Marketing for Asphalt and Pavement Companies
When every asphalt company runs the same ads, you compete on price. There is a better way.
The Problem with Asphalt Marketing
Asphalt and pavement companies face the same marketing problem. The ads all look the same. The websites all say the same things. “Licensed and insured.” “Free estimates.” “Serving [city] for X years.” None of it gives a customer a real reason to choose one company over another, so they end up picking whoever comes in cheapest.
That cycle is exhausting. You spend money on ads, you get calls, but you spend half the conversation defending your price against a competitor who is willing to cut corners. The answer is not to lower your prices. The answer is to say something different — something that makes the right customer see why your company is worth choosing before price even comes up.
That is what we help asphalt companies do.
“Josh explained that the very first thing we need to do was get really clear about how we talked about the services we provide. Now our ads are sending people to a website that’s clear and convinces people to call us!”
Stripe-A-Lot, Holland MI
How Stripe-A-Lot Stopped Blending In
Stripe-A-Lot is an asphalt maintenance company in Holland, Michigan. They were running ads and had a website, but the results were not there. People were clicking through and leaving. The bounce rate was high, and the ads were not converting into calls at the rate they needed.
The issue was not the ad spend. It was that when someone clicked on the ad and landed on the website, what they found was not clear enough to make them stay. The message was generic. It looked like every other asphalt company in the area.
We started by getting clear on exactly what Stripe-A-Lot does, who they do it for, and what a customer should do next. That meant working through their messaging from scratch — what to say, how to say it, and in what order. Once the message was right, everything else got better. The website made more sense. The ads pointed people to a page that converted. The phone started ringing more.
Results after working with Guide MKTG:
- 49.8% decrease in bounce rate — visitors engaged instead of leaving
- 5.4% CTR on digital ads — more than double the national average
- Maintained and grew business through 2020 despite a difficult market year
Stripe-A-Lot Results
“Josh explained that the very first thing we need to do was get really clear about how we talked about the services we provide. Now our ads are sending people to a website that’s clear and convinces people to call us!”
Stripe-A-Lot, Holland MI
- 49.8% decrease in bounce rate — visitors engaged instead of leaving
- 5.4% CTR on digital ads — more than double the national average
- Maintained and grew business through 2020 despite a difficult market year
What We Do for Asphalt Companies
We help asphalt and pavement companies get clear on their message and build marketing that generates real leads. We work on the message first, then build the marketing that carries it.
StoryBrand Messaging
We use the StoryBrand framework to build a message that sets your company apart from every other asphalt company running the same ad in your market.
Website Design
We build websites for asphalt and pavement companies that convert visitors into calls. Clear message, clear next step, clear reason to choose you.
Digital Advertising
We run ad campaigns that bring in the right customers — not just clicks. We track what is working, cut what is not, and report on actual results.
SEO
We help your company rank in local search so you show up when property owners and managers in your area search for asphalt and pavement services.
Why Work with Guide MKTG
We are a licensed StoryBrand Guide — trained in a framework that has been applied to trade businesses, contractors, and service companies across the country. When we work on your message, we are not guessing. We are using a system built on how customers actually decide who to hire.
We are based in Holland, Michigan and work with trade businesses across West Michigan. We know the market, we know what drives calls in this region, and we are committed to getting you results you can actually measure. If you are ready to stop competing on price and start winning on clarity, let’s talk.
Ready to Stop Competing on Price?
Schedule a call and we will look at what your current marketing is doing and map out what it would take to build a lead flow that does not depend on being the cheapest option in the market.