Redesigning a UAE corporate website to present services clearly and support enquiries

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This corporate website redesign case study covers a project for a UAE engineering services company whose website had stopped doing its main job. The company had grown, added services and won larger contracts, but the site still described the business as it had been years earlier. Prospective clients could not tell what the company actually did, which of its services matched their problem, or why they should trust it with a contract. Most of them left without enquiring.

Tomsher's Dubai-based team rebuilt the site on Laravel with a custom content management system, structured around four questions a corporate visitor asks in order: what does this company do, do they do the thing I need, can I trust them, and how do I start a conversation. The client is not named, and all screenshots are anonymised.

Corporate website redesign project at a glance

The challenge, services were difficult to understand or find

The audit was not subtle in its findings. Six problems accounted for most of the lost enquiries.

• The homepage described the company, not its work. Three paragraphs of corporate history opened the page, and the first mention of a specific service appeared below the second scroll.
• Nine service pages, six actual services. Three pages described the same work in different words, written at different times by different people, so a visitor comparing them could not tell whether they were three offerings or one.
• Menu labels nobody searches for. The main navigation used internal department names, with one item simply called "Solutions" holding seven unrelated pages.
• No evidence on the pages where it mattered. Completed projects sat in a gallery that was three clicks from any service page, and no service page referenced a single project.
• One contact route. A single contact page with a generic form, reachable only from the footer and the top-right corner, with no enquiry option on any service page.
• A site the team could not update. Every text change went through an external developer, so pages sat outdated for months, including two services the company no longer offered.

The commercial effect showed up in the sales conversations. Prospects arrived at meetings unsure whether the company handled their type of project, and the sales team spent the first fifteen minutes explaining what the website should have explained.

Understanding what visitors needed before enquiring

Corporate website UX design work started with the question of what a buyer needs to know before sending an enquiry. Four inputs answered it.

• Interviews with the sales and technical teams. Twelve conversations across sales, project management and senior leadership, focused on the questions prospects ask repeatedly and the objections that end conversations.
• Analytics review. Twelve months of data showed 61% of sessions ending on the homepage, an average of 1.4 pages per session, and 78% of contact page arrivals coming directly from the footer rather than from a service page.
• Task testing on the existing site. Eight participants matching the buyer profile were asked to find the service closest to a described project. Four succeeded, three chose the wrong service, and one gave up.
• Review of enquiries received. Existing form submissions showed what information was missing, since most arrived with a name, an email and one line of text, which is not enough to qualify a corporate enquiry.

Those inputs produced a short list of what every service page had to answer: what the service covers, what it does not, which sectors it suits, what a typical project involves, evidence that similar work has been delivered, and who to speak to next.

Reorganising services and navigation

The website navigation redesign started from the sitemap rather than the menu. Nine service pages were consolidated into six, grouped into three families that match how buyers describe their needs rather than how the company is organised internally.

Two retired services were removed rather than quietly left online, and their URLs were redirected to the closest current service. The main navigation now holds five items, with services expanding into the three families and their pages.

Creating a clearer corporate design

Corporate website design carries a particular risk: in trying to look serious, it often becomes bland and unreadable. The design work concentrated on hierarchy rather than decoration.

• A stated offering above the fold. The homepage now opens with what the company does, for whom, and in which markets, in one short statement with a route into each service family.
• Typography set for scanning. Larger body text, shorter line lengths, clear heading levels and generous spacing, so a page can be skimmed in fifteen seconds and read in three minutes.
• One reusable service page layout. Scope, inclusions, sectors, process, related projects and an enquiry block in the same order on every service page, so a buyer comparing two services compares like with like.
• Real photography in place of stock. Project and site photography supplied by the client, used at consistent crops, replaced generic imagery.
• A component set rather than one-off pages. Section blocks, project cards, statistic rows and enquiry blocks were built as reusable Laravel view components, which keeps future pages consistent and quick to add.
• Mobile as the primary layout. 68% of sessions were on mobile, so the service page, the project cards and the enquiry form were designed at phone width first.

Bringing credibility into the enquiry process

Corporate buyers do not enquire because a site looks modern. They enquire once they believe the company can deliver. Evidence was therefore placed where the decision happens rather than collected on a separate page.

• Projects on service pages. Each service page carries two or three completed projects relevant to that service, with scope and sector stated.
• Sector experience made explicit. Each service names the sectors it has served, which lets a buyer self-identify quickly.
• Credentials shown plainly. Registrations, approvals and certifications the client could evidence appear together in a single section, with nothing implied that could not be documented.
• Team and capability. Leadership profiles and team size give the reassurance that matters for contract-sized work.
• Client testimonials with attribution. Only approved quotations were used, attributed to a role and sector where the client name could not be published.
• Nothing unverifiable. Claims the client could not support were cut rather than softened, including two project figures nobody could source.

Improving enquiry forms and calls to action

Website enquiry form optimisation was the shortest part of the project and produced the clearest change. The old form had eleven fields, including three the sales team never used, and one generic call to action.

• An enquiry block on every service page. Each one names the service, so the enquiry arrives with context rather than as an unlabelled message.
• Specific call-to-action wording. "Discuss your project" and "Request a site visit" replaced "Submit", and the wording matches what happens next.
• Six fields instead of eleven. Name, company, email, phone, service of interest, and project details, with everything the sales team does not use removed.
• Validation that helps. Inline messages, phone formats accepting UAE numbers with country codes, and errors explained beside the field rather than at the top of the page.
• A confirmation that sets expectations. The confirmation message states when someone will respond and offers a phone number for urgent enquiries.
• Routing by service. Submissions go to the team responsible for that service, with a copy to a monitored shared inbox, so nothing depends on one person being at their desk.

Making website updates easier through the CMS

A corporate site that only a developer can change goes stale, which is how this one arrived at the redesign. The new site runs on Laravel with a custom admin built around the client's own content types, so the marketing coordinator handles routine updates without a developer.

• Services, projects and team profiles as structured content types, each with defined fields rather than a free-text page.
• Page building from approved components, so a new page is assembled from existing blocks and cannot break the design.
• Projects added once, shown everywhere. A project is entered once and appears on its own page, in the portfolio and on the service pages it is tagged to.
• Downloads and certificates managed in-house, including company profile documents and prequalification files.
• Editable page metadata, so titles and descriptions can be maintained without a developer.
• Training and a written guide. Two sessions with the marketing and admin teams, plus a short guide for the tasks they perform monthly.

Testing, launch and verified outcomes

Testing covered the things that quietly break a corporate site: forms that never arrive, mobile layouts that fail on one device, and redirects that drop existing pages.

• Form delivery testing. Every form was submitted from desktop and mobile, with routing confirmed for each service and delivery checked in the inbox rather than assumed from a success message.
• Mobile usability checks on real devices across the service pages, navigation and forms.
• Navigation retesting. The same service-finding task from the research phase was repeated with ten new participants.
• Migration and SEO checks. All 34 old URLs were mapped, redirected and tested on staging, metadata was carried over or improved page by page, and the sitemap was resubmitted after launch. The approach followed the redesign SEO checklist our team uses on every rebuild.
• Two-week review. Analytics, form submissions and search performance were reviewed weekly for the first month.

The figures below compare the 90 days before launch with the 90 days after, with task measures taken from moderated testing before and after.

Traffic volume and campaign activity were broadly comparable across the two periods, and no new advertising ran during the second period. Enquiry volume rose modestly, but the clearer change was in quality: enquiries now arrive naming a service and describing a project, which is what shortened the sales team's opening conversation.

Planning a corporate website redesign

Corporate website redesign in Dubai and across the UAE usually starts with an assessment rather than a proposal. To review a site, we need your current website, a list of the services you actually sell today, access to analytics and Search Console, the names of the people who own the content, and a description of how enquiries reach your sales team now. Where enquiries should land in a CRM rather than an inbox, our guide to connecting website enquiries to a CRM covers that side.

From there we report what is costing you enquiries, in the order we would fix it. Our corporate website design and development team then handles the structure, design, Laravel build and launch, and our website development services in Dubai cover the wider build requirements.