In a specialized industry like commercial pavement care, reputation and professionalism are everything. For more than 20 years, Addaline Asphalt Maintenance has earned that reputation across Ontario, delivering dependable asphalt and concrete services to commercial properties, retail operations, and facility managers. Known for their no-nonsense approach, quality work, and long-term client relationships, Addaline has steadily grown from humble beginnings into a leader in commercial pavement maintenance.
By 2024, however, their online presence didn’t reflect the same professionalism. Their previous website, built on the Duda platform years earlier, was outdated, sparse, and difficult to expand. Service pages had limited content, blogs were minimal and rarely surfaced in search results, and the design lacked the clarity and flexibility needed to highlight Addaline’s full suite of services. For a business serving Ontario’s commercial clients, the website no longer communicated the authority and reliability they were known for in the field.
Recognizing the need for a stronger digital foundation, Addaline turned to ZOO Media Group to design and develop a new website that could represent their expertise, attract qualified leads, and support future growth.
Addaline wasn’t looking for a simple cosmetic update. Their team wanted a website that could actively support business development, clarify their service offerings, and generate more inquiries from facility managers, property managers, and retail operations teams. Key challenges included:
ZOO Media Group conducted a full website audit, including Google Analytics review, keyword research, and competitor benchmarking. This analysis highlighted gaps in content depth, user experience, and search visibility. It also formed the basis for a strategic, data-driven approach to the website design and development that would focus not just on visual appeal, but on long-term digital performance, user engagement, and lead generation.
ZOO Media Group’s process combined strategic planning, professional web design, and technical development to create a website that reflects Addaline’s industry leadership.
ZOO began by mapping all of Addaline’s services under clear categories: Asphalt Services, Concrete Services, Bollard and Sign Installation, Catch Basin Restoration, Crack Repair, and Parking Lot Line Painting. Each service received a dedicated page, structured with clear headings, detailed descriptions, and supporting media to guide users and improve search engine rankings. This planning ensured that potential clients could find exactly what they needed while also improving visibility in local searches across London, Ontario.
Every page was rewritten with high-quality, keyword-rich content that speaks directly to commercial property managers and facility teams. Keywords integrated naturally included:
Blog posts were expanded to provide actionable tips, case studies, and FAQ sections, helping Addaline establish authority in their industry and support long-tail SEO. The content strategy was designed to keep pages between 600–1,000 words, balancing readability with search engine optimization.
ZOO developed a custom WordPress website with mobile-first design, intuitive navigation, and clear calls-to-action. Key features included:
The development process emphasized flexibility, allowing Addaline’s team to easily update content, add new services, and grow their online presence without technical constraints.
The website also received a visual refresh, modernizing the brand with updated photography, clean web page layouts, and consistent use of brand colours and iconography. Design choices reinforced trust, professionalism, and attention to detail—values central to Addaline’s work in commercial pavement care.
Launched in July 2025, the new addaline.ca website now reflects Addaline’s 20+ years of expertise, offering a polished, accessible, and conversion-focused digital experience. The content and design work together to:
The combination of strategic planning, SEO-rich content, and modern design ensures the website not only looks professional but also functions as a business development tool, generating qualified leads for commercial pavement services.
ZOO Media Group continues to support Addaline’s digital growth through ongoing website optimization, content updates, and analytics monitoring. New blog posts are regularly created to expand search visibility and attract more commercial leads. This proactive approach ensures Addaline remains competitive in Ontario’s commercial pavement maintenance market, while building a sustainable digital platform for the future.
By focusing on both web design aesthetics and functional performance, ZOO Media Group helped Addaline transform its website into a dynamic tool that communicates professionalism, educates clients, and supports business growth across Ontario.
ZOO Media Group specializes in helping established businesses like Addaline Asphalt Maintenance translate their real-world reputation into digital success. With every project, ZOO delivers custom strategy, clear messaging, and thoughtful web design to ensure websites not only look great but also perform effectively in search results and lead generation.
If your company is ready to elevate its online presence with a modern, professional website, contact ZOO Media Group to see how expert web design and development can drive business growth in London, Ontario and beyond.
“A total website overhaul was lining up to be a huge undertaking. With a long-term reputation and excellent client loyalty, our site already had loads of traffic. It was critical we execute well. ZOO Media Group came through it all shining. Our new ecommerce website was on-time and under-budget. ZOO’s design expertise and consistent attention helped immensely. Through that wonderful experience, we now rely on ZOO Media Group for most of our buying group marketing including print advertising, client eblasts, and our important print catalogue.”
Is your website ready for a digital upgrade? ZOO Media Group specializes in creating user-friendly, visually appealing websites that help you attract visitors and convert them into leads and sales. Ready to enhance your online presence? Contact us today to begin your website transformation.
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