Challenge
Farmers Electric is a nearly 70-year-old, full-service electrician serving Puget Sound: residential, commercial, generators, EV chargers, lighting, and fire & security. Est. 1956, family-owned, third generation. The authority is real. The old website did not show it.
Homeowners and facility managers could not easily find the right service line or book a job. Service pages were hard to scan. Trust signals (rating, emergency availability, longevity) were not where decision-makers look. On mobile, the path from "I need an electrician" to a call or schedule action was longer than a trade brand that lives on local leads can afford.
This was a redesign and local SEO problem, not a brand invention problem. The company already had the reputation. The site needed to stop getting in the way.
Redesign
I rebuilt the site around how people hire an electrician here, not a generic contractor template.
Conversion-first hero. Schedule Service sits above the fold. A "What We Do" panel routes into each service line so visitors self-select instead of hunting a flat page dump.
Service architecture. Dedicated paths for electrical, generators, fire & security, and design-build. Each line gets room for intent-specific copy and CTAs instead of one undifferentiated services blob.
Trust on contact. Google rating, 24/7 emergency call, and Est. 1956 / family-owned cues live in the chrome near the actions that matter. If you are calling for an outage at night, you should not have to scroll for proof.
Mobile-ready UX. Click-to-call and short forms for emergency and residential leads. Field and homeowner traffic is phone-first; the UI treats that as default, not an afterthought.
Same discipline as other Puget Sound redesigns: keep brand equity and search structure, fix the experience underneath.
SEO and technical foundation
Local intent drives the IA. Service pages align to Puget Sound search: residential electrician, generators, EV chargers, and related phrases, with clear headings and internal links between service lines.
Crawlable navigation and consistent NAP support local signals. Review proof sits near primary CTAs. The front end is modern and performance-minded: image optimization, clean metadata for social and search previews, room to add service pages without another full rebuild.
Result
Visitors can verify who Farmers is, pick a service, and schedule (or call) in a few taps. The content structure is ready to rank for high-intent local searches instead of fighting a flat, underpowered IA. The site finally matches a premier local brand: clear, trustworthy, and built for how Puget Sound customers hire electrical work.
