About NEI Electrical Engineering
NEI Electrical Engineering specializes in all aspects of power systems engineering focusing on substation design through 500kV, transmission and distribution line design, protective relaying schemes and setting design, and system commissioning. They serve clients in the utilities, renewables, and industrial applications sectors.
Situation: A Dated Website Didn’t Reflect the Breadth of Services, Company Culture & Values, or Business Growth
The NEI team was determined to design and build a website that reflected their company’s breadth of services, culture & values, and year-over-year business growth. Their current site didn’t represent their multidisciplinary service offerings and lacked SEO-influenced content. They were not attracting their ideal clients to the site and when site visitors did arrive on the site they left because they couldn’t easily find the information they were seeking. Additionally, industry talent wasn’t able to identify NEI’s vision and values because there was no content dedicated to NEI’s brand or culture.
Windmill Strategy partnered with NEI to develop brand messaging & positioning, intuitive site navigation, and straightforward site architecture so that their ideal clients could access credible, industry-specific information and industry talent could apply to join the company.
Solution: A Modern, Engaging Website With the Clear Positioning and Intuitive UX for Both Prospects and Industry Talent
Windmill Strategy conducted several interviews with the NEI team to thoroughly understand their brand. The conversations identified and clarified their purpose, positioning, and personality. The NEI team articulated their vision, mission, and values and identified their target audience and the messages they wanted to convey. This work influenced the site architecture and user experience.
The new website features clear, on-brand positioning and messaging, intuitive navigation, and industry-specific content that attracts traffic, engages visitors, and encourages conversions. The mega menu dropdowns allow site visitors to select their industry or service quickly and easily. Filtering features on the services page allow site visitors to narrow down the specific service by industry. Strategically-placed call-to-action (CTA) buttons give the site visitor an invitation to learn more about NEI, talk to an engineer, or join the NEI team. Gated NEI technical papers allow NEI to collect contact information for potential clients and enroll them in their inbound marketing programs.
Overall, the new site represents NEI’s multidisciplinary service offerings, speaks directly to their industry target audiences, and piques the curiosity of industry talent to learn more about joining the NEI team. The site features many branded design elements such as iconography, professional photography, and graphics.
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Windmill Strategy Services
Windmill Strategy is a web design company & digital marketing agency helping B2B Engineering companies achieve increased visibility, higher quality leads, and greater marketing ROI through smarter web design. Our website design and B2B digital marketing approach goes beyond “more traffic,” seeking out better traffic, by gaining the attention of the specific niche groups of buyers and influencers that represent your best customers. We help our clients communicate and sell their complex products and services to multiple audiences – be it through web design or digital marketing and SEO. Working collaboratively with your in-house marketing and sales team, we design websites that drive leads and sales that result in overall business growth. Schedule a call to learn more.