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About EA Books
EA Books is a professional platform founded by Engineers Australia (EA) — the peak body for engineers in the country — and serves over 100,000 members nationwide. The website provides engineering students and professionals with access to a wide range of services, including job opportunities, skill assessments, and global talent programs. To modernize its platform and improve digital engagement, EA engaged Metrix to restructure and optimize EA Books for clarity, performance, and future scalability.
Challenges
With dozens of services available through a legacy website, EA Books struggled with usability and content structure. Key challenges included:
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Overcrowded Service Listings – Multiple services were listed without categorization, leading to user confusion and high bounce rates.
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Lack of Search Visibility – Despite offering valuable resources, many key services weren’t ranking due to poor SEO structure.
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Complex Platform Migration – Migrating the website from its existing setup to BigCommerce required careful planning and execution.
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Brand Messaging Inconsistency – Content lacked consistency in tone and design, reducing trust among its professional target audience.
Approach
Metrix began with a deep discovery phase to fully understand EA Books’ offerings and audiences. From there, the team created a logical service structure, delivered a full BigCommerce migration, and implemented marketing and branding strategies that better positioned EA Books as a go-to resource for engineering professionals and students.
Strategy & Execution
The project was delivered in key phases to ensure clarity, precision, and stability:
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Service Categorization – All offerings were grouped into clearly defined sections based on user intent and service type.
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BigCommerce Migration – The website was successfully moved to the BigCommerce platform, improving stability, performance, and future flexibility.
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SEO Strategy – On-page SEO and structured content were implemented to increase visibility for specific search terms related to engineering services and programs.
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Branding & Design Alignment – A clean, professional visual identity was applied across pages to match EA’s national reputation.
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Marketing Support – Targeted content and messaging strategies were crafted to better engage students, migrants, and professional engineers alike.
Outcomes
The new EA Books website is streamlined, visually professional, and structurally sound. Visitors can now easily find the services they need, while the brand projects the credibility and clarity expected from a leading national institution. Traffic and usability improved, and the internal team now has a scalable system to continue serving Australia’s engineering community.
Key Results
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Increase in organic traffic post-migration
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Improvement in user time-on-site
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Boost in engagement with key service categories
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