As always, these small business website design analyses are here so you can see examples of website designs that incorporate all of the 5 essentials of business website design. I’m your host Shannon Johnson (PostcardMania’s Web Design Specialist), and my next analysis comes from the paving and asphalt industry. The business, Fix Asphalt, operates in New Jersey, Pennsylvania, Delaware, and Maryland.
See the site in action: www.fixasphalt.com
The site uses black and yellow as the main color scheme, which is great for an asphalt company. I really like how they included a high-resolution picture of a newly paved road as the background image. It gives the site a nice texture in the background and makes it very engaging. The yellow really pops off the screen, when contrasting with the black. They also include a nice banner image of a freshly paved parking lot to showcase their work, which is excellent.
There are a lot of really great marketing strategies being implemented into this website. Here are 3 of my favorites:
1.) The Contact Info is in several locations- This is a simple, yet crucial part of your website marketing performance. Your prospects can’t get in touch if you don’t give them the opportunity. You need to make sure you at least have a phone number present on every page for prospects to call.
2.) The “What We Offer & The Competition Can’t” page- This company put together a page that outlines their Unique Selling Proposition (USP), so their website visitors can see why they are different from their competitors and how prospects are better off using them.
3.) Prominently featured video on the Homepage- Pictures are a great marketing asset on a website, and a video is even better. This site has a short video right on the homepage that walks visitors through important information like who they can serve and the benefits of choosing their company.
SEO (Search Engine Optimization):
SEO is the practice of optimizing the copy on your website so that search engines can understand what your website is about and how they should rank it for particular keywords. This website is optimized for asphalt, paving, and concrete service. That means facility owners and property managers can find this website by searching in Google’s search engine for any of those commonly used terms.
The copy on this site is professional and down to business. They use clear and concise language to communicate why they are the best option for their prospects’ paving needs. The site is well organized so each page has a clear message, and the copy communicates that message very effectively.
Programming is a tough one to critique. If it is working properly you won’t notice it. I didn’t notice any glitches or problems with the programming of this site. I navigated through the site seamlessly, which means prospects that visit will be able to focus on the marketing message not the operation of the site.
How does your website stack up? Download our Small Business Web Design Checklist to find out.