Overview

Underground Installations Pty Ltd (UGI) is a South Australian-based company specialising in directional drilling, trenching, and underground utility installations for civil and mining projects across Australia. The objective was to modernise their digital presence, reflecting their technical expertise and enhancing user experience for both industry professionals and potential clients.

Design Objectives

• Visualize Core Services: Create a design that intuitively communicates UGI’s specialised services.
  
• Enhance Navigation: Improve site navigation to facilitate easy access to information.
  
• Integrate Brand Elements: Incorporate visual motifs that resonate with the company’s field of work.
  
• Boost SEO: Develop content strategies to improve search engine visibility. Client main keyword target: Underground installation is Nr 1 in the Google SERP.

Design Approach

• Trench-Inspired Navigation Tiles: Designed page tiles inspired by the shape of a trench and mine walls, reflecting the company’s core services and adding a distinctive visual element to the site.
  
• Image-Enhanced Top Navigation: Updated the standard top navigation to include images, aiding visual navigation and allowing users to quickly identify and access key service areas.
  
• Responsive Design: Ensured the website is fully responsive, providing an optimal viewing experience across all devices.

Content Strategy & SEO

To improve organic search performance and provide valuable information to visitors, I authored a series of SEO-optimised blog posts. These articles highlight UGI’s specialised equipment and services, such as horizontal directional drilling and vacuum excavation, positioning the company as an industry expert and enhancing online visibility.

Outcome

The redesigned website offers a modern, user-friendly interface that effectively showcases Underground Installations’ services and expertise. The integration of trench-inspired design elements and image-enhanced navigation improves user engagement, while the SEO-focused content strategy contributes to increased online visibility and client inquiries.

Visit the live site: undergroundinstallations.com.au