolese Bros. Co. for feedrock, and The Oklahoman reported the alumina plant "will be built in Oklahoma using Roosevelt quarry"; the Industrial Demonstrations Program selected Brimstone for a $189 million federal investment.Source
• Your websiteBlog: 14 posts; the RSS feed's latest post is "Peer Reviewed Study Validates Brimstone Process" (May 14, 2026); recent posts include "Brimstone is Building the Fourth Great Refinery" (January 2026) and team spotlights; categories are press releases, technical blog and awards.Source
• Your websiteHomepage: "CEMENT. STEEL. CRITICAL MINERALS. ALL FROM ONE ROCK."; the first plant will co-produce cement, supplementary cementitious materials (SCM) and alumina; "As featured in" The Wall Street Journal, Netflix, Axios ("Amazon to buy low-carbon cement from Brimstone's first plant") and The Washington Post; calls to action are "Join our team", "Learn more" and "Reach out".Source

Publish one page with each site's role and status (Oakland R&D and pilot, Reno demonstration plant, Oklahoma feedrock and alumina plans), a simple timeline, local contacts and job links. Update it at each milestone.

Communities, officials, recruits and buyers all ask "where and when". One clear page avoids mixed messages and supports local hiring and permitting.

• Plans change

  Date the page and say what is not decided yet.

• Your websiteAbout page: founded in 2019; "recently completed successful pilot work in Oakland, CA, and is now advancing toward our manufacturing facility in Reno, Nevada." The team list includes a Head of Business Development, a VP of Policy, a Head of Marketing & Communications, a Senior Technical Recruiter, a Director of Capital Markets and a Senior Concrete Engineering Manager. The page code of About, Contact and Media also carries a second, older copy of the About text (with a "©2024" footer and different board titles) and social icons that link to Wix's own accounts (WixStudio on X and Facebook, Wix on Instagram, YouTube, TikTok and LinkedIn). Brimstone's own LinkedIn is the only Brimstone social link.Source
• Your websiteMedia page: press from 2021 to 2026 (Netflix, TIME, WSJ, Popular Science, How I Built This, Axios); 2026 items include the Century Aluminum memorandum of understanding and MIT Technology Review's "Top 10 Climate Tech Startups to Watch in 2026"; Amazon "signed a commercial agreement to reserve volumes of Brimstone's portland cement"; Brimstone signed a letter of intent with Oklahoma's Dolese Bros. Co. for feedrock, and The Oklahoman reported the alumina plant "will be built in Oklahoma using Roosevelt quarry"; the Industrial Demonstrations Program selected Brimstone for a $189 million federal investment.Source
• News coverageMining Technology (June 2026): Brimstone and Century Aluminum signed an MoU for a domestic "mine to metal" aluminium supply chain, with Brimstone supplying alumina from its planned plant; Brimstone's demonstration plant in Reno, Nevada is scheduled to begin operations in 2028 and the first industrial-scale plant, targeted for 2034, is expected to make about 350,000 tonnes of smelter-grade alumina a year.Source

Recruit three ready-mix producers in Nevada and California for trial pours using pilot material, with set time, strength and finish compared to their usual cement. Publish each result as a short case study and a video, and invite specifiers to the next pour.

Proof from familiar producers converts specifiers faster than lab numbers, and gives business development reference customers before the plant runs.

• Pilot volumes are limited

  Keep pours small and well documented.

• Your websiteTechnology page: portland cement that "meets or exceeds ASTM C150" (tricalcium silicate >60%, 28-day strength >6000 psi); SCM meeting ASTM C618 Class N (R3 heat release >200 J/g, strength activity index >100%); smelter grade alumina "under development" (>99% alumina). It says conventional SCMs (slag and fly ash) are "becoming increasingly scarce", the U.S. makes "only about 9% of the alumina required" and has "only one operating alumina refinery", and the Rock Refinery "could be the first new domestic source of smelter grade alumina in more than 50 years". It also says portland cement accounts for "7.5% of global CO₂ emissions". No spec sheet, data download or sample request is offered.Source
• Your websiteMedia page: press from 2021 to 2026 (Netflix, TIME, WSJ, Popular Science, How I Built This, Axios); 2026 items include the Century Aluminum memorandum of understanding and MIT Technology Review's "Top 10 Climate Tech Startups to Watch in 2026"; Amazon "signed a commercial agreement to reserve volumes of Brimstone's portland cement"; Brimstone signed a letter of intent with Oklahoma's Dolese Bros. Co. for feedrock, and The Oklahoman reported the alumina plant "will be built in Oklahoma using Roosevelt quarry"; the Industrial Demonstrations Program selected Brimstone for a $189 million federal investment.Source
• Your websiteHomepage: "CEMENT. STEEL. CRITICAL MINERALS. ALL FROM ONE ROCK."; the first plant will co-produce cement, supplementary cementitious materials (SCM) and alumina; "As featured in" The Wall Street Journal, Netflix, Axios ("Amazon to buy low-carbon cement from Brimstone's first plant") and The Washington Post; calls to action are "Join our team", "Learn more" and "Reach out".Source

Publish a page and a guide for concrete producers: why fly ash and slag supply is falling, what ASTM C618 Class N means, Brimstone's results, and how to get on the allocation list. Promote it to producers in the West and to state transportation materials engineers.

SCM is a smaller, faster purchase decision than switching cement, and a shortage gives buyers a reason to act. It opens the door for the cement conversation later.

• Promising supply too early

  Call it an allocation list with no dates committed.

• Your websiteTechnology page: portland cement that "meets or exceeds ASTM C150" (tricalcium silicate >60%, 28-day strength >6000 psi); SCM meeting ASTM C618 Class N (R3 heat release >200 J/g, strength activity index >100%); smelter grade alumina "under development" (>99% alumina). It says conventional SCMs (slag and fly ash) are "becoming increasingly scarce", the U.S. makes "only about 9% of the alumina required" and has "only one operating alumina refinery", and the Rock Refinery "could be the first new domestic source of smelter grade alumina in more than 50 years". It also says portland cement accounts for "7.5% of global CO₂ emissions". No spec sheet, data download or sample request is offered.Source
• Competitor researchRivals' own homepages: Sublime Systems, "Next-gen cement" whose process "makes cement more efficiently, while co-producing critical minerals"; Terra CO2, "OPUS SCM™ replaces historical SCMs at scale, including fly ash. Drop-in. Cost-competitive."; Fortera, another low-carbon cement start-up. Incumbent portland cement producers and imported alumina are the default choice for buyers.See the research Source
• Your websiteContact page: a single form (first and last name, email, phone, company name, message) with four inquiry types: Media, Partnerships, Policy and Other. There is no option for buying cement, SCM or alumina, for suppliers, for investors or for job seekers, and no email address or phone number on the page.Source

Build an "Alumina" page: the supply gap, the specification target, the Century MoU, the 350,000-tonne industrial plant target, and a contact form for offtake and supply-chain partners. Brief the VP of Policy to share it with defense and critical-minerals contacts.

Alumina buyers are few and large; a clear page gives business development a document to send and shows Brimstone is serious about metals, not only cement.

• Overstating timelines

  Use the dates already announced and label them as targets.

• Your websiteTechnology page: portland cement that "meets or exceeds ASTM C150" (tricalcium silicate >60%, 28-day strength >6000 psi); SCM meeting ASTM C618 Class N (R3 heat release >200 J/g, strength activity index >100%); smelter grade alumina "under development" (>99% alumina). It says conventional SCMs (slag and fly ash) are "becoming increasingly scarce", the U.S. makes "only about 9% of the alumina required" and has "only one operating alumina refinery", and the Rock Refinery "could be the first new domestic source of smelter grade alumina in more than 50 years". It also says portland cement accounts for "7.5% of global CO₂ emissions". No spec sheet, data download or sample request is offered.Source
• News coverageMining Technology (June 2026): Brimstone and Century Aluminum signed an MoU for a domestic "mine to metal" aluminium supply chain, with Brimstone supplying alumina from its planned plant; Brimstone's demonstration plant in Reno, Nevada is scheduled to begin operations in 2028 and the first industrial-scale plant, targeted for 2034, is expected to make about 350,000 tonnes of smelter-grade alumina a year.Source
• Your websiteMedia page: press from 2021 to 2026 (Netflix, TIME, WSJ, Popular Science, How I Built This, Axios); 2026 items include the Century Aluminum memorandum of understanding and MIT Technology Review's "Top 10 Climate Tech Startups to Watch in 2026"; Amazon "signed a commercial agreement to reserve volumes of Brimstone's portland cement"; Brimstone signed a letter of intent with Oklahoma's Dolese Bros. Co. for feedrock, and The Oklahoman reported the alumina plant "will be built in Oklahoma using Roosevelt quarry"; the Industrial Demonstrations Program selected Brimstone for a $189 million federal investment.Source

Write a two-page brief: the question, the method, the findings, what it means for cement and alumina quality, and the citation. Add it to the Technology page and the investor kit, and post a short explainer video on LinkedIn.

Third-party validation is the strongest proof a pre-revenue materials company has, and it needs to be easy to share.

• Simplifying too far

  Have the authors sign off.

• Your websiteBlog: 14 posts; the RSS feed's latest post is "Peer Reviewed Study Validates Brimstone Process" (May 14, 2026); recent posts include "Brimstone is Building the Fourth Great Refinery" (January 2026) and team spotlights; categories are press releases, technical blog and awards.Source
• Your websiteTechnology page: portland cement that "meets or exceeds ASTM C150" (tricalcium silicate >60%, 28-day strength >6000 psi); SCM meeting ASTM C618 Class N (R3 heat release >200 J/g, strength activity index >100%); smelter grade alumina "under development" (>99% alumina). It says conventional SCMs (slag and fly ash) are "becoming increasingly scarce", the U.S. makes "only about 9% of the alumina required" and has "only one operating alumina refinery", and the Rock Refinery "could be the first new domestic source of smelter grade alumina in more than 50 years". It also says portland cement accounts for "7.5% of global CO₂ emissions". No spec sheet, data download or sample request is offered.Source
• Your websiteAbout page: founded in 2019; "recently completed successful pilot work in Oakland, CA, and is now advancing toward our manufacturing facility in Reno, Nevada." The team list includes a Head of Business Development, a VP of Policy, a Head of Marketing & Communications, a Senior Technical Recruiter, a Director of Capital Markets and a Senior Concrete Engineering Manager. The page code of About, Contact and Media also carries a second, older copy of the About text (with a "©2024" footer and different board titles) and social icons that link to Wix's own accounts (WixStudio on X and Facebook, Wix on Instagram, YouTube, TikTok and LinkedIn). Brimstone's own LinkedIn is the only Brimstone social link.Source

Post the roles the Reno demonstration plant will need first (process, operations, maintenance, safety), even as "upcoming", with timing. Add a Reno talent list with role interest and notify it as roles open. Partner with the University of Nevada, Reno and local trade programs.

A plant team takes years to build. Starting the pipeline now, in public, makes the 2028 start less risky and gives local media a hiring story.

• Promising jobs too early

  Mark timing clearly.

• HiringCareers page: benefits, team spotlights and "scaling operations in Reno, Nevada"; every "Open roles" button leads to an Ashby board whose only listing is "Future Rock Star—General Application" (Reno, NV or remote USA), posted June 3, 2024.Source
• Your websiteAbout page: founded in 2019; "recently completed successful pilot work in Oakland, CA, and is now advancing toward our manufacturing facility in Reno, Nevada." The team list includes a Head of Business Development, a VP of Policy, a Head of Marketing & Communications, a Senior Technical Recruiter, a Director of Capital Markets and a Senior Concrete Engineering Manager. The page code of About, Contact and Media also carries a second, older copy of the About text (with a "©2024" footer and different board titles) and social icons that link to Wix's own accounts (WixStudio on X and Facebook, Wix on Instagram, YouTube, TikTok and LinkedIn). Brimstone's own LinkedIn is the only Brimstone social link.Source
• News coverageMining Technology (June 2026): Brimstone and Century Aluminum signed an MoU for a domestic "mine to metal" aluminium supply chain, with Brimstone supplying alumina from its planned plant; Brimstone's demonstration plant in Reno, Nevada is scheduled to begin operations in 2028 and the first industrial-scale plant, targeted for 2034, is expected to make about 350,000 tonnes of smelter-grade alumina a year.Source

Write a short program page: who it is for, how reservations work, what buyers get (allocation, reporting, co-announcement), and a form for annual volume and region. Approach companies with large construction programs and published climate targets.

Early reservations de-risk plant financing and create announcements, and Amazon's agreement shows the model works.

• Committing volume too early

  Use non-binding reservations first.

• Your websiteMedia page: press from 2021 to 2026 (Netflix, TIME, WSJ, Popular Science, How I Built This, Axios); 2026 items include the Century Aluminum memorandum of understanding and MIT Technology Review's "Top 10 Climate Tech Startups to Watch in 2026"; Amazon "signed a commercial agreement to reserve volumes of Brimstone's portland cement"; Brimstone signed a letter of intent with Oklahoma's Dolese Bros. Co. for feedrock, and The Oklahoman reported the alumina plant "will be built in Oklahoma using Roosevelt quarry"; the Industrial Demonstrations Program selected Brimstone for a $189 million federal investment.Source
• Your websiteHomepage: "CEMENT. STEEL. CRITICAL MINERALS. ALL FROM ONE ROCK."; the first plant will co-produce cement, supplementary cementitious materials (SCM) and alumina; "As featured in" The Wall Street Journal, Netflix, Axios ("Amazon to buy low-carbon cement from Brimstone's first plant") and The Washington Post; calls to action are "Join our team", "Learn more" and "Reach out".Source
• Your websiteContact page: a single form (first and last name, email, phone, company name, message) with four inquiry types: Media, Partnerships, Policy and Other. There is no option for buying cement, SCM or alumina, for suppliers, for investors or for job seekers, and no email address or phone number on the page.Source

Set a poster image for the hero video, serve the still image on mobile, and remove unused Wix apps and widgets. Re-test in PageSpeed.

It is a small fix, not a crisis, and it keeps first impressions sharp on weak connections.

• Losing the visual story

  Use a strong still from the video.

• PageSpeed testGoogle PageSpeed for the homepage (October 20, 2026): real Chrome visitors load the main content in 1.2 s with 32 ms responses and no layout shift, which is good on all three Core Web Vitals. The mobile lab test scores 72 with a 7.1 s main-content time behind the background video, 6.2 MB downloaded and 160 requests, 152 of them Wix platform files.Source

Publish a policy page: the domestic alumina and SCM supply facts already on the site, the federal support received, the jobs planned at each site, and a contact for officials. Keep it factual and update it with each milestone.

Policymakers share short, factual pages with colleagues; it supports permits, local support and federal programs.

• Seen as lobbying copy

  Keep it to facts and sources.

• Your websiteTechnology page: portland cement that "meets or exceeds ASTM C150" (tricalcium silicate >60%, 28-day strength >6000 psi); SCM meeting ASTM C618 Class N (R3 heat release >200 J/g, strength activity index >100%); smelter grade alumina "under development" (>99% alumina). It says conventional SCMs (slag and fly ash) are "becoming increasingly scarce", the U.S. makes "only about 9% of the alumina required" and has "only one operating alumina refinery", and the Rock Refinery "could be the first new domestic source of smelter grade alumina in more than 50 years". It also says portland cement accounts for "7.5% of global CO₂ emissions". No spec sheet, data download or sample request is offered.Source
• Your websiteMedia page: press from 2021 to 2026 (Netflix, TIME, WSJ, Popular Science, How I Built This, Axios); 2026 items include the Century Aluminum memorandum of understanding and MIT Technology Review's "Top 10 Climate Tech Startups to Watch in 2026"; Amazon "signed a commercial agreement to reserve volumes of Brimstone's portland cement"; Brimstone signed a letter of intent with Oklahoma's Dolese Bros. Co. for feedrock, and The Oklahoman reported the alumina plant "will be built in Oklahoma using Roosevelt quarry"; the Industrial Demonstrations Program selected Brimstone for a $189 million federal investment.Source
• Your websiteContact page: a single form (first and last name, email, phone, company name, message) with four inquiry types: Media, Partnerships, Policy and Other. There is no option for buying cement, SCM or alumina, for suppliers, for investors or for job seekers, and no email address or phone number on the page.Source

Publish a short update every two months: what was done, what slipped and why, photos, open roles and upcoming events. Share each on LinkedIn and email it to a subscriber list of buyers, investors, officials and job seekers.

Regular, honest updates build trust and a following, and they make each milestone a reason to re-engage every audience.

• Bad news in public

  Explain the fix alongside the delay.

• News coverageMining Technology (June 2026): Brimstone and Century Aluminum signed an MoU for a domestic "mine to metal" aluminium supply chain, with Brimstone supplying alumina from its planned plant; Brimstone's demonstration plant in Reno, Nevada is scheduled to begin operations in 2028 and the first industrial-scale plant, targeted for 2034, is expected to make about 350,000 tonnes of smelter-grade alumina a year.Source
• Your websiteAbout page: founded in 2019; "recently completed successful pilot work in Oakland, CA, and is now advancing toward our manufacturing facility in Reno, Nevada." The team list includes a Head of Business Development, a VP of Policy, a Head of Marketing & Communications, a Senior Technical Recruiter, a Director of Capital Markets and a Senior Concrete Engineering Manager. The page code of About, Contact and Media also carries a second, older copy of the About text (with a "©2024" footer and different board titles) and social icons that link to Wix's own accounts (WixStudio on X and Facebook, Wix on Instagram, YouTube, TikTok and LinkedIn). Brimstone's own LinkedIn is the only Brimstone social link.Source
• Your websiteBlog: 14 posts; the RSS feed's latest post is "Peer Reviewed Study Validates Brimstone Process" (May 14, 2026); recent posts include "Brimstone is Building the Fourth Great Refinery" (January 2026) and team spotlights; categories are press releases, technical blog and awards.Source

Plan third-party environmental product declarations for cement and SCM from pilot and demonstration data, publish the method early, and design the sales materials around the declared numbers when they are ready.

Verified product carbon numbers turn a climate story into something a buyer can use in a bid or a report.

• Numbers change at scale

  Update the declaration when the plant runs.

• Your websiteTechnology page: portland cement that "meets or exceeds ASTM C150" (tricalcium silicate >60%, 28-day strength >6000 psi); SCM meeting ASTM C618 Class N (R3 heat release >200 J/g, strength activity index >100%); smelter grade alumina "under development" (>99% alumina). It says conventional SCMs (slag and fly ash) are "becoming increasingly scarce", the U.S. makes "only about 9% of the alumina required" and has "only one operating alumina refinery", and the Rock Refinery "could be the first new domestic source of smelter grade alumina in more than 50 years". It also says portland cement accounts for "7.5% of global CO₂ emissions". No spec sheet, data download or sample request is offered.Source
• Your websiteMedia page: press from 2021 to 2026 (Netflix, TIME, WSJ, Popular Science, How I Built This, Axios); 2026 items include the Century Aluminum memorandum of understanding and MIT Technology Review's "Top 10 Climate Tech Startups to Watch in 2026"; Amazon "signed a commercial agreement to reserve volumes of Brimstone's portland cement"; Brimstone signed a letter of intent with Oklahoma's Dolese Bros. Co. for feedrock, and The Oklahoman reported the alumina plant "will be built in Oklahoma using Roosevelt quarry"; the Industrial Demonstrations Program selected Brimstone for a $189 million federal investment.Source
• Competitor researchRivals' own homepages: Sublime Systems, "Next-gen cement" whose process "makes cement more efficiently, while co-producing critical minerals"; Terra CO2, "OPUS SCM™ replaces historical SCMs at scale, including fly ash. Drop-in. Cost-competitive."; Fortera, another low-carbon cement start-up. Incumbent portland cement producers and imported alumina are the default choice for buyers.See the research Source

Add a short product roadmap page with a "register interest" form per material (volume, specification, timing). Report the totals to the board and investors, and invite the strongest leads to an advisory group.

Demand signals help prioritize the product roadmap and strengthen the financing story for future plants.

• Expectations of early supply

  Say clearly that dates are not set.

• Your websiteHomepage: "CEMENT. STEEL. CRITICAL MINERALS. ALL FROM ONE ROCK."; the first plant will co-produce cement, supplementary cementitious materials (SCM) and alumina; "As featured in" The Wall Street Journal, Netflix, Axios ("Amazon to buy low-carbon cement from Brimstone's first plant") and The Washington Post; calls to action are "Join our team", "Learn more" and "Reach out".Source
• Your websiteTechnology page: portland cement that "meets or exceeds ASTM C150" (tricalcium silicate >60%, 28-day strength >6000 psi); SCM meeting ASTM C618 Class N (R3 heat release >200 J/g, strength activity index >100%); smelter grade alumina "under development" (>99% alumina). It says conventional SCMs (slag and fly ash) are "becoming increasingly scarce", the U.S. makes "only about 9% of the alumina required" and has "only one operating alumina refinery", and the Rock Refinery "could be the first new domestic source of smelter grade alumina in more than 50 years". It also says portland cement accounts for "7.5% of global CO₂ emissions". No spec sheet, data download or sample request is offered.Source
• News coverageMining Technology (June 2026): Brimstone and Century Aluminum signed an MoU for a domestic "mine to metal" aluminium supply chain, with Brimstone supplying alumina from its planned plant; Brimstone's demonstration plant in Reno, Nevada is scheduled to begin operations in 2028 and the first industrial-scale plant, targeted for 2034, is expected to make about 350,000 tonnes of smelter-grade alumina a year.Source

Make a small display: the feed rock, then jars of cement, SCM and alumina from the pilot, with a card for each. Take it to conferences and meetings, and film a 60-second video around it for LinkedIn and the homepage.

Holding the rock and its products makes the co-production idea memorable for buyers, officials and investors.

• Safety and transport

  Seal samples and label them.

• Your websiteHomepage: "CEMENT. STEEL. CRITICAL MINERALS. ALL FROM ONE ROCK."; the first plant will co-produce cement, supplementary cementitious materials (SCM) and alumina; "As featured in" The Wall Street Journal, Netflix, Axios ("Amazon to buy low-carbon cement from Brimstone's first plant") and The Washington Post; calls to action are "Join our team", "Learn more" and "Reach out".Source
• Your websiteTechnology page: portland cement that "meets or exceeds ASTM C150" (tricalcium silicate >60%, 28-day strength >6000 psi); SCM meeting ASTM C618 Class N (R3 heat release >200 J/g, strength activity index >100%); smelter grade alumina "under development" (>99% alumina). It says conventional SCMs (slag and fly ash) are "becoming increasingly scarce", the U.S. makes "only about 9% of the alumina required" and has "only one operating alumina refinery", and the Rock Refinery "could be the first new domestic source of smelter grade alumina in more than 50 years". It also says portland cement accounts for "7.5% of global CO₂ emissions". No spec sheet, data download or sample request is offered.Source

Offer small amounts of cement and SCM to three university concrete labs for student projects, with a short protocol. Publish the best results and use the program to meet future engineers.

Independent student testing adds data points, builds familiarity with the next generation of specifiers, and feeds recruiting.

• Poorly run tests

  Use a fixed protocol.

• Your websiteTechnology page: portland cement that "meets or exceeds ASTM C150" (tricalcium silicate >60%, 28-day strength >6000 psi); SCM meeting ASTM C618 Class N (R3 heat release >200 J/g, strength activity index >100%); smelter grade alumina "under development" (>99% alumina). It says conventional SCMs (slag and fly ash) are "becoming increasingly scarce", the U.S. makes "only about 9% of the alumina required" and has "only one operating alumina refinery", and the Rock Refinery "could be the first new domestic source of smelter grade alumina in more than 50 years". It also says portland cement accounts for "7.5% of global CO₂ emissions". No spec sheet, data download or sample request is offered.Source
• HiringCareers page: benefits, team spotlights and "scaling operations in Reno, Nevada"; every "Open roles" button leads to an Ashby board whose only listing is "Future Rock Star—General Application" (Reno, NV or remote USA), posted June 3, 2024.Source