driving a visionary industry leader future-forward

The old website was a product of the previous team and can be summed up in a single word: dated. M Electric needed a new digital footprint to reflect their leadership, growth, their size and expansion + advancements in innovation and technology. So, we gave this visionary industry leader a future-forward face to reflect who they’ve become and to be a competitive force in the industry.

The McMillan name and logo are familiar around the greater San Francisco area because of their fleet of white service vehicles and we didn’t want to lose that brand equity. Nor incur the million dollar expense to replace all the trucks, hats, safety vests, shirts, jackets, signage, etc. So instead we made minor adjustments to modernize and strengthen the brand mark – small enough to emotionally connect with it online but not so different that it felt unfamiliar when interacting with it in real life.

The existing website structure was replaced to reflect the new business strategy. Adding riser management, cyber security, and in-ground content. We built a new set of wireframes and a new look and feel, replacing macro shots of wire with expansive project shots to better reflect their status as a future thinking industry leader in their field. We were sure to pull in the hefty client list that would make any other business shout from the rooftop.

The SEO needed to be reworked since not only was it stale, but the old McMillan Electric Companies had different services. We also needed to address the changes in local landscape, the competition set, and the way Google itself has evolved over the years.

In the end, we built an inspiring site for an amazing company. One that allows them the flexibility to keep growing and keep adding to their toolset, well into the next decade and across Northern California.