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April 28, 2011 3:00 PM CDT

GemSeal Pavement Products Debuts Streamlined Brand Look


GemSeal® Pavement Products' new website.

Construction underway - close-up with band.
GemSeal® Pavement Products, the market leader in high-quality pavement coatings for over 50 years, rolled in to 2011 with a new look and a new website,

GemSeal, which manufactures pavement sealers, additives, primers, traffic-marking paints, crack sealing materials and patching products from nine locations spanning from Dallas to Chicago to Boston to Tampa, started its website renovation project in 2010. The goal: to strengthen the online GemSeal brand and enhance the experience of contractors, distributors and property managers.

After researching numerous websites from multiple industries and assessing their existing site, GemSeal’s team began constructing a new website that would reflect a cleaner, more enhanced brand look while delivering the functionality and solid information their customers and potential customers need. The new site features:
  • in-depth product details
  • more user-friendly navigation
  • online MSDS and Data sheets
  • special areas for each contractors and property managers that address specific issues, questions and concerns they may have regarding GemSeal products
  • a Projects Gallery featuring real-world applications of GemSeal’s products
  • a Resource Center packed with helpful industry links and Frequently Asked Questions
  • calculators to help customers determine tank capacity as well as sealer, paint and crack sealant needs 
  • a News and Events page to keep GemSeal customers up to date on company and industry- related information
“We are very excited to activate our new website. After a lot of hard work, our web presence now mirrors the same quality standards we demand of our products. We want our website to become the place to go for all things related to pavement maintenance. It is now a professional site for pavement professionals,” says Jeff Lax, senior vice president and general manager of the GemSeal Pavement Maintenance Division for Bonsal American, Inc.

The work on the website coincides with GemSeal‘s overhaul of the look and branding on their tanker fleet, the largest in the industry. The fleet is a moving billboard for the company and once company employees saw the cleaner, more-integrated look on the website, they knew it would translate perfectly onto GemSeal tankers, which Lax believes are some of the company’s greatest marketing tools.

“We often talk to our customers about our GemSeal Pride – the feeling our employees get from knowing we make the best pavement products in the industry. With this new website and fleet renovation, I think we have really shown the GemSeal pride and quality extends beyond the products we make to every aspect of our business. Our customers expect only the best from GemSeal, and we take pride in delivering it every day,” Lax adds.

About the Author

Eric Peterson is the Director of Marketing for Bonsal American.


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