Opportunity
Georgia Natural Gas® (GNG) needed a best-in-class, mobile-first, search centric thinking website experience to increase customer acquisition and renewals, as well as a user friendly digital experience.
Plan
At Macquarium, we designed a set of digital properties grounded in the mobile first, search centric strategy to drive traffic to site that provides the information the user wants. Through the research, insight gained from potential users and stakeholders, we were able to identity the key principles by creating a hierarchical site map of the website, outlining a workflow that helped create a smart friendly digital pages that shows GNG customers that they understand their needs to get them the right information faster and efficiently.
Agency / Content Credit
Macquarium
Creative Team
Anja Huebler – Creative Director
Katie Turcotte – Creative Director
Chris Fox – Associate Creative Director
Devanshi Rao – Interface Designer
Chris Bayle – Interface Designer
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.
