Archive for March, 2009

Community Energy — Iberdrola Renewables

This week we will review Community Energy, a division of the large Spanish energy utility Iberdrola, a world leader in renewable energy. This is the largest site we have reviewed thus far, and also the most professional. There are some very interesting direct-to-consumer tactics, such as giving a gift of energy, and a blog. As a result, we will devote considerable time to the site over the next week.


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Ingreenious reminds me of the movie Rudy. It is a sweet film where the main character, Rudy, dreams of becoming a football player for the University of Notre Dame. Sadly he does not have to God-given gifts of size or talent to truly achieve his dreams. In the end, he becomes a hobbit. The bottom line is that this site was a challenge to read, but the genunineness of their corporate mission is something you can sense so you root for it to succeed.

Ingreenious is is based in the Netherlands and, like Swift, designs wind turbines and, also like Swift, the website design is relatively elementary.

We are not going to delve into details for this site. The color schemes center on blue, probably the second most dominant color for companies in the renewable energy sector. The navigation is straightforward, however there is not a significant amount of content. Ecommerce aspects are absent as well.

I am going to chalk a lot of the issues with the website to problems in translation; there are some definite concerns in this area. One sentence in the project management section really got my attention:

“With their many years experience, the people of Ingreenious guard you for the falcon owls in which projects wear out.”

I googled the term ‘falcon owls’ and Dutch but really could not figure out what this statement meant. I certainly do appreciate guarding against falcons (and owls), but I wonder where this fits into project management in general and turbine design in particular.

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US Manufactured Small Wind Turbines — Swift Wind Turbine Part 2

Swift Wind leaves a lot of opportunity on the table with its lack of an ecommerce strategy. While it is understandable that the site may not be ecommerce-enabled, nonetheless there is more the company can do to acquire new customers and generate interest in its product(s).  The section focused on transactions, ‘How to Purchase Swift’, is relatively difficult to find and poorly labeled. Again, a call to action, such as ‘Get Swift’, would elicit more interest, along with a burst or something prominent on the site.

The actual page, and it is only one page, for this section makes the situation even worse. It is outdated, promising availability in Sepetmber 2008 (that’s 6 months ago!) and offers nothing more than signing up for a newsletter. I had signed up for the newsletter over one week ago and have yet to receive any correspondence. When setting up newsletters, here are a few best practices:

  • Immediately send a welcome message/confirmation notice to someone that signs up — the topic is most fresh in their minds, and it enhances the customer experience
  • Provide an archive of previously published newsletters — this abets SEO and also let’s customers know what to expect

Swift did neither of these things. Moreover, simply signing up for a newsletter means a lot of potential information will be impossible to acquire. A small questionnaire/form on this page would help the senior management and marketing team make more decisions. Here would be my top three questions I would ask for someone who arrived on this page:

  1. What makes you interested in purchasing this product?
  2. Are you a homeowner or represent a business?
  3. What is your time horizon for making a purchase?

Of course demographic information would also be useful, but only after this most basic of detail is completed. From a web analytics perspective, I would love to know what the exit rate is on this particular page, my first order of business would be the double traffic to this section and halve the exit rate.


The site does not employ even the most basic of SEO techniques. There is no strategic use of meta tags, no linking strategy, nor a site map. Only one section, news, seems as if it is ever updated.


Swift manufactures an exciting product, unfortunately its website will not make it any easier for people to learn about it nor purchase it.

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