Choosing the Right Website Agency for Your Concrete Business

Who Builds Your Website Matters

If you’re like most concrete manufacturers we work with at Aster Brands, you’re excellent at making high-quality concrete products. What you’re probably not an expert in is website development, and that’s okay.

We’ve already covered Website Best Practices for Concrete Manufacturers, so head on over there if you’re looking for more info on WHAT content to put on your website. But the step before WHAT is HOW should you build your website?

Most precasters and concrete manufacturers we work with partner with a local or regional web agency to manage their online presence, using a content management system (CMS) that allows internal teams to make small content updates while the agency handles the heavy lifting.

But what happens when it’s time for a change? Maybe your current agency isn’t meeting your needs anymore. Maybe you’ve outgrown their capabilities. Or maybe they’re closing their doors altogether. We've seen all of these scenarios and more over the years.

Whatever the reason, choosing a new agency is about more than picking the flashiest portfolio. It’s about selecting a strategic partner who understands the concrete industry, your customers, and how to help your business grow.

At Aster Brands, we work with over 160 concrete manufacturers around the world and have been helping them grow their businesses since 2000. Personally, I’ve spent the last few years working closely with a few dozen manufacturers on their marketing strategies and website approaches, and I’ve seen a wide variety of experiences with website agencies. Here’s what to look out for as you make your next big website move.

In-House vs. Agency: What’s Right for You?

Many concrete producers we know aren’t afraid to roll up their sleeves and try something new, bootstrapping together a solution. Could handling your website completely in-house be for you?

Before diving into agency interviews, ask yourself: Do we have the internal resources to manage our website?

Here’s a breakdown:

Pros of Working with a Website Agency

• Professional design and technical expertise
• Faster project timelines
• Built-in SEO, speed optimization, and mobile responsiveness
• Access to graphic designers and content creators
• Ongoing support and maintenance (depending on contract)

Cons of Working with an Agency

• Higher upfront and recurring costs
• Less direct control over changes and timelines
• Risk of losing access if the agency disappears

Pros of Doing It In-House

• Full control over your content, timing, and changes
• Potentially lower long-term cost
• Deeper internal knowledge of your products and services

Cons of Doing It In-House

• Requires dedicated staff time (and sometimes new hires)
• Higher learning curve for CMS tools and digital strategy
• Responsibility for all tech updates, backups, and maintenance

🚧 Reality Check: Websites are not “set it and forget it.” Whether built in-house or by an agency, someone needs to maintain your content, keep platforms updated, and evolve the site with your business. If your website isn’t maintained, you’re incurring “tech debt”, and eventually you’ll have to pay by undergoing a time-consuming and costly rebuild.

Smart Questions to Ask a Website Agency

When it’s time to evaluate a new website agency partner, don’t just ask about design — ask about strategy, performance, and long-term support.

Here’s a list of questions to prep for your next agency conversation:

🤔 Understanding Your Business

• What’s your process for learning about my company and goals? (Pro tip: Aster Brands provides Brand Guidelines, Website Best Practices documentation, photo databases, and graphics for manufacturers of Redi-Rock, Rosetta Hardscapes, Novum Wall, and Pole Base. This gives your website agency a tremendous head start in crafting effective content for these brands on your site.)
• Have you worked with concrete manufacturers or construction industry clients before? How have you helped them grow?

📈 SEO, AI, and Optimization

• How do you approach search engine optimization (SEO)?
• How are you preparing for generative engine optimization (GEO) as AI search grows?
• How do you use AI internally — and how can we use it on our site?

⚙️ Performance & Platform

• What platform do you build on? Is it proprietary or something like WordPress, Wix, or Squarespace?
• Is the CMS open source or closed source? What are the pros/cons of each?
• How do you ensure site speed and mobile friendliness?

📊Analytics & Updates

• How do you provide and review website analytics with clients? (Pro tip: You should be reviewing your analytics with your agency several times each year to make sure your website is performing well. If you don’t understand what they’re sharing, don’t be afraid to ask questions!)
• What’s your update process? How much training do you provide?
• How easy is it for my team to update text, photos, or videos ourselves?
• Who writes new content - your team or ours? How do you leverage AI to streamline content creation? What’s the content review process?

🎨 Design & Support

• Can we do a demo of the CMS before signing on?
• How do you handle graphic design needs (icons, Photoshop, branding)?
• What’s included in your annual hosting/maintenance fees? What’s not included?

📞 Partnership Fit

• Can I talk to references or see other websites you’ve built? Be sure to also check the agency’s Google Business Reviews.
• What’s the time commitment from our team during the build and after launch?
• How do you think about lead generation and driving traffic to the site?

✅ Pro Tip: Ask for access to your own tools. As the client, you should always own your platforms — including Google Analytics, Google Tag Manager, your domain name, etc. — in case you ever need to switch partners in the future.

Beyond the Build: Your Website Strategy Matters

Your website isn’t just a digital brochure. It’s a sales tool.

The most successful concrete manufacturers don’t just have a website — they are proactive about driving traffic to their website through:

• Search engine optimization (SEO & GEO)
• Paid ads and local listings (like Google Business Profiles)
• A clear lead generation strategy
• Social media and outbound sales support
• When choosing an agency, be sure they understand how to connect web design with business impact

Final Thoughts: Know What You Want

Before you even begin your agency search, get clear on this question:

What role do we want our team to play after launch?

Do you want the freedom to make changes yourself and completely control your website? Or would you prefer a fully managed solution that relies on experts to make it great? There’s no wrong answer — but knowing your preference up front will help you find a partner who aligns with your expectations, budget, and internal capacity. The internet is changing rapidly in the age of AI, and keeping up with website technology, trends, and resources will set your business apart.

Still Unsure?

Need more help with your digital strategy for your concrete manufacturing business? Reach out to the Aster Brands marketing team at marketing@asterbrands.com. We’re here to help our producers grow.