Uplifting the digital experience for commercial and industrial customers for AGL.
Summary
AGL was looking to showcase their tailored commercial and industrial products to generate new leads and support existing customers. Working in a team augmentation capacity, Kay assisted the AGL project team with content strategy and design to improve the website’s navigation, information architecture and visibility of AGL’s products and solutions. The launch of the new website was met with positive feedback from stakeholders and saw an immediate uplift in web traffic.
Challenge
AGL’s website is divided into residential and business. One of the main challenges for AGL with the its website structure was showcasing the their products and solutions to better meet the needs of its business customers.
Content Solution
Discovery
Kay assisted with the content discovery process. Working with UX designers, a number of findings were made from both desktop and user research. Using industry relevant data, content design recommendations were made to AGL that would cater for user needs and meet business objectives.
Stakeholder Engagement
Together with AGL, Kay workshopped business direction and purpose of each webpage to to ensure the copy would provide value and relevance. A number of stakeholders were involved, from product heads to marketing and branding teams.
Content Design
Each webpage was rewritten or new copy was devised to meet the business direction and purpose. Kay continuosly consulted with subject matter experts to ensure accuracy of copy. Taking inspiration from the residential tone of voice, Kay provided parameters for the tone of voice for commercial and industrial customers. This ensured all copy for the new webpages were consistent with AGL’s personality and spoke to the target audience.
“Thank you for your can do attitude, dedication and passion towards our project. Nothing was too much trouble.”