Website Transformation · Case Study

Same electrician. A website that finally works as hard as he does.

MAC Canada Electric had 20+ years of licensed electrical experience in the GTA — and a website that hid all of it. Here's the before and after, and what changed underneath.

4 → 8+

pages, incl. dedicated service, pricing, projects, FAQ & blog sections

0 → 6+

service pages with real, published pricing — rare in the trades

0 → 3

documented project case studies with locations and scope

1 → 12+

trust signals: ESA/ECRA licence #, permits, badges, reviews, WhatsApp

Exhibit 01 · First Impression

Ten seconds on the homepage: one site says “electrician,” the other says “hire this electrician.”

A visitor decides in seconds whether to call. Below are live captures of both homepages. The old site opens with a lighting slogan and a cluttered stock photo; the new one answers the four questions every customer has: Are you local? Are you licensed? What does it cost? Can I reach you right now?

Before — maccanadaelectric.ca

Breaker off
maccanadaelectric.ca
Old MAC Canada Electric homepage hero
Old homepage broken layout further down the page

Further down the same page: broken layout, floating logos, and large empty gaps.

Leads with “Lighting Service Solutions” — while the actual money-makers (panel upgrades, EV chargers) are nowhere in sight.
“127 Slan Av, Sarborough” in the header — the city misspelled on every page, breaking the map-listing consistency Google relies on.
No pricing, no trust bar, no clear next step — a cluttered panel photo and a slogan carry the whole first screen.

After — redesigned site

Breaker on
maccanadaelectric.ca — redesigned
Redesigned MAC Canada Electric homepage hero
Pricing-forward hero: “No Hidden Fees, No Surprises.” The #1 customer anxiety is addressed before a single scroll.
Trust bar under the hero— 20+ years, licensed & insured, ESA permits on every job, 24/7 emergency — visible in the first screen.
Click-to-call in the header plus dual CTAs, and a location-first headline: “Your Trusted Electrician in Scarborough & Toronto.”
Exhibit 02 · The Services Page

From a wall of dashes to a shelf of products.

Same services, radically different presentation. The old page listed everything in three columns of dashes with no prices and nothing to click. The new page turns each service into a card with a photo, a starting price, and its own dedicated landing page behind it.

Before — /service/

Breaker off
maccanadaelectric.ca/service
Old MAC Canada Electric services page
25+ services flattened into dash lists — no prices, no links, no photos of actual work. Nothing here can rank on Google or be clicked by a customer.
The ESA logo used as a “service photo” — a borrowed certification mark standing in for real proof of work.

After — /services/

Breaker on
maccanadaelectric.ca/services
Redesigned MAC Canada Electric services page
Every card shows a starting price— From $2,200 panels, From $950 EV chargers, $45–$60 pot lights — and a “Learn more” link to its own SEO landing page.
Real job photos (the actual panel work, finished pot-light ceilings) replace stock imagery — proof, not decoration.
Exhibit 03 · The Contact Page

The old contact page pointed customers to London. England.

The moment of highest intent — a customer ready to reach out — is where the old site failed hardest, and where the redesign works hardest.

Before — /contact/

Breaker off
maccanadaelectric.ca/contact
Old MAC Canada Electric contact page
The embedded map is pinned to the London Eye — in London, UK — not Scarborough, Ontario. A default template setting nobody ever fixed.
Contact details rendered dark-on-black — the address, Gmail email, and phone number are barely legible on screen.

After — /contact/

Breaker on
maccanadaelectric.ca/contact
Redesigned MAC Canada Electric contact page
Map pinned to the real Scarborough location, corrected address (127 Slane Ave, Scarborough, ON M1G 3B7), branded info@ email, and posted business hours.
A structured quote form with a “Service Needed” dropdown — every enquiry arrives pre-qualified by job type.
Exhibit 04 · A Page the Old Site Never Had

The pricing guide: the page competitors are afraid to build.

“How much does an electrician cost?” is the highest-volume question in the trade. The old site had no answer anywhere. The new site dedicates an entire page to it — which pre-qualifies leads, filters out tire-kickers, and builds trust before the first phone call.

New — /pricing/

Didn't exist before
maccanadaelectric.ca/pricing
New MAC Canada Electric pricing guide page
Real numbers, published:panel upgrades $2,200–$2,500, EV chargers from $950, wiring $7/sq ft, pot lights $45–$60 — with the honest caveat that final pricing depends on the home's layout.
A customer who calls after this page has already accepted the price range — shorter sales calls, better-qualified leads.

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