• Custom-designed WordPress website: A bespoke dark-mode design tailored to the client’s branding preference and visual goals.
• Elementor Integration: Implementation of the Elementor Page Builder to allow the team to easily add, edit, and remove text and images.
• Strategic User Experience (UX): A split-pathway landing page directing users immediately to Commercial or Industrial sectors.
• Google Analytics Setup: Integration of Google Analytics to provide insights into visitor engagement and behaviour.
• CMS Training: A comprehensive training session to ensure the internal team can manage website content independently.

Onyx Rope Access operates in a highly specialised niche, delivering results where traditional access methods fail. While they originated in commercial cleaning, the business had evolved significantly. They were now a serious contender in large-scale remedial building work, protective coatings, and height safety installations, directly competing with traditional scaffolding companies for full building repaints and complex infrastructure projects.

Their existing digital presence did not reflect this expanded capability. It struggled to communicate their “no subcontractor” promise or their capacity to handle compliance-heavy government and Tier 1 industrial contracts. The primary challenge was to reposition Onyx as a premium, all-in-one solution for both Commercial (strata, facade repairs) and Industrial (silo repairs, infrastructure) clients, ensuring that a Procurement Officer or Project Manager could immediately see the scale and safety standards Onyx brings to a site.

Our team adopted a collaborative approach, focusing on a design that would visually demonstrate “scale” and “capability” without overwhelming the user with text.

• Strategic UX Design: To address the diverse clientele, we designed a split-screen landing banner. Two prominent tiles for ‘Commercial’ and ‘Industrial’ dominate the initial view, encouraging users to self-select their journey. This ensures a Strata Manager looking for window cleaning and facade makesafe doesn’t get lost in industrial content, while an Infrastructure Manager looking for concrete repairs or confined space entry finds their path immediately. We maintained fluidity by allowing users to scroll past this decision to explore broader services like Emergency Services and Sign Installation.
• Visual Identity & Theming: The clients requested a dark aesthetic to differentiate themselves in the market. We implemented a sleek dark mode that allows the brand’s signature orange to serve as a high-contrast guide for buttons and key actions. We also introduced the brand’s secondary ‘safety green,’ used sparingly on hover states to reinforce the company’s unblemished safety record. A decorative motif of parallel lines runs through the background, subtly mimicking rope lines and guiding the user to scroll through the content.
• Showcasing Scale & Projects: To prove they could handle major assets, we designed an image-led project page. Instead of text-heavy case studies, the design relies on high-impact photography of Newcastle landmarks and industrial sites (such as GrainCorp silos and water treatment plants). A moving carousel of client logos—including major industrial players—was added to visually validate their experience with Tier 1 operators.

The new Onyx Rope Access website has successfully repositioned the company as the “smarter, safer alternative to scaffolding”.

• Accurate Brand Positioning: The site now clearly articulates their full scope, moving beyond cleaning to highlight remedial, emergency, and maintenance capabilities.
• Streamlined User Journeys: The split navigation has simplified the experience for distinct user groups, allowing quick access to relevant service sectors.
• Enhanced Credibility: The visual focus on large-scale projects and safety standards allows Onyx to stand confidently against national competitors.
• Visual Engagement: The integration of dark-mode aesthetics, subtle animations, and the parallel line motif has created a modern, engaging digital experience that reflects the precision of their work.