Lansing Board of Water & Light
hometown energy savers program website
Lansing Board of Water & Light (BWL) Hometown Energy Savers redesigned their website to better align with their branding, improve navigation, clearly demonstrate all program offerings, provide contractor resources and drive leads. The resulting website design makes finding the right information fast and intuitive through logic-based navigation, clean design, and succinct, conversational (non-technical) language, all while closely reflecting the (BWL) brand, represented by “Hometown People. Hometown Power.” For customers, the website clearly displays comprehensive solutions for lowering their energy use, reducing their energy expenses and helping their community. As a result of this web design, direct traffic increased 515%. Bounce rate decreased by 66%. And while conversations have dramatically increased, time per session had decreased by 76%, indicating users are finding what they want and are converting much quicker.
