Midarafar Oil and Gas Website Design

The problem

1. 01

   Six divisions, six different buyers

   The person procuring gas distribution and the person procuring oilfield services have nothing in common beyond the industry they work in. A single blended services page asks each of them to scroll past five sections that are not for them, which in practice means they do not scroll at all.

2. 02

   An indigenous company has to look international

   This sector's buyers are multinationals and government agencies, and the reflex assumption they make about a local firm is the one the site has to overturn in the first few seconds. Not by claiming global standards, but by being built to them.

3. 03

   Two audiences who will never buy anything

   Regulators arrive checking compliance and sustainability posture. Engineers arrive checking whether there is a job. Neither generates revenue directly and both decide things that matter, so neither could be left to a footer link.

4. 04

   Energy websites are unreadable

   The sector's house style is dense corporate paragraphs, stock photographs of pipelines at sunset and the word solutions used four times per screen. Nothing in it helps anyone find anything, and it had to be avoided without swinging into something too casual for the buyers involved.

What I did

1. 01

   Positioning

   Powering Africa's energy future, with the eyebrow naming the territory, Nigeria and West Africa, above it. Ambition and geography in the first two lines, because a buyer's first question is scope and their second is whether you operate where they need you.

2. 02

   A page per division

   Six divisions, six URLs, reached from a services dropdown in the navigation as well as from the services index. This is the structural decision the whole site rests on: a search for gas distribution lands on the gas distribution page rather than on a homepage section, and the visitor sees only what applies to them.

3. 03

   Information architecture

   Thirteen pages in total. Home, about, a services index, six division pages, leadership, sustainability, careers and contact. Leadership, sustainability and careers are pages rather than scroll positions, because the people who need them arrive looking for them specifically.

4. 04

   Design direction

   Warm sand rather than the corporate blue every energy company defaults to, with a single burnt orange for every action, Cardo for headlines and DM Sans for the body. Photography of people working on real equipment rather than pipelines at sunset, which is what makes an indigenous operator look like an operator.

5. 05

   Built on Nigerian soil, driven by global standards

   The about section says it outright, and the build is what backs it up. A fast static site with no page builder, no plugin stack and no CMS overhead loads quickly on a Nigerian connection and looks the same to a buyer opening it from Houston or Lagos.

6. 06

   Two doors for the non-buyers

   Sustainability gets a full page because a regulator or a partner doing diligence will look for one, and its absence is itself an answer. Careers gets a full page because an engineer who cannot find one assumes there is nothing going.

7. 07

   One action, everywhere

   Get in touch in the header, explore services and our story in the hero, and a closing prompt on every division page. The paths are short: a visitor is never more than one click from either the division that fits them or the conversation.

Key design decisions

• A page per division rather than one services page, so each of six buyers lands somewhere that is only about them
• The territory, Nigeria and West Africa, stated above the headline rather than left to the footer
• Sustainability as its own page, because a regulator looks for one and its absence answers the question
• Careers as its own page, because a candidate who cannot find one assumes there is no role
• Warm sand and burnt orange instead of the corporate blue every energy site defaults to
• Photographs of people working on real equipment rather than pipelines at sunset
• A static build with no page builder, so it loads fast on a Nigerian connection

Results

Built with

• Static HTML, hand-built
• No page builder and no CMS overhead
• Cardo and DM Sans, served from Google Fonts
• Responsive layouts down to phone width

My pricing starts at $ 1,500. See what each tier includes.

Services used here