A national contractor whose website looked like a local one.
ProGrind is one of Australia’s largest concrete grinding and polishing contractors, working nationally for Woolworths, Coles, Dan Murphy’s, The Good Guys and JB HI-FI. We rebuilt the site around how commercial builders actually buy: proof of scale first, then the right solution, then a quote that lands with the right state team.
National capability, presented like a one-truck operator.
- Client
- ProGrind
- Sector
- Construction, national
- Platform
- WordPress
- Engagement
- Ten weeks, fixed scope
ProGrind has been developing concrete grinding and polishing technology since 1997, and delivers simultaneously across every state. Its clients are national retail and construction names: Woolworths, Coles, BWS, Dan Murphy’s, Home Co, The Good Guys, JB HI-FI, Mirvac, Multiplex, Lendlease and Hutchinson Builders.
The old site did not carry any of that weight. Four flooring solutions sat behind a dropdown, the project gallery was an undifferentiated wall of images with no site, sector or finish attached, and the testimonials were still Lorem ipsum.
The brief came from the sales team, not marketing: a builder shortlisting contractors for a national rollout needed to see scale, capability and compliance in under a minute, then reach the right state team without a phone call.
Every enquiry landed in one inbox, unqualified.
Analytics showed strong traffic to the solution pages and almost nothing reaching the quote form. The enquiries that did arrive were missing the state, project type and scale the estimating team needed before they could respond.
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Proof of scale, then capability, then a usable quote.
We started in the archive rather than the homepage. Two weeks with the directors, going through completed projects and asking a single question of each: who is this the proof for?
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Built for a site office, not a design studio.
This audience reads specifications, not marketing. High contrast, large touch targets and finish data presented as data — slip rating, sheen level, sector, floor area — on a screen that works in daylight with gloves on.
What we built into the site.
Each feature earns its place by moving a builder from research to a quote the estimating team can actually price.
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Most of this audience is standing on a site.
Site managers check specifications on a phone, outdoors, often on patchy reception. Every template was designed at 375px first, the 1300 number is one tap from any page, and the quote form was rebuilt so it can be completed one-handed.
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One team, start to finish.
The people who sat with the estimating team are the people who designed, built and now support the site.
Quotes arrive ready to price.
Measured over the first three months against the same period on the previous site. Enquiries now route straight to the relevant state team with the project details already attached.
“Builders turn up to the first call already knowing we work at their scale. The estimating team stopped chasing people for basic project details.”
