Featured Client: Integrity Painting
From Word-of-Mouth to the Web: Building Integrity Painting's First Website
Many contractors and home service businesses ask:
• Do I really need a website if most of my work comes from referrals?
• What should a contractor website include?
• How can a website help generate more leads?
• How do I get my business found on Google and AI search?
This project answers those questions.
Serving homeowners and builders throughout Madison and Dane County since 1998, Integrity Painting Services has earned its reputation through trusted relationships, meticulous preparation, and consistently exceptional craftsmanship. For decades, new projects came almost entirely from satisfied homeowners, builders, and real estate professionals who confidently recommended their work.
But like many established service businesses, Integrity Painting had never invested in a professional website.
That's where this project began.
The Challenge
When Phil McClarey, owner of Integrity Painting Services, first reached out, his company already had something many businesses spend years trying to build: an outstanding reputation.
What it didn't have was a central online presence where potential customers could:
• Learn about the company
• Explore the services they offer
• Understand the craftsmanship behind their work
• Read authentic testimonials from homeowners and builders
• Request an estimate or contact the team
The goal wasn't simply to build a website.
It needed to reflect the same professionalism, honesty, and attention to detail that have defined Integrity Painting for nearly three decades.
The Vision
From the beginning, the goal wasn't to create another generic contractor website filled with stock photos and keyword-heavy service pages.
Instead, we wanted to build something that genuinely reflected how Phil runs his business.
Integrity Painting has built its reputation on:
• Trust
• Relationships
• Professionalism
• Careful preparation
• Consistent craftsmanship
The website needed to communicate those same values online.
Rather than relying on marketing buzzwords, every page was designed to educate homeowners about what separates a professional painting project from a quick paint job. Visitors can learn about the preparation process, materials, craftsmanship, and attention to detail that go into every project.
Most importantly, the website speaks to potential clients the same way Phil would if you met him in person: honestly, clearly, and with a commitment to doing the job the right way.
What We Built
The new website was designed to showcase Integrity Painting's services while helping visitors understand the experience and standards behind the work.
Key service pages include:
• Interior Painting
• Cabinet Painting & Refinishing
• Specialty Finishes & Wood Restoration
• Custom Projects & Professional Trade Services
Each page explains the preparation process, materials used, and professional approach behind every project, helping homeowners understand the value of quality craftsmanship.
Website Features & Strategy
To support the business for years to come, we built a website with a strong digital foundation that includes:
• Strategic SEO structure for Madison and Dane County
• GEO optimization to improve visibility in AI-powered search
• Mobile-first responsive design
• Fast-loading pages
• Clear service pages focused on homeowner needs
• Educational resources and homeowner guides
• Authentic testimonials from homeowners and builders
• A Meet the Team page highlighting the experienced crew
• A streamlined contact page
• A custom employment application and careers page to support future hiring
The result is more than a website. It's an educational resource, a lead-generation tool, and a digital representation of the company itself.
The Results
Since launching the website, Integrity Painting has consistently generated new leads each month through organic search and its online presence, creating a steady stream of new project opportunities while continuing to benefit from referrals.
The website has also become a valuable hiring tool. As the company has grown, Phil has used the custom employment application we built into the site to simplify the hiring process and successfully recruit new team members.
Rather than serving as a simple online brochure, the website has become an extension of the business, supporting both customer acquisition and long-term growth while reflecting the same professionalism and attention to detail that have defined Integrity Painting since 1998.
A Website That Reflects the Business
Integrity Painting now has a professional website that represents the quality of work homeowners have trusted for nearly 30 years.
The site provides a central place for homeowners, builders, and real estate professionals to:
• Learn about the company
• Explore services
• Understand the painting process
• Read authentic client testimonials
• Meet the team
• Request an estimate
• Apply for employment opportunities
More importantly, it supports the next chapter of the business by helping new customers discover Integrity Painting while continuing to strengthen the referrals and relationships that have always fueled its success.
Because at the end of the day, the philosophy behind both the company and the website is simple:
Do the work the right way, and the results speak for themselves.
Visit the Website
See the completed project:
https://integritypaintingwi.com
Frequently Asked Questions
Do contractors really need a website if they already get referrals?
Yes. Today's customers almost always search online before contacting a business, even when they've been referred by a friend or family member. A professional website reinforces trust, answers common questions, showcases past work, and makes it easy for customers to take the next step.
Can a website generate leads for a local service business without running ads?
Absolutely. When combined with a strong SEO foundation, a well-designed website helps businesses appear in Google Search, Google Maps, and AI-powered search platforms.
What makes a contractor website effective?
An effective contractor website should educate customers, showcase real projects, explain the company's process, build trust through testimonials, and make it simple to request an estimate or contact the business. It should reflect the company's reputation, not rely on generic templates or marketing jargon.
Do you only build websites?
No. Underpin Media provides complete digital marketing solutions, including:
• Website Design & Development
• Search Engine Optimization (SEO)
• Generative Engine Optimization (GEO)
• Google Business Profile Optimization
• Google Ads Management
• Social Media Management
• Branding & Graphic Design
• Photography & Video
• AI Consulting & Training
• Custom AI Assistants
• Marketing Automation
• Content Strategy & Blog Writing
Our goal is to build marketing systems that work together to help businesses grow.
Build a Website That Reflects Your Reputation
If your business has been built on trust, referrals, and consistently delivering quality work, your website should tell that story.
At Underpin Media, we specialize in creating websites for contractors, home service businesses, and local companies that want more than an online brochure. We build websites that showcase your expertise, strengthen your credibility, generate qualified leads, and create a solid foundation for long-term growth.
Every website is built with:
• A custom design tailored to your business
• SEO and GEO optimization for Google and AI search
• Fast, responsive performance
• Clear service pages that educate customers
• Authentic messaging that reflects your brand
• A strategy focused on attracting the right clients
Whether you're launching your first website or replacing one that no longer represents your business, we'll help you create an online presence that's as professional as the work you do every day.
Ready to Start Your Project?
Contact us directly: