Electropipe System · Website redesign · August 2026
The current site does the job of a printed brochure. The new one has to work as a sales tool: a searchable product catalogue, a technical library that ranks in Arabic search, and a newsroom your team updates without calling anybody. Below are three complete visual directions for the homepage, each on its own page — pick one, and we build the rest of the site around it.
01 — What the new site has to do
Everything in the three directions is designed around these points. The look changes between options; the structure does not.
Conduits, flexible pipes, fittings and microduct organised into collections, filterable by diameter, standard and application, each with a downloadable spec sheet.
Installation guides, standards explainers and material comparisons. This is what wins Arabic search traffic from contractors and consultants — a brochure site never will.
Exhibitions, new certifications, the 6th of October expansion, new product lines. Dated, indexed, and visible from the homepage.
A control panel where marketing adds a news item, an article or a whole product collection in Arabic and English — no developer, no ticket, no waiting.
Not a translated afterthought. Arabic is the default language with correct RTL layout, Arabic typography, and its own URLs so it ranks on its own.
Product pages, collection pages and articles all end in a request-a-quote form that reaches sales@ with the product already attached to the enquiry.
The site reads like a technical datasheet: dense, precise, nothing decorative. Diameters, standards and tolerances are treated as the hero content rather than hidden in a PDF. This direction says we are a manufacturer, and we know our numbers — it lands hardest with consultants and procurement engineers.
Deep midnight blue with a conduit route that traces through the page and connects every section — the visual idea is the cable run itself. This is the most contemporary of the three and the closest in mood to the reference site you liked. It photographs well on LinkedIn and in a tender deck, and it gives news and articles more visual weight.
Near-black with copper — the colour of the conductor itself — and a large editorial serif. This direction sells history and craft rather than novelty: it treats EPS as an established Egyptian manufacturer with something to say. It gives the blog and news the strongest presentation of the three. One caveat: its signature is a Latin display serif with no true Arabic equivalent, so the Arabic version loses some of its character.