Poppoff Inc. is a full-service commercial concrete contractor operating across multiple states in the Pacific Northwest, handling flatwork, curbs, foundations, and everything in between. They're not a small operation, and their work speaks for itself on any job site. The problem was that their website wasn't doing the same anymore.
This wasn't our first project together—we had built their original site a few years prior, and when they came back, it was clear the business had grown beyond what that version of the site could show. They had new capabilities, new equipment, and a regional footprint that deserved a stronger web presence, both visually and in search.
Project Scope
- Photography
- Videography
- Copywriting
- Web Design
- WordPress Development
Website
Objective
Poppoff needed their website to catch up with their business. Their existing site undersold what they were actually capable of delivering. A single catch-all Services page wasn't cutting it for search—breaking out individual service pages was a clear, necessary fix to increase search visibility.
They had also made significant equipment investments in their pumping machines and a new curb machine that deserved to be showcased.
The On-Site Visit
To kick off the project, we spent three days on-site with Poppoff's crew. The shoot covered everything: aerial footage with the drone, ground-level handheld work capturing the machines and the crew in action, close-up detail shots of equipment and finished surfaces, job site documentation across multiple locations, and shots of the team. The curb machine got its own dedicated attention, with footage of it spitting out a beautiful curb from both the ground level and air.
The goal behind the new photo and video assets wasn't just to document their work—it was to make a prospective client or employee feel the scale of what Poppoff can do and trust that they've done it effectively before.
Enhancing the Website
The original site's design held up, so there no need to tear it down. What it needed was better written content, updated imagery, and a stronger page structure for search.
The biggest strategic change was expanding from one catch-all Services page to individual pages for each of Poppoff's service offerings. Each service page got its own copy (which we wrote), up-to-date imagery, and its own opportunity to rank for relevant searches. For a regional contractor competing for commercial work across multiple states, fleshing out the website with dedicated pages is more effective at showcasing their breadth of work.
Beyond the service pages, we added several new standout projects to the portfolio and replaced imagery throughout the site with fresh content from the shoot, including fresh hero videos that we produced for the homepage and new service pages.
Projects like this one are genuinely some of our favorites. When you've worked with a client before, you already have context—you know what they're proud of, how they operate, and what's changed. That level of familiarity makes the final design work better by shaping what we look for on a job site, how we write about what they do, and how we translate all of it into something that accurately reflects the business.
I have been working with Mary Ann and her team since 2021 on both our website and the development of an internal scheduling website from scratch. Zykin has consistently been positive and responsive to any changes or ideas we have, helping us integrate them in the best possible way. When it comes to anything related to the web, we look no further. They make the process easy for construction professionals like us!
— Matt Poppoff, President at Poppoff, Inc.
