CLIENT: CableONE
INDUSTRY: TV/Internet/Phone Provider
AUDIENCE: Homeowners (without service), Homeowners (with service; secondary), Business Owners (without service; secondary)
CONTRIBUTION: Copywriting, SEO, Project Management
CableONE, a TV/Internet/Phone provider in the southwest and mountain regions, was quickly gaining mobile visits to its website, which had an outdated mobile component that lacked the ability to purchase services.
As part of a larger rebranding plan, our agency designed, developed, and launched a dedicated mobile website. In addition, the checkout process was redesigned to become responsive to tablet and mobile users. Finally, the desktop site underwent small and incremental updates to improve SEO and UX while the full redesign was being finalized.
Strategy & Process:
The product pages were the highest priority as they served as landing pages for SEM campaigns and were a key part of getting customers into the sales funnel. I oversaw the redesign of these pages to reflect the interim branding and developed a content strategy that:
Reduced the amount of copy used to describe each service.
Features that differentiated CableONE from competitors were highlights, while supporting details were hidden under a collapsed content box.
Larger CTA buttons were added that linked to the new responsive checkout process.
Page was optimized for SEO: keywords within content, image tags, title tags, h1, h2, and other best practices.
Results:
The full interim website project launched and within the first month, CableONE received 75% more conversions. As these conversions eventually ended up the responsibility of their sales team, the CEO actually asked us to pause media until staffing could be adjusted to fit demand.