While Ruston Paving itself has moved into the 21st century with their focus on recycling asphalt and using modern techniques, its website was stuck in the past. With a non-mobile design and a cluttered interface, it was difficult to use for desktop consumers and nearly impossible for mobile users.
In addition, the site was not well-designed to lead consumers down the path towards conversion. All of this put together meant that when Ruston Paving did get visitors, they found it difficult to convert, which lost the company business.
The old blog was a separate site on WordPress.com, meaning that site visitors would have to move off the main site in order to read the newest news and information. This is not best practice and ended up bleeding visitors off-site unnecessarily.
Finally, Ruston Paving was looking for a design that emphasized its seven divisions and the divisions’ areas of operation. The old site lacked the functionality to do this, and that meant that an integral part of Ruston Paving’s flexibility was wasted by poor design.
TheeDigital’s first task in creating a new web presence for Ruston Paving was understanding what the company wanted to emphasize about its services and locations. Once this initial meeting and orientation finished, our web designers went to work on a mobile-friendly responsive design that emphasized the important parts of their branding and divisions.
This involved some unique design challenges for our production staff, as the new website needed to make paving exciting, modern, and green, three things that are usually not associated with parking lot paving. We accomplished these tasks through a variety of visual choices, including designing the buttons to be shaped more like Ruston Paving’s logo, designing the fields to be diagonal so as to emphasize Ruston’s modernity, and choosing green for recycling-related buttons to emphasize green company choices.
Added together with our modern and easy to use WordPress backend, Ruston Paving could finally have a site in which it could take pride and demonstrate its modernity. In addition, we added an integral blog, meaning that Ruston Paving does not have to link externally to its own blog.