Case BLM groep.
From business card to recruitment tool.
BLM groep specialises in high-quality welded structures and metalworking. I built BLM's previous website back in 2016. Technically it still held up, but for quite some time its look and positioning no longer matched today's ambitions.
BLM had grown and wanted to present itself more clearly as an ISO-certified metalworking company. It also plays a role as an accredited training company in the Westland region, investing in the future of the sector.
The challenge
Grown, but online still the old story.
BLM never relied on its website to win new clients. But like any company, BLM needs skilled people in the long run. As an accredited training company, BLM focuses more and more on informing, training and retaining new talent. The previous website didn't show any of that.
Time to get to work. Time for a sound repositioning and a fitting redesign.
The approach
A rock-solid plan.
From a purely functional online presence to a high-end metalworker that invests in its sector. Three pillars run through the new website.
Advanced machinery
Showing what BLM has in-house, and what it makes possible.
Quality and craftsmanship
ISO-certified work, visible and verifiable.
Training new professionals
Being found by new talent in the region as an accredited training company.
The new homepage on desktop and mobile
The result
A redesign that puts people first.
At BLM's request, the 2016 house style was kept. Extra attention went into the contrast for WCAG accessibility. Pictures speak louder than words, so we invested in video. And the team, the people behind BLM, now have a face.
A familiar house style
Recognisable for existing clients, with the right contrast for every visitor.
Video
The machinery and craftsmanship on screen. Showing rather than telling.
The team in view
The people behind BLM get a face. Personal, for clients and for new talent alike.
View the website (opens in a new tab)
Before and after
Found by new talent.
Dedicated landing pages were created to recruit skilled people. The result? Anyone in the Westland region looking for training, an internship or a job in metalworking now lands straight at BLM. The website is no longer just a business card for clients, but also a powerful tool for recruiting talent and sharing knowledge.
Recruitment
No. 1
Metalworking training, internships and jobs locally
Was:
Not in viewTraining company
Visible
Dedicated landing pages for new talent
Was:
No attentionPositioning
ISO
Quality and craftsmanship first
Was:
Purely functionalExternally tested
Top
Above-average quality and extreme speed
Was:
Website from 2016PageSpeed
95+
Google PageSpeed, without maintenance
Was:
Good, 90+
“We hardly had to worry about anything. Everything was arranged well and quickly; one WhatsApp message is often enough. Our website looks beautiful again.”
P. Boers · BLM groep (translated from Dutch)
Want a rock-solid website?
Get in touch
Tell me what you're struggling with and where you want to go online. Let me take a look at your website, free of obligation. You'll hear honestly where things may be going wrong and what it takes to actually be found.
What you can expect from me
- Honest about your speed and your findability
- Practical advice you can use straight away
- A rough indication of investment and planning
- If I can't help you, I'll tell you honestly
Fixed price · No subscription · 36-month guarantee
