Colonial Group, energy and fuel services · In-house role · Marketing Manager & Project Lead · 90 days
Before:
The website was dense and dated. The menus were crowded, service pages were unclear, and very little on the site showed visitors why they should trust the company.
What I did:
I led a 90-day audit with four business-unit leaders. I regrouped services into clear menus (for example, bulk, marine, retail and wholesale under Fuel Services), rewrote the homepage around customer benefits, and turned dense paragraphs into scannable pages. I also reviewed every call-to-action and recommended trust builders like an operations map and a media center. To make the changes easy to carry out, I created an 11-step guide for the team.
What changed:
Customers got clearer paths to the right service and a homepage that reflected how established the company is. Every business unit got a phased plan to keep improving without a full rebuild. After the changes rolled out, form submissions went up, and customer satisfaction improved. (The exact figures stay with my former employer, so I keep them confidential.)
Before
After
Why it matters for you:
You don't always need a new website. Often the fastest win is making the one you have clear and believable.