Client: N Line Electric

Work: Copywriting, SEO, WordPress

N Line Electric is a mid-sized electrical contractor specializing in distribution, substation construction, and the oil and gas industry.

Industrial Website Design

Many of our clients don’t need flashy, functionality-heavy site. During initial discussions with their CEO it became clear that something big, bold, colorful and uncomplicated was the mission. The key drivers for the site were to enhance credibility with new and potential customers, and to attract and retain a new raft of highly-qualified people.

As part of this project, we spent a good deal of time hunting for domains that reflected the twin purposes of the industrial website. ‘’ is a good example – a simple 301 redirect after building SEO with some unique content helped to drive potential applicants directly to the N Line Electric site, at the expense of competitors at a time when this talent was in very short supply in Colorado.


We also added a feature for would-be applicants – the ability to ‘Ask Dave’, a company employee, about life at N Line Electric. Dave would reply to questions without the filter of a boss… thereby adhering to the DogCat Marketing philosophy of keeping reality in the mix at every customer (or potential applicant) touchpoint.

The new look –  a radical departure from the previously-conservative style that characterizes traditional industrial websites – has been met well within the company as well as outside.

The result is a site that combines professionalism with accessibility, hard work with aspirational imagery, and that brings the pertinent information right up close for the reader.

(On any industrial website, emergency telephone numbers should be somewhere easy-to-find!)