A Conversion-Optimized Website Meets Customers Where They Are
A Conversion-Optimized Website Meets Customers Where They Are
The Opportunity
The Opportunity
Georgia Natural Gas® (GNG) needed a best-in-class, mobile-first website experience to convert current and prospective customers, as well as a super smart search strategy to drive them there.
Industry
- Energy
Project
- Site Design & Build
- SEO Strategy
Deliverables
- SEO Optimization
- Content Strategy
- Customer Insights
- Experience Design
- Mobile
- Responsive Design
- Web Development
- Analytics
The Solution
Understand
Understand
Macquarium used search data from GNG’s existing web presence to clearly identify and finely articulate user segments during our Discovery phase.
Plan
Plan
From there, the team was able to construct a search-centric strategy that determined the key metrics we would use to track and measure GNG’s user segments and their activity.
Execute
Execute
Our mobile-first, SEO-driven strategy increased lead generation and conversion and made it easier for customers to find what they were looking for.
The Outcome
Our search-centric approach cut through layers of a traditional search-to-site experience to provide more relevance and conversion, moving GNG to the first page of Google search results, and increasing customer acquisition and renewals.
GNG was also the first organic non-ad result during the first month of launch.
Within 90 days, GNG was the top search result for 65% of keywords.
GNG’s enrollment engine saw an 80% spike in site traffic during the first 90 days.
Webby Awards
2018 HonoreeWebsites, Best User Experience
