INSIGHT

With the aim of decarbonising Scotland’s homes to help tackle the climate emergency, Changeworks wanted to completely overhaul their brand and website to become the consumer-facing voice of energy efficiency advice, while expanding their B2B services.
The existing website held a mass of information, making it tricky to navigate, while Changeworks also wanted to step away from their historical joint venture with Change Waste Recycling. This wasn’t a job for a recycled website. We had to start from scratch.

IDEA

We started by understanding Changeworks’ vast audience landscape and developed personas for each, covering both B2C and B2B. Using this to map the site, we created a distinct area for individuals and organisations such as Housing Associations and created simple consumer journeys to avoid mixed messaging.

With a significant amount of content to get across and energy advice to share, we helped create content from scratch. With SEO guiding everything, we mapped the content space and targeted traffic, fully integrating with the Microsoft Dynamics CRM.
The site also expanded to include new services such as EcoCosi, Changeworks retrofitting service, along with the ability for homeowners to register their interest. User testing was then deployed to ensure that the site was delivering on real users needs.

IMPACT

We delivered a complete digital transformation for the brand as it entered the commercial sphere. The website, which was delivered alongside the new Changeworks brand saw prompted brand awareness triple, placing them as the third most recognised among their energy advice peers.
Through effective SEO, content delivered key rankings on terms from heat pumps to solar with the site ranking number one for retrofit advice. Energy advice covered everything from upgrading your home to tackling fuel poverty.
And with EcoCosi seeing a positive uptake with people signing up to solve their home energy inefficiencies, Changeworks are now one step closer to decarbonising Scotland.