Case studies / Paving contractors
Web design & developmentMost agency sites ask for a call. This one asks four questions first.
PavePro sells performance marketing to paving contractors a trade where the buyer is on a phone, in a truck, between jobs, and has been burned by an agency before. We built a site that qualifies him before he ever reaches the calendar.
See it working.
Dark, technical, and deliberately unlike a marketing agency site. Monospace section markers, hard numbers in the hero, and a hierarchy that puts proof above pitch.
The audience decides whether you're credible in about six seconds, usually on a phone with the sun on the screen. Everything about the build follows from that.
Visit the live siteThe best lead form turns people away.
A "Book a Call" button fills a calendar with contractors who have no budget, no capacity, or no intention of hiring anyone. Every one of those costs a sales hour. So the primary conversion path isn't a button it's a four-question screen that runs before the booking link appears.
Ask for the meeting
A form takes a name, email, and phone, then drops everyone onto the same calendar. The sales team finds out on the call that the contractor is at capacity, three months from being able to start, or spending $400 a month. The lead looked free; the hour wasn't.
Ask the qualifying questions first
Four taps, sixty seconds, framed as "See if you qualify" rather than as a form. Scarcity does the persuading and the screening at the same time.
- Can you take on more jobs this month?
- How long have you been in paving?
- What's your annual revenue?
- What have you invested in marketing this year?
Selling marketing to people who distrust marketers.
Paving contractors are among the most heavily solicited buyers in any trade. Most have already paid an agency that promised leads and delivered a report. A conventional agency site stock photography, "results-driven solutions," a contact form reads to them as exactly the thing that burned them last time.
Three constraints shaped every decision.
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The reader is on a phone, outdoors
Not at a desk with time. Between jobs, one-handed, often in bright sun. That rules out anything slow, anything requiring precision tapping, and any hero video that eats a data plan.
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Trust has to be earned in the first screen
This buyer has heard every promise. Verifiable numbers, named contractors, and specific cities do more work than any claim about partnership or passion.
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Not every visitor is worth a call
A contractor at capacity or below a workable budget isn't a lead, he's an unpaid hour. The site had to sort before the calendar did.
What shipped.
Four-step qualifier
The primary conversion path. Screens for capacity, tenure, revenue, and budget before booking.
Next.js on Cloudflare
Edge-delivered, sub-1.5s on mobile, 95+ Lighthouse. Speed as a trust signal, not a checkbox.
Verified results module
Named contractors, cities, timeframes, and figures structured so each claim is checkable.
Thumb-first layout
Every primary action reachable one-handed, with tap targets sized for work gloves.
Persistent call path
The phone number never leaves the viewport. Plenty of this audience skips the form entirely.
Six-service architecture
Each channel presented as one part of a pipeline rather than a menu item to buy separately.
Filling the calendar with the wrong people?
Send us your current site. We'll tell you where unqualified traffic is costing you sales hours, and what a screening path would look like on the first call.
Findings are yours to keep · You own everything we build