A cool new website for a HOT business
How Caton Asphalt, a five-person Tulsa paving crew, got their first website.
The Brief
A paving company nobody could find online
Caton Asphalt is a five-person paving crew in Tulsa, and a sister company to Caton Construction. Twelve years of jobs in the ground. Plenty of repeat business and word-of-mouth referrals. What they didn't have was a website.
Word of mouth is fine until you want to grow. The next buyer Caton wanted was a property manager or an HOA board, the kind of person who searches "commercial paving Tulsa" and judges you on whatever lands at the top of Google.
The Visual System
Built to look industrial without looking like every other truck
01 · The Palette
Not the safety yellow everyone else uses
Most asphalt and paving companies in Oklahoma run on black-and-yellow safety colors. Caton's site uses deep navy and steel blue instead, with a warm gold accent on the warranty badge and the "12 years" callout.
02 · The Type
Readable from a parking lot, sized for a thumb
A condensed sans-serif for headlines, readable from across a parking lot. A modern sans-serif for body copy, sized for thumb scrolling on a phone with the main button reachable one-handed. The same type system carries through the website, the truck doors, and the yard signs, so a buyer sees the same brand whichever surface they land on first.
What We Built
A small site, on purpose
Every page is there because a buyer needs that information to make a decision.
Homepage
A photo at the top, then a four-icon trust strip (12 years, warranty on every job, serves all of Oklahoma, commercial and residential) with direct links into every service.
Eight service pages
Residential driveway paving, commercial paving, parking-lot paving, sealcoating, crack filling, line striping, asphalt repair and patching, and gravel/base work. Each one is its own page, written around a real search query a property manager actually types.
Service-area pages
Tulsa, Broken Arrow, Bixby, Jenks, Owasso, Oklahoma City, and a statewide page. A search like “driveway paving in Owasso” lands somewhere relevant instead of bouncing off a generic homepage.
Why Caton page
What the crew wanted a buyer to know up front. The warranty on every job. The no-debt pricing. And that the same five people stay on the project from grading to the final stripe.
FAQ page
Built around the questions Caton's team gets every week. How long before I can drive on a fresh driveway. Whether the existing surface has to come out. How sealcoating actually works and how often it needs doing.
Free-estimate form
Does not ask for everything at once. Name, the kind of job, and a way to reach you. Anything else can wait for the phone call.
Plain-text AI index
An /llms.txt file so when an AI assistant like ChatGPT or Claude is asked “who paves parking lots in Tulsa,” Caton has a clean reference the assistant can describe accurately.
What We Didn't Do
What we left out, on purpose
No chatbot. No in-page calculator. We also passed on the "instant quote" tool that would have produced a number Caton's crew won't honor, and we skipped the meeting where we'd have argued whether the photo at the top should show a family or a steam roller. (It's a steam roller. This is a paving company.)
What ended up on the page is what a buyer needs to make a decision. Anything that wouldn't help with that decision didn't make the cut.
Result
Ryan Caton, on launch day
The site is super clean! It makes it easy for people to reach out to me. I showed it to a buddy before we launched it and he said “that's awesome! get that thing launched!”
Same five-person crew. Same asphalt work. What's new is that a property manager searching for paving in Tulsa can actually find them now.
Services Delivered
Have a project that's outgrowing its current website?
Tell us about your business. We'll figure out together what's worth building.