We tout our specialties as healthcare, law, arts and culture, and entertainment but express our interest in any business in need of our services. Event Safety Services (ESS) is one of these businesses.

A niche service that provides safety services for the events and attraction industry, ESS is one of those thriving companies that most people never know of. Diving into their business plan we learned that there are distinct differences between “attractions” and “amusement” industries and attractions can be broken down beyond things like a zoo or the world’s largest mud dwelling. In the case of ESS, attractions mean participatory play devices such as bounce houses and climbing walls.

The ESS stakeholders run many businesses and they began to get muddled. ESS turned into a catch-all without clear purpose. Our discovery process found that distilling the business down to its core offerings of expert witness testimony, safety inspections, safety policy and procedure writing consultations, and public speaking as it pertained to the attractions and events industries was where we should focus. These were not clearly listed on their original site!

It began by separating the services across several businesses until each business had a straightforward and obvious mission and suite of offerings. Next, we focused on creating a user experience (UX) and information architecture that was simple and clearly illustrated what ESS does and how to contact them. Next up, we revitalized the web copy to help users make sense of the services and the benefits of ESS. With the copywriting came a complete SEO evaluation before addressing these issues in a new WordPress theme. A simple element of the content strategy was to take an e-book that Event Safety Services sold and made it a free download. This helps get their expertise to their target audience while helping build their email database. The content strategy also put more focus on the blog as a way to illustrate their insight and thought leadership.

Finally we did a custom Google Analytics instal, set up Google Authorship, and opened a Google Webmaster Tools account to test the site and submit it for indexing.