Increasing both the volume of driver membership and the concentration of charging stations across the UK we needed to appeal Marketing messages to both ‘Drivers’ and ‘Businesses or Workplaces’. – each with different needs. For this simultaneous ‘B2B and B2C’ marketing approach to work, it would mean changing the website content so that adverts could direct interested visitors to relevant landing pages. And the main problem was the previous website was difficult and expensive to update, hampering our client’s ability to tailor their own advertising campaigns. This friction meant leads and conversion rates were both weak, yielding poor results from the website and marketing efforts.
In addition, the previous website wasn’t mobile-friendly in Google’s eyes, which diluted ChargePoint Services SEO results and when combined with the company name confusion was one of our highest recommendations to resolve.