GC Gorilla Coatings: Published Pricing and a Page for All 31 Towns
A hundred-page coatings site that answers the two questions every buyer has, what it costs and whether it survives the winter, before anyone picks up the phone.
About the business
GC Gorilla Coatings installs polyaspartic and epoxy floors out of Westfield, Massachusetts: garages, basements, patios, pool decks, and commercial floors for warehouses, auto shops, commercial kitchens, breweries and gyms. The crew works across Hampden and Hampshire County in Massachusetts and over the line into Hartford County, Connecticut.
The challenge
Floor coating is a considered purchase. It runs into the thousands, most homeowners are buying one for the first time in their lives, and half the industry refuses to quote a number until they are standing in your garage. That silence does not read as professional, it reads as expensive. On top of it sits a specifically New England fear: that the whole floor lifts after one winter of road salt and freeze-thaw. A site that dodged either question was always going to lose to one that answered it.
The story
Two decisions early on shaped everything after them. The first was to publish the price. The site states $7 per square foot installed, on a page of its own, with exactly what that covers: grinding, crack repair, flake broadcast and two topcoats. Almost nobody in the local market does this. It takes the most anxious moment in the buying process and turns it into a reason to trust the company rather than a reason to close the tab.
The second was to treat the service area as the spine of the site instead of a list in the footer. Nobody searches for floor coating on its own. They search for garage floor coating in Agawam, or in Chicopee, or in Enfield. So all 31 towns got a page written for that town, not a template with the name swapped, and the coverage area became something a visitor can actually navigate rather than a paragraph of promises.
The warranty finishes the argument. Fifteen years, in writing, on residential floors, stated on the page rather than mentioned on the driveway. Against a competitor who will not commit to a price or a warranty until they have you in person, that is a hard offer to compete with.
What we built
- A hundred-page static site on Next.js, built to open instantly on a phone in a cold garage
- Five service pages: garage, basement, patio and walkway, pool deck, and commercial
- Six commercial verticals of their own, from warehouses and auto shops to breweries and gyms
- Four coating-system pages, so a buyer can compare what is actually going on their floor
- A written page for each of the 31 towns in the coverage area
- An interactive flake colour picker, because the colour is the part customers care about most
- A published price page and a 15-year written warranty, both stated plainly
- A gallery of their own finished installs and process shots, not manufacturer stock
How we promoted it
Coatings is a local-intent business. Nearly every sale begins with a town name typed into a phone, so the whole plan was built around that rather than bolted on afterwards.
- Keyword research completed before a line of code, mapping what each town actually searches for
- A page per town, written individually rather than generated from a template
- Forty articles covering the questions that come up before the quote, from cost to cure times
- A service-area structure aimed at the map pack across two states
- Name, address and phone matched exactly to the Google Business Profile
- Static rendering throughout, so Core Web Vitals were never something to go back and fix
The outcome
What the new site does for them
We do not invent numbers. Here is what the site is built to do, honestly.
One hundred pages live, covering every service, system and town the business serves
Price and warranty answered on the page instead of held back for the sales visit
Built to rank town by town across western Massachusetts and northern Connecticut
A deploy pipeline where a content change is live about thirty seconds after it is written
We can build you one too
Want a site like GC Gorilla Coatings's?
We build sites exactly like this for masonry, paving, and coating contractors. See our full approach on the Masonry, Paving & Coatings page, or tell us about your business and we will give you an honest, no-pressure plan.
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