Apex Concrete Coatings
A website for a new epoxy and concrete coating company based in the Okanagan. Built so a facility manager can price a floor, pick a system and ask for a quote without a phone call first.
Apex Concrete Coating is a new company from the owner of Becker Flooring. It does epoxy, polyaspartic, flake, metallic and polished concrete floors, mainly for warehouses, workshops and commercial spaces, with homes across the Okanagan too. I built a site that explains each coating system, shows what it costs and turns a visit into a quote request with the details the owner needs.
Last updated · Written by Bryce Elliot
The brief
A new coating company has the hardest job online. It has no reviews yet, no photos of its own jobs and no name in search. What it does have is an owner who knows floors. The site had to carry that knowledge: which system suits which space, what it costs per square foot, and why the prep matters more than the product. It needed to speak to commercial buyers first, still work for homeowners in the Okanagan, and never borrow credibility it had not earned yet.
How I built it
- 01A quote form that asks about the slab. It takes a name and phone number, then the city, the system they are thinking about (or "not sure yet, advise me"), the rough square footage and the timing. Commercial clients can open an optional section for the company, the facility type and the shutdown or access window. The owner knows the size and urgency of a job before he calls back.
- 02A form that does not lose leads. Every request is sent through two separate form providers at once, and it only counts as failed if both do. Both deliver straight to the owner’s inbox and nowhere else. There is also a pre-filled text message link, because a lot of coating enquiries start as a text with a photo of the floor.
- 03Tools for people who are not ready to call. A cost calculator gives a price range for a floor in about thirty seconds, and a six-question quiz points to a coating system. Pricing, the process and the coating systems each have their own pages, with real per-square-foot pricing in the structured data.
- 04Honest photos for a brand-new company. Apex has no portfolio of its own yet, so the crew photos on the homepage are labelled as work done through Becker Flooring, the owner’s other company. The finish catalogue is drawn in code instead of using stock photos of someone else’s floors, and the example projects are clearly marked as concepts.
- 05Fast on a phone. Photos are served as AVIF with a WebP fallback, at 480, 800 and full width, so a phone downloads the smaller file. Images and videos are cached for 30 days. The short concept and process videos are silent, captioned and only load when someone presses play.
- 06Built for search and AI answers. Every coating system, space type, service area and common question has its own page, each opening with a short direct answer. Comparisons use real tables, there is a glossary, and a generated llms.txt summarises the business for AI assistants. There are no reviews or rating schema until real Google reviews exist.
The outcome
Someone planning a warehouse or shop floor can see the systems, a price range and the process, then send a request that already says where the job is, how big it is and when it needs to happen. The owner starts the conversation with the facts instead of chasing them.
The answer pages give the site something useful to show for the questions people actually ask about coatings, in Google and in AI assistants. Apex is new, so there are no results to report yet. I am not publishing a traffic or sales increase without measured results.
From the brief to the finished website
See the decisions in use
- Give a price before the first call
- A cost calculator gives a range in about thirty seconds, and the pricing page shows real per-square-foot costs.
See the cost calculator - Match the coating to the space
- Garages, shops, basements and commercial floors each have a page saying which systems suit them.
See the spaces pages
Project scope: the website and search setup for a new company. No leads, rankings or sales figures are claimed.
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