Bringing Ripple’s messaging home.
Ripple lets you buy a tiny chunk of a wind farm to power your own home. This is a fantastic, well-thought-through customer offering that perfectly matches the moment.
But it’s complex. Eleven or so steps before you understand it. On the previous website, the simplicity of the idea - part-own a wind farm to power your home - didn’t come through. Visitors thought it was for investors, or B2B, and definitely didn’t ‘get’ the customer offering.
Help customers ‘get’ it
I emphasised the importance of a homepage that clearly and directly conveys Ripple’s offering. The rest of the website can go into detail, but the customer needs to ‘get’ it first.
We agreed to make the homepage as clear as possible and redevelop the How it works page to explore the detail step-by-step. The homepage captures the idea – ‘part-own a wind farm, save on electricity’. Or ‘own 1/10,000th of a wind farm, supply your own home’. The ‘How it works’ page then functions as a natural way to go into detail on this idea, and how it will work if you want to do it.
The web content was redesigned and the new page worked wonders. Ripple saw far better response to the new site, and the company entered a new phase of growth.
The homepage
The homepage had two essential elements: ‘part-own a wind farm’ strong and punchy. And ‘reserve your spot for £25’.
I found the phrase ‘part-own a wind farm’ in Ripple’s comms, and felt that that was the strongest communication of its core idea. My work said ‘part-own a wind farm, save on electricity’.
The ‘reserve your spot for £25’ was a crucial CTA, communicating what customers can do and reinforcing the central idea.
How it works
The ‘How it works’ page reinforces the homepage messaging and gets into the detail with clickable explainers for each step of the process.
