Direct Energy Home Page
Project: Direct Energy Website Rebrand (April 2024)
Asset: Homepage (Website Redesign)
Company: Direct Energy Canada – Residential energy provider in Alberta, Canada
Objective: Revamp the homepage as part of a larger rebrand initiative following a CMS migration to Adobe Experience Manager (AEM). The goal was to modernize the user experience, align with new brand guidelines, and improve discoverability and engagement.
Tools: SEMRush, Conductor, Figma, User Testing, VWO, Adobe Experience Manager(AEM)
My Role
- Led website content strategy and collaborated with UX and design teams to create an enhanced user experience
- Developed SEO-optimized content to drive engagement while maintaining brand voice consistency
Collaboration & Strategy:
- Partnered with UX designers to align layout and messaging
- Applied SEO best practices using SEO tools to inform structure and keyword choices
- Ensured tone was approachable, clear, and conversion-focused
Testing & Optimization
- Conducted user behavior testing with User Testing and VWO
- Iterated copy based on feedback and A/B tests to improve readability and CTA clarity
- Continuous post-launch optimization tied to engagement metrics
Results (April 2024 Launch)
- +38% increase in homepage engagement within 2 weeks
- +22% lift in average time on page
- +17% uptick in CTA conversion
Small Business Industry Landing Pages
Project: Small Business Industry Landing Pages (2023)
Asset: Five SEO-Optimized Landing Pages
Company: Direct Energy Canada
Objective: Support the launch of new small business energy plans across Alberta by creating dedicated landing pages for five core industries: restaurants, breweries, auto repair shops, convenience stores, and retail stores. The goal was to drive organic traffic and convert new small business owners with tailored, SEO-driven content.
Tools: SEMrush, Conductor, Google Analytics, Proprietary CMS, Adobe Experience Manager (AEM)
My Role
- Researched industry-specific energy needs and decision drivers
- Wrote conversion-focused, SEO-optimized copy tailored to each audience
- Partnered with UX and design to align tone, layout, and brand voice
- Used SEMrush and Conductor data to refine search visibility
Strategy & Collaboration
- Built 5 landing pages targeting long-tail industry keywords
- Balanced educational and promotional content to build trust and drive enrollments
- Crafted custom headlines, CTAs, and feature sections for each industry
Testing & Optimization
- Tracked engagement, bounce rates, and CTA clicks post-launch
- Collaborated with UX to iterate based on user behavior and traffic insights
- Continuously refined keywords and metadata to boost rankings
Results
- +61% organic traffic to the small business section (first 6 weeks)
- +23% increase in small business enrollments
- 3 landing pages ranked on page 1 of Google for targeted industry keywords
- Pages remain active on the current website
Avoid Utility Scams Awareness Page
Original Page
Current Page (post-AEM migration)
Current Page (post-AEM migration)
Project: Avoid Utility Scams Awareness Page (original version 2023)
Asset: Educational Landing Page
Company: Direct Energy Canada
Objective: In response to a surge in scam-related calls, Direct Energy launched an awareness campaign to help customers recognize and avoid utility scams. The goal: reduce confusion, protect customers, and build trust.
Tools: Conductor, SEMrush, Google Analytics, Proprietary CMS & AEM
My Role
- Wrote clear, SEO-optimized copy with prevention tips and FAQs
- Aligned tone with customer care messaging and brand guidelines
Current Page (post-AEM migration)
Current Page (post-AEM migration)
Current Page (post-AEM migration)
Strategy & Collaboration
- Researched trending scam tactics and collaborated with customer care to address real concerns
- Identified top-searched terms and questions around energy scams
- Structured content for readability with bold warnings and step-by-step guidance
Testing & Optimization
- Tracked time on page, resource clicks, and drop in repeat scam inquiries
Results
- 31% reduction in scam-related customer calls within 6 weeks
- Ranked top 5 in Google for key searches like “how to spot an energy scam in Alberta”
- Page remains live and active on the current site
Price Grid Optimization
Price Grid - BEFORE
Project: Price Grid Optimization (March 2024 Test Launch)
Asset: Price Grid on Landing Page (A/B Test)
Company: Direct Energy Canada
Objective: Update the price grid as part of the 2024 website rebrand to improve clarity, engagement, and conversion. Focus: optimize language describing plan features and pricing to align with new brand guidelines.
Tools: VWO, User Testing, Adobe Experience Manager
My Role
- Wrote multiple content versions focused on clarity, value, and strong CTAs
- Collaborated with product and conversion teams to refine and test final copy
- Supported A/B testing and performance analysis
Strategy & Collaboration
- Reframed copy to match user decision-making patterns (e.g., “Select A Term Length” → “Which term length is best for you?”)
- Aligned content with UX strategy and brand tone
- Prioritized simplicity to reduce decision fatigue and boost engagement
Price Grid - AFTER
Testing & Optimization
- Ran a 30-day A/B test via VWO to measure CTR and conversion performance
- Iterated content based on scroll depth, click behavior, and CTA interaction
Changes made to price grid sections:
- Changed "Configure Your Plan" to "Let's select your plan"
- Changed "Select Your Energy Service" to "Which services do you need?"
- Changed "Select A Term Length" to "Which term length is best for you?"
- Changed "Select A Rate Type" to "Which rate type do you prefer?"
Results
- +12% increase in overall conversion rate
- +10% lift in plan selection conversions
- -11% reduction in bounce rate on landing pages
- Higher engagement linked to clearer, user-focused copy
Evergreen Web Page Section (Product Description)
Original Green Offer Section
Project: Green Made Easy ( 2020 Launch)
Asset: Evergreen web page section featured on energy plan pages
Company: Direct Energy Canada
Objective:Introduce and promote a new green energy offering by clearly explaining how it works and its benefits. The section highlights Direct Energy’s purchase of Renewable Energy Certificates (RECs) to offset a portion of customers’ energy use. Featured across all plan pages, this evergreen content was designed to increase clarity, engagement, and conversions.
Tools: Conductor, SEMrush, Google Analytics, Proprietary CMS, AEM
My Role
- Worked with product and marketing teams to define key messaging
- Wrote accessible, purpose-driven copy to introduce the green offer
Optimized Green Offer Section
Strategy & Collaboration
- Partnered with UX and product to align copy with layout and user decision flow
- Focused on clarity and scannability to reduce friction and support customer understandinge
Testing & Optimization
- Tracked click-throughs and downstream plan conversions
- Refined content based on user behavior and internal feedback
- Simplified benefit descriptions and restructured layout for readability
Changes made to evergreen sections:
- Restructured the copy layout for user readability
- Streamlined section copy to simplify details about the benefits of a green energy plan and how it works
Results
- Improved scroll depth and CTA engagement tied to clearer copy
Victory Village Home Page
Project: Victory Village Home Page (2024)
Asset: Website Home Page
Company: Victory Village – STEM Nonprofit for Underserved Youth
Objective: Redesign the homepage to better reflect the organization’s mission, highlight key STEM programs, and improve clarity for first-time visitors. The goal was to engage parents, students, and donors by streamlining information and calls to action into a single, user-friendly page.
Tools Used: Wix Studio, Wix Analytics
My Role
- Developed homepage copy centered around accessibility, clarity, and purpose-driven messaging
- Designed the new layout using a Wix template, structuring content to guide users toward program registration or donation
Strategy & Collaboration
- Partnered directly with the CEO to align content with organizational goals
- Balanced storytelling with actionable info for parents, students, and sponsors
- Emphasized core values to strengthen donor trust
Testing & Optimization
- Made updates based on user behavior and stakeholder input
- Enhanced mobile layout following early engagement analysis
Results
- +19% increase in clicks to course registration and donation pages
- +15% rise in returning visitors—primarily parents and donors
- Positive stakeholder feedback on clarity of mission and offerings