Moon Electric

Outcome

The problem

What the client was up against

Moon Electric does five different regulated jobs, and that was costing them work. The business holds an electrical contractor's licence and covers general electrical to AS/NZS 3000, air conditioning, Jim's Test and Tag, Jim's Fire Safety, and — unusually — AS 3551 servicing of medical equipment. Each of those reaches a different buyer. A homeowner wants a safety switch. A practice manager wants a biomedical service certificate with their name on it. A single site trying to speak to both usually ends up speaking to neither: it either flattens into "electrician near me" and throws away the high-trust medical work, or it leads with compliance language and loses the domestic jobs that pay the weekly bills.

The approach

How we decided to build it

We led with the thing that is genuinely hard to copy: one licence covering the whole job. The positioning line — quoted and done by the same person — is the actual commercial argument. A facility that needs electrical work, air conditioning, tagging, fire safety and medical equipment servicing would otherwise be managing five contractors and five certificates. Consolidating that is worth more than being marginally cheaper on any one of them. So the architecture puts the five trades on one level rather than burying four of them under a services dropdown, and names the standard each is worked to directly in the card. AS/NZS 3000 and AS 3551 are on the page as plain text, because for the buyer who needs them those strings are the search term and the qualifying question at the same time. The trade-off we accepted: the homepage is denser than a conventional trade site. We judged that a reader who needs a licensed contractor is scanning for their specific job, not being persuaded — so completeness beats brevity here.

A callback form that routes itself

The enquiry form asks what you need before it asks who you are, with the five trades plus "emergency call-out" as explicit options. That ordering is deliberate. It qualifies the lead in one tap, so an emergency does not sit in the same queue as a quote request, and it means the callback starts with the right person already knowing the job. The form is duplicated in the hero and again at the foot of the page — the same component, the same routing — because on a trade site the visitor decides to call at an unpredictable scroll depth.

Nothing moves under the reader

The page carries video in the hero and a long, image-heavy services section — the classic recipe for content jumping under someone's thumb as they reach for a phone number. Every media slot reserves its space before it loads, so the layout never reflows once painting starts. On a trade site that is not a refinement; the most common interaction is a one-handed tap on a phone number while the page is still settling, and a shifting layout means dialling the wrong thing.

The trade-off we made, and what is next

The hero video is the slowest thing on this site, and it stays. It does real work: it establishes that this is an operating business with vans and staff rather than a lead-broker landing page, which is precisely the doubt a homeowner has about an unfamiliar contractor. We were not willing to trade that for a faster first paint. What we would change next is how it loads — a poster frame first, with the video deferred until after the main content has painted. That recovers most of the cost without losing the credibility. It is scheduled work, not shipped work, and we would rather say so than pretend the current build is optimal.