White Owl Energy Services: Website Build, Investor Portal, and 2-Year Support Partnership
White Owl Energy Services Inc. processes millions of barrels of oilfield waste water every year across seven facilities in North Dakota. Their operations run 24/7. Their site had none of the polish their investors expected.
Background
White Owl Energy Services Inc. was founded in 2013 and is headquartered in Calgary, Alberta. The company operates oilfield waste processing, recovery, and disposal facilities across North Dakota.
Their footprint includes six Class 2 saltwater disposal wells and one Class 1 industrial disposal facility, in Epping, New Town, Ross, Tioga, Watford City, Killdeer, and Alexander. Average truck unload time is 12 minutes. Operations run around the clock.
The scale is substantial. The web presence was not.
The Challenge
White Owl's investors and senior partners expect a professional, credible web experience. Not flashy. Not corporate in the worst sense. Just elegant, modern, and clearly the work of a company that operates at scale.
The existing site did not meet that bar. It did not reflect the breadth of their operations. There were no individual pages for each facility. There was no secure place for investors to access financial documents. There was no clear picture of who ran the company or where they operated.
White Owl had no internal web team and no desire to manage one. They needed a partner who could build the site, maintain it, and handle everything from security updates to document uploads without requiring constant oversight.
What We Delivered
1. Full WordPress Website Redesign and Build
The project kicked off in April 2023. The brief was clear: the target audience is senior investors. Simple, elegant, and modern. Neutral colors. More photos than text. No slideshows. A frozen navigation header. The site should make an expensive and elegant first impression.
We migrated from GoDaddy to SiteGround and built the new site on WordPress. Professional photography from Raad Photos was integrated throughout. Custom copywriting was sourced and edited for accuracy and tone.
The site launched on December 12, 2023.
2. Seven Individual Facility Pages
Each of White Owl's North Dakota locations got its own dedicated page:
- Tioga (Class 2 SWD)
- Ross (Class 2 SWD)
- Watford City (Class 2 SWD)
- Epping (Class 2 SWD)
- Killdeer (Class 2 SWD)
- New Town (Class 2 SWD)
- Alexander (Class 1 industrial disposal)
Each page covers the facility's location, classification, and operational details. For a company operating across seven sites, having a page per facility gives investors and partners a clear picture of the geographic footprint.
3. People and Directors Page
A dedicated page introduced the leadership team with professional bios. This was a requirement of the investor-first positioning. Shareholders and prospective partners want to know who is running the operations.
4. Investor Portal (Password-Protected)
The investor portal was one of the more technically involved pieces of the project. White Owl needed a secure, login-protected area where shareholders could access financial documents without those documents being publicly accessible.
We built the portal inside WordPress with password protection and multiple investor login accounts. Quarterly reports were uploaded as they were released. Confirmed uploads include Q3 2024 and Q2 2025 reports.
To help the White Owl team manage uploads themselves, we created a Loom instructional video walking through the upload process step by step. The goal was self-sufficiency: the client should not need to contact us every time a new document needs to go up.
5. Google Analytics and Ads Setup
In November and December 2024, we installed Google Site Kit and connected Google Search Console, GA4, Google Ads, and PageSpeed Insights. A Google Tag was deployed across the site. Google Ads account ownership was verified.
This gave the White Owl team visibility into site traffic and performance for the first time.
6. SEO Optimization
Alongside the Google tools setup, we ran an SEO pass in November 2024. Meta tags were set across the site. Content was optimized for relevant keywords. Anchor text was reviewed and updated. This was not a full content overhaul but a focused technical pass to ensure the site was indexable and competitive for the queries that matter to their audience.
7. Job Application Form Rebuild
In July 2025, the existing job application form stopped working. It had been built on Microsoft 365 Forms, which created a dependency outside the WordPress environment. We replaced it with a native WordPress form routed directly to HR@whiteowl-services.com.
The rebuild removed the external dependency and gave the HR team a direct, reliable submission path.
8. Blog Section
In August 2025, we built out a blog index page and single post template in Elementor. This gave White Owl the infrastructure to publish company updates and industry content if they chose to do so. The structure was in place before the client transitioned to their new team.
9. Ongoing Maintenance for 2+ Years
From launch in December 2023 through the handoff in August 2025, we provided full maintenance support:
- Security updates and plugin updates
- Performance monitoring
- Content updates (facility information, service details, team changes)
- Document uploads to the investor portal
- Technical support on request
White Owl's team could call or email with questions and get a fast response. That consistency over a 20-month period was part of what made the eventual handoff clean.
The Investor Portal: A Closer Look
Most service business websites do not need an investor portal. White Owl is not a typical service business.
As a privately held energy company with outside shareholders, White Owl needs a reliable, secure channel for distributing financial documents. Email attachments work but they create a disorganized record. A centralized, login-protected portal solves that.
The portal we built does three things well:
- Access control. Shareholders log in with their own credentials. Documents are not publicly accessible.
- Document organization. Quarterly reports are uploaded to a consistent location. Shareholders know where to look.
- Self-service uploads. The Loom walkthrough we created meant the White Owl team could upload new documents without submitting a support request. That matters for a quarterly cadence.
Confirmed quarterly report uploads: Q3 2024, Q2 2025.
Results
The results here are not about traffic or rankings. White Owl Energy's website serves a specific audience: investors, senior partners, and potential hires. The measure of success is whether the site does its job for those people.
It did.
- The site launched on time and matched the design brief (elegant, modern, investor-first).
- Seven facility pages gave shareholders and partners a clear picture of the operational footprint.
- The investor portal handled quarterly financials for over two years without issues.
- Google Analytics and Search Console provided baseline visibility into site performance.
- The job application form rebuild removed a broken dependency and restored a functional hiring pipeline.
- Blog infrastructure was built and ready before handoff.
- When the client chose to consolidate hosting and management in-house, the handoff on August 28, 2025 was clean. No technical debt. No broken links. No loose ends.
We have been working with Chasen and his team for over 2 years now. They have always been professional and helpful. I highly recommend Beazy Marketing for any website design work.
Thank you for everything, it was a pleasure on my end getting the website across the line with you as well. I will keep you in mind in future opportunities.
The Rebuild
The Website, Before and After
FAQ
What industry is White Owl Energy Services in?
White Owl Energy Services operates in oilfield waste processing, recovery, and disposal. They run seven facilities in North Dakota, including six Class 2 saltwater disposal wells and one Class 1 industrial disposal facility. The company is headquartered in Calgary, Alberta and was founded in 2013.
What is an investor portal?
An investor portal is a password-protected section of a website where shareholders can log in and access financial documents. In White Owl's case, this included quarterly financial reports uploaded on a recurring schedule. Access is restricted to approved accounts. Documents are not publicly accessible or shared by email.
How long did the website build take?
The project kicked off in April 2023 and the new site went live on December 12, 2023. That is approximately eight months from kickoff to launch, which included multiple revision rounds, professional photography integration, custom copywriting, and a platform migration from GoDaddy to SiteGround.
Why did the client move to another provider?
White Owl chose to consolidate their web hosting and management in-house when they had the internal capacity to do so. This was a planned transition, not a service issue. The handoff on August 28, 2025 was clean, and CEO Craig Heitrich noted it was a pleasure working together and that he would keep Beazy in mind for future opportunities.
Deliverables
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*Published by Chasen Mushiana, Beazy Marketing. Project details sourced from Asana task history, Gmail correspondence, and verified client reviews.*