Arctic Electrical

Nine pages behind three dots.

On a full desktop screen the old header showed one link. Home. Everything else sat behind an ellipsis, and there was no phone number anywhere above the fold. The pages existed. Almost nobody found them. The new header carries every route, the phone number and a quote button, before a visitor scrolls a single pixel.

A page that did not exist before.

The old site said Chichester and stopped there. Anyone searching in Havant, Emsworth or Worthing had no reason to think Arctic covered them, because nothing on the site said so. The new Areas page names sixteen towns across a twenty mile radius, from Portsmouth in the west to Worthing in the east and up to Petersfield. One page, sixteen more ways to be found.

Home chargers, sold with photos of office blocks.

The old EV page illustrated three domestic chargers with stock photography of glass office towers, set product names in lower case and buried the prices in prose. The new page names all three units, shows the actual hardware, prices each one and says who it suits.

A client portal, not a contact form.

Arctic’s customers book jobs and pull invoices from the site itself. The CRM behind the portal was built by Alex at Arctic. Oriyaa designed the site around it and integrated it, so the portal is part of the business rather than a link that sends people elsewhere.

Current running through the page.

Thin circuit traces move behind the hero, carrying small pulses of light along their length. It reads as electricity finding a path, which is the trade. It is restrained on purpose: the motion never delays the content, never moves anything a visitor is trying to read, and switches itself off for anyone who has asked their device to reduce motion.

Nothing lost in the move.

Eleven URLs existed on the old site. All eleven resolve on the new one. The prices page was mapped to the article about prices rather than dumped on the homepage, because somebody searching for costs should still land on costs. Search health went from 85 out of 100 to a full 100 in Google’s own audit.

What happened next

“Just ringing to say your SEO is mental. I’ve had 6 enquiries via the website already.” An EV charger, two EICRs and a couple of call outs. Alex, the morning after launch.