Client:
Current Energy provides energy-efficiency solutions to both residential and commercial customers designed to maximize energy cost savings while minimizing capital investment. Current Energy has a consumer-facing retail presence with two Current Energy Stores – one located in the fashionable Knox-Henderson shopping district of Dallas, Texas, and the other in Dallas's upscale Northpark Center mall.

Situation:
Current Energy's existing corporate website contained relatively little content and a sparse design. It needed a complete overhaul.

Objectives:
Create a website that served both commercial and residential customers without creating confusion between the two. The site also needed a functional, professional-quality e-commerce store that was custom to Current Energy (as opposed to tying in to Amazon.com or something similar). It's look-and-feel and content needed to position Current Energy as the energy efficiency solutions leader they are. And, finally, it also had to generate sales leads.

Strategies & Tactics:
Our strategy was to architect a website that was designed from the ground up to be a lead generator. We wanted to apply every technology we use in our Lead Machines – intense behavior tracking and scoring, dynamic user-specific content, one-to-one communication, and lead notification to the sales team – while providing a user experience that mimicked a typical corporate website. In other words, the Lead Machine functionality had to be transparent to the end user.

First, we developed an outline of all sections and pages. Next we created a wireframe of the website's user experience. Then we started writing copy for the pages, while simultaneously creating various graphical concepts. Once the site was written and designed, we set off to code the front-end.

While all of this was occurring, our strategists were working on a separate project track to determine what viewed content meant from a scoring perspective. Without going into much detail, we created a matrix in order to score a user based on his or her behavior on the website. That was then handed to the development team so that they could create the necessary algorithms for the scoring. Then the developers started to architect and build the back-end.

Like chocolate and peanut butter colliding together in a spaceship's hallway, we put the front-end and the back-end together to create nothing but sweet, sweet website goodness.

Results:
We could not be more proud of this site. It is the manifestation of our vision of combining Lead Machine technology with what looks like a normal website. There are things going on behind the scenes that you wouldn't believe – all with the purpose of intelligently serving up the most relevant content to each user in order to keep them on the site even longer. Plus, the technology lets us learn about each user so the sales team can follow up with the visitor with only the most relevant information.

Click on any of the images below to view the at full-size.

This is one of five home page versions, aimed at residents:

This is another home page version, aimed at commercial customers:

This is another home page version, also aimed at commercial customers:

This page explains Current Energy's home assessment options:

Below is a product listing of the Light Bulbs category.

And finally, the below screenshot is showing a product detail page in the custom e-commerce store built by Farstar.

Now go visit the website!