Northline Metalworks
A website concept for a Melbourne metal fabrication workshop, structured to turn builder and architect enquiries into detailed, quotable briefs.
- Website Design
- Site Structure
- Quote Funnel
- Project Library
Opens the demonstration build at northline.toracreative.com.au.
Concept Project
This website was designed and built by Tora Creative to demonstrate its approach for this industry. It was self-directed rather than commissioned, and no performance, ranking or enquiry results are claimed for it. The demonstration build is published at northline.toracreative.com.au (opens in a new tab).
The Business Problem
Fabrication businesses win work on capability and reliability, but that rarely comes across online. A single page with a phone number gives a builder or architect no way to judge whether a workshop can handle their job, so the enquiry goes to whoever showed their work properly.
Intended Audience
Commercial builders, fitout contractors, architects and specifiers sizing up a fabricator, alongside homeowners after one-off structural and architectural metalwork.
Website Strategy
Lead with capability rather than history. Six services each get their own page so a specifier can confirm the workshop does exactly their type of work, and the project library sets out the constraint and the approach rather than just showing a photograph. Everything carries toward a quote form built to capture what a fabricator actually needs -- suburb, service, drawings, timeframe and budget range -- so the first reply can be a real quote instead of a request for more information.
Design Direction
Industrial but precise: a near-black base, a single burnt-orange accent and a tight, technical type hierarchy. Photography wells are sized for finished welds and installed steel, and the layout stays deliberately plain so the specification detail is the thing that carries the page.
Page Structure
- 01Home -- capability statement, services, featured projects
- 02Services -- overview of the six fabrication services
- 03Service detail -- one page per service
- 04Projects -- work delivered across Melbourne
- 05Project detail -- constraint, approach, result
- 06Service areas -- six Melbourne regions
- 07About -- workshop, equipment and process
- 08Contact -- detailed quote request
Intended Conversion Path
- 01Arrives from a search for a Melbourne fabricator
- 02Confirms the workshop handles their type of work
- 03Reviews a comparable project and how it was solved
- 04Checks the job sits within the service area
- 05Submits drawings and specifications through the quote form
Inside The Site
Screenshots of the key pages as they were built.
Proposed Integrations
The systems this site is structured to connect to.
- Multi-step quote form with drawing and file upload
- Job-management platform for incoming enquiries
- Google Analytics and Search Console
- Enquiry notifications to the workshop inbox
Want This For Your Business?
The same thinking applies whether you're rebuilding an old site or starting from nothing.