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Oilfield services, listed company
A New Corporate Website for a Listed Oilfield Services Company
Abraj Energy Services is an Oman-based provider of drilling, well services and integrated well solutions, operating in Oman, Kuwait and other markets in the region. The company is listed on the Muscat Stock Exchange.
- Client
- Abraj Energy Services
- Industry
- Oilfield services, listed company
- Service
- Website design and development
- Teams
- Marketing, business development, IT
- Status
- Website live since 15 May 2026
- Technology
- WebflowHubSpot Marketing HubFigmaGoogle Tag ManagerGA4
Summary
Abraj Energy Services, an Oman-based oilfield services company listed on the Muscat Stock Exchange, needed a new website to replace a hard-to-manage SharePoint site. After discovery and a benchmark of five global competitors, we wrote content for search and AI, designed the site and built it in Webflow connected to HubSpot, live before the company's 20th anniversary.
- Strategy from workshops and a benchmark of SLB, Halliburton, ADNOC, Baker Hughes and Weatherford.
- Content on three page levels, written for search engines and AI assistants.
- Webflow that marketing runs on its own, with HubSpot for forms and emails.
How it worked before and how it works now
- CMS SharePoint, hard for marketing to use Webflow CMS with collections
- Content Not structured for search or AI Written for SEO and AI search
- News and tenders On the old site CMS collections marketing updates
BeforeThe site ran on SharePoint, loaded slowly and its content was not ready for search engines or AI.
NowThe site runs on Webflow, marketing manages it alone and forms send leads to HubSpot.
The Challenge
Abraj's previous website ran on SharePoint. The marketing team found it hard to update, pages loaded slowly and the content was not structured for search engines or AI assistants. As a listed company, Abraj also needed a site that presents its services, leadership, sustainability work and investor information clearly to clients, partners and investors.
The new site had to be live before Abraj's 20th anniversary event in May 2026.
Project goals:
- Position Abraj next to the global oilfield services leaders, with clear service pillars.
- Write content that ranks in search engines and gets cited by AI assistants in the company's key markets.
- Give the marketing team a CMS they can run on their own, including news and tenders.
- Connect the website to HubSpot for forms, follow-up emails and reporting.
Step by step
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Discovery workshops and competitor analysis
We ran two workshops with Abraj's marketing and business development teams to define target customers, markets and value propositions. We benchmarked the websites of five global competitors (SLB, Halliburton, ADNOC, Baker Hughes and Weatherford) on content, structure, design and SEO, and prepared keyword research for Oman, Kuwait, Saudi Arabia and Algeria. The client formally accepted this discovery phase in October 2025.
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Information architecture and design
We designed a two-level navigation that separates corporate topics (about, leadership, sustainability, investors, careers) from the commercial offer, organised into four service pillars. Design went from moodboard and wireframes to a high-fidelity Figma design, together with a design system and website guidelines.
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Content for search engines and AI assistants
We created a content guide with a shared terminology dictionary and wrote the copy across three levels of pages: corporate, pillar and individual service pages. Service pages draw on Abraj's own technical white papers. The structure follows our SEO to GEO approach, so pages answer the questions buyers ask search engines and AI assistants.
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Webflow build connected to HubSpot
After comparing HubSpot CMS, Webflow, Framer and WordPress, we recommended Webflow. We built 19 service pages, 4 pillar pages, investor relations, leadership and board, sustainability, careers, events, media center, knowledge hub and tendering, with CMS collections for news, tenders, publications, leadership, awards and certificates. We migrated more than 100 legacy news articles, set up redirects, analytics and the cookie banner, embedded HubSpot forms and completed the client's IT security assessment. Development took about six and a half weeks and the site went live on 15 May 2026, ahead of the anniversary event.
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Training and HubSpot marketing
We trained the marketing and contracts teams to manage the site in Webflow and recorded tutorial videos. In parallel we implemented HubSpot: contact import and data check, forms with automated follow-up emails, an event landing page, a newsletter template, an AI chatbot and reporting dashboards.
The Result
Abraj launched a modern corporate website on time for its 20th anniversary, with a CMS the marketing team runs on its own and HubSpot capturing leads from day one.
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Live before the anniversaryAfter about 6.5 weeks of Webflow development.
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4 service pillars19 service pages written for search and AI.
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100+ news articlesMigrated to the new media center.
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Website connected to HubSpotForms, follow-up emails and reporting.
Conclusion
For a listed company, the website is where clients, partners and investors form their first opinion. With Abraj we started from strategy and content, not from templates, and chose the platform that the marketing team can manage without developers. The result is a site that presents Abraj next to the global leaders in its industry and keeps working for the business after launch.
Frequently asked questions
What does a listed company's website need beyond a standard corporate site?
For Abraj Energy Services we covered investor relations, leadership and board, sustainability and a media center alongside the services. The structure separates corporate topics for investors and partners from the commercial offer, so each audience finds what it needs quickly.
Webflow or HubSpot CMS for a corporate website?
For Abraj we compared HubSpot CMS, Webflow, Framer and WordPress and recommended Webflow for its design flexibility and easy content management by marketing. HubSpot was connected as the marketing layer for forms, follow-up emails and reporting.
How do you write website content for AI search (GEO)?
For Abraj we started from workshops on target customers and markets, a competitor benchmark and keyword research. Service pages build on the company's technical white papers and answer the specific questions buyers ask search engines and AI assistants.
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