Opus Energy
New website delivers increased traffic & conversions
Date: June 2008
Opus Energy is a leading supplier of electricity for businesses. Established in 2002, Opus Energy customers include everyone from small and medium-sized businesses to larger household names like Stagecoach, First Group, John Lewis Partnership, Thorntons.
Challenge
- The existing Opus Energy website suffered from very poor Google ratings; not even appearing in the top 3 search results for the term ‘Opus Energy’.
- The site design was cluttered and in need of modernisation to accurately portray Opus Energy’s success as a national business.
- Updates to the Opus Energy website required technical ability and had to be handled by IT, often leading to delays.
- The website did not display the Opus Energy’s overall business proposition clearly and failed to address the diverse range of market sectors Opus Energy engages with.
- To implement a new, innovative service allowing potential customers access to an online electricity quote from the Opus Energy website.
- Due to a lack of informative web content all new business enquiries had to be handled offline by the Opus Energy customer service desk.
Objectives
- The Opus Energy website needed to be easy-to-update without the need for html skills.
- It needed to reinforce and showcase the Opus Energy brand with a corporate, large business look-and-feel, bringing it into line with the competition. It also needed to reflect stability and build long-term credibility.
- Online customer acquisition was a primary objective for Opus Energy. The website needed to provide an alternative channel for potential and existing customers to engage with the business, enabling them to sign up online; get a quote or opt for online billing.
- Another primary objective for Opus Energy was to create a clear distinction between two market offerings; Opus Business Customers and Opus Corporate Solutions. Both needed to appeal to new and existing customers, encouraging purchase and offering value-added services.
- To offer sign-up functionality and online quotes. Promote online billing and Opus Energy contact information, clearly signposting how to access the business offline, if required.
- The website also needed to offer a range of marketing tools including newsletter and subscription email functionality, together with an Opus Energy news and events section, an RSS feed and case studies.
- Improve the Opus Energy site structure by following a search engine optimisation strategy enabling it to be found more easily in search.
Solution
Having identified the need for a new website Opus Energy engaged Coast Digital. We designed and built the site based on our easy-to-use Refresh™ content management system.
Results
- Traffic has increased dramatically from approximately 8 views a day to over 140.
- The site naturally ranks at the top of Google searches for 'Opus Energy' and ranks highly for a range of keyword searches.
- Electricity contract conversion rates through the Opus Energy website have increased from 0 to approximately 30 per month.
- The in-house Opus Energy marketing team control content and use Refresh™ to update and make changes easily and instantly.
- The website clearly reflects the Opus Energy brand and is clean, professional and elegant. It is user-friendly and offers visitors easy-to-find information.
- The website clearly defines and communicates the two market offerings; Opus Business Customers and Opus Corporate Solutions.
"Coast Digital’s excellent website is a wonderful resource, hugely informative about our business, easy-to-navigate and highly cost-effective". Kerry Poulter, Marketing Specialist, Opus Energy
Visit Website: www.opusenergy.co.uk
