"I wouldn't change a word, and that is very unusual for me."
—Heather MacKay, Sr. Project Manager, Enbridge Gas Distribution
Challenge
- To improve customers' online experience, Enbridge Gas Distribution (EGD) wanted to optimize wording and develop engaging content for a refreshed website.
- EGD needed functional copy for new tools designed to reduce costs and improve customers' website use.
- The group, part of North American energy leader Enbridge Inc., also needed to educate its communications team about effective online writing.
- Finally, EGD needed a strategy for ongoing content development with good return on investment.
Solution
- To develop functional copy for new interfaces, we created a collaborative environment for collecting internal stakeholder opinions and suggested wording. We then clarified meaning and streamlined wording to ensure customers could efficiently complete tasks.
- To ensure EGD's team could create more effective web content after the website refresh, we provided a web writing workshop and developed best-practices guidelines geared to its business.
- We continue to assist EGD in planning and developing content in ways that benefit it, its consumers and its partners—and that make it an online leader in the utility market.
Results
- Through improved collaboration that facilitated agreement on wording across multiple groups, we helped EGD speed the creation and approval of effective functional copy.
- With our workshops and best-practices guidelines, EGD's communication team can now apply proven elements of effective web writing to all of the group's future website copy.
- Our strategy for future content development has provided EGD with a foundation for profitably meeting consumers' and partners' online needs while improving its website's usefulness and search engine rankings.
- Many of these improvements will be published in mid to late 2008 on EGD's website: http://egd.enbridge.com/.