Building the people who build New Zealand
BCITO are New Zealand’s leading construction apprenticeship provider, creating futures for over 55,000 dedicated tradies. Their website needed an update to match their commitment to changing people’s lives and helping them become valuable contributors to our building and construction industry.
300%
increase of targeted sign ups
57%
increase in digital traffic acquisition
Together we
Increased sign-ups of high-quality leads by 300%
Designed and built a flexible, fit-for-purpose CMS to put BCITO in control of their content
Redefined who sees themselves as a future tradie by showcasing trades as careers for everyone.
Creating clarity to guide our focus
Working closely with BCITO, we cleared away complexity and competing priorities, distilling the challenge down to one core metric: increasing sign-ups from people interested in apprenticeships. With this laser focus on what mattered most, we could align every product decision around driving meaningful results.
UX design for measurable impact
Combining our specialist knowledge in construction with a clear product goal, we used our UX design expertise to drive results. Site traffic increased significantly, supported by SEO and generative AI optimisation. Once visitors were on the site, we presented inspiring content at the right moment so they immediately knew they were in the right place. Accessible information and imagery help people feel like they belong, while the friendly, educational approach makes sure they’re well-informed so lead generation is high-quality. Clear visual and content distinctions between primary and secondary audiences create targeted experiences through purposeful use of colours, imagery, and UX copy. An effortless, one-click sign-up completes people’s journey towards a new future.
“Our first marketing campaign on the new site, was our most successful digital traffic acquisition of the year, increasing by 57% totalling tens of thousands of users.”
“Working with this team was seamless. They translated our goals into a website that not only looks amazing but drives real engagement and success. We are now exceeding the KPI's we had expected.”
Changing the face of trades
What do you think of when you hear ‘tradie’? Moving beyond traditional stereotypes, we demonstrated that trade careers are accessible to everyone. Through considered choices with our content architecture and copy, alongside diverse, friendly imagery, we helped every website visitor see themselves succeeding in the trades, showcasing women, people with disabilities, career changers including former athletes, and people from various cultural backgrounds. By profiling lesser-known trades we created pathways for people to envision their future in industries they may never have considered, ultimately broadening the talent pipeline and changing who sees trades as ‘for them’
Giving clients the tools to succeed
We’ve loved seeing the amount of content BCITO can now produce with a CMS they’re happy and confident using. Developed with Next.js for its frontend and Django with Wagtail for the backend, the website leverages the strengths of each technology for optimal performance, security and user experience. We designed the system to give non-technical users control without complexity, empowering them with flexible blocks and templates for any content need. While BCITO runs regular beautiful, high-effort campaigns, their website wasn’t connecting the dots for visitors. We bridged that gap between campaigns and website to complete the conversion funnel and drive sign-ups. With ambitious goals and business units serving diverse audiences from ex-athletes to Pasifika communities, BCITO now has the CMS power to create content that truly connects.
“We have seen an improvement at 300% of our previous sign up rate. This is likely due to the team’s focus on KPI’s and focusing on user experience, navigation, and more completions.”
