Web Design and Development Case Study for Berts Electric | Forge and Smith, Vancouver
About The Organization

Bert's Electric is one of Western Canada's leading electrical contractor companies, serving industrial, commercial, residential clients with a focus on new construction.

Objectives
  • Improve brand equity and online reach through branded storytelling
  • Improve overall site architecture and navigation to enable easier browsing and a more frictionless experience
  • Improve site conversion of users into contacts and ultimately customers through trust and credibility strategies
  • Dramatically improve SEO performance
  • Implement a fully responsive solution backed by WordPress CMS

Phase 1

Prototyping

Berts Electric is one of the top electrical contracting companies in Western Canada, with no shortage of business. Their website didn’t live up to their trusted reputation, with an outdated feel that was heavy on drop-down menus and didn’t convey their story.

We structured the new site around creating clear paths to content for three key audiences — those researching Berts for electrical contracting, existing clients needing emergency services, and potential recruits exploring company culture and careers.

Phase 2

Style Concepts

Through the redesign we lightened up the site's overall feel, leaning into the tints and shades of blue from their existing palette and using the greys and black in less dominant areas like the footer. The new design taps Berts' custom photography, humanizing the company with team photos and showcasing their successful projects with big, bold images. The overall effect is brighter and more welcoming, while maintaining the company's respected level of professionalism.

style concepts

Phase 3

Bringing it all together

The new Berts Electric website has a stronger architecture and intuitive navigation, which create a much smoother user experience. Natural user flows guide visitors through services and projects, with new filtering and lateral navigation opportunities that showcase related projects. Site-wide copywriting and SEO support helped build out new pages, improve their brand storytelling to drive recruitment, and optimize their content.

project image