Global Facility Solutions (GFS) offers energy, engineering, and sustainability services for commercial, industrial, educational, and government buildings. Their objective recommendations are designed to optimize facility performance, reduce operating costs, and deal with everyday issues that plague building owners and operators. They provide a range of services, including Energy Auditing, Energy Retrofits, Retro-Commissioning Services, LEED Analysis, Engineering Design, and Construction Management Services. Visit GFS’ website. Recently, GFS was acquired by Exigent, a mechanical group.

SERVICES:

• Rebranding
• Website Audit
• Key Informant Interviews
• Brand Positioning
• WordPress Website

PROJECT OVERVIEW:

Exigent approached us with the goal of redesigning GFS’ website to align with three primary objectives:

1. Convey GFS’ desired perception as an experienced, professional, and client-focused partner
2. Effectively communicate with GFS’ target audiences through clear calls-to-action
3. Maintain GFS’ neutrality while working with various HVAC and plumbing contractors

The timing of this project was crucial, as GFS had recently been named one of two preferred vendors for Baltimore Gas & Electric’s benchmarking program. This recognition was expected to generate a significant influx of new leads, making it an opportune moment to realign their online presence with their desired market position and capture a greater market share.

CHALLENGE:

Our initial discovery meeting for the website redesign revealed several key areas for improvement:

1. Low User Engagement: The existing website had extremely low engagement, with an average time of 1 second per page compared to the industry benchmark of 1 minute.
2. Inconsistent Messaging: The company’s unique selling proposition (USP) and service offerings lacked clarity and consistency across marketing materials.
3. Poor Visual Hierarchy: The website’s layout and design failed to effectively guide users’ attention or prioritize key information.
4. Accessibility Issues: The site needed improvements to comply with accessibility guidelines and cater to users with diverse abilities.
5. Lack of Social Proof: The website lacked elements that would instill confidence and credibility, such as client logos, testimonials, and project samples.

SOLUTION:

To address these challenges and meet GFS’ objectives, we developed a comprehensive strategy:

1. Streamlined User Experience: We redesigned the website architecture to create a clear, concise path for users to find solutions to their problems, prioritizing engineering services as the top focus.
2. Consistent Brand Messaging: We developed a cohesive messaging strategy that emphasized GFS’ role as a partner (rather than a consultant or advisor) and highlighted their one-stop-shop approach for operations, engineering, energy, and sustainability services.
3. Improved Visual Design: We implemented a new visual hierarchy that effectively guides users’ attention, using proper headings, typography, and a consistent color palette to increase scannability and reinforce brand identity.
4. Enhanced Accessibility: We ensured the new website design complied with accessibility guidelines, including proper heading structure, alternative text for images, and keyboard navigation.
5. Incorporation of Social Proof: We added elements such as client logos, testimonials, and project samples to build credibility and showcase GFS’ expertise.
6. Optimized Call-to-Action: We strategically placed clear and compelling calls-to-action throughout the site to improve lead generation.
7. Responsive Design: We ensured the new website was fully responsive and adaptable across all devices and screen sizes.

RESULTS:

• Clearly communicated GFS’ unique value proposition and service offerings
• Established a professional, experienced, and client-focused brand image
• Improved accessibility and usability across diverse user groups
• Enhanced lead generation through strategic calls-to-action
• The total website users grew by 46% in just three months after the launch of the new website.
• Homepage pageviews increased by 47%, reflecting improved navigation and content appeal.
• Direct channel users rose by 63%, showing stronger brand recognition