Content Design › Tate

Homepage

Sole content designer, working alongside a UX designer and a growth product manager.

A test on the homepage revealed that users couldn’t immediately tell whether Tate was an energy supplier or a price comparison service. A content audit also showed that the brand’s voice was inconsistent across much of the website.

I rebuilt Tate’s tone of voice by interviewing the founders, marketing team, developers and, above all, customer support: the people who hear how customers actually speak and where they get stuck every day. From these conversations, I identified the voice and tone Tate was already using without having defined them, refined both and applied them across the entire customer journey.

Redesigning just the first two sections led to a 25% increase in sign-ups and 19% more CTA clicks. Based on these results, the project was extended to the entire website and expanded to include a redesign of the visual identity.

Homepage hero section: It shouldn’t be anything special, really

A headline that sparks curiosity

I took a calculated risk by writing a headline that was paradoxically less informative than the previous one. As well as positioning the brand, it sparked curiosity and encouraged people to read the subheading, where the service and mission become clear, completing the thought left hanging in the headline. The results showed that the risk paid off.

Homepage section: We have no hidden fees. Nowhere to hide them, either

Transparency, front and centre

The previous version focused on the shortcomings of other energy suppliers. The new one highlights one of Tate’s strengths: transparency.

Homepage section explaining how the pricing works, with a glass of water

Pricing explained in two parts

The other critical section explained the “PUN + fixed fee” pricing model, which few other suppliers offered at the time, making it unfamiliar to customers. The previous wording gave the misleading impression that Tate charged a fixed monthly amount, like some competitors. The new copy explains the pricing model more clearly and is also more consistent with the brand’s voice.

Homepage section: If the time you spent managing your energy account appeared on your bill

Time as the promise

Like the main headline, this one is only completed by the text that follows. Tate never claims to be the cheapest supplier, but the clearest. The promise goes beyond price: time is money, too.

Homepage section on customer support, with the app and chat bubbles

Support with a human touch

Another of Tate’s strengths is its customer support: fast, understanding and human. The contrast with the call centre experience offered by larger companies makes its value clear.

Other pages

Pricing page: Our pricing is very simple, with the Three-rate electricity card

The same pricing, in two sentences

The same pricing model explained on the homepage, summed up in just two sentences. Proof that it really is that simple.

App page: When you need it, it’s incredibly useful

An app for the moments that matter

Rather than promising an app you’ll use every day, the headline tells the truth: it’s useful when it matters.

Content Design › Tate

Homepage

Sole content designer, working alongside a UX designer and a growth product manager.

A test on the homepage revealed that users couldn’t immediately tell whether Tate was an energy supplier or a price comparison service. A content audit also showed that the brand’s voice was inconsistent across much of the website.

I rebuilt Tate’s tone of voice by interviewing the founders, marketing team, developers and, above all, customer support: the people who hear how customers actually speak and where they get stuck every day. From these conversations, I identified the voice and tone Tate was already using without having defined them, refined both and applied them across the entire customer journey.

Redesigning just the first two sections led to a 25% increase in sign-ups and 19% more CTA clicks. Based on these results, the project was extended to the entire website and expanded to include a redesign of the visual identity.

Homepage hero section: It shouldn’t be anything special, really

A headline that sparks curiosity

I took a calculated risk by writing a headline that was paradoxically less informative than the previous one. As well as positioning the brand, it sparked curiosity and encouraged people to read the subheading, where the service and mission become clear, completing the thought left hanging in the headline. The results showed that the risk paid off.

Homepage section: We have no hidden fees. Nowhere to hide them, either

Transparency, front and centre

The previous version focused on the shortcomings of other energy suppliers. The new one highlights one of Tate’s strengths: transparency.

Homepage section explaining how the pricing works, with a glass of water

Pricing explained in two parts

The other critical section explained the “PUN + fixed fee” pricing model, which few other suppliers offered at the time, making it unfamiliar to customers. The previous wording gave the misleading impression that Tate charged a fixed monthly amount, like some competitors. The new copy explains the pricing model more clearly and is also more consistent with the brand’s voice.

Homepage section: If the time you spent managing your energy account appeared on your bill

Time as the promise

Like the main headline, this one is only completed by the text that follows. Tate never claims to be the cheapest supplier, but the clearest. The promise goes beyond price: time is money, too.

Homepage section on customer support, with the app and chat bubbles

Support with a human touch

Another of Tate’s strengths is its customer support: fast, understanding and human. The contrast with the call centre experience offered by larger companies makes its value clear.

Other pages

Pricing page: Our pricing is very simple, with the Three-rate electricity card

The same pricing, in two sentences

The same pricing model explained on the homepage, summed up in just two sentences. Proof that it really is that simple.

App page: When you need it, it’s incredibly useful

An app for the moments that matter

Rather than promising an app you’ll use every day, the headline tells the truth: it’s useful when it matters.