Lakeside Industries is a regional asphalt and paving company headquartered in Issaquah, Washington with 12 operating divisions. They needed a website that could represent the full scope of their operation. Integrity Marketing designed and built it from the ground up.
Lakeside Industries has been a fixture in the Pacific Northwest asphalt and paving industry for decades. Over time, the company expanded to include 12 distinct divisions covering everything from asphalt production and road construction to environmental services and materials testing. Each division serves different customer segments, different geographies, and different use cases.
Their website did not reflect any of that. It was a flat, outdated site that lumped everything together. Visitors could not tell which division handled their needs, could not find locations near them, and had no clear way to request service. The mobile experience was poor, and page load times exceeded five seconds.
Lakeside came to Integrity Marketing looking for a complete digital transformation. They needed a site that could present 12 divisions as distinct but connected parts of one organization, with location-specific content, a modern design, and the performance to support a high-traffic corporate site.
Asphalt and Paving. Lakeside Industries produces hot mix asphalt, manages road construction projects, and provides paving services through 12 specialized divisions across the Pacific Northwest.
Headquartered in Issaquah, Washington with operations spanning multiple states. Dozens of individual locations serve regional markets from Oregon to Montana.
Matt Russell, Co-Founder and Creative Director at Integrity Marketing, led the strategy, design direction, and client relationship for this project. The full team contributed to development, content, and QA.
Lakeside Industries faced a series of interconnected problems that were holding back their digital presence and making it harder for customers to do business with them.
The existing site treated Lakeside as a single entity. There was no way for a visitor to navigate to a specific division, learn about its services, or understand how it related to the rest of the company. Commercial paving customers, residential contractors, and materials buyers all landed on the same generic pages with no path to the information they actually needed.
With operations across multiple states and dozens of physical locations, there was no way for visitors to find the office or plant nearest to them. There were no individual location pages, no map functionality, and no geographic filtering. For a company whose business is inherently local, this was a significant gap. Potential customers had to call the main office and get transferred to the right division in the right region.
The site was not responsive. On mobile devices, the layout broke, text was unreadable without zooming, and navigation was nearly impossible. Given that a significant portion of their audience accesses the site from job sites and trucks, this was a real business problem, not just a design issue.
Page load times consistently exceeded five seconds. Images were unoptimized. There was no caching strategy. The hosting environment was underpowered for the amount of content the site needed to serve. Slow pages meant higher bounce rates and lower search engine rankings across the board.
We approached this project in five phases, each building on the last. The goal was not just to redesign a website but to rethink how Lakeside Industries presents itself to the market. Every decision was driven by how visitors actually use the site and what actions Lakeside needed them to take.
Before we touched a design tool, we spent three weeks mapping the entire Lakeside organization. We interviewed stakeholders from multiple divisions, documented the services each division provides, identified overlaps and distinctions, and cataloged every location. The result was a comprehensive information architecture that gave each division its own section of the site while maintaining a unified navigation and brand experience. We built detailed sitemaps and wireframes for every page type, including division landing pages, service pages, location pages, and the corporate overview sections. This phase was critical because the IA directly determined how the rest of the project would be structured.
We built the site on WordPress using a fully custom theme. No templates, no page builders, no bloated plugins. The theme was engineered specifically for Lakeside's content model, which required custom post types for divisions, locations, services, and team members. The key technical feature was a division filtering system that allowed visitors to browse the entire company by division, by service type, or by location. This was built with custom taxonomy relationships and AJAX-powered filters so the page updates without a full reload. The content management system was designed so that Lakeside's internal team could add new locations, update division information, and manage job postings without needing a developer.
For the homepage hero, we produced a full-width drone video showcasing Lakeside's operations from above. The footage captures the scale of their work in a way that static photography cannot. Asphalt plants, paving crews, and heavy equipment in action all convey the size and capability of the operation within seconds of landing on the site. Throughout the rest of the site, we implemented custom scroll-triggered animations that reveal content as users move down each page. These animations were built to be subtle and purposeful. They guide attention to key information without slowing down the experience or distracting from the content. Every animation was optimized for performance so it would run smoothly on mobile devices and lower-powered hardware.
Recruiting is a constant priority for a company of Lakeside's size. Their previous site had a single careers page with a generic list of openings. We replaced it with an interactive map that lets job seekers browse open positions by location. Each pin on the map links to a location-specific careers page with open roles, benefits information, and a direct application form. The map is powered by the same location data that drives the rest of the site, so when a new location is added to the CMS, it automatically appears on the careers map. This reduced the administrative burden on HR while making it significantly easier for candidates to find and apply for positions near them.
We built over 45 unique location pages, each tailored to the specific division and market it serves. These are not cookie-cutter pages with a swapped-out city name. Each one includes the division name, address, phone number, service area, available services, a Google Maps embed, and locally relevant content. From an SEO perspective, these pages target geographic search queries that are extremely valuable in the construction and paving industry. When someone searches for asphalt suppliers or paving contractors in a specific city, Lakeside now has a dedicated page competing for that search. The pages also serve as landing destinations for Google Ads campaigns targeting specific regions.
The new Lakeside Industries website launched after a four-month build process. The results were immediate and sustained.
Page views increased 210% within the first three months after launch. The new information architecture gave visitors clear paths to the content they were looking for, and the location pages brought in significant new organic traffic from geographic searches that Lakeside was not previously capturing.
Page load time dropped from over five seconds to under two seconds. We achieved this through image optimization, lazy loading, server-side caching, a CDN, and clean custom code that avoided the bloat of page builders and unnecessary plugins.
The 45+ location pages created a significant SEO footprint that did not exist before. Each page targets location-specific keywords and provides genuine value to visitors looking for paving and asphalt services in their area.
Careers applications increased significantly after the interactive map launched. Candidates could find openings near them in seconds rather than scrolling through a long list, and the streamlined application forms reduced friction in the hiring process.
Internal teams reported that content management became dramatically easier. Adding a new location or updating division information takes minutes instead of requiring a support ticket to an outside developer.
"The Lakeside project was one of the most complex builds we have taken on. Twelve divisions, dozens of locations, and a content model that had to be flexible enough to grow with the company. The results speak for themselves. Page views more than tripled, and the site finally represents who Lakeside actually is."
Full custom WordPress theme with division filtering, interactive careers map, drone video hero, scroll-triggered animations, and 45+ unique location pages. No templates. No page builders. Designed and built entirely by the Integrity Marketing team.
On-page SEO for every page on the site, including keyword-targeted location pages, meta data optimization, schema markup, internal linking strategy, and technical SEO including site speed optimization, mobile responsiveness, and crawlability.
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