A clearer journey for Shell Environmental Products
Incorrect audience. Fragmented journey. Here's what to do about it.
Audience targeting is off. Acquisition and the on-site journey are underperforming.
Bad organic search for Environmental Products
No one searches for 'EP'. Shift visibility by targeting buyer-intent keywords like 'carbon credit' and 'carbon markets'.
Carbon credit rankings split across pages
Two other pages are ranking for carbon credits. Fix this with clear page-role decisions and evidence-led differentiation.
Weak AI / LLM visibility
Competitors shape the answer. Fix with source-ready owned content, evidence of carbon-market integrity, and third-party corroboration.
Poor user flow for qualified and unqualified users
Visitors stall at entry pages. Fix by redesigning the EP content flow around a clear progression model.
Make Environmental Products a routing hub: capture demand through search and AI visibility, then strengthen pathways from entry pages to key conversion destinations: Carbon Credits, Project Types, Specialist Support and Contact.
Strengthen acquisition
Build sustained demand through organic and AI visibility, not paid spikes.
Clarify positioning
Make Shell's offer and credibility immediately clear across hub and spokes.
Win search and AI
Close the visibility gap on the queries and prompts buyers actually use.
Build a clearer conversion journey
Strengthen pathways from entry pages to key conversion destinations: Carbon Credits, Project Types, Specialist Support and Contact.
Read the evidence, the market view, or the plan
Where users come from, where they drop off, and why the journey breaks.
What the audience asks, who owns the answer today, and where Shell is missing.
The decision, the priorities, and the SEO / UX / sitemap detail behind them.