Applying Conversion-Centered Design in the Oil and Gas Industry

In today’s blog, I want to discuss one of the design principles that helps marketing and business development professionals in the oil and gas sector create effective websites.

In one of my previous roles, I got assigned to lead a company website redesign project for a manufacturing company that offers a variety of services in the oil and gas sector.

Why the Website Needed a Redesign

Why are we redesigning the website? The website was not following any clear design framework and was not designed to guide users toward a conversion goal. The manufacturing company was part of a larger group of businesses and the old website included all other businesses, which was very confusing to the user as the other businesses were in different industries. So the first step was to redesign the website to be focused on the manufacturing business only and the main objective became creating a clearer conversion-focused experience.

What Is Conversion-Centered Design?

According to Digital Marketing Essentials, there are different design frameworks to help create high-converting websites. In this blog, I will focus on Conversion-Centered Design and how the redesigned website follows this framework.

Conversion-Centered Design is a framework commonly associated with landing pages, but its principles can also be effectively applied to website design. It focuses on multiple concepts: Attention, Context, Clarity, Congruence, Credibility, Closing, and Continuance.

The redesigned website specifically focuses on congruence, credibility, attention, and clarity.

Applying Congruence to the Redesigned Website

Congruence means that all content encourages the conversion without distracting users from the desired behavior. The redesigned website consistently pushes users toward trusting the company, learning about services, contacting the business, and submitting inquiries by including industrial photography, technical service descriptions, structured layout, and engineering visuals. As a result, nothing on the website feels random or unrelated.

Building Credibility in the Oil and Gas Sector

The second concept is Credibility, which focuses on whether users have a reason to believe the company will deliver on its promises. The redesigned website uses certificates, a client list, and company history. These elements were very important to the manufacturing because in the oil and gas sector, establishing credibility is considered part of the conversion process. In B2B industrial sectors, conversion is not always immediate online purchasing; it often involves building trust, generating inquiries, and developing long-term business relationships.

Using Attention and Clarity to Improve User Experience

Attention and Clarity are two additional concepts the redesigned website follows. Attention focuses on guiding users toward a clear action through visual emphasis and structured design. Clarity means whether users can quickly understand what the page is about through a quick scan. The redesigned website follows these concepts by communicating industrial services and energy sector expertise using the hero imagery, section organization, headings, and icons.

Results After the Website Redesign

After launching the redesigned website, we started analyzing and comparing conversion rates before and after the redesign. The results were very positive as we started to gain more customer trust and partnerships. Overall, the redesign demonstrated how applying Conversion-Centered Design principles can improve both user experience and business performance in the industrial sector.