Scroll previewWhat the business needed
OG Resin approached Whiteski Digital as a growing epoxy resin flooring specialist operating across Liverpool and the North West with no website at all. The business had built genuine momentum through word of mouth and an active Instagram following, but every enquiry was arriving through social media or a phone number passed between customers. There was nothing for a homeowner or a commercial buyer to check before they made contact.
The goal was to establish OG Resin as a credible, findable business in a market crowded with national lead-generation sites that rank well without ever setting foot in the region. The brief called for a website that could carry the quality of the work, explain four distinct resin systems clearly, and convert visitors who were standing in a garage holding a phone.
This project also carried a specific challenge. The business had recently completed high-profile work, including 180m² of RAL colour-matched flooring for a children’s cancer and leukaemia charity, and needed a platform that presented that calibre of work properly rather than as another gallery of photographs.
Web design for OG Resin
The visual direction was drawn directly from the OG Resin logo — a chromed wordmark with an electric blue glow on near-black. Whiteski Digital extended that into a full design system rather than simply matching colours, developing a brushed-metal treatment applied across every display heading so the website and the brand read as one continuous piece.
The finished site features a bespoke design system built on Archivo Black, Manrope and JetBrains Mono; a full-bleed hero with a graded overlay balancing photography against legibility; four dedicated system pages, each with its own imagery and technical detail; a projects wall presenting completed work with the actual products and finishes named; a scan-reveal component transforming prepared substrate into finished floor; and mobile-first layouts tested throughout at 390px.
The scan reveal became the signature element. Rather than a conventional before-and-after slider, a scan head sweeps down the frame while the finished floor materialises behind it, accompanied by a live readout of area, system and top coat. It was designed to drive photo submissions via WhatsApp — the route most trades customers actually prefer.
Static architecture and conversion tooling
The website was built as hand-coded static HTML assembled by custom Python generators, deployed on Cloudflare. No content management system, no page builder and no theme. This delivered exceptional performance — every page loads at around 85KB with images cached across the entire site — alongside a level of layout control a template could not offer.
Development work covered seventeen pages built from a single shared component system; a live quote builder calculating estimates by system and dimensions; enquiry forms transmitting the customer’s own estimate alongside their details; conversion tracking across phone clicks, WhatsApp clicks and form submissions; domain configuration, DNS, SSL and professional email routing; and a managed launch with the client’s own photography throughout.
The quote builder was the priority. Room, system and dimensions produce a live figure, and that figure travels with the enquiry — so the business quotes real jobs rather than fielding the same three questions on every call.
SEO foundations and technical work
As a brand-new domain competing against established national lead-generation networks, the SEO strategy separated service intent from local intent deliberately. Service pages target the systems without geography. Location pages carry the towns. Each location page then runs service-and-town headings supported by genuinely local content — substrate conditions, property types and the specific problems encountered in that area.
Technical work included unique titles and meta descriptions within search result limits; a clean heading hierarchy with descriptive, keyword-bearing H2s and H3s; LocalBusiness, Service, FAQPage and BreadcrumbList schema throughout; descriptive alt text and SEO-structured filenames across every image; sitemap, robots and canonical configuration; and Search Console verification with manual indexing of priority pages.
Ongoing work continues on location page expansion, citation building and content, supporting the business as it grows beyond its immediate postcode.