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GPS ELECTRICAL SERVICES

An electrical engineering, contracting and industrial automation specialist for the industrial sector based in Victoria, Australia.

GPS provides a complete service from facility and plant maintenance to high-end automation integrations.

A mid-sized company with 100+ employees, GPS Electrical's iconic 26-year history is as iconic as its well-known national and multinational clients.

Duration:
3 months
Budget:
$25k+
Tech:
Webflow | Adobe Suite | SEMrush
Scope:
Corporate Identity | Website | SEO | Copywriting
case study below
Project case study
Key challenges:

After a decade of use, this client's outdated corporate marketing website failed to reflect their pioneering spirit, which down the road, may have a negative impact of future business opportunities. Moreover, the scarcity of the labour market demanded innovative approaches to attract prospective candidates.

The goal encompassed two main aspects: to reposition the company as a pioneering industry solution while also showcasing its extensive range of skills & industrial services. In parallel, there was an additional aim to attract new talent in a highly competitive job market.

Specific challenges included:

  • Revitalising visual assets: The prior visual branding had become dated and the client desired to modernise it while staying somewhat faithful to the original colour palette, fonts, and logo.
  • Technical familiarity: The intricacies of electrical engineering and industrial automation terminology and technology required a significant amount of study and research to deliver credible technical copywriting.
  • Busy clients: Access to suitable feedback and the necessary data to drive the creation process proved to be a challenge in order to deliver high quality work.
  • Design cohesion: Integrating diverse credibility indicators within the site's design without disrupting its visual harmony was a complex challenge, further compounded by the need to convey across multiple devices.
  • Content overload: Striking the right balance between conveying credibility and providing a concise, engaging experience was a delicate task.
  • Market segmentation: Tailoring the content to resonate with both existing industry professionals, new candidates and potential clients required a strategic approach
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The solutions:

In response to the identified challenges, a comprehensive solution was devised that breathed new life into the client's online presence and talent acquisition strategy. This multifaceted approach was aimed at repositioning their brand, building trust, and attracting the right candidates in a competitive landscape:

  • Strategic redesign: Rebuilt the corporate website with a modern and dynamic design to reflect the client's cutting-edge, solution-focused approach, ensuring visual resonance with the audience.
  • Credibility indicators: Strategically positioned industry metrics, company history, and client showcases on the home page to establish credibility and instil trust.
  • SEO optimised content: Created 12 in-depth articles tailored for job seekers and industrial facility managers to captivate and inform the audience while enhancing search engine visibility.
  • Capability statement: Designed and produced a 20 page capability statement to address facility managers' pain points, projecting GPS as the problem solver in business ventures
  • Strong feedback loop: Established a collaborative feedback process to align project goals and deliverables with client expectations. Overcame data challenges by working closely with the client to gather essential information and insights for project success.
  • UX focused: Avoided content overload by meticulously balancing credibility indicators with a concise and engaging user experience.
  • Segmentation: Tailored content to resonate with multiple audience segments, including existing industry professionals, potential clients, and new candidates.