Longroad Energy is a Boston headquartered renewable energy developer focused on the development, ownership, and operation/asset management of utility-scale wind and solar energy projects throughout North America.
The website did not communicate what Longroad Energy does and the value and expertise that they provide. There was no compelling story. Confusing navigation, hard to find pages, and poor performance on mobile devices led to a high bounce rate. The imagery on the site was all stock photography and no project photos or videos.
The site was retooled from the ground up, starting with a content strategy and information architecture. The home page features a video montage of projects, communicating the scope and size of projects Longroad Energy has developed, owned, and managed. The navigation is intuitive and tailored to the target audience, allowing easy access to information. Two interactive maps were created, one that detail and categorize current projects and one that shows First Wind’s track record, which is a build up to the Longroad Energy portfolio. All imagery is actual projects, no stock photography.
Engagement on all pages is high. Average visitor time spent on the site increased from 30 seconds to 2.5 minutes. Traffic increased 300% over the first week and is steadily rising.
