Website
Product explainer
As part of Arcadia’s most recent website refresh, I rewrote the community solar section of the site, including the homepage and child pages for each specific audience: residents, businesses, and developers.
In this section, I clarified how community solar works in simple terms – knowing that any of our three audiences may read it.
Hero landing page
I worked with Arcadia’s marketing manager and brand designer to optimize the conversion landing page used for most activations. This excerpt from a value props section is located mid-page.
We wanted to use this section to assuage consumer leads’ top concerns, as identified by previous testing: that they were not eligible for the program (accessibility), that the program would cost them money to join (pricing), and that there would be no tangible benefit to the program (savings + impact).
Campaign landing page
Our marketing manager wanted to create a seasonal engagement campaign around back-to-school time. From there, I helped create the “Electrivia” activation, which engaged our leads audience with a weekly trivia question tied to an incentive.
We also promoted the campaign across social media (organic & paid) and our consumer newsletter.
Careers page
When writing Arcadia’s careers page, I tailored the brand voice to lean friendly yet professional (hoping to attract cool, considerate co-workers) and informed yet welcoming (hoping to attract smart folks from any industry — energy/climate or otherwise).
While the page has evolved since my edit, some of my copy remains! Click below to check it out.
