Shining a Light on Digital Branding Strategy: Elevating Energy Culture’s Online Presence - Case Study.

When Energy Culture approached Leila, their goal was clear: create Facebook Ads to attract new clients and boost sales online. However, as I delved into their digital marketing ecosystem, it became evident that the project required more than just an Ad—it needed a transformation.

Energy Culture - Solar Electrician

The Challenge

Energy Culture, a Northern Beaches of Sydney-based provider of electrician services and solar panel design and installation, faced significant digital roadblocks:

• An outdated website with an average of only 23 monthly visitors and an 85.8% bounce rate. Lead acquisition was understandably low.

• A lack of clarity in the customer journey, making it difficult for potential clients to confidently engage or take action.

• Diverse audience needs: Emergency electrician clients, who often needed immediate solutions, and solar panel clients, who were more deliberate, driven by the promise of long-term savings.

  
  

Strategic Insights

The project began with comprehensive market research that uncovered two key insights:

1. Electrician clients' decision-making behavior: Over 90% of searches were made during emergencies. Speed and accessibility were paramount.

2. Solar panel's clients' decision-making behavior: Decisions were driven by financial benefits—lowering electricity bills and hedging against future price hikes.

To address these varying needs, I developed a dual-focus strategy centered on simplifying customer engagement, optimizing the website, and creating tailored user experiences for both segments.

Energy Culture is an award-winning solar panel and electrician trade based on the Northern Beaches of Sydney.

The Solution

1. Website Redesign

   • Crafted a user-friendly, modern design with a clear focus on conversion paths.

   • Introduced intuitive navigation and optimized copy to guide users toward the right service, whether electrical help or solar panel inquiries.

2. SEO Optimization

   • Implemented robust search engine optimization (SEO) practices across all pages, targeting northern beaches electrician keywords and solar-related search terms.

3. Marketing Automation

   • Designed automated email follow-ups to nurture leads and stay top-of-mind.

   • Used remarketing campaigns to re-engage website visitors who didn’t convert initially.

4. Customer Experience Streamlining

   • Highlighted trust-building elements like reviews.

   • Improved call-to-action (CTA) visibility to encourage direct contact.

   
   

The Results

• Website Relaunch: The newly designed site went live in January 2019, significantly improving usability and engagement. In September 2020, I further refined it with a clean, minimalistic design to align with evolving user preferences.

• SEO Success: Organic traffic surged, with the website ranking on the first page for key local search terms.

• Brand Awareness: Through targeted strategies, Energy Culture became a recognizable name on the Northern Beaches of Sydney for both electrician services and solar panel solutions.

Key Takeaway

This project exemplifies how a strategic blend of market research, website optimization, and marketing automation can address unique audience needs and drive tangible business growth. By focusing on the customer experience and making it easier for clients to engage, Energy Culture was positioned for long-term success in a competitive market.