About Messana Group
Messana Group is Australia’s trusted emergency management training provider, operating since 2016 with industry experience dating back to 1999. With seven offices across Queensland, New South Wales, Victoria, ACT, South Australia, Western Australia, and New Zealand, they deliver practical emergency management training to thousands of Australian workers every year.
The Challenge
The existing WordPress website presented several critical issues:
- Outdated design that failed to convey the professionalism of a national operation
- No dedicated content for their nine target industries (aged care, construction, corporate, education, government, hospitality, industrial, property management, retail)
- Missing location pages for their seven offices across Australia and New Zealand
- Zero content marketing strategy — no blog, no educational resources, no compliance tools
- Poor mobile experience frustrating field-based training coordinators
- Invisible in search results for high-value emergency management training keywords
Our Approach
We delivered a complete digital transformation in three and a half weeks:
- Content Architecture: Designed a comprehensive silo structure covering training, services, industries, locations, tools, and blog content
- E.E.A.T. Copywriting: Every page written with expertise, experience, authoritativeness, and trustworthiness signals appropriate for the safety-critical nature of emergency management
- AI Photography: Generated professional, photorealistic imagery throughout the site — hero sections, service cards, blog featured images, and industry visuals
- Interactive Tools: Built five practical compliance tools that serve as both lead magnets and genuine value-adds for safety managers
- Content Strategy: Created 52 blog posts with a 12-month publishing calendar covering seasonal topics, compliance guides, training resources, and industry-specific content
- Technical SEO: Implemented comprehensive schema markup, optimised site architecture, and established strong internal linking across the content silo
Site Architecture
The Messana Group website includes:
- 6 Training Pages: Chief Warden, Fire Warden, Fire Extinguisher, General and First Response, Tsunami and Earthquake, Active Armed Offender
- 7 Service Pages: Compliance Administration, Emergency Plans, Business Continuity, Evacuation Signs and Diagrams, Evacuation Exercises, Lockdown Plans, Post-Incident Recovery
- 9 Industry Pages: Aged Care, Construction, Corporate and Commercial, Education, Government, Hospitality, Industrial and Manufacturing, Property Management, Retail and Shopping Centres
- 7 Location Pages: Queensland (HQ), Victoria, ACT, South Australia, New South Wales, Western Australia, New Zealand
- 5 Interactive Tools: Warden Calculator, Training Tracker, Compliance Assessment, Evacuation Time Estimator, Active Armed Offender Response Guide
- 52 Blog Posts: Scheduled across 12 months covering compliance, training guides, industry-specific content, and seasonal topics
- Core Pages: Home, About Us, Contact, Book Training, Privacy Policy, Terms of Service
Interactive Compliance Tools
A standout feature of the build was five interactive tools designed for emergency management professionals:
- Warden Calculator: Calculates the number of wardens required based on floor area and occupancy
- Training Tracker: Helps organisations track warden certification expiry dates
- Compliance Assessment: Self-service audit tool identifying gaps in emergency preparedness
- Evacuation Time Estimator: Estimates evacuation times based on building characteristics
- Active Armed Offender Guide: Step-by-step response procedures for lockdown scenarios
These tools serve dual purposes — providing genuine value to site visitors while capturing qualified leads for the sales team.
Content Strategy
The 52-blog-post content calendar covers:
- Compliance and Regulation: Australian Standard requirements, state-specific obligations, audit checklists
- Training Guides: Role explainers, certification pathways, skill development resources
- Industry-Specific Content: Tailored emergency management guidance for each of their nine target sectors
- Seasonal Content: Bushfire season preparation, cyclone planning, summer fire safety, new year compliance audits
- Thought Leadership: Emergency preparedness culture, choosing training providers, post-incident recovery
Key Design Features
- Trust-First Design: Navy and gold colour palette conveying authority and professionalism
- Clear Navigation: Mega-menu with dropdowns for Industries, Training, Services, and Locations
- Conversion-Focused: “Book Training” CTA persistent in the header, free assessment offers throughout
- Social Proof: Client testimonials, experience statistics, and coverage map
- Mobile-Optimised: Responsive design for training coordinators browsing on-site
Results
The project delivered:
- 100+ total pages covering every aspect of their business
- 52 blog posts scheduled across 12 months for consistent publishing
- 95+ PageSpeed score across all pages
- Complete in 3.5 weeks from first conversation to live deployment
- 5 interactive tools generating qualified leads
- 9 industry landing pages targeting specific verticals
- 7 location pages establishing local presence in each market
A New Standard for Speed
This project demonstrates what is possible when AI-assisted development is combined with deep digital marketing expertise. A 100+ page website with comprehensive content, interactive tools, AI photography, and a full 12-month blog calendar — delivered in three and a half weeks. The traditional agency timeline for a project of this scope would be three to six months.
Messana Group now has a digital presence that matches the professionalism and scale of their national emergency management operation.