The Client
Axis Energy Services - (Bought out by Precision Drilling)
The Project
HTML Website
The Situation
Axis Energy Services, based in Calgary, Alberta, specializes in drilling services for the oil and gas industry. This relatively young company wanted to spread the word about its greatest strength: a highly experienced team of drillers. They had no website and decided that the further growth of their company required a website to reinforce their presence in the market.
Primal's Approach
Any marketing company can build an attractive website, but Primal Tribe sought to help Axis Energy reinforce their message through design choices that would set them apart from their competitors. We listened to key input from Axis Energy staff, considered the audience they were trying to reach, and reviewed how competitors used their websites to present themselves to the market. We noticed that the competitors’ web content discussed similar company advantages – experience, people, technology – but didn’t show any people in their images. How, we asked, can experienced people be presented as a critical reason for doing business with a company and then not be visible in a website?
So, we decided to show experience. When our Calgary team designed the Axis Energy website, they focused on highlighting people. We learned that clients chose Axis Energy for their capable, responsive specialists; therefore, our design featured pictures of professionals on the job. Not only that, they were Axis Energy’s own people, deftly captured during a professional photo shoot. These images put a human face on the sophisticated website, helping portray Axis Energy’s pride in their team.
Quick Fact
The new Axis Energy web site has helped reinforce the company’s presence in the market, bringing in over 1300 visits per month within the first two months of its launch. |