PaveMasters

Overview

PaveMasters is an innovative "family of companies" comprised of asphalt paving businesses throughout California. Their unique model leverages economies of scale and network effects to achieve better pricing on materials and vendors, while sharing best practices across member companies. With ambitions to expand across the Southwest and eventually nationwide, PaveMasters needed a strong, scalable online presence.

Role

As Ramona Web Designs (RWD), our role was to create a cohesive multi-website project for PaveMasters and its member companies. This involved developing the main PaveMasters website and individual sites for each member company, ensuring consistency in branding while highlighting each company's unique strengths.

Challenge

The main challenges included:

1. Creating a unified online presence that represents the PaveMasters brand while maintaining the individual identities of member companies.

2. Developing a scalable website structure that can easily accommodate new member companies as the network expands.

3. Showcasing the benefits of the PaveMasters network to potential clients and new member companies.

4. Implementing a content strategy that highlights shared expertise and individual company strengths.

5. Ensuring consistency in design and functionality across multiple websites.

Solution

To address these challenges, we implemented a comprehensive digital strategy:

1. Multi-Website Development:

   • Created a main PaveMasters website showcasing the overall brand and network benefits.

   • Developed individual websites for each member company, maintaining brand consistency while highlighting unique strengths.

   • Implemented a scalable structure to easily add new member company websites as the network grows.

2. Unified Branding Strategy:

   • Developed a cohesive visual identity that ties all websites together while allowing for individual company personalities.

   • Created shared design elements and templates to ensure consistency across all sites.

3. Content Strategy:

   • Developed a content plan that showcases the collective expertise of the PaveMasters network.

   • Created individual company profiles highlighting unique specialties and notable projects.

   • Implemented a blog structure for sharing industry insights and best practices across the network.

4. SEO Optimization:

   • Optimized each website for local SEO, focusing on the specific service areas of each member company.

   • Implemented a linking strategy between the main PaveMasters site and member company sites to boost overall SEO performance.

5. Scalability and Future-Proofing:

   • Designed a modular website structure that can easily accommodate new member companies.

   • Created documentation and guidelines for maintaining consistency as the network expands.

6. Ongoing Improvements:

   • Continuously working on enhancing the websites with new pages and features.

   • Regularly updating content to reflect the growing expertise and project portfolio of the network.

The resulting multi-website project effectively communicates the unique value proposition of PaveMasters while showcasing the strengths of each member company. The scalable structure allows for easy expansion as new companies join the network, supporting PaveMasters' growth strategy. The cohesive online presence strengthens the brand's position in the asphalt paving industry and provides a solid foundation for their expansion plans across the Southwest and beyond.