A precision-built website for Probe

A quick taste

Client: Probe Manufacturing and Fabrication, a manufacturer of bespoke equipment for energy and infrastructure
Project: A standalone website, separate from the Acteon group site.
What we did: In depth discovery, strategy, UX and site structure, copy, design, build, SEO and hosting.
Timeline: Six months, starting from discovery in October 2025.
Result: A 7.9% conversion rate, nearly four times the 2.1% sector average.

The brief

Probe wanted a website that would bring in its own search traffic, stand out from competitors and generate quality leads.

A key element of this project was to design technical product and services pages that appeal to engineers, with features, benefits and proof content.

The plan

The project started with a discovery session with Probe, covering the business, their customers and any competitors.

Discovery helps us understand what the website needs to do, and informs the strategy behind the design, which in our view is the most important part of any project.

Two key things came out of discovery:

Fast turnaround. Probe holds over £3m of raw materials on site, so it can deliver quickly and cut lead times. Buyers in energy and infrastructure know the cost of delays, so this sets Probe apart from competitors.
Accreditations. Probe has been API licensed for over 30 years. This was important to communicate on the website because energy buyers look for accreditations before they trust a supplier.

During discovery we researched keyword opportunities and recommended content for key pages like the product pages to pick up extra searches and AI overviews.

From there we mapped out the site structure. Visitors can browse by what they need (Services) or by who they are (Industries), with About, Facilities and Case Studies there to prove Probe are experts in their field.

The website design

The homepage opens with Probe's strap line, "Proven precision at pace", followed by six short reasons to choose Probe, and its accreditations.

Trust, safety and compliance matter in the energy sector, so putting this content near the top of the homepage shows buyers straight away that Probe meets the standards they need.

We split the site into Services and Industries. Some buyers arrive knowing the job they need doing. Others want proof that Probe understands their sector. Separate pages for each service and industry also give Probe more pages to rank for specific searches.

Engineering buyers need to know quickly whether Probe can handle their job before they get in touch. That's why we displayed the technical detail into short sections with clear subheadings.

Buyers can see at a glance what Probe can take on, like turning up to 2.7m in diameter and 20 tonnes, or welding with a 32 tonne crane and over 200 weld procedures.