Bellinger Claims
BrandingWebsite designDevelopment
Axis Align tenders against national firms. Its website was built for someone’s lounge room. Seven weeks later it could sit in the same pile as the competitors it bids against.
HVAC, building management systems and mechanical fire safety for commercial projects across NSW. Hospitals, councils, schools, industrial sites. ISO 9001 and ISO 14001 accredited.
Website designDevelopmentPage templates
In short
A website that could sit in a tender
Axis Align had just rebranded from Axis Air. The old site was a page-builder site pitched at homeowners, while the business was tendering for hospitals, council facilities and industrial plants.
Seven weeks from kickoff to launch: sitemap, wireframes, copy structure, Webflow build, templates for case studies and insights, and training so the team could run it.
The site has kept growing since. A community page, accreditation marks, and a set of page templates the client’s search partner fills without coming back to us.
Before
Chasing contracts with a homeowner’s website.
Axis Air was a locally owned mechanical services business in Wollongong that had outgrown its name. It was tendering for hospitals, council facilities and industrial sites against national firms, and being judged on price, which is what happens when nothing on the page says why you’d pay more.
The website wasn’t helping. It opened with “Wollongong’s leading air conditioning installation”, led with domestic products, and asked the reader whether they were confused about what was right for their house. The commercial capability, the actual business, sat underneath. A procurement officer comparing it with a national competitor’s site had their answer in one scroll.
The rebrand had just been done. A new name, Axis Align, and a brand strategy with a mission and pillars behind it. The website was the first place the new business had to show up, and the budget had to stretch across uniforms, signage and vehicles at the same time.
What we did
Built for the buyer they wanted, not the one they had.
We started with the sitemap, and the one decision that shaped everything else was renaming Residential to Custom Projects. It points at the high-end work Axis Align actually wants and quietly discourages the small jobs that fill an inbox.
The site is organised around three services, HVAC, building management systems and mechanical fire safety, and the sectors that buy them: government and councils, healthcare, education, retail, industrial. That’s the order a tender evaluator thinks in, so it’s the order the site thinks in.
Copy came from the brand strategy documents and the team’s own knowledge. We drafted the structure and the first pass, and the team checked it for technical accuracy, which in this category is where the credibility lives.
Templates for case studies and insights were built before there was much to put in them, so the site could grow as the projects came in. It has.
Before
- A homepage that opened with domestic air conditioning.
- The old name on the door after the business had changed it.
- Judged on price, with nothing on the site to argue otherwise.
After
- A commercial site: three services, the sectors that buy them, the projects that prove it.
- Templates for case studies and insights, so new work gets added by the team.
- “Every bit akin to our national competitors’ websites”, in the client’s words.
Since launch
A site that keeps earning its keep.
Launch was the start. A community page in mid 2026. ISO 9001 and ISO 14001 accreditation marks when they came through. Then, in August 2026, a set of templates for Locations, Services, a blog index and articles, plus a services index and navigation, built so the client’s search partner could publish service pages without us in the loop. The first set went live in September 2026.
That’s the point of building templates rather than pages. The site covers far more than it did at launch, and the team still owns it.
Launch
Live in seven weeks.
Launched July 2025
Sitemap to live site, with the old domain redirected.
Trained to run it
In-person training the fortnight after launch, so updates don’t wait on us.
Still adding pages a year on
“We have since reached out to Johan for additional pages to be added and will continue to do so for any future needs.”
The right order of things
Judged on capability, not price.
A business that tenders against national firms now has a website that can sit in the same pile. Whether a site wins a tender isn’t something a website can promise. What it can do is stop the business losing one before anyone has read the bid.
“While we are a local business it needed to stand up to websites of our national competitors. What Johan created far exceeded our expectations and delivered everything the brief asked for. A page that was informative, easy to navigate, professional and was every bit akin to our national competitors’ websites.”
