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Read the full storyFlooring & Construction
Epoxy Bros
How a flooring company turned stunning project photos into a lead-generating machine.
Madison, WIWebsite RedesignMobile OptimizationProject Gallery DesignLocal SEOGoogle My Business
Top 5
Local Search Visibility
3:12
Time on Gallery Pages
220%
Quote Request Increase
2.1s
Mobile Load Time
The Challenge
Incredible Craftsmanship, Invisible Online
Epoxy Bros does the kind of work that stops people in their tracks. Metallic epoxy garage floors that look like liquid marble. Commercial showroom floors with mirror-like finishes. Custom countertops, cabinetry, even full-room transformations. Their before-and-after photos are genuinely jaw-dropping.
But none of that came through on their old website. It was slow, clunky on mobile (where most homeowners browse), and buried their best asset, their portfolio, behind confusing navigation. The photos that should have been selling their services were small, compressed, and hard to find. It was like a master chef with a restaurant that has no menu and a broken front door.
They were getting leads, but mostly from word of mouth and the occasional social media post. Homeowners searching "epoxy flooring Madison" were finding competitors with slick websites and professional photos, even if the actual quality of their work didn't come close to Epoxy Bros.
Our Approach
Let the Work Speak for Itself, Then Make Sure People Can Find It
For a business where the finished product is visually stunning, the website's job is simple: show the work beautifully and make it easy to take the next step. Everything we did was in service of that.
01
Visual-First Website Redesign
We rebuilt the site with the portfolio front and center. Large, high-resolution before-and-after photos organized by project type: garage floors, commercial spaces, countertops, custom work. The design was clean and minimal, the photos are the hero, not flashy graphics. On mobile, the gallery loads fast and displays beautifully in a swipeable format.
02
Service Pages That Sell
Each service got its own dedicated page with detailed descriptions, relevant project photos, pricing context (not exact quotes, but enough to set expectations), and a clear "Get a Free Estimate" form. We wrote the content in plain language, no contractor jargon. A homeowner wondering "what would an epoxy floor look like in my garage?" should be able to answer that question in 30 seconds on the site.
03
Mobile Performance Overhaul
Over 70% of Epoxy Bros' traffic comes from mobile. We optimized every image, lazy-loaded the gallery, and compressed assets to bring the mobile load time under 2.5 seconds. A beautiful gallery is worthless if someone bounces because it takes 8 seconds to load on their phone.
04
Local SEO for Trades
We targeted the exact searches homeowners make when they're ready to buy: "epoxy garage floor Madison," "floor coating near me," "epoxy countertops WI." We optimized the Google Business Profile with project photos, detailed service descriptions, and a review strategy that turned satisfied customers into vocal advocates.
The Results
More Eyes on the Work, More Jobs on the Calendar
The redesigned site immediately changed the conversation. Visitors spent an average of 3 minutes and 12 seconds on the gallery pages, that's not people casually browsing, that's homeowners seriously imagining these floors in their own space. Quote requests jumped 220%.
The quality of leads improved just as much as the quantity. Because the portfolio did the heavy lifting of showing exactly what Epoxy Bros delivers, the people who reached out were already sold on the quality. Sales conversations shifted from "can you do this?" to "when can you start?", which dramatically improved the close rate.
Local search visibility put them in the top five for their core keywords in the Madison area. But the real differentiator was the visual proof. Competitors could claim quality; Epoxy Bros could show it. In a visual trade, that's the ultimate sales tool.
“Jamie developed the site exactly how we needed it. They get what we do and built us something that actually works for our operation. Couldn't ask for better.”
5.0Google Rating
What This Means for Your Business
Key Takeaways
If your business creates anything visual, contracting, landscaping, design, food, your portfolio is your most powerful sales tool. Invest in showing it off.
Mobile speed isn't optional. Most of your potential customers are browsing on their phone. If your site is slow, they'll find someone whose isn't.
When people can see the quality of your work before they call, the sales conversation starts from a completely different place. Leads close faster and at higher margins.
Service-specific pages with relevant photos outperform generic "services" pages every time for both SEO and conversions.
Free Consultation
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