Energy Web Page Upgrades
It’s a common challenge in complex enterprises. Producing targeted content to attract potential customers or partners turns into generating content for content’s sake. Suddenly you’re overwhelmed by pages that don’t have a specific purpose.
What happens next?
The client
Industry: Energy
Size: Fortune 200
Reach: Global
The request
We need these four web pages about our highly specialized, proprietary technology to generate more form fills from qualified companies.
Can we jazz up the graphics and the copy to increase engagement and boost conversions?
The real issue
While the graphics and copy could use attention, page structure and content hierarchy were lacking.
No page showed a clear reason to exist. SEO keywords, without context, served as display copy. Navigation spoke to format instead of purpose.
The pages lacked through-lines to reinforce visitors’ search intention and guide them to action.
Instead, each page was a repository for links to still more pages constructed in the same way.
The work
Discovery
Section-by-section content audit of each page
Brief review of major competitors’ approach to similar content
Strategy
Top-level and page-by-page recommendations for structural overhaul and content focus
Client working session on page purpose and hierarchical support for desired user behavior
Page-by-page content outlines that mapped content re-use, rework, and fresh needs
Creative Bridge
Collection of discovery and strategy material, subject matter expert recommendations, live links, and insights
Creative briefing session to bring writer and designer into the project when the client had embraced the strategy
Continued follow-up availability to guide and review creative execution, as needed
