Faster Sales Cycle
60%
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Case Study
Energy / B2B Utilities / Commercial Energy Sales Platform / 2023
Hudson Energy
Hudson Energy provides electricity, natural gas, and green energy solutions to commercial clients across North America. Their digital platform needed to reflect the complexity of their offering while keeping the path to a quote as direct as possible for procurement-minded buyers.
WordPress MySQL PHP JavaScript Google Tag Manager
Quote Accuracy Lift
35%
Self-Service Usage
80%
The rebuilt platform shortened the commercial sales cycle by 60% and significantly increased the rate at which prospects completed quote requests on their own — without needing a sales rep to walk them through it.
Project Overview
Designing a focused digital experience
Commercial energy buyers are thorough. They compare rates, read the fine print, and take time before making a decision. The previous platform buried key differentiators and made the quote request process feel like a form, not a conversation. Hudson's sales team needed better-qualified leads coming in.
The work balanced conversion strategy, clear information architecture, and performance optimization so the site could support business growth immediately after launch.
Approach
How the project was executed
Market Analysis
We mapped the commercial buyer's decision journey and identified where the process stalled — mostly around plan transparency and the effort required to get to a quote. Those became the highest-priority problems to solve.
Experience Design
We built the interface around a 'Choice is Power' positioning — emphasizing Hudson's regional energy advisors, localized coverage, and green energy options as trust-building differentiators, not just feature bullets.
Technical Execution
A Vue.js-powered dynamic pricing module was integrated into the WordPress backend to surface real-time rate data without requiring a full page load — giving commercial buyers the immediacy they expected.
Optimization
We refined the Hudson Connex partner portal and the multi-state customer account interfaces to give both sales partners and end clients a cleaner, more reliable account management experience.
Visual Highlights
Selected interface moments
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