Launch Kit partnered with Ophoff Companies to build a modern masonry website, boost SEO, and create a brand that matches their 20+ years of expert craftsmanship.
Today we’re highlighting the work Launch Kit has done with Ophoff Companies - the gold standard in the masonry industry in Grand Rapids Michigan.
We first connected with Maddie and Aaron from Ophoff in the fall of 2024. As we got to know their story, we were blown away by the level of craftsmanship they’ve delivered over their 20+ years in business. Their portfolio included everything from commercial stonework to high-end residential masonry. But like so many service-based businesses we meet, there was a disconnect: incredible work, but barely any online presence.
They put it plainly - their old site looked like it was from 2001.
We kicked things off with a branding refresh. Emily Van Til, a local Grand Rapids designer, led the way by creating a brand kit that included a new logo, color palette, and font system. We also officially aligned the name under Ophoff Companies, which matched Aaron’s long-term vision and the growing scope of their work. The new identity was professional, versatile, and built to scale.
Once the new brand was dialed in, Launch Kit Web Designer Mackenzie Broekstra took the lead on designing and building a custom website. The goal? Showcase the craftsmanship and range of Ophoff’s masonry services in a way that matched the quality of their work.
She started with a sitemap built for both SEO and user experience. Instead of one generic “Services” page, Mackenzie created individual pages for each specialty:
These targeted pages make it easier for search engines, LLMs, and visitors to understand what Ophoff does best and who they serve. It also gives the site a leg up in local search rankings for those specific services.
But the real star of the site? The Project Portfolio.
If the home, about, and contact pages are the skeleton of the site, the portfolio is the muscle. Mackenzie designed a flexible project system that lets the Ophoff team build out dedicated case study pages for each project - with space for before-and-after photos, project summaries, and standout features. These portfolio entries act as living proof of their expertise and help turn browsers into clients.
Take a look at one of the projects we’ve already published. It’s a clear example of how great work, paired with clean design and strategy, becomes a magnet for the next opportunity.
The finished product is a clean, scalable, smart website system that finally reflects the quality of Ophoff’s work - and keeps evolving with them.
It’s easy for their team to update, and by regularly adding new projects and testimonials, their digital presence stays fresh and relevant. This is exactly what we mean when we talk about building smart websites for construction companies and trades-based businesses. You get back the energy you put out.
Ophoff already delivers world-class work. They just needed a system that could keep up.
We’re proud to be their marketing partner - and even prouder to be part of the Ophoff Companies team.
Each year, we take a fresh look at the various marketing efforts a small business can make. We've built this framework to get started optimizing your business's online presence.
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