Three clickable mockup concepts, each a distinct strategic bet on where Lamar should land — built for the way buyers will actually find and vet contractors over the next 3–5 years.
Lamar has done the hard work: 44 years in business, three real service lines, marquee clients (Shell, Chevron, Children's Hospital, Tulane), and operations across 21+ states. None of that comes through on the current site.
The site is on GoDaddy's Website Builder, runs duplicate "Lamar Lamar Lamar" hero copy, mixes two overlapping nav menus, sends users through a sign-in wall to read about services, and offers zero schema for AI search engines to index. Buyers researching contractors in 2026 — increasingly through ChatGPT, Claude, Perplexity, and Gemini — can't find Lamar there at all.
An editorial, premium site that leans into 44 years, signature projects, and marquee clients. The trust play.
When a hospital admin, school board member, or government procurement officer is vetting a contractor, the question they're answering is "can we trust them?" This concept makes the case visually — warm navy, gold accents, serif headlines, a project-led portfolio, and a story rooted in family and longevity.
Public-sector and institutional buyers (schools, hospitals, municipalities, government). Slower sales cycles, higher trust bar.
Solves the brand consolidation problem from the meeting — three service lines as visually distinct divisions of one parent brand.
Lamar's three service lines have three different buyers. A school board procurement officer is not a Shell facilities manager is not a FEMA response coordinator. This concept gives each division its own color, voice, and entry point — while reinforcing one parent brand. The site IA mirrors the business itself.
Decisive buyers who already know which service they need. Fast routing. Clear differentiation. Also future-proofs the brand if Lamar adds more divisions.
The 3–5 year bet. Built for AEO-first discovery. Live operations feed, "Ask Lamar" AI assistant, and a knowledge hub that gets cited by ChatGPT and Claude.
83% of qualified buyers are starting their research in answer engines, not Google. This concept positions Lamar as the only contractor in the region built for that shift — with structured data, llms.txt, an on-site AI assistant, and a content hub designed to be cited. It's the most ambitious concept and the one most likely to age forward.
Forward-leaning enterprise and government buyers. Press, partners, and lateral B2B audiences. Also the strongest hiring tool — engineering and PM talent gravitates to companies that feel modern.
| 01 · Heritage | 02 · Divisions | 03 · Intelligence | |
|---|---|---|---|
| Trust / authority signaling | ●●● | ●● | ●● |
| Brand consolidation clarity | ●● | ●●● | ●● |
| AEO / AI search optimization | ●● | ●● | ●●● |
| Forward-looking (3–5 year horizon) | ● | ●● | ●●● |
| Speaks to public-sector buyers | ●●● | ●●● | ●● |
| Speaks to enterprise/petroleum buyers | ●● | ●●● | ●●● |
| Hiring & recruiting tool | ●● | ●● | ●●● |
| Implementation complexity | Low | Medium | High |