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.
Low for Shell's scale.
Direct and paid carry the site.
Competitors shape the answer.
Few users move past entry pages.
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.