New design, new message, new customers.
Brief
fuelGenie, owned by Worldline IT Services UK, is a leading free fuel card provider, which supports SME fleets across the UK. They wanted to develop a fresher look for the brand, attracting more 'fleet' audiences, without alienating the current bread and butter (SMEs, construction etc) and generate more leads online.
Challenge
They needed the brand to be more impactful and deliver a simplified message without diluting its value and meaning to a wide range of existing customers. Search conversion rates were low and they were losing web traffic to their competitors. The aim was to propel the fuelGenie website to the top of Google and fill the top of the funnel with more sales leads.
Solution
Using the brand equity of the existing colour palette a complex graphic was simplified to create a striking new design language. Messaging evolved from 'Save money on business fuel’ to ‘The smart way to save your business time and money’.
To improve search performance, we started by researching the main questions people were asking about fuel cards.
Based on this insight, we then produced SEO optimised content including a fuel card guide that would answer these questions directly.
We seeded this content through online channels with the full articles hosted on the fuelGenie website. The guide consistently ranks in positions 1-3 for multiple high-volume keywords.
Alongside website and SEO optimisation, our paid media strategy delivered fantastic results. In 2021 we delivered a 182% YoY increase in Facebook conversions compared to 2020.
