Case study · New websiteESA licensed · Guelph, ON

    From a dead circuit to a grain dryer. One call.

    The Fuse Group is a Master Electrician-led contractor in Guelph, working for homes, shops, plants and farms across Southern Ontario. Those customers have almost nothing in common except the phone number. The site’s job was to meet every one of them on the first screen, and get them to that number.

    Sectors on the page
    6
    Service lines
    8
    Cities in the markup
    8
    Weekend days, on request
    2
    Visit thefusegroup.ca Throw the main
    The new Fuse Group homepage, Electrical and building services, one call, every solution, on a laptop standing on a dark stool against a grey concrete wall.
    CKT 01The load

    Circuit 1, The load: Work out what the site has to carry.

    Before drawing anything we did what an electrician does first, and added up the load. The Fuse Group covers more ground than most contractors: six sectors, eight service lines, eight cities, weekdays and weekends. One page had to carry all of it.

    Six callers, one headline

    A homeowner with a dead outlet and a farm with a failing grain dryer both call the same number. The site had to meet both in the first screen without sounding like either.

    The licence comes first

    With electrical work, the question under every other question is whether you're licensed. The ESA licence number and Guelph sit above the headline, not in the footer.

    Jobs start on a phone

    A quote form that only needs a name and a phone number, a tap-to-call number in the header, and a banner for Saturday and Sunday work, because that's when a lot of people need an electrician.

    The Fuse Group homepage first screen: the ESA licence number and Guelph above the headline Electrical plus Building Services, One call, every solution, beside a Request a quote form with name, phone, email, type of work and timing.
    First screen. The licence, the promise and the quote form, in one view.
    The Fuse Group homepage on a phone: licence badge, the Electrical plus Building Services headline and sector tags.
    On a phone, the same order. Licence first.
    CKT 02Distribution

    Circuit 2, Distribution: Six callers. Six breakers. One main.

    A panel is the honest model of how this company works: one supply coming in, a separate protected circuit for each kind of load. The site is wired the same way. Each sector is its own circuit with its own scope, and every one of them runs back to the same phone number.

    The Fuse Group · Distribution

    0 of 6 circuits live

    Flip a breaker to read what that circuit carries. The main cuts all six.

    Circuit off

    This circuit is off. Throw the main to bring the panel up.

    Circuit directory

    As written on the site

    1. I.ResidentialHomes, renovations and new builds, from a dead circuit to a full rewire.Electrical service & panel upgrades · EV charger installations · Pool & spa electrical · Generator & backup power · Troubleshooting & repairs · Knob & tube rewiring
    2. II.CommercialRetail, office and multi-unit work scheduled around your opening hours.New construction · Electrical distribution · Lighting & controls · Troubleshooting & repairs · Generators & backup power · Life safety systems
    3. III.IndustrialPlant power, machine connections and generators & backup power.Equipment & machinery connections · Electrical distribution · Troubleshooting & repairs · Preventative maintenance · Equipment power & branch circuits · Generators & backup power
    4. IV.AgriculturalGrain systems, barns, dryers and irrigation across working farms.Grain handling systems · Conveyors & augers · Dryers & equipment connections · Distribution & service upgrades · Bin & barn wiring · Underground conduit & distribution
    5. V.Building servicesTenant improvements, renovations and repairs for commercial buildings and facilities.Tenant improvements · Small renovations · General building repairs · Facility improvements · Project coordination · Electrical + building service work
    6. VI.Service & Facility MaintenanceOngoing programs for property managers and facility teams.Preventative maintenance · Scheduled inspections · Electrical repairs · Lighting maintenance · Facility upgrades · Maintenance programs
    CKT 03Wiring

    Circuit 3, Wiring: Built like the trade: plain, hard-edged, labelled.

    Nothing on the site is decorative that could be useful instead. Square corners, heavy black headlines, one red that only ever means act, and a label on everything, the way you'd want a panel labelled when you open the door at 7am on a Saturday.

    Colour code

    • Fuse Red#E1121CEvery button, every rule, every numeral that means act.
    • Black#0E0F11Header, footer and headings.
    • Charcoal#17191CThe dark bands: who we serve, process, EV.
    • Concrete#F5F4F2The ground the light sections sit on.
    • Conduit#B9BDC2Rules, borders and quiet type.

    Red is reserved for the things you can press: the quote button, the send button, the phone number. Everything else stays black, grey or white, so nothing competes with them.

    Montserrat Black, for the shout

    Electrical + building services. One call. Every solution.

    Barlow, for the work

    Licensed electrical and building services for residential, commercial, industrial and agricultural properties across Southern Ontario. From service calls and maintenance to installations, upgrades and complete projects.

    ESA Licence #7019041  |  Guelph, ON

    The homepage, top to bottom, with what each section is for called out as it passes.
    The same walk on a phone.
    CKT 04Cable runs

    Circuit 4, Cable runs: Every section answers one question, in order.

    What do you do? Are you licensed? Have you done work like mine? Who will I be dealing with? How do I start? The homepage runs in that order, and every pane below is a real section of the live site.

    The services grid: a featured Electrical service and repairs card over a photograph, and six numbered cards for Residential, Commercial, Industrial, Agricultural and grain systems, Building services and Service and Facility Maintenance, each with three bullet points and a red arrow.
    What we do. Seven numbered service cards, the most requested one first.
    The EV charging band: a car charging at a wall unit on the left, and on the right the headline EV charging built around your home's electrical system, four feature labels and a Get an EV charger quote button.
    EV charging, treated as a home-electrical job rather than a gadget.
    Why choose us: four columns headed Licensed and qualified, Clear communication, Quality workmanship and Reliable and responsive.
    Why choose us. Four promises, the licence first.
    The About section headed Professional service. Quality workmanship. No shortcuts. with three photographs of real job sites: a house exterior at night, an opened panel, and a steel-stud wall with a ladder.
    About. The people, and three of their own job-site photos.
    Who we serve: a numbered list of six sectors, Residential through Service and Facility Maintenance, each with a one-line description and a red arrow.
    Who we serve. The six sectors, in one scannable list.
    How we work: the same process every time, four steps called Understand, Recommend, Complete and Stand Behind It.
    The same process, every time.
    Our work: a row of three real job photographs, a commercial ceiling with linear lighting, conduit on a concrete base, and pool equipment wiring on a brick wall.
    Our work, from their own gallery.
    The contact page: Sloan Cassells, Master Electrician, with phone, email, service area and hours, beside the Request a quote form.
    Contact. A person, a phone number and a form.
    Services, end to end. Eight service lines on their own page.
    The gallery, where the real job-site photographs live.

    Field photographs, from their gallery

    A steel-stud wall framed in a commercial space with conduit roughed in and an orange ladder standing against it.
    Steel-stud wall, conduit roughed in
    Suspended linear light fixtures hanging under an exposed steel roof deck in a commercial building.
    Suspended linear lighting, commercial
    A finished residential electrical panel in a wall cavity beside other low-voltage equipment.
    Finished residential panel
    The side of a brick and siding house at night with exterior lighting switched on.
    Exterior lighting, residential, at night
    Grey conduit runs and steel equipment on a concrete base at a job site.
    Conduit and equipment base, site work
    Pool equipment wiring mounted on a wooden board against a brick wall beside a fence.
    Pool equipment wiring, residential
    CKT 05Inspection

    Circuit 5, Inspection: Signed off, and checked on the live site.

    Every item on this report was checked on the published site, not in a design file. Where we haven't measured something, it isn't on the list.

    100

    Lighthouse SEO

    Mobile and desktop

    100

    Best practices

    Lighthouse, mobile and desktop

    8

    Cities in the markup

    Guelph to Hamilton

    Inspection report · thefusegroup.ca

    Result

    • Business markup

      Electrician structured data on all five pages carries the name, phone, email, address, price range and all eight cities served, so the listing and the site describe the same company.

      Pass

    • Titles and descriptions

      A distinct title, a description and a canonical URL on each of the five pages, and a homepage description that names the services and the region.

      Pass

    • One heading system

      Exactly one H1 on every page, and the homepage headline names the work: electrical and building services.

      Pass

    • Social cards

      Open Graph and Twitter cards, so a link sent to a customer or a property manager arrives with an image and a description.

      Pass

    • Sitemap

      All seven URLs listed: five pages plus privacy and terms.

      Pass

    • Alt text

      Every image on the homepage carries alt text.

      Pass

    • Quote form

      Name, phone and type of work; email optional; 'No obligation to proceed' beside the send button.

      Pass

    • Weekend service

      A banner across every page: Saturday and Sunday appointments available.

      Pass

    Service area, as marked up

    • Guelph
    • Kitchener
    • Waterloo
    • Fergus
    • Milton
    • Oakville
    • Burlington
    • Hamilton
    CKT 06Energised

    Circuit 6, Energised: Live. And posted the way it travels.

    The launch went out on Instagram as a run of posts: the laptop, a phone in a pair of gloved hands, the services on a tablet, the gallery, and a conversation. Here is the post, and the clips behind it.

    Instagram · @vortioai

    Instagram, @vortioai

    The Fuse Group launch post.

    View this post on Instagram

    Follow the work

    We post the builds behind the sites.

    New launches, the thinking behind them, and what we’re wiring up next for service businesses across Ontario.

    Follow @vortioai
    The mobile site, in the hand.
    The Fuse Group services page on a tablet between two phones, on a pale grey wall, with the line Make your services easy to find.
    Services, on every screen.
    The gallery, phone in front of an open panel.
    Your project starts with a conversation.
    The Fuse Group and Vortio logos on a card joined by a looped black cable, against a concrete wall.
    The Fuse Group, by Vortio.

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    If you do licensed work and your site doesn’t say so, that’s a quote going to the next electrician on the list. It’s one of the quickest things to fix.

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