Digital
2021 EXCELERATE ENERGY WEBSITE
A significant element of Excelerate Energy’s rebranding effort in 2021 was the launch of its new website. The updated site needed to showcase the company’s new identity and positioning as a complete energy solutions provider. The content also had to consider Excelerate’s expanding audience, as the company was anticipating a possible IPO launch in 2022.
The result was a modern web design that visually differentiated Excelerate from its competitors and positioned the company as a leading industry expert. The new design showcases the company’s competitive advantages with compelling storytelling and imagery, making the content more accessible to audiences with less experience with LNG.
Aligning UX to an Expanding Audience
ROLE: Art Direction • Site Structure • Messaging • SEO • Copywriting • Visual Assets • WordPress Content Population
Case Studies
While the previous website focused on the company’s technical content, it did not effectively convey Excelerate’s global impact, especially to those visitors unfamiliar with LNG. As a result, I developed case studies to underline how Excelerate’s projects result in tangible benefits to its customers and the markets it serves, from heating homes in the winter to ensuring there is power to keep industries running.
Interactive Map
Reputation and experience are critical when partnering with an LNG provider. With many new players entering the floating LNG space, the website needed to demonstrate Excelerate’s unrivaled experience operating LNG terminals – its greatest market differentiator. An interactive map featuring Excelerate’s impressive roster of global terminals is displayed on several website pages to reinforce the company’s unmatched expertise.
Captivating Imagery
Excelerate’s previous website was visually asset-driven and did not accurately convey the everyday benefits Excelerate provides to communities worldwide. As a result, vibrant imagery of typical end-users is showcased throughout the site to emphasize how Excelerate delivers reliable energy to diverse markets. Working within the constraints COVID had on travel and social contact, I curated stock imagery that was cohesive in look and feel and unique enough to appear as if Excelerate had commissioned the photography.
2015 EXCELERATE ENERGY WEBSITE
Excelerate is the pioneer in floating LNG, and as a result, it had very few competitors for its first ten years of business. However, as the technology became more widely accepted in the industry, new players entered the market, often making misleading claims regarding experience, a crucial factor customers consider when selecting an LNG partner.
I developed and implemented an SEO strategy that drove optimal search engine results and promoted Excelerate’s experience and leadership position in pertinent topics associated with the floating regasification industry. The website’s structure and content were tailored for a technical audience who needed to learn more about floating LNG, which was still an emerging market.
Setting the Record Straight – Undisputed Leader in the floating LNG industry
ROLE: UI/UX Design • Messaging • SEO • Copywriting • Visual Assets • WordPress Content Population
Driven by Results
Following the launch of the 2015 website, Excelerate saw significant improvement in key metrics across the board, including an increase in site visitors and organic traffic.
54%
39%
4.3K
increase in users
increase in organic traffic
additional monthly
page views
