erichayesdesign

My Role, Services Provided

Website Redesign

Webflow CMS Website Design & Development
Google Analytics 4 & Search Console Integration
DNS Services & Website Launch Support
Keyword and Key-Phrase Research for Local & National Service-Based Search
On-Page SEO, ALT Text, Title Tags, Meta Descriptions
AI-Prompted Copywriting, with Human Refinement
Custom URL Slugs for Event Landing Pages for Better Search Engine Ranking for Each Event
Event Page Design for Core Offerings: National In-person Events, Webinars, and In-house Events
Custom Landing Page Design for Each Event
Mobile Optimization and Fast-Loading Performance
Lead Generation Strategy & CTA Placement

Social Media Marketing

Weekly Social Media Marketing
Social Media Content Design for Each Upcoming Event

Email Marketing

Email Marketing Campaigns for Each Upcoming Event
Email Marketing Setup, Design, and Management

Graphic Design

Design All Content for Both Print and Digital
Product Photo Editing
Brochure Design and Production
Catalog Design and Production
Apparel and Merch. Design
Trade Show Display and Pop-up Banner Design and Production
Promotional Product/Marketing Giveaway Design
Indoor/Outdoor Signs, Posters and Banner Design and Production
Product Label Design
Product Control Panel Overlay Design

Print Buying and Project Management

Outsource Print Material for Offset and or Digital Printing, Screen Printing, Large Format Printing, and Embroidery
Choose Suitable Paper Stock for All Particular Projects
Manage All Print Projects, Cost, Delivery, and Quality Assurance
Outsource All Promotional Merch., Sports Bottles, Shirts, Sweatshirts, Giveaways
Outsource and Manage All Print for Merch. Products

The Challenge

General Air Products, a recognized leader in industrial and fire protection equipment, needed a modern, user-friendly platform to support their expanding training and events program. Their existing WordPress site was not only outdated in appearance but also lacked performance, intuitive navigation, and flexibility—making it difficult for users to register for training and for staff to maintain.

The Strategy

To attract more fire sprinkler industry professionals to General Air Products’ training sessions, I developed a comprehensive website redesign strategy focused on clarity, accessibility, and user engagement. The previous site lacked structure and a strong call to action, so I created a clean, mobile-responsive layout that clearly presented upcoming training events and courses. I also restructured the navigation to prioritize core offerings while maintaining a seamless user journey from homepage to registration.

As part of the redesign, I integrated a streamlined event sign-up form to reduce friction and boost conversions. The marketing strategy behind the site included keyword-optimized content, clear value propositions for each course, and consistent brand alignment throughout the site. This redesign not only elevated the company’s credibility within the industry but also served as a key tool in increasing course attendance and customer engagement.

The Results

A Stronger Digital Training Hub: The redesigned website now reflects the professionalism and scale of General Air’s national training program, leading to increased engagement from fire protection professionals across the country.
‍
Increased Training Attendance: With a more intuitive registration experience and clear event descriptions, training sign-ups have surged across multiple states. Time spent on training pages improved by 60%, indicating stronger interest and clarity.
‍
Boosted Search Engine Visibility: Strategic on-page SEO, and optimized content helped the site gain top rankings nationwide. The site now ranks on Page One of Google for key searches like“Fire Sprinkler Training Pennsylvania, Fire Sprinkler Training Events for whatever location the event is held.
‍
Scalable CMS and Marketing Integration: The new Webflow CMS design allows internal staff to easily update events, and add new locations.
‍
Consistent Branding and Improved UX: The website now aligns with General Air’s core values, with a clean, branded interface that enhances credibility and supports the company’s reputation as a national leader in fire sprinkler industry.
‍
Email marketing campaigns announced the relaunch and upcoming events, driving a 40% increase in open rates and a 25% boost in training sign-ups.
‍
Social media content, including teaser videos, location-based ads, and testimonials, generated high engagement across LinkedIn and Facebook, with a 30% increase in event-related traffic.
‍
Custom-designed printed collateral—including flyers, brochures, and handouts—aligned with the digital brand and supported in-person event promotions and sales rep outreach.

This transformation not only modernized the General Air Products training experience but also unified their marketing efforts—helping them reach a wider audience, generate qualified leads, and present themselves as a forward-thinking brand in their industry.