Virtus Concrete has been operating since 2019 and has grown into one of Melbourne’s more recognisable names in permeable and structural concrete. So many projects were completed by them, and the business had the track record, but the website didn’t quite match it.
The site needed to work for two different audiences at once: trade professionals who want technical detail fast and general business customers who just need to understand what they’re getting and how to get a quote, and all this is harder to achieve.
Beyond design, there was a practical operational problem. Staff needed to update project galleries and content regularly, but every change was going through the design team. That wasn’t sustainable.
What We Did
UX Design & Enquiry Workflows
- Mapped out trade-audience user flows and enquiry pathways before touching any layouts — the structure came from how the audience actually uses the site, not from what looked good on a wireframe.
- Designed enquiry forms with a conversion-focused structure, reducing the steps between landing on the site and submitting a quote request.
- Built mobile-first across the board, given that a good portion of trade visitors are accessing from the site.
Service Pages & Technical Layouts
- Designed service and technical product information pages across Virtus Concrete’s full offering — permeable concrete, structural, driveways, resin-bound stone, civil, and landscaping.
- Balanced technical credibility with plain-language clarity so pages worked for both a civil contractor and a homeowner pricing up a driveway.
- Built project gallery templates and case study layouts that could showcase completed work without needing a designer to update them each time.
CMS Integration
- Designed the content management structure so non-technical staff could update galleries, add projects, and refresh content independently
- Removed the ongoing dependency on design support for routine content changes.
Results
The site now presents Virtus Concrete at the level the business has actually reached — a full-service operation with serious capability across residential, commercial, and civil work, not a small local concreter with a basic web presence.
On the enquiry side, the restructured quote workflow made a measurable difference. Form completion rates improved by around 30 to 35% compared to the previous setup, and the average time from landing on the site to submitting an enquiry dropped noticeably with the simplified flow.
Organic search picked up steadily over the engagement period. Service pages began ranking for relevant Melbourne-based search terms — permeable concrete, exposed aggregate driveways, and WSUD-compliant concrete — contributing to a roughly 40% increase in organic sessions over six months. A handful of pages reached page one for local commercial intent searches.
The CMS integration delivered on the operational side too. Staff started managing project gallery updates in-house within the first few weeks, which removed a recurring cost and meant the portfolio stayed current without a backlog building up.
The site also holds up properly on mobile, which matters for a trade audience that’s often quoting from a site visit rather than sitting at a desk.