Electrical Joint Training Committee (EJTC) is at the heart of British Columbia’s electrical sector advancements, standing as a pillar of excellence in apprenticeship and training. It’s well-known for its top-tier programs and state-of-the-art training facility, simultaneously managing over 750 apprentices. Furthermore, EJTC is home to the BC Centre for Women in the Trades, aligning with its vision to ensure a robust electrical industry through innovation and inclusivity.

With a diverse board of industry experts from the International Brotherhood of Electrical Workers (IBEW), the Electrical Contractors Association of British Columbia (ECA of BC), and BC’s shipbuilding sector, EJTC is shaping the future and partnering with leading electrical contractors.

The EJTC team was very vocal about the challenges and issues they experienced with its previous website setup. Leveraging our web design and development expertise, the Ballistic Arts team strategically overhauled the website to better serve EJTC’s target audience. Going a step further, we integrated web development and our analytical digital marketing strategies to attract numerous new leads for EJTC.

Problem

The EJTC team didn’t feel like the previous website was effectively generating leads. The biggest problem? The organization operated two separate, underperforming websites!

Having two individual web domains confused visitors and made applying for courses or apprenticeships challenging, leading to low engagement and a frustrating user experience. Website visitors weren’t taking the desired action enough: Applying for a course or completing an apprenticeship application.

Another aspect of this organization’s issues is related to older technology. The previous website builder used outdated technology and left the backend cluttered, which made it complex and challenging to manage.

Solution

The Ballistic Arts web development team tackled the EJTC project with a clear focus: consolidating and modernizing EJTC’s online presence. After thorough discussions to understand the client’s vision and requirements, we recognized the need for a comprehensive overhaul.

For the project to be considered a success, our team’s goal was to create a sleek, modern website that provides a smooth user experience and effectively encourages website user actions. This aligns with EJTC’s focus on business growth and improved conversion rates.

Breaking this solution down into more distinct objectives, our team wanted to provide the following for EJTC:

Merge the two websites into a single, cohesive, and modern platform
Simplify the server infrastructure to enhance performance and reduce costs

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After launching a new website designed specifically to generate new high-quality leads for EJTC, the Ballistic Arts team quickly developed and implemented digital marketing strategies to increase website traffic and leads. Using a combination of ads, collaborative content creation, and content optimization, we were able to not only boost the number of leads but also significantly enhance their quality.

Detailed Process

Analyzing EJTC’s Workflow

Understanding the client’s internal processes through in-depth analysis and open dialogue is fundamental but often overlooked. Our team knows the importance of this phase from past experiences.

Incorporating this step allowed us to uncover areas for potential automation and efficiency enhancements. These insights directly informed the development of the new website, ensuring the final product meets and exceeds the client’s operational and user engagement expectations.

Rebuilding the Website With Optimization In Mind

In developing the EJTC website, our aim was to design an intuitive and engaging platform that not only meets users’ needs but also effectively guides them to make a commitment to EJTC.

Our graphic designer and UI/UX designer collaborated on web design and infrastructure focused on simplicity and seamless navigability. With an improved overall user experience, EJTC will be able to encourage users to submit applications more frequently.

Our web development team also dedicated significant effort to maximizing the website’s speed as part of our broader user experience enhancement strategy. By optimizing every aspect of the site’s data usage, we ensured the rebuilt EJTC website not only became a model of efficiency but also effectively steered visitors towards taking action.

As demonstrated by EJTC’s website redesign, the Ballistic Arts team is committed to creating impactful, user-centered digital solutions.

Cleaning Out EJTC’s Servers

While completing their website overhaul, we investigated the complexities of EJTC’s server setup. This part of the project wasn’t just about technology; it was a strategic move towards simplicity and cost-effectiveness. By reducing the reliance on unnecessary services, we decluttered their digital environment and unlocked significant monthly savings.

We understand that website builds are more than just front-end design—i.e. Making the website look pretty and user-friendly. There are also many behind-the-scenes opportunities to enhance operational efficiency for our clients.

Aligned Digital Marketing Strategies: Content & Paid Ads

Once EJTC approved the final website design, we needed to get more traffic to the website to start generating more leads. To achieve our leads goal, we focused on a digital marketing strategy that combined collaborative content creation, content optimization, and paid ads.

Collaborative Content Creation: Leveraging our knowledge of search engine optimization (SEO), we identified blog topics based on keywords with high search volume and lower competition. This keyword-centric approach helped EJTC craft content that not only meets its audience’s real-time queries but also seamlessly aligns with the correct search intent, ensuring improved visibility and engagement.

Content Optimization: Every month, we analyzed the content on website pages and blog posts. Identifying which content could have the most impact on boosting engagement and lead generation, we optimized for on-page and technical SEO factors like proper keywords, search intent, keyword density, internal linking, and more.

Paid Ads: After an in-depth analysis of their target audience and the development of detailed buyer personas, we pinpointed Meta and Google as the optimal platforms for ad placements. We then launched compelling ads with engaging copy and visuals that resonated strongly with the audience. We saw immediate positive results and continued to implement weekly ad optimizations. This strategic approach allowed us to achieve consistently improving results over time.

Results

When EJTC first hired us for this lead generation digital marketing project, the goal was to generate 8 – 10 leads monthly. The results far surpassed our initial goals.

The redesign of the EJTC website, in conjunction with thoughtful digital marketing initiatives, resulted in an extraordinary surge in application submissions. Since implementing our multi-faceted approach in X, EJTC has consistently seen 30+ applications and 20+ contact form submissions. This is a % increase from the number of leads they got before working with our digital marketing agency. Additionally, in 2024 so far, the organization saw 90 leads on average per month!

The EJTC’s team was astonished at the positive results from their brand-new website and connected marketing strategies.

This impressive outcome prompted us to refine the application process further by introducing additional questions. Otherwise, EJTC’s administration team would be unable to handle the overwhelming number of applicants. By adding more application questions, we also enhanced the quality of applicants.

This achievement highlights the pivotal role of strategic website design and supporting digital marketing strategies in realizing organizational goals. Our multi-faceted approach demonstrates how thoughtful web design can directly contribute to business success and that aligned digital marketing efforts like well-targeted paid ad campaigns, can continue the positive growth.

Refresh Your Website to Generate More Leads

EJTC’s website rebuild and digital marketing strategies showcase the power of comprehensive lead-generation marketing services in enhancing user engagement, operational efficiency, and lead quality. Using our experience as a full-service digital marketing agency, we supported EJTC with a website that allows them to continue to set the standard for excellence in the electrician training sector.

At Ballistic Arts, we are committed to providing you with marketing solutions that help you achieve your business’ most important objective: getting more leads. Whether you’re looking for a skilled web development team, interested in updating your brand identity, or want to outsource your digital ads to a team with specialized knowledge, we’re here to support you. Explore all of our digital marketing services.

Let us handle what we’re good at so that you can focus on what you’re good at. Reach out to us today to set up a FREE consultation about how we can elevate your marketing efforts.

EJTC’s Website Overhaul: Unifying Separate Domains

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EJTC’s Website Overhaul: Unifying Separate Domains

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