Bollnäs El & Energikonsult AB
An electrical contractor in Bollnäs, a subsidiary of Stockholms El & Energikonsult, founded in 1980. The site is built for companies, property owners and industry across Gävleborg, not for private customers, and each of the eleven location pages carries its own search intent. See the site in motion below.
Visit the site live ↗The new site I built · click to visit it live.
What I did
Built the whole site from scratch
Twenty-three pages plus a custom error page: six service pages, eleven location pages, about us, careers and contact. Hand-built HTML, so the pages load straight away.
Eleven location pages for the whole of Gävleborg
Söderhamn, Hudiksvall, Ljusdal, Gävle, Sandviken, Hofors, Edsbyn, Alfta, Järvsö, Bergsjö and Ockelbo. One search intent per page, so they do not compete with the home page.
Repositioned the site towards companies
The text speaks to property owners, industry and builders rather than to homeowners. Six services: electrical contracting, control and automation, power and lighting, electrical service, charging infrastructure, and distribution boards and switchgear.
A quote form on twenty pages
Enquiries go straight to the inbox with a confirmation page and an auto-reply to the customer. One field for the service and one for the town, so Bollnäs El can reply without ringing back to ask.
Careers page with applications
A page of its own for jobseekers, with an application form and the option to attach a CV. Applications go separately, without a copy to the firm's shared inbox, because an application is personal data.
The client's own photos
Pictures from their real jobs: labelled terminals in a control cabinet, a fitter down in a cable chamber and the team. The terminals and the chamber are hero images on the service pages, the team on the about us page.
Optimized the Google Business Profile
Claimed the profile and verified it together with the client. Then categories, services and service areas across Gävleborg, a description, opening hours and contact details exactly as on the site, plus photos from their jobs and the logo.
Optimized the Facebook page
About text, contact details, opening hours and a link to the site, the logo as the profile picture and a cover made from the client's own photos. The page is linked from the footer on every page and from the contact page.
What happened
Before
The web address answered with a server error from 9 September until the domain was moved on the 18th. Anyone searching for the firm found no site to read.
The decision
The site was built for companies, property owners and industry rather than for private customers. That steered everything: the services, the words in the text and which towns got a page of their own.
After
Twenty-three pages on the client's own domain, with eleven location pages covering Hälsingland and Gästrikland. Accessibility, Best Practices and SEO scored a hundred out of a hundred in Lighthouse on each of the six pages I measured.
Three choices that shaped the site
Three kinds of location page, not eleven of the same
The cities, the towns near Bollnäs and the industrial towns ask different questions. So they got three different layouts with their own text for each type, rather than one template with the town name swapped.
The service area drawn as a distribution board
The towns are not in a list. They hang as branches off a feed point, with terminals, laid out like a circuit schedule. Anyone who reads a distribution board every day recognizes it at once.
Five rounds of design
Five full proposals before it landed. The first ones felt like templates and the third was too dark, so a fourth was built, and then the light was redone as daylight. That is the difference between a template and a site that feels like the firm.
Fast, smooth, worth the price, and I was part of the process.Jon P., Bollnäs El & Energikonsult AB · translated from Swedish
Why the site looks the way it does
Bollnäs El sells to companies and property owners, and they usually start by searching for the town where the job is. So the site got eleven location pages with a search intent each, and a quote form that goes straight into the inbox. I've written more about why those parts belong together over in Insights.
Why Google indexing decides whether customers find you
If your page isn't indexed, it doesn't exist to customers. How indexing works, why more of the right pages means broader exposure, and how to get into Google.
Read more → GuideHow to get your company found on Google
The whole picture: Google Business Profile, indexing, a website built with the right keywords and headings. How it fits together, and why it pays off.
Read more → EnquiriesFrom form to inbox: what should happen when someone sends an enquiry
An enquiry from your website is a customer waiting for a reply. The flow that gets you the email at once, answers the customer and lets nothing slip.
Read more →Want to show up in the towns where the work is?
Do you run an electrical firm? Get in touch and I'll tell you what I did for Bollnäs El and what it would mean for you.