Timberlyn Lighting, Inc
Electrical Website Design & Local SEO Strategy for High-Intent Customer Growth
A modern electrical services website redesign with improved UX and targeted local SEO that drives more calls and customer inquiries.
Turning Electrical Lighting Solutions Into Qualified Leads
Timberlyn Lighting needed more than a brochure site. With almost no meaningful online presence, ThePixel partnered with their team to launch a fast, modern website that clearly explains their solar and commercial lighting solutions, climbs search rankings, and uses data to drive a steady flow of qualified B2B leads.
| Role | Principal UI/UX Designer & Web Strategist (strategy → launch) |
|---|---|
| Team | UX, UI, Content, Development, SEO, Analytics |
| Timeline | ~12 weeks · strategy, MVP website, SEO foundation |
| Platform & Tools | WordPress, Figma, GA4, Google Search Console, Performance & SEO tooling |
Research & discovery
Timberlyn had relied for years on reputation and word-of-mouth with almost no modern web presence. Before designing screens, we aligned on how facility managers, national brands, and solar partners actually search, evaluate vendors, and request proposals — then built a digital strategy from the ground up around those behaviors.
Methods
- Stakeholder workshops with executives, sales, and operations.
- Competitive scan of solar and commercial lighting providers.
- Content and IA audit of legacy pages and marketing collateral.
- SEO research for solar, lighting maintenance, and rollout keywords.
Key insights
- Many prospects started with “lighting upgrade” and “solar incentives” searches.
- Decision-makers needed proof of scale (national rollouts) and reliability.
- Legacy content didn’t clearly differentiate solar vs. lighting vs. electrical services.
- There was no data baseline — no analytics, tracking, or funnel visibility.
Challenges & risks
- Minimal existing web presence and no modern SEO footprint.
- Complex service mix across solar, lighting, electrical, and rollouts.
- Need for a fast launch without sacrificing long-term scalability.
- Client admins needed to manage pages without design expertise.
Problem & goals
We treated the redesign as both a brand moment and a demand-generation engine — focusing on performance, clarity, and measurable results.
- Launch a fast, reliable website that performs well for solar and lighting content.
- Establish a clear SEO strategy for local and national search terms.
- Design a modular system that Timberlyn can extend without new templates.
- Wire analytics so leadership can see how each page and campaign performs.
End-to-end buyer journey & outcomes
The new experience walks prospects from first search to qualified lead: understanding Timberlyn’s services, validating credibility, and taking the next step through tailored contact and quote routes. Every stage is optimized for speed, clarity, and measurable engagement.
| Journey stage | What changes | UX focus | Outcome |
|---|---|---|---|
| Discover Timberlyn | Facility managers and partners land on a homepage that clearly positions Timberlyn as a solar and lighting solutions provider for retail, commercial, and industrial environments. | Clear hero messaging, fast-loading hero imagery, and primary navigation that highlights Lighting, Solar, Electrical, and National Rollouts. | Visitors immediately understand who Timberlyn serves and what problems they solve. |
| Explore services | Dedicated pages for solar, commercial lighting, and rollouts explain capabilities, benefits, and typical project scenarios with supporting photography. | Card-based layouts, scannable bullet lists, and cross-links between related services. | Prospects quickly find the service that fits their needs without endless navigation. |
| Build confidence | Testimonials, certifications, and client logos reinforce Timberlyn’s experience at scale. | Trust modules surfaced near key CTAs and quote prompts, not buried at the bottom. | Higher confidence in Timberlyn’s ability to handle complex, multi-site projects. |
| Request quote / contact | Tailored forms capture project details, locations, and service interests while remaining quick to complete on desktop and mobile. | Clear, minimal fields; spam protection; and microcopy that explains what happens after submission. | More complete, actionable inbound leads and fewer “just looking” contacts. |
| Measure & optimize | GA4 and Search Console track performance by channel, service, and content type. | Data-driven iteration — pages and CTAs fine-tuned based on behavior and conversion data. | Ongoing improvements in rankings, engagement, and lead quality over time. |
High-performance build & fast page loads
For Timberlyn’s B2B audience, speed is credibility. We engineered the site to feel instant: streamlined WordPress implementation, optimized imagery, lean code, and thoughtful caching deliver a near-instant experience even on slower connections.
- Performance-first layouts with minimal render-blocking assets.
- Optimized images and reusable modules to keep page weight low.
- Page templates tuned for fast Largest Contentful Paint and good Core Web Vitals.
- Monitoring hooks so performance regressions can be caught early.
- 0.9s
- Average homepage load on desktop after launch
- +63%
- Improvement in page load time vs. legacy experience
- −28%
- Drop in bounce rate on core service pages
- +31%
- Increase in visitors reaching contact and quote CTAs
SEO strategy & data-driven content
With no meaningful rankings to start from, we treated every page as a data-driven asset. Content is structured around solar, lighting, and rollout search terms, and every key action is tracked so Timberlyn can see which campaigns and pages actually generate leads.
- Keyword strategy for solar incentives, lighting upgrades, and national rollouts.
- Service pages mapped to high-intent branded and non-branded search phrases.
- GA4 events for quote requests, contact forms, and key content interactions.
- Search Console monitoring to refine metadata, internal links, and content depth.
- +54%
- Increase in organic sessions from search within the first 6 months
- +39%
- More clicks from lighting & solar keyword clusters
- Top 5
- Average rank for several core branded solar & lighting terms
- +33%
- Lift in qualified leads traced to organic traffic
Search performance & data-driven results
Post-launch, ThePixel instrumented GA4 and Search Console to validate that the new experience was doing its job — loading quickly, ranking better, and driving meaningful engagement from solar and lighting prospects.
Organic visibility
- +54% Increase in organic sessions from Google across lighting and solar content.
- +41% More clicks from commercial lighting and solar energy keyword groups.
- Top 5 Average position for several high-value branded queries.
On-site engagement
- −26% Reduction in bounce rate on key service and solar investment pages.
- +32% Increase in pages per session for organic visitors.
- +38% Lift in visits that include interaction with at least one CTA.
Lead pipeline
- +37% Increase in qualified quote and contact submissions.
- +28% More leads associated with solar investment content.
- Clear Attribution from campaigns and content to closed-loop CRM metrics.
UI/UX process & development lifecycle
With no modern site to start from, we treated Timberlyn’s project as a greenfield build: a structured process from strategy and MVP through performance tuning and ongoing optimization.
| Lifecycle stage | Focus | What we did | Outcome |
|---|---|---|---|
| Discovery & strategy | Align business goals & audiences. | Clarified target segments (retail, commercial, industrial, partners), service priorities, and success metrics for traffic, engagement, and lead quality. | Shared roadmap connecting design, content, SEO, and analytics from day one. |
| Information architecture | Clarify complex services. | Designed a navigation system that separates Solar, Lighting, Electrical, and Rollouts while giving each service space to tell its own story. | Easier wayfinding for both prospects and long-time clients. |
| Design system & UI | Professional, scalable brand. | Created modular page sections and components so Timberlyn’s team can build new pages without custom design work, while keeping the brand consistent. | Faster content updates and a cohesive visual language across the site. |
| MVP build & performance | Launch quickly, load instantly. | Implemented a lightweight WordPress build, tuned performance, and launched an MVP focused on the highest-value services and content. | Rapid time-to-market with a site that already meets modern performance expectations. |
| Measurement & iteration | Data-driven improvements. | Wired GA4, Search Console, and event tracking; reviewed dashboards with Timberlyn to identify content gaps and new optimization opportunities. | Continuous improvement loop guided by real user behavior and lead data — not guesswork. |
Buyer journey map & confidence curve
The journey map tracks how a facility manager or energy lead discovers Timberlyn, evaluates options, and moves from initial research to contract — and how their confidence grows as the website answers questions and proves Timberlyn’s expertise.
Search & discover
CuriousA facility manager searches for lighting upgrades, solar options, or rollout partners and finds Timberlyn’s optimized pages in search results.
Scan capabilities
InterestedService pages and visuals quickly confirm Timberlyn’s experience across lighting, solar, and national projects.
Validate expertise
AssuredTestimonials, certifications, and case examples reassure them that Timberlyn can handle complex multi-site work.
Share project details
ClearThey use a concise contact or quote form to summarize locations, timelines, and service needs without feeling overwhelmed.
Discuss & plan
AlignedTimberlyn follows up with informed questions and options, supported by the same clear language and visuals they saw on the site.
Partner & expand
ConfidentAfter a successful first project, clients return to the site to explore additional services — from lighting maintenance to new solar installations.
Validation & accessibility
Performance and accessibility are built into the Timberlyn experience. For busy B2B decision-makers, pages need to load quickly, work on any device, and be readable and navigable for everyone on the team.
| Area | Standard | Status | Notes |
|---|---|---|---|
| Color & contrast | WCAG 2.2 AA | Met | Buttons, links, and alerts use brand colors that maintain contrast on light hero imagery and solid backgrounds. |
| Keyboard & focus | Keyboard access | Met | Navigation, forms, and interactive components are keyboard-navigable with clear focus indicators. |
| Semantics | HTML & ARIA | Met | Semantic headings, landmarks, and descriptive link text improve screen reader experiences and SEO simultaneously. |
| Form clarity | Error prevention | Met | Inline validation and clear error messages help users correct issues without retyping project details. |
| Motion & media | Animation safety | Met | Subtle transitions respect reduced-motion settings and avoid distracting or repetitive animation. |
| Docs & exports | Readable outputs | Improving | Additional spec sheets and downloadable resources are being aligned with accessibility best practices over time. |
Ready to design your next digital experience?
Whether you need a new website, UX redesign, or a data-driven SEO strategy, ThePixel can help you turn traffic into real results. Let’s talk about your goals and outline a plan that fits your business.
