On Structure: bespoke website design for a fast-growing electrical engineering firm
Randoll Industrial
“A bespoke WordPress website engineered for clarity, credibility and tender-ready qualification.”
Randoll Industrial already had the capability and reputation – but their website wasn’t communicating either. It lacked structure, clarity and the authority industrial buyers expect when assessing electrical engineering partners.
We rebuilt their digital presence around one principle: clarity that builds confidence.
A bespoke WordPress website engineered to improve trust, support tender qualification and make Randoll’s technical capability easier to understand.
This is industrial website design built specifically for engineering firms competing for contracts, frameworks and long-term partnerships.
On Success: measurable impact from a clearer digital presence
Randoll’s brand and website transformation delivered tangible commercial results:
571% ROI from their brand and digital rollout
10+ new commercial project contracts won through clearer communication
35,000% LinkedIn follower growth supported by improved digital clarity
2× more qualified engineering enquiries generated through the website
These results show how aligned branding, structured communication and an SEO-ready website can significantly improve visibility, trust and tender performance for engineering firms – especially those competing in specialist industrial sectors.
“We kind of knew we needed a website update and marketing support, but once we got talking to Chris, he understood exactly what we needed and how to implement it all as effectively as possible.
The brand development work has given us all a renewed clarity about what we do and what we do well, and made us look much more like the professional team that we are.
The idea for a brochure is a stroke of genius and I can see how it will really add value to our business in the long term.”
Joel Randoll, Director TMIET CMSE® – Certified Machinery Safety Expert (TÜV Nord)
On Clarity: built for industrial decision-makers
Industrial buyers don’t have time to interpret unclear content. They want sharp, structured information that helps them understand capability quickly.
We reorganised Randoll’s content and navigation around real engineering buying behaviour. Service pages were simplified without losing technical precision, and user journeys were shaped around actual stakeholders – from operators and manufacturers to compliance teams and procurement.
This clarity-driven structure makes Randoll easier to understand, easier to compare and easier to qualify – three vital factors in engineering supplier selection.
It also aligns directly with our broader thinking on designing websites around user intent, explored in our Web Design Insight.
This clarity-first approach also underpins our wider engineering communication framework, explored further in our Engineering Hub.
On Structure: simplifying the technical without losing depth
Engineering is inherently complex, but complexity shouldn’t create friction.
We created a system that delivers clarity for non-technical users while giving technical audiences the detail they expect. To achieve this, we introduced:
Modular layouts that make information easy to scan
A visual system aligned with Randoll’s new brand identity – precise, intentional, industrial
Defined pathways for both direct enquiries and exploratory research
This balance strengthens early-stage trust and reduces friction during tender comparisons – a recurring challenge for engineering firms.
On Recruitment: built in from day one
Growth requires foresight. Rather than bolt on recruitment later, we designed a scalable careers system into the initial website architecture. It gives Randoll a ready-made, professional foundation for promoting engineering roles and attracting high-calibre talent as they grow – without additional development phases.
On Performance: engineered for SEO and search intent
The website needed to perform as well technically as it did visually.
We structured content around real electrical engineering search intent, supported by semantic headings, clean architecture and a robust build optimised for Core Web Vitals.
We added an Insights section to give Randoll a scalable foundation for future content – and to support the wider digital marketing structure we developed across their branding, website and engineering communications.
This approach mirrors the principles outlined in our On Digital Marketing Insight and our On SEO Strategy – combining clarity, user intent and structured content to create visibility where it matters.
On Design: aligned to the new brand identity
The website extends the full visual system defined during Randoll’s brand transformation. Typography, spacing, imagery, colour and grid all reflect the precision and clarity at the heart of the Randoll identity.
The outcome is consistent, confident and instantly credible – reinforcing the message: Randoll are professional, capable and trusted.
On Mobility: designed for engineers on the move
For Randoll, mobile design wasn’t an afterthought – it was a priority from day one. Operators, maintenance teams and decision-makers often access supplier information while on site, so the website needed to be fast, clear and effortless to use on smaller screens.
We designed the mobile experience with the same precision as desktop: clear hierarchy, simplified navigation, modular layouts and touch-friendly interactions.
This ensures Randoll’s capabilities are understood quickly – wherever their buyers happen to be.
On Activation: extending the brand into digital marketing
A website is only one part of the communication system. To ensure Randoll showed up consistently across digital channels, we created a series of branded social media carousels and marketing visuals to support ongoing awareness, recruitment and capability storytelling.
These assets follow the same clarity-first approach as the website – using the brand identity, precision-led typography and modular layouts to create a strong, joined-up presence across every platform. This activation builds directly on the foundations established in the Randoll Branding Case Study, ensuring the brand rolls out coherently across web, print and digital.
They complement the website and brochure by giving Randoll a complete digital toolkit that strengthens recognition and supports new business conversations.
On Impact: a website that supports real commercial outcomes
Since launch, the website has strengthened Randoll’s market perception. Buyers gain clarity faster. Procurement teams reach qualification quicker. And tender processes become smoother because the groundwork – capability, communication and credibility – is already established online.
The website now supports every stage of Randoll’s sales cycle, improving early-stage enquiries and reducing friction in pre-qualification.
Together with Randoll’s new brand identity, brochure system and digital marketing assets, it forms a joined-up communication ecosystem driving better conversations, better confidence and better outcomes.
Discover your potential with better engineering website design
Whether you’re improving clarity, reducing tender friction, or elevating how buyers understand your capabilities, HeightOn helps engineering firms build websites that communicate better – and perform better.
