When PEC renewed its website at the turn of January–February 2025, the task was to make services easier to find and routes to the right specialists clearer. Færder Marketing developed the main website and the websites for PEC’s companies.
Website project · Launched 31 January 2025 · Presentation updated 21 October 2026.
All the way from strategy to follow-up
The PEC collaboration covers strategy, marketing, advertising and Google Ads, SEO, websites and a custom group system. The 2025 website work is part of this wider relationship. We connect visibility and demand with website contact points and continued follow-up in PEC Platform.
One entry point, several local businesses
Visitors may come to PEC looking for an electrician, plumber, a specific product or a site visit. The website needs to guide them to the right service and local company, while letting each business present its own offer.
The delivery built on the earlier website collaboration with a new structure and a more developed customer journey. The main website and electrician and plumbing pages were reviewed before launch. Services and prices were agreed with the relevant companies.
From service information to a specific enquiry
The work included product and service pages, local entry points and tailored contact options. Forms were designed to give the recipient useful information about the need and clarify the reason for contact.
A specific development example was the EV charger form: customers could indicate whether they wanted a charging cable and choose a length. Details like this connect the page’s information to the conversation that follows.
Enquiries from the main website received separate electrician and plumbing subject fields, while postcodes helped route them. This was work on receiving and following up enquiries, beyond a visual redesign.
The new website’s timeline
- January 2025: The first pages were reviewed with PEC. Offers, prices, images and forms were adjusted through feedback.
- 31 January 2025: The website launched. February was therefore the first full month with the new solution.
- After launch: Work continued on content, contact points and enquiry follow-up.
40.4 per cent more form enquiries
Recorded form submissions increased by 40.4 per cent from February 2024–January 2025 to February 2025–January 2026. The comparison includes the same branches in both periods. All form types are included, including job applications and other enquiries. Phone calls and direct emails are excluded.
This is the change in recorded submissions after launch, rather than a measure of unique customers or revenue. Marketing, advertising activity and demand can also affect the figures. See the changes and measurement method.
More visits ended in a form submission
In Google Analytics 4, the share of visits with at least one recorded form submission increased by 41.1 per cent in relative terms. Measurement uses the same form event in both periods and excludes phone clicks.
Bounce rate also fell by 17.0 per cent in relative terms. Average active engagement time per active user increased by 13.1 per cent. This is active time measured by Analytics, rather than how long a tab remained open. See the full comparison and definitions.
Lower cost per conversion
Google Ads shows 19.6 per cent lower cost per conversion in the year after the website launch compared with the year before. We compare the same PEC accounts, periods and calculation basis: advertising cost divided by recorded conversions.
This measures advertising, while the form history above includes enquiries from all channels. Ads, the website and follow-up are part of the same collaboration. The before-and-after comparison does not isolate the website’s effect from the other work.
SEO that starts with the need and location
PEC customers need to find the right trade, service and local branch. SEO work connects service pages to local entry points, with content about specific needs such as EV chargers, fuse boxes, heat pumps and plumbing. Relevant links lead to more detail and an appropriate contact option.
Structure, content and contact forms therefore serve the same purpose. Form submission figures cover all channels together and are not a separate measurement of SEO’s effect.
Analytics shows a mixed picture for organic search: visits fell by 32.4%, while the share with a recorded form submission rose by 197.5% in relative terms. We therefore do not claim that organic traffic increased during this period. Improved conversion and changes in channel mix must be considered alongside visibility, demand and measurement setup.
Once the enquiry has arrived
PEC Platform brings together cases, ownership and ongoing follow-up across branches. The public website and group system serve different parts of the same customer journey.
A distinct delivery within a longer collaboration
The original PEC case study describes the collaboration that began in spring 2018. It concerns the historical delivery and should not be read as results from 2025.
Visits PEC’s website for current services. To see how we plan a similar delivery, read about websites from Færder Marketing and how to measure the effect of a new website.