Pro Concrete Services

Overview

The problem

Pro Concrete Services had no branding or online presence, making it difficult to stand out in a competitive local market and connect with potential customers. Without a website, they lacked a platform to showcase their services, recent work, and credibility.

The Solution

I created a customer focused website that allows users to explore services, recent projects, and fill out a quick estimate form. The site receives consistent traffic, supports their excellent Google reviews, and plays a key role in building trust and driving new business.

The client

Pro Concrete Services (PCS), a family-owned business specializing in concrete solutions for residential and commercial properties, which includes driveways, patios, walkways, and more. PCS bases their work on three keyword principles, Honesty, Integrity, and Trust. The brand and website needed to reflect these principles to gain trust with customers and convert estimates to projects.

Role

UX/UI Designer, Web Developer

Team

Graphic Designer, Web Designer

Timeline

90 Days

Goals

Prior to this project, Pro Concrete Services had no website, relying solely on word-of-mouth, which limited their growth. The owner wanted a platform to:

Build credibility with local homeowners and builders

Showcase their full range of services with strong visuals

Rank higher in local search results for concrete services

Generate leads through a clear contact experience

Research & Insights

I began with a competitive analysis of 5 local concrete company websites. Common problems included cluttered layouts, poor mobile experience, and vague service descriptions.

Through discovery sessions with the client, I uncovered key priorities:

Most customers searched for services like stamped patios, driveways, or fire pits

Visual examples of past work were crucial to build trust

SEO was a must-have, especially for competitive Grand Rapids terms

Insights

Homeowners care more about trust and quality than technical jargon

A clean, professional aesthetic outperformed contractor templates

Contact forms needed to be simple and mobile-friendly

Logo Variations

After multiple creative sessions, we produced a logo which visualizes an important tool of concrete work, the finishing trowel, swiping wet concrete, with the company name featured in the trowel’s trail.

Full Logo Black

Full Logo White

Logomark

Color Palette
& Typography

The color palette for Pro Concrete was chosen to convey a bold and memorable identity, perfect for standing out among competitors.

Foundation Black color used on the Pro Concrete Services website

Cured Red color used on the Pro Concrete Services website

Polished Stone color used on the Pro Concrete Services website

Granite Gray color used on the Pro Concrete Services website

Sandstone Beige color used on the Pro Concrete Services website

Panton font styles used on the Pro Concrete Services website

DM Sans font styles used on the Pro Concrete Services website

Design Process

Information Architecture

I mapped out a clear site structure with separate pages that include Services, About, Our Work, and Contact. The "Get a Quote" CTA button sits on the far right in the nav bar.

Visual Design & UI

Using a clean, grounded visual style, I focused on bold typography, and color accents that felt both modern and trustworthy. Imagery was prioritized to show real work and build credibility.

Build & SEO Optimization

I built the site in Webflow with a focus on fast performance, responsive design, and local SEO. I implemented metadata, alt text, and optimized headings.

Final Solution

The final site includes:

Homeowners care more about trust and quality than technical jargon

A service page that features driveways, patios, walkways, and more which connect to the projects page.

Keyword-optimized SEO structure to drive organic traffic

A simple contact form with mobile-first UX

UI Elements

Example of form fields for Pro Concrete Services

Example of accordions for Pro Concrete Services

Example of a reusable content component for Pro Concrete Services

Example of a service card for Pro Concrete Services

Example of a project card for Pro Concrete Services

Brand in Use

Business cards mockup

Letterhead mockup

Pro Concrete Services worker using trowel on concrete

Company logo on work sweatshirt

Impact

In the 100 days post-launch, Pro Concrete Services’ website delivered measurable performance gains and elevated the brand’s reputation, contributing to their recognition as Home Depot’s preferred contractor for Tuff Shed slab installations.

Form Leads

12+

Keywords Ranked

50%

Bounce Rate

Desktop Speed Score

1m 45s

Average Session Duration

41%

of Users On Mobile Devices

Challenges

The client had minimal digital presence, so all branding, visuals, and structure had to be built from scratch.

Many competitors used templated sites, so it was important to create a design that stood out visually and functionally.

I had to balance aesthetic quality with concrete-heavy imagery, making rough surfaces feel refined.

What I Learned

How to turn a trade business with no digital footprint into a conversion-ready, SEO-optimized web presence

How to tailor messaging and layout for trust-first audiences like homeowners.

The value of pairing SEO strategy with design from the start

What’s Next?

As Pro Concrete Services continues to grow, future efforts will focus on improving mobile performance, expanding SEO rankings for high-intent local keywords, and reducing bounce rate through UX and content optimization.