Washington Gas Living:
Website Redesign
Role: Content Strategy Lead | Copywriter
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"Our website isn't converting customers to natural gas—they're getting lost in utility jargon. Can you help untangle the user journey?"
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The Challenge: Washington Gas needed to convince customers to switch from electric to natural gas, but their existing site buried this goal under billing portals and service information. Potential converts were getting lost in utility terminology instead of discovering natural gas benefits.
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The Solution: I developed a content strategy for a dedicated campaign site that spoke to three distinct audiences—residential customers, commercial clients, and contractors, each with their own motivations and pain points. The key was translating technical energy information into straightforward, actionable content that addressed real concerns: cost savings, reliability, and environmental impact.
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The Impact: We created intuitive pathways that guided audiences to relevant information without confusing utility jargon. The site became a powerful conversion tool that earned industry recognition—including an Addy Award—while establishing a sustainable content system that Washington Gas staff could maintain independently.
