Engaging trade professionals through better website design

Rebecca Harris, Research Analyst –

National Grid improved its relationship with trade professionals – including architects, contractors, engineers and HVAC technicians – by improving its Professional Network website. Trade professionals play a big role in their clients’ energy efficiency decisions. National Grid knew that it had to engage trade professionals to connect more customers to its programs and services.

National Grid surveyed trade professionals in 2014 and found that its retail customer site was a major pain point. Trade professionals had to dig through many areas of the company’s corporate site to find information relevant to their work. National Grid decided to overhaul its website and make it a one-stop resource for information, training and education.

The new website, Ngrid.com/pronet, targets specific segments of the trade professional community. It’s designed to provide all the information trade professionals need without overwhelming them. National Grid marketed its new website using segmentation, and, now, 82% of National Grid’s trade allies are familiar with the program.

To learn more about how National Grid overhauled its website and gained more trade ally participation, join Chartwell’s webinar on Nov. 7. Michael Blaney, Sr. Specialist of Channel Sales, will share how National Grid increased engagement and saw dramatic growth in its Professional Network website.

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