Project Description

Background & Challenges

Background

Brew City Marketing partnered with Elastizell of Wisconsin, a statewide concrete material provider, to rebuild their website and strengthen long-term search performance. Their previous site offered limited content depth, minimal SEO structure, and lacked modern UX patterns, which made it difficult for high-intent users to understand services or request information. This project allowed our Milwaukee web design and SEO team to create a stronger digital foundation for future growth.

Challenges

  • Limited search visibility due to minimal optimized metadata, thin service descriptions, and inconsistent page structure.
  • Outdated website framework that made content updates difficult and did not support modern mobile or Core Web Vitals expectations.
  • Low clarity around product applications, causing users to miss key information about Elastizell’s material capabilities.
  • Underutilized internal linking, reducing topical authority and limiting the SEO value of existing technical content.

Our Approach

Website Redesign & User Experience

  • Rebuilt the site on WordPress with a streamlined, mobile-first layout to improve navigation and clarity.
  • Designed new service pages detailing material capabilities, allowing users to quickly understand concrete fill applications.
  • Added structured CTAs throughout the site to guide engineers, contractors, and builders toward project inquiries.

Technical SEO & Site Architecture

  • After auditing the former site architecture, we implemented optimized metadata, header hierarchy, and schema to improve indexation.
  • Improved URL structure and internal linking to support stronger topical authority across product and service categories.
  • Enhanced site performance by optimizing images, compressing files, and implementing modern caching, resulting in noticeably faster load speeds.

Content Enhancement & Search Optimization

  • Expanded on-page content with clear explanations of product applications, benefits, and use cases.
  • Crafted keyword-supported service descriptions aligned with Google’s search expectations for concrete material solutions.
  • Added ongoing optimization pathways, giving Elastizell a scalable foundation for future content expansion and SEO campaigns.

Results

  • Stronger clarity across all service pages, helping users understand concrete fill applications more quickly.
  • More efficient site performance, improving overall user engagement and supporting better long-term SEO potential.
  • Improved content structure, allowing core pages to align more closely with relevant queries and industry terminology.
  • Enhanced technical SEO foundation, enabling better crawlability and indexation across key service categories.

Why It Matters for Concrete Providers

  • Searchers researching lightweight concrete fills or specialty concrete applications rely on clear, authoritative content, making structured service pages essential.
  • High-quality on-site information builds trust with engineers, architects, and contractors evaluating project materials.
  • Improved technical SEO increases visibility for niche concrete terms, especially within competitive regional markets.
  • For Wisconsin-based users looking for concrete fill solutions, optimized service content increases the likelihood of capturing intent-driven leads.

Want Similar Results?

We help construction suppliers, material manufacturers, and local businesses grow through SEO, website design, and content strategy. Contact our Milwaukee digital marketing team to start your next project.

FAQs

What digital marketing services help concrete companies get more leads?

Website redesign, SEO, and content expansion help concrete companies attract engineers, architects, and contractors searching for specialty materials.

How long does it take to see SEO improvements?

Most businesses begin seeing measurable improvement within three to six months, depending on competition and content depth.

Why is optimized content important for concrete material providers?

Clear service descriptions help potential clients understand technical applications, improving trust and increasing conversions.

Is technical SEO necessary for niche construction industries?

Yes. Clean site architecture, metadata, and schema help Google understand specialized products and rank them more accurately.

Should concrete suppliers invest in ongoing SEO?

Ongoing optimization strengthens search visibility, supports new product pages, and helps maintain competitiveness in regional markets.