About The Organization
Boundary Electric has multiple divisions serving all facets of the electrical industry, from transformer supply and repair, OEM manufacturing, pump and motor repair, surplus sales, electrical servicing, and contracting.
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
- Implement a projects area to improve trust and credibility, and create better conversion through storytelling
- Implement a fully responsive solution backed by WordPress CMS
Phase 1
Prototyping
Boundary Electric has a decades-long reputation for providing quality electrical services and equipment, but their outdated website didn’t evoke that same level of professionalism. They needed an all-new website to support business development and recruitment by providing a more complete view of their company and their work.
Our focus was on crafted a straightforward user flow to key credibility content: their projects, capabilities, and company story. A secondary goal for the new website was to drive recruitment, so it was important to flesh out their profile with stronger content around their history, values, and job openings.
Phase 2
Style Concepts
Boundary Electric had solid branding, it was just lost in their text-heavy site. We played up their simple yet strong red, white, black, and grey palette with a much bigger emphasis on their new photography. The new imagery tells the story of their work and their values, so we wanted to give it as much space as possible. The new projects gallery in particular creates a huge opportunity to use visual storytelling to drive conversions.
Phase 3
Bringing it all together
The new Boundary Electric custom website is a strong professional asset. It combines a smoother user experience with brand storytelling to guide prospective customers to lead generation content. Since launch, their site has seen an increased flow of organic search traffic and exceptional user engagement metrics: an extremely low bounce rate, high average session durations, and great performance on mobile devices.
