Salas Resin

The challenge

Salas Resin’s work sells itself in person — metallic pours with real depth, flake systems, commercial floors — but the website didn’t reflect that quality or turn visitors into estimate requests. For a trade where every job is quoted per project, the site has to do two things at once: prove craftsmanship visually and remove the friction between "I want this floor" and "here’s my request".

The company also needed to be found. Epoxy flooring is searched city by city ("epoxy flooring Miami", "garage floor coating Hialeah"), and increasingly those questions are answered by AI assistants and AI-powered search results rather than a classic list of links — so the site had to be structured for both.

The ALCA solution

ALCA redesigned the whole site from the ground up: a dark, high-contrast visual identity built around photography of real installed floors, with dedicated pages for every system Salas Resin installs — metallic, flake, garage, commercial, polyaspartic, industrial and warehouse coatings, plus surface preparation, moisture mitigation and floor repair.

The conversion core is the estimate request system: a guided 3-step quote wizard (project, details, review & submit). A finish explorer shows named styles from real projects — Blue Metallic, Black & White Marble, Red & Blue Flow, Orange & Black — and every "Request This Style" button deep-links into the wizard with that finish pre-selected. WhatsApp, phone and email are built in as follow-up channels for photos and measurements.

On top of the redesign runs an ongoing search program: local SEO landing pages for Miami, Hialeah, Doral, Fort Lauderdale and Pembroke Pines, structured data (JSON-LD) on every page, and answer-first content written so the site can be cited by AI search experiences (AEO/GEO) — ChatGPT, Perplexity and Google’s AI results — not just ranked by classic Google.

Key modules & features

How it works

1. 1Visitor explores flooring systems and real installed projects
2. 2Visitor picks a named finish and taps "Request This Style"
3. 3The estimate wizard opens with that style pre-selected
4. 4Step 1 captures project type, space and floor style; step 2 captures size, location, timeline and contact; step 3 is review & submit
5. 5Salas Resin follows up directly — photos and measurements move over WhatsApp or email — and delivers a project-specific estimate

Architecture & approach

The site is built as a fast single-page application with per-page metadata and JSON-LD structured data, so it behaves like a marketing site for search engines while feeling instant to browse. The estimate wizard keeps every non-essential field optional (including an "I don’t have measurements" path) because a field-service business wins by lowering the bar to first contact, then qualifying in conversation.

Screens

Technology & capabilities

What it was designed to improve

• Make real installed floors — not stock photos — the center of the brand
• Turn visitors into qualified estimate requests without phone tag
• Rank for epoxy flooring searches city by city across Miami-Dade and Broward
• Be understood and cited by AI search experiences (AEO/GEO), not just classic Google