Dave Quenzer has been on the trowel for 20 years. He runs All American Concrete Coatings out of River Falls, Wisconsin, doing polyurea garage-floor systems for homeowners across the eastern Twin Cities and western Wisconsin. He installs every job himself. No franchise crew, no sales reps, no middleman. The work is good, the warranty is real, and the customers tell him so. The website did not match.
What he had before
A static one-pager built years ago, never updated, no way to add a town without paying somebody to edit the HTML. Phone numbers in image files. No mention of the towns he actually serves, so when a homeowner in Hudson or Stillwater searched for a garage-floor coater, Dave's site was nowhere. He was running a busy business on Google reviews and word of mouth alone, while spending money on Facebook ads to make up the gap.
What we built
A custom website written in clean HTML and CSS, no JavaScript framework, no bloated page builder. Polyurea concrete coatings is one service line and Dave covers 75 cities across two states, so we built a page for each combination — service plus city, with the same depth of content every time. Around 235 pages on launch. Each one loads in under a second, looks the same on phone and desktop, and has the same lead form pointed at Dave's inbox.
Behind the front-end: a small .NET pipeline that handles the contact form, runs the spam checks, sends Dave the notification email, sends the homeowner a confirmation, and forwards a copy to his CrewLeadPro inbox so leads are never just in one place. Honeypot + Cloudflare Turnstile catch the bots. Real visitor IP, browser, and referral source travel with the lead so Dave knows where a buyer found him.
The hard part
Two-thirds of the work was not code. It was getting Dave's voice on the page. A contractor's website should sound like the contractor, not like a marketing agency. We sat with him, listened to how he talks about the job, what homeowners ask him on site visits, what he wishes more of them knew. Then we wrote every page to answer those questions, in his words, with the photo of the actual truck he drives parked in front of an actual job.
The harder technical decision was page architecture. Going wide — a page per service per town — only works if every page has something real to say. We wrote per-town content that mentions the route Dave actually drives to get there, the local building stock, and the typical job a homeowner in that town calls about. Google reads "templated" pages every day and ignores them; the difference between indexed and skipped is whether the content is real.
What changed after launch
The lead-form path is the same as every site we run. A homeowner fills the contact form, Dave's phone buzzes a few seconds later, the homeowner gets an automated reply that sounds like Dave wrote it, and the lead lands in CrewLeadPro for follow-up. Total time from form submit to Dave seeing the message: under ten seconds.
Dave still installs every job. We still run the site. He calls us when something needs attention. That is the whole arrangement.
What it cost him
Flat $497 a month, no setup fee. That includes hosting, the custom site, every page we build for him going forward (he added two cities last week), the lead-form plumbing, the email pipeline, and the on-call attention. If he cancels, the site shuts down and he stops paying. We hope that never happens but it is built into how we work.