Website Design for a 20+ Year Old Engineering Company
George Philip
Website Design for a 20+ Year Old Engineering Company Making Its First Digital Impression
Role: UX/UI Designer & Web Developer
Scope: User Research · Information Architecture · Web Design & Development · Content Strategy
Platform: WordPress (designed in Figma)
Project Overview
Novena Engineering had been operating successfully for over 20 years without an online presence. But in today's world, credibility often begins with a Google search. They needed a site that made them look as reliable online as they’ve always been offline.
This wasn’t just about aesthetics. This was about trust. My job was to help a legacy engineering brand step confidently into the digital world — and do it right the first time.
Novena's new digital presence
The Challenge
Novena Engineering was losing $50K+ contracts to competitors solely because they had no website. Procurement teams and project managers couldn't evaluate their capabilities, forcing them to spend hours explaining basic qualifications in every proposal meeting.
They needed a fast, reliable site that communicates trust at first glance, especially in the hero section where first impressions are made.
One challenge that stood out was how to visually introduce a 20-year-old engineering company to first-time visitors in a way that builds instant credibility.
The First Hurdle: The Hero Section
My first idea was to use a video hero section, showing Novena engineers working in real time and showcasing actual projects. This would keep users engaged, increase time on site, and potentially boost SEO and conversion rates.
But there was a problem; the video files Novena sent were of poor quality. Grainy, shaky, low resolution. The video option had to go.
So, I pivoted.
I knew I couldn't rely on stock images. Authenticity was non-negotiable. People can smell fake. So I decided to use the real photos Novena sent, even though they were rough — terrible lighting, odd angles, pixelation.
mobile view of novena's engineering website
What They Needed
Novena Engineering had no website. They’d been in the game for years, doing solid engineering work, but had zero online presence. No portfolio. No landing page. No digital credibility.
They needed a site that:
Showed their past work clearly
Looked professional to new clients
Helped them save time explaining their services
Attracted better leads and talent
My Approach
Research Phase: Shadowed their business development process for 1 week to understand pain points
User Analysis: Identified three distinct user types with different information needs
Content Strategy: Developed outcome-based navigation and proof-heavy project case studies
Information Design: Created progressive disclosure system for mobile-first research behavior
What I Did
I worked directly with the leadership team to turn their offline reputation into a clean, effective online experience.
This wasn’t just a website. It was a tool built for impact.
Designed a simple, trustworthy UI focused on usability
Created a projects section that reads like mini case studies
Used blueprint textures and subtle design choices to match their field
Wrote and structured content to speak to real client concerns
Set up tracking to measure results from day one
Photo Grid and Blueprint-Inspired Details
Novena hero section
To solve the image quality issue, I created a photo grid layout for the hero section. This allowed me to:
Use multiple real images without stretching any one too far.
Mask the noise and pixelation by presenting them as a cohesive unit.
Show real engineers doing real work, which adds instant trust.
To tie it all together visually, I added a subtle blueprint texture behind key elements. Novena’s brand color is blue, so I leaned into that and incorporated a light grid that references engineering blueprints — something insiders would catch and appreciate.
subtle grid lines to imitate a blueprint
Results
First-ever online presence launched
9 quality leads in the first 30 days
Job applications came in within the first week
The team now sends the site as part of every pitch
Cut down time explaining what they do by 50%
“This website changes everything. It finally shows who we are.” — Novena CEO
Tools Used
Figma for design
WordPress for site development
Google Analytics for performance tracking
Client Feedback
"The website became our best sales tool. Instead of explaining what we do in every meeting, we can focus on solving their specific problems." - Ruro Riebelle.
Whether it’s a website or your next big challenge, I bring empathy, strategy, and results that make users and businesses win. I’m not here to blend in; I’m here to change the game. Get in touch today!
Like this project
Posted Jul 17, 2025
Novena was losing contracts due to zero web presence. I designed a credibility-first site that brought in 9 qualified leads in just 30 days.
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Timeline
Jun 10, 2025 - Jul 24, 2025
