Project Description

Background & Challenges

Brew City Marketing partnered with Stark Pavement Corp., a long-standing asphalt and concrete contractor serving Southern Wisconsin, to modernize their digital presence and improve visibility in local search results. Stark’s team handles large commercial and municipal paving projects, but their previous website didn’t reflect the company’s full range of capabilities or help convert online visitors into leads.

Key challenges included:

  • Low search visibility for high-intent keywords like “asphalt paving Milwaukee” and “commercial concrete paving Wisconsin.”
  • A dated website that lacked straightforward navigation, mobile responsiveness, and dedicated service pages.
  • No built-in features to display the company’s extensive project experience or invite direct quote requests.
  • A disconnected site structure that made it difficult for users (and search engines) to find important pages such as Asphalt Production, Asphalt Terminal, and Recycled Base Course.

Our Approach

Website Design & User Experience

  • Brew City Marketing restructured the site within a mobile-first WordPress framework, improving both speed and navigation flow.
  • We added persistent contact buttons and “Request a Quote” forms across all key service pages to make it easier for users to connect.
  • A featured projects gallery was introduced to highlight real-world paving and infrastructure work, reinforcing Stark’s experience and credibility.

Local SEO & Content Optimization

  • Each service category—Asphalt Production, Asphalt Terminal, Asphalt Paving, Ancillary Concrete, Grading, and Recycled Crushed Base Course—was turned into an individual SEO-optimized page with relevant keywords and metadata.
  • The LocalBusiness schema was added to strengthen search relevance for regional queries in Milwaukee and surrounding counties.
  • Internal linking and optimized title tags improved keyword coverage, resulting in stronger performance across both branded and service-related searches.

Conversion & Engagement Enhancements

  • Brew City Marketing improved on-page lead capture by embedding simple forms and clear calls-to-action throughout the site.
  • The homepage now integrates a visual services list to help visitors quickly identify offerings and navigate deeper into the site.
  • A modernized contact page with clickable phone and email links streamlined inquiries from engineers, facility managers, and municipal buyers.

Results

  • 45 % increase in organic website traffic within eight months.
  • 38 % rise in qualified inquiries from commercial and municipal clients.
  • 2.7× improvement in lead-form completions following the redesign.
  • 55% faster load times, reducing bounce rates and improving the user experience.

These measurable gains were achieved through a coordinated SEO and web design strategy executed by Brew City Marketing’s Milwaukee digital marketing team.

Why It Matters for Pavement & Concrete Contractors

  • Optimized content helps contractors reach clients actively searching for “asphalt paving” and “concrete paving” in Wisconsin’s competitive market.
  • A fast, mobile-friendly website gives decision-makers the confidence to reach out directly for bids and consultations.
  • Highlighting distinct services, such as Recycled Crushed Base Course and Asphalt Terminal, ensures niche offerings are easily discoverable.
  • Trust-building elements—gallery visuals, detailed service descriptions, and clear contact options—strengthen authority and local recognition.

Want Similar Results?

We help construction and home-service businesses expand their reach through SEO, Google Ads, and high-performance website design. Contact Brew City Marketing, your Milwaukee web design and digital marketing team, to start improving your visibility and lead generation today.

FAQs

What digital marketing strategies help paving contractors generate more leads?

A combination of local SEO, optimized service pages, and clear lead forms can dramatically increase inquiries from commercial and municipal clients.

How long does SEO take to produce results?

Most contractors begin to see measurable improvements in traffic and rankings within 6 to 9 months of consistent optimization.

Is video or photo content effective for contractors?

Yes — before-and-after project photos and time-lapse videos help demonstrate expertise and build credibility with clients and engineers.

Are Google Ads valuable for paving companies?

Google Ads work well for attracting high-value bids and projects, particularly for services like commercial paving or municipal infrastructure work.