United Gas & Power (UGP) is a business energy supplier based in Yorkshire that truly puts customer service at the heart of its organisation. The company supply businesses across the UK with 100% renewable energy.
The business website was dated and no longer presenting the right impression of UGP’s proposition. So with a clear vision developed between UGP and Wish, we started designing and building a new lead generating website.
HubSpot integration and engaging design
UGP gave us three objectives:
- Deliver sales leads
- Provide customer support
- Attract great people to work for UGP
Timed perfectly with the development of the website, UGP were transitioning to the CRM platform, HubSpot. Multiple form integrations throughout the website provide the UGP sales team with detailed information on new leads. To keep prospects updated, automation flows were put in place to nuture leads through the sales process.
For the end user visiting the new website, a beautiful user experience now greets them, wherever they land. A mega menu navigation offers visual routes to key sections and the get a quote function offers an intuitive simple process to automatically load address and meter / usage details.
Feature-Rich, Lead Generation B2B Website
Get a quote tool
A simple flow for the user, using icons and steps to makes the process obstacle free and enjoyable. Leading software was implemented to look up customer details via postcode and meter reference IDs.
The carbon calculator tool is an interactive feature that offers users a useful tool and something different to the competition, also linking with UGP’s renewable energy messages.
All form completions immediately passed to HubSpot CRM.
Offering live chat feature to start conversations with sales / support teams.
Mega menu design to enable simple browsing to the right areas.
Enabling existing clients to submit meter readings and find support resources.
Simple tools for the client to manage and update the website.
Web Agency Partnership
Our planning process included competitor and analytics analysis, website user type and functionality exploration. We moved through wireframing of key pages and functions to establish the content needs for the site. We established the best implementation method to integrate with HubSpot and agreed the structure of the website.
Next came the all-important design stage which blew the client away. The creative concepts for the website were a complete separation from the old website and tone of voice. We focused on the messaging, the intelligent use of video content to relay the corporate messages, the use of people to demonstrate the human interaction with account managers that really sets UGP apart from their competitors.
The chosen content management system was WordPress, which Wish implement extensively on large-scale web projects. This enables the marketing team at UGP to easily manage the website in various ways, building content in blocks from pre-designed templates in keeping with the website core design.
This is a project that we should all be truly proud of. The new site is one that isn’t simply much better than our old site, it stands above many of our much larger competitors and makes a great impression in a competitive market where differentiation is hard to establish. The results speak for themselves – a 4 x uplift on inbound sales within the first month of launch!