What an epoxy flooring company website needs: pages, words and photos

An epoxy flooring company website needs to do three jobs: show real floors you have coated, explain in plain words how long the space is out of use and how the floor holds up, and make it easy to ask for a quote with a few photos of the slab. Five or six pages are enough for most coating companies. Here is what goes on each one, what your customers look for first, and what you can safely leave off.

What your customers check before they call

Someone looking at a garage floor coating usually has three worries, and they check for them in this order:

Will it look like that in my garage? They want to see floors like theirs: a two-car garage with a water heater in the corner, not a showroom.
Will it peel? Most people have seen a hardware-store kit lift off in sheets under hot tires. They want to know why yours is different, in one or two sentences.
How long can't I use my garage? Where do the cars go, when can they walk on it, when can they park on it.

A building or warehouse manager checks other things: whether you have done their kind of floor, whether you can work nights or weekends, and whether you carry the insurance their landlord asks for. If you do both kinds of work, the home page should point each of them to the right place in one tap.

The pages an epoxy flooring site needs

Home page. One sentence at the top that says what you coat and where: "Garage, basement and shop floor coatings in Tulsa and Broken Arrow." Under it, a large photo of a finished floor, your phone number and a quote button. Then three short blocks for your main kinds of work, a handful of reviews, and the towns you cover.

Services or floor systems page. A section for each type of floor you install, written for someone who has never heard the words "flake" or "polyaspartic". Say what it looks like, where it fits, and how long the job takes. If you want a full page that explains each system, our guide to explaining coating systems and finishes goes through it.

Gallery. This is the page people spend the most time on. Organize it by space (garages, basements, commercial) rather than by date. More on the photos below.

How a job works. Walk through the day or two of the job: you look at the slab, grind it, fix cracks, put down the coats, and hand the floor back. Say how long before light foot traffic and how long before a car can drive on it. If you test for moisture before you quote, say so, because that is the honest answer to "will it peel?".

About. Who does the work. If it is you and two crew members you trained yourself, say that, with a photo of the three of you next to the truck. If you are licensed or certified by a coating manufacturer, list it plainly.

Contact or quote page. A short form, your phone number, your service area and your hours.

You can add a warranty page and a frequently asked questions page later. Many coating companies fold both into the services page and it works fine.

What to put in the gallery

Photos sell coating jobs more than any sentence does. A few habits make them work much harder:

Before and after from the same spot. Stand in the driveway, shoot the stained, cracked slab, then come back to the same spot when it is done. The pair tells the whole story.
One close-up per floor. A shot from knee height shows the flake texture and color in a way a wide shot never does. People want to see if it is smooth or textured before they choose.
Daylight with the door open. Overhead garage lights make every color look yellow. Shoot with the big door open in daylight so the color on screen matches the chip they will pick.
A caption for each. "Two-car garage, gray and black flake, Owasso" is enough. It tells the visitor what system it is and that you work in their area.
The ugly ones too. A photo of a slab with deep cracks or old peeling paint, next to the finished floor, shows you can handle a bad starting point.

Skip stock photos of glossy factory floors. Anyone who has looked at a few coating websites can spot them, and they make your real photos look less real. If you need help getting good shots with a phone, taking good website photos with a phone covers light and angles.

What to leave out

Coating websites often say too much in some places and too little in others. These are safe to cut:

Long chemistry sections. A paragraph on resin ratios loses most homeowners. One sentence on why your system holds better than a kit is enough; the rest belongs in a conversation.
A color chart with fifty swatches and no photos. Show your five most popular blends on real floors, and say more are available.
The word "lifetime" without details. If you offer a warranty, say what it covers (peeling, lifting, hot tire marks) and for how long, in plain words. A vague promise reads like a sales line.
Pop-ups and countdown offers. They make a careful buyer more careful.
Pages for towns you rarely drive to. A short, true list of the towns you cover is more useful than twenty copied town pages.

The phone and quote path

Most coating quotes start with a photo of the floor, so build the contact path around that.

Put your phone number at the top of every page as a tappable link, so someone standing in their garage can call with one thumb. If you are happy to get texts, say "Call or text" and mean it.

Keep the quote form short. These fields are enough:

Name, phone and email
Town or zip code
Type of space (garage, basement, shop, commercial)
Rough size, such as "two-car garage" or the square footage if they know it
A photo upload, with a line like "A photo of the floor helps us quote faster"
A free text box for anything else, such as an existing coating or a deadline

Say what happens next, in one sentence under the button: "We reply within one business day, usually with a price range from your photos, then set a time to look at the slab." People fill in forms more readily when they know the next step. Contact forms that people actually fill in goes further on wording and length.

What to do this week

Pick your ten best floors and find, or go back and take, a before photo and a close-up for each.
Write one sentence for each system you sell: what it looks like, where it fits, how long the space is out of use.
Write down how long a car must stay off a new floor, and put that sentence on the services page.
Open your site on your phone and tap your phone number. If it does not start a call, fix that first.
Check that your quote form takes a photo, and send a test from your phone.

If you already have a site with your floors on it but it looks dated or is awkward on a phone, you can see your site rebuilt first and judge it with your own photos in place.