Icon is Washington's largest paving and cement company. When it came time to write a sales Web site explaining the company's many products and services, their case studies provided the answer. When it comes to proving competence in this field, successfully built freeways, bridges and seaports are, well, excellent concrete examples. Results have been outstanding. The site led to a printed sales book. The company cross-sells its services more successfully. The sales staff uses the copy as a sales script. And formerly invisible Icon is a recognized presence in Washington business.