Over the last few weeks, I’ve been working with Powershop – they’re the new kid on the block in the consumer power market. Put simply, Powershop is an online service that allows you to buy power from competing providers (meaning you can shop around for a good rate) and lets you control and manage your power usage better.
This is a fairly new concept, and like all new concepts, one of the hardest things is telling potential customers exactly what you do and where you fit. You really want to reinforce who you are and what you do at every opportunity – so why not get the main navigation to pull its weight too?
The new Powershop.co.nz website
For example, the main navigation on the old site was:
- Home
- Why Powershop?
- How it works
- Pricing
- Demo
- Sign up
- Login
Looking at that, I have no idea what Powershop does or why I’d care. But armed with our ‘telling our story’ angle, we came up with:
- Home
- Better service
- Greater savings
- Smarter power
- Switch now
- Login
Putting aside a couple of structure and content differences, I think the wording in the revised navigation starts to really tell the Powershop story – (1) it’s about power, and (2) they’re sharper, cheaper, and smarter than normal providers. I think ‘Switch now’ is fantastic too, using a term (‘switch’) that is already very strongly associated with power but also clearly the main call-to-action.
Of course, solutions like this need to be sense-checked against other important factors such as search engine optimisation considerations, brand alignment, usability, etc. They should also be tested, varied, and retested to see what works best. But most importantly, does it give the viewer the desired experience? If not—no matter how clever—kill it.
You might only have a couple of seconds to entice a prospective customer before they lose interest. If they scan the navigation, and most will, why not use it to your advantage?
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