Terra Firma Industries website rebuild
Terra Firma had become the national market leader in composite covers, but its digital presence hadn't kept pace. The business was still running two outdated websites that made it look like the small Victorian company it had been a decade earlier. A complete website overhaul was needed to bring every product category under a single brand and position Terra Firma as the category leader it had become.
An align.me client for more than 15 years, Terra Firma Industries manufactures and supplies composite lids, access covers, and FRP structures – lightweight, strong, secure and durable alternatives to traditional steel and concrete. Since 2009, when the business pioneered deployments across 12 Victorian councils, it has gone on to supply hundreds of residential, commercial and government projects across Australia.
WHAT WE DID:
The challenge
Terra Firma had become the national market leader in composite covers, but its digital presence hadn't kept pace. For buyers sizing up an unfamiliar supplier, the multiple Terra Firma sites undersold their scale, project history and technical depth.
That gap mattered more than it would in most industries. Terra Firma is not just competing with other suppliers, it is asking engineers, specifiers and councils to move away from a material they have used for decades.
The strategy
The rebrand had brought everything Terra Firma sold under a single identity. The websites needed to do the same.
Rather than updating either of the existing sites, the only suitable way forward was to consolidate both into one new build: a single site, a single brand, and every product category in one place.
The guiding principle was to build the site the way a specifier actually buys: lead with proof rather than product claims, make the technical detail easy to find, and let the project history do the persuading.
The work
align.me's designers used the new brand to create distinct design concepts for the home page, working with the Terra Firma team to land the look and feel before building out the rest of the site. Because the site had to serve engineers and specifiers as well as procurement teams, the design gave technical detail and product documentation the same prominence as the marketing message.
The result
Terra Firma now has one website instead of two, with every product category under a single brand and a consistent voice across the whole site. The look, the language and the market position finally match the business behind them.
