The Challenge
Driveway installation is a crowded market with high competition. Apex Driveways was struggling to convert website traffic because their old site didn't address the #1 customer fear: "Will it crack in two years?".
The Approach
We built a "Durability & Trust" engine.
- Cross-Section Graphics: Created custom illustrations showing the layers of sub-base and drainage they install — proving why they are better than "cowboy" competitors.
- Resin Comparison Guide: A detailed breakdown of Resin-Bound vs Resin-Bonded (a common point of confusion for customers).
- Kerb Appeal Gallery: Filterable portfolio showing different stone colours and border patterns to inspire homeowners.
- Derbyshire Targeting: Specific landing pages for Ashbourne and Belper to capture the high-end rural market.
The Results
- 40% increase in website visitor-to-lead conversion rate.
- Significant decrease in price-shopping: Customers were willing to pay their premium because they understood the value of the sub-base work.
- Ranked #1 for "resin driveways Derby" within 3 months.
- Zero negative reviews since launch, as the site set clear expectations for the build process.