Crafco — Taking Pavement Preservation Digital

Challenge

Crafco is the world's leading manufacturer of pavement preservation materials and equipment: a company that literally keeps America's roads together. But their digital experience was stuck in a product catalog mentality, listing specs without helping contractors, engineers, and DOT specifiers understand which solution fits their specific application.

Approach

We transformed Crafco's website from a static catalog into an application-driven resource. Instead of browsing by product SKU, users now start with their problem. Crack type, climate, traffic load; and the platform recommends the right solution. We paired this with an SEO strategy targeting the technical queries infrastructure professionals actually search for.

Results

Organic traffic grew 180%. The application-based product finder became the most-used feature on the site, and the integrated RFQ system generated $3.8M in attributable pipeline within the first year.