ECA WA
Growing membership with targeted paid media, improved organic visibility, and a new Umbraco website.
297%
Increase in organic traffic since launch.
52%
Reduction in cost per B2B enquiry in the past 3 months.
14.5%
Conversion rate from Google Ads campaigns, which is 4.1x higher than the B2B industry benchmark
Client
ECA WA
Website
Timeframe
3 months
Industry
B2B
The brief
ECA WA came to us with two clear goals. They wanted to grow their membership across Western Australia and increase awareness of the full range of services they provide to the electrical industry. This includes support with training, safety, compliance, business development, and advocacy.
As one of the brands under the Electrotechnology Training Institute (ETI), ECA WA needed their new website to sit within a shared content management system. The site had to reflect their own identity and priorities, while also fitting neatly into a centralised Umbraco setup used across the organisation.
Our solution
We designed and developed the ECA WA website within ETI’s multisite Umbraco environment. The structure allows each brand to manage its own content, while keeping everything connected in one platform. The ECA WA site was built to suit their specific needs, giving their team more flexibility and control without sacrificing consistency across the organisation.
Since launch, we’ve supported ECA WA through ongoing digital marketing. We manage both their paid media and organic search, helping them reach new audiences, attract more members, and promote the value they deliver to electrical contractors and businesses across the state.
How we helped
Visibility that turns interest into membership
Our strategy for organic search was simple: make ECA WA’s services visible to the people who need them most. By structuring the site around their technical services, compliance, business support, and advocacy, we created clear entry points for searchers looking for solutions. Optimised content, technical improvements, and stronger internal linking ensured that these services were easy to find, easy to understand, and positioned as the go-to option for electrical contractors in Western Australia.
The results speak for themselves. Since launch, organic traffic has grown by 297%, representing nearly four times growth. Importantly, this traffic is not just volume for the sake of it. Visitors are landing directly on service pages, engaging with what ECA WA offers, and moving closer to membership.
Fueling long-term membership growth through paid media
With paid media, our focus was on efficiency and conversion. We rebuilt ECA WA’s campaigns around high-intent searches, targeting business owners and contractors who were actively looking for membership, technical services, or compliance support. This approach ensured we were speaking to the right audience with clear, relevant messaging designed to convert.
The impact has been strong and measurable. In the past three months, the cost per B2B enquiry has dropped by 52% compared to industry benchmarks, and Google Ads campaigns have achieved a 14.5% conversion rate. That is more than four times higher than the industry average, turning advertising spend into a steady pipeline of new members.
