Dominion Energy wanted to consolidate its existing unregulated energy businesses into a single brand backed by the Dominion Energy brand name. These entities were combined to create Dominion Energy Solutions.
When any organization combines multiple sites into one site, there are far more challenges than simply redesigning a website. Consolidating could cause user experience disruptions, marketing campaign failure, or loss of the existing brands’ organic traffic (see our blog post on when to combine and when to keep websites separated).
The Dominion team needed the consolidation to go smoothly but also wanted to hit the ground running with marketing.
We worked with the marketing team to launch the website in two phases. The first phase would cover the basics, ensuring that there was a destination to send prospects to and a tool to start marketing campaigns. The second phase would be a more full design, allowing for robust layouts and a unique identity within the Dominion brand. Part of the second phase was a powerful CMS providing marketers the ability to get creative with layouts and create dynamic content pages.
After just a few weeks, COLAB launched the initial marketing website, migrating old site content, securing continuity in traffic, and creating an effective tool for marketing. After launch, we worked for several months to develop a bespoke design system that satisfied all stakeholders with a unique look and feel distinctly different from the rest of Dominion. Once this launched, the brand had new energy. COLAB continues to iterate, optimizing site speed, improving SEO performance, and making feature improvements.
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If you are consolidating sites or need to launch a new product/service, let COLAB work with you to get in front of customers quickly. Send us a message, email us at [email protected], or call us at (804) 433-3582.