Jai BoekhoutUX & Product Design
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05 — WEB DESIGN

Turning trenching equipment into a website's visual identity — ranked #1 on Google

Underground Installations, South Australia
Web DesignUX DesignSEO

Summary

A full website rebuild for Underground Installations, a civil contracting business specialising in trenching and underground works. The project focused on modernising their online presence, improving service clarity, and introducing bold industrial design elements that visually reflect the precision and nature of their work.
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Role

Role

Web Design, Project management, Developed site using JABA CMS and SEO

JABA Web Design Client

Underground Installations, South Australia

Platform

Progressive Web App (JABA CMS v6)

Scope

Website rebuild, service page restructuring, trench/saw-inspired design direction, SEO-optimised structure

Underground Installations website homepage banner showing an excavation site

Project Detail

Underground Installations had the capability and experience to compete for serious contracts, but their website wasn't reflecting that. The previous site lacked visual impact and made it hard for potential clients to quickly understand the scope of services on offer.

The rebuild started with restructuring the content hierarchy. Service pages were reorganised to communicate capabilities and project experience clearly, reducing friction for visitors trying to understand what the business does and whether it fits their needs.

The creative direction was the most distinctive part of the project. Rather than defaulting to a generic construction site aesthetic, I introduced saw and trench-inspired design elements throughout. Angular shapes and strong geometric page cards were used to visually echo trench lines and cutting precision, reinforcing the brand's core services through intentional but subtle design cues. The result feels industrial without being heavy, and professional without being generic.

The site was built with mobile responsiveness and SEO-friendly page structure as baseline requirements, ensuring the new design performed as well technically as it looked visually. Strong calls-to-action were woven throughout to support enquiry flow and convert visitors into leads.

Key Outcomes

01#1 Google SERP – 'Underground Installation' (check on 26/09/2026)
02Delivered a full website rebuild with a modernised visual identity aligned to the civil contracting industry
03Introduced trench and saw-inspired geometric design elements as a distinctive creative direction
04Restructured service pages to improve capability communication and user navigation

Tags

Web DesignUX DesignSEOJABA CMS V6Website RebuildConstruction IndustryCivil ContractingSEO Structure

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