Opus Energy
We boost traffic and conversions with a stable of 4 SEO optimised websites – and a fifth is on its way
Date: September 2009
“We have seen a significant growth in enquiries and new business since Coast Digital created these excellent, eye catching and easy-to-navigate websites for Opus Energy. The return on our investment has been much higher than we hoped.”
Kerry Poulter, Marketing Specialist, Opus Energy
Background
Since it was established in 2002, Opus Energy has become a leading independent supplier of gas and electricity to business and corporate customers. Over 50,000 properties across the UK benefit from energy supplied by Opus Energy, including many household names such as FirstGroup, Axa Sun Life, the John Lewis Partnership and Thorntons.
Challenge
Opus Energy wanted a more visible web presence. It needed to rank higher in the search engines for key business terms, and it wanted its online image to be modern and appealing. Opus Energy also needed more queries to be handled online, and for non-technical staff to be able to update the Opus Energy web pages using a content management system.
As well as revamping its main website, Opus Energy also wanted to create three separate sites for its ‘Smart Meter’ product offering, the 'Opus Evolution' electricity commodity purchasing product, plus a new Opus Energy Business Electricity Advice website.
Solution
Coast Digital created a stable of four related websites, all built on its cutting-edge CMS, which allowed Opus Energy to race towards a variety of business objectives. Each one was tailored to a specific audience and used Opus Energy’s corporate identity to maximum effect. The sites are:
- Opus Energy. This site set the tone for the others, with a fresh and attractive corporate look. It was designed to increase customer acquisition, offering sign-up and online quote facilities, opt-ins for online billing, as well as catering separately for Opus Business Customers and Opus Corporate Solutions. Read more about what the site achieved in our earlier case study.
- Smart Meter is an additional free service that Opus Energy wanted to promote to a wider audience, so we built a dedicated website that provides businesses with all the information they need in one place, as well as giving Opus Energy’s customer service representatives a resource to which they can refer customers.
- Opus Evolution is a flexible energy purchasing product for the corporate market developed and offered exclusively by Opus Energy; it is effectively promoted through a separate website, built by Coast Digital.
- Business Electricity Advice is a website designed created by Opus Energy to provide customers and potential customers with electricity advice, savings and information. It has Q&A functionality that allows Opus Energy to better understand customers’ priorities, and thus meet their needs.
Results
All four websites have performed brilliantly. Here are some key facts:
- The subdomains have boosted traffic to the main Opus Energy site by 25%
- Each site is incrementally attracting new traffic every month
- The introduction of the subdomains has increased the volume of electricity quote enquiries received by Opus Energy by 5%
- All sites now rank highly in Google for Opus Energy’s chosen search terms.
Additionally, Opus Energy has reaped the rewards of Coast Digital’s content management system, allowing its own staff to easily keep the sites fresh and full of search-engine friendly content. Training new staff members to use the system is quick, easy and extremely cost effective.
Next steps
Coast Digital is now completing a fifth website for Opus Energy, devoted to cleaner energy. We’ll announce its launch in our news pages as soon as it goes live.
