The Electrical Joint Training Committee (EJTC) plays an essential role in shaping the future of British Columbia’s electrical workforce. From entry-level Electrical and Line Technician Training (ELTT) to Apprenticeship and ultimately Journeyperson certification, EJTC supports learners at every stage through hands-on training and classroom instruction.

With over 750 apprentices enrolled, EJTC ensures skill development is both progressive and practical. As one of its core pillars, the organization also advances equity and inclusion in the trades through initiatives like the BC Centre for Women in the Trades

Backed by a board that includes representatives from the International Brotherhood of Electrical Workers (IBEW), the Electrical Contractors Association of BC (ECA of BC), and BC’s shipbuilding sector, EJTC works closely with industry to meet the evolving needs of the electrical sector.

Problem

The EJTC team was very vocal about their frustrations with their previous website setup. Despite having a strong reputation in the industry, the school struggled to consistently fill its entry-level ELTT program, which required 16 seats to be filled every two months.

The organization’s digital presence failed to reflect the quality of their training, largely due to a fragmented website infrastructure and a poor user experience. Its two separate websites confused potential applicants and complicated the process of guiding users toward taking a desired action.

Besides this primary issue, EJTC also ran into challenges such as:

• A cluttered, outdated backend made content management difficult
• An unclear application process, which resulted in low conversions
• Website lacking compelling CTAs
• Poor mobile responsiveness
• Marketing efforts weren’t aligned with lead generation goals

These issues not only created barriers for prospective applicants but also limited EJTC’s ability to grow, communicate effectively, and meet its broader organizational goals.

 

Solution

Our main focus when partnering with Electrical Joint Training Committee was to rebuild its website into a more efficient, modern platform that’s easier to use, manage, and grow. From simplifying the application process to launching targeted marketing campaigns, we supported EJTC in better serving its audience and generating more qualified leads.

We consolidated their two websites into a single, cohesive platform with clearer navigation and improved structure. Our teams collaborated to redesign the application process, making it more intuitive and user-friendly. We also reorganized key content to better meet the needs of different audiences. Simplifying the backend at the same time, improved site speed and long-term manageability for EJTC’s team.

We developed Google and Meta ad campaigns to drive high-quality traffic to this new site, using keywords that target individuals actively searching for electrical training opportunities. We also focused on reaching underrepresented groups—women, Indigenous people, and newcomers—to align with EJTC’s goals. 

In addition to paid ads, we leveraged SEO to boost EJTC’s online visibility organically, resulting in a 120% increase in organic traffic since BA took over in 2023. We conducted a thorough SEO audit and optimized site content to align with high-impact keywords and search intent. This approach ensured EJTC appeared in relevant search results, increasing the site’s reach and effectiveness in converting visitors into applicants.

Key Success Factors

Empowering Careers, Real Results

EJTC’s case demonstrates how a well-designed digital marketing and lead generation strategy can transform an organization’s enrollment outcomes. 

By combining targeted ad campaigns, SEO, and a streamlined user experience, we helped EJTC surpass their goals and increase program enrollments significantly. Initially tasked with helping EJTC reach 8–10 leads per month, our work quickly scaled their results far beyond expectations:

A Closer Look at Our Process

Understanding the Workflow First

Rather than jumping straight into development, we took time to understand EJTC’s internal operations. Through collaborative meetings and process mapping, we identified key friction points, from outdated tech to unclear application paths. We used these insights to inform the site architecture and content layout.

Designing with Clarity and Speed in Mind

Our UX and design specialists collaborated to create a platform that not only looked modern but also performed even better. We ensured the development of fast-loading pages, simplified menus, and strategically placed CTAs. Our goal was to reduce bounce rates and enhance conversion paths, particularly for mobile users.

Optimizing Content & Ads for Action

We developed a scalable marketing system in preparation for the site’s launch. Monthly content optimization focused on SEO, while paid campaigns were updated weekly based on live performance. These iterations not only increased traffic but also converted it into real results.

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Let’s Talk About How to Revamp Your Website for More Leads

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