Project overview

Surprise Granite is a countertop fabricator and remodeling company based in Surprise, Arizona, working with homeowners across the West Valley and greater Phoenix out of a showroom on North Dysart Road. Along with countertops, they handle cabinets, flooring, and full kitchen and bath remodels.

When we started, all of that lived on a single page called Services, which meant every visitor landed in the same place with the same phone number regardless of what brought them there. Over the course of the project we rebuilt the company's brand identity and replaced the website with something built around how homeowners actually shop for a remodel: a browsable material catalog, tools that give them a price, and a dedicated page for every service in every city the company covers.

The challenge

Buying countertops has never been a straightforward process for homeowners. Most people visit two or three slab yards in person, photograph the materials they like, send those photos over to their remodeler, and then wait while someone coordinates between the fabricator and the supplier. It's a process that developed by accident rather than by design, and most of the industry has learned to live with it.

For Surprise Granite, that created two problems at once. Homeowners had no way to browse materials or understand pricing without visiting the showroom, which put the entire early stage of the buying process on the sales team. At the same time, the website had no way to capture the very specific searches happening across their market every month, whether someone was looking up a slab by name, a particular service, or a countertop company in their own city. A single page about countertops was never going to show up for a search like "quartz installation in Peoria," and even if it had, it wouldn't have given that homeowner anything close to what they were looking for.

Brand identity

The company had grown well past its original identity. By the time we came in, several different versions of the logo were in circulation across the showroom, the trucks, printed material, and the website, and none of them quite matched.

We redesigned the mark and built a proper lockup with the tagline, then produced the full set of variations the business needed for everyday use. From there the identity carried into everything customers physically encounter, including vehicle wraps, showroom signage, and crew apparel. In a home services business, the truck parked in a customer's driveway is often a neighbor's first introduction to the company, so the mark needed to hold up at that scale as well as it does on a phone screen.

The material catalog

The foundation of the new website was turning the company's inventory into something homeowners could explore on their own time.

We built CMS collections for both countertop and flooring materials, giving every product its own page, its own URL, and its own photography, so a homeowner searching for a specific slab by name now arrives directly on that material instead of a general category listing. Supporting a library that size meant building components designed for it, including a reusable product card, a collection template, category browsing, and layouts that hold up on phones and tablets, where most of this browsing takes place.

The catalog also changed how the sales team works day to day, since they can send a customer a link to a specific material rather than asking them to describe something they saw at a yard three weeks earlier.

Service and city pages

Instead of one page attempting to describe everything the company does, we built out pages that match the way people search.

Ten service and city landing pages went live, organized under a service areas hub that lays out the full coverage map, along with dedicated pages for individual offerings such as Cambria countertop installation and cabinets, plus a separate page for commercial work. Each of these answers a single question, so a homeowner searching for cabinet work in a specific Arizona city lands on a page written about cabinet work in that city.

This structure also gave the company somewhere useful to send paid traffic. An ad promoting one service in one city can point to a page about that exact service in that exact city, rather than dropping a visitor onto the homepage and leaving them to find their own way to the information they came for.

Content and guides

To reach homeowners earlier in the process, we built an e-guide CMS template and produced a set of downloadable remodeling guides, including a homeowner's guide to kitchen remodeling. These give someone who is still months away from starting a project a reason to share their contact information, which allows the company to build a list of future customers instead of only fielding calls from people ready to buy this week.

We also published blog content timed around the remodeling calendar, such as a piece on why December is a good month to begin planning a kitchen and bath renovation. Seasonal content like this tends to earn more attention from homeowners than general advice, because it speaks to a decision they are weighing at that moment.

Lead capture

We segmented the estimate request forms by service, so every submission arrives already identified as countertop installation, sink installation, tub to shower conversion, kitchen remodeling, or interior design. Those submissions route directly to the sales inbox, which means the team knows what a lead is looking for before the first conversation instead of having to open a form dashboard to find out.

We also rebuilt the way reviews appear across the site, expanding the number on display and presenting them in a slider with a link through to the full collection. The company had already earned strong feedback on Google, and this made sure that credibility was working for them on their own pages as well.

The result

Surprise Granite now has a website with a page for every material they carry, a page for every service they offer, and a page for every city they serve, supported by two pricing tools, a library of downloadable guides, and lead forms that tell the sales team what each caller needs before anyone picks up the phone. Their brand is consistent across the showroom, the vehicles, and every page of the site, giving them an online presence that matches the size of the operation behind it.