Your business’s website should work as hard as you do. Without a professionally developed website, you are leaving potential revenue on the table to your competitors. Not only should the website look great, the website’s content should also be well written and the website should be developed using best practices, ensuring fast loading speed and legal compliance to accessibility guidelines.
AMRA Energy is a B2B energy broker based in Grand Rapids & Traverse City, Michigan with over 15 years of industry experience. Their core services are natural gas, electricity, and solar energy solutions for businesses and organizations. AMRA’s old website did not accurately reflect their expertise and the website was not utilized in AMRA’s sales & marketing efforts. The old website was essentially just a placeholder. AMRA hired us to build a website that they can proudly showcase to their prospective clients and help them increase their revenue.
The Challenge
While AMRA Energy excelled at serving their existing clients, their website created a massive disconnect. The expertise that impressed clients in person was completely invisible online, leaving potential money on the table and opportunities for competitors to capture.
Outdated Design
Nearly 75% people judge a company’s credibility based on how their website looks. The design of AMRA’s old website did not accurately convey AMRA’s expertise. The old website did not look trustworthy and the user experience had a lot of room for improvement, which is especially important in the B2B world.
Lack Of Information
Even though the copywriting of the old website was well written, the website didn’t have enough information. The website was a simple 1-pager. For B2B companies where the stakes are high, it is crucial that the website contains enough information for prospective clients to make informed decisions.
Nonexistent Search Engine Visibility
Having a SEO optimized website can be an incredibly powerful way for getting new leads organically. AMRA’s old website was not getting them any leads and the site was not ranking for any keywords, besides the company’s name.
The Solution
We built a website for AMRA Energy that accurately represents their 15+ years of expertise and builds trust with their prospective clients. Through our comprehensive discovery process, we identified AMRA’s specific needs and built a custom solution that included the following.
Research & Competitor Analysis
At VH Web Design, the first part of any project is to gain a deep understanding of the client’s company & industry, their target audience, customer acquisition process, competitors, etc. This allows us to create a website for our client that will effectively convert its visitors into customers and maximize the ROI for our client. All of this is part of the discovery phase, which essentially sets the foundation for a new website project – Not a single line of code is written before we understand the client’s exact business needs and goals.
Due to the high competitiveness of AMRA’s industry, the competitor analysis for this project included the analysis of AMRA’s 5 biggest competitor’s online presence in great detail. The competitor analysis included a 2-4 page PDF of each competitor and a 1 page executive summary. The following things were analyzed:
- Copywriting
- Design and user experience (UI/UX)
- Social media presence
- Technical SEO, on-page SEO, off-page SEO
- Website performance
This thorough competitor analysis allowed us to have an even better understanding of AMRA’s industry and competition, ultimately helping us create a better website for AMRA Energy.
Accessibility improvements
In 2025, website accessibility is more important than ever. Not only does an accessible website allow more visitors to use your website, having an accessible is also important from a legal standpoint. A website that doesn’t comply to the ADA accessibility standards can result in your company getting fined.
AMRA Energy’s old website had several accessibility problems, including incorrect heading structure, non-existing alt texts on images and insufficient color contrast ratios. Here are some of the things we implemented on AMRA Energy’s new website to ensure it is accessible to most visitors:
- Descriptive alternative texts for pictures
- Proper heading order
- Descriptive labels
- Keyboard accessible navigation
- Scalable text sizes
- Correct ARIA labels
Effective Copywriting
We created a new copy that resonates with AMRA Energy’s target audience. The website’s page count was expanded from a single page to 6 pages in total, optimizing the website for SEO while ensuring that prospective clients have all the information they need.
A Brand New Design
Great copy needs great design to maximize its impact. For AMRA Energy, we created a professional design that builds trust with prospective clients while ensuring seamless user experience.
Project Outcome
AMRA Energy now has a solid foundation to grow their company with their improved website.
Measurable Improvements
Noticeable SEO improvements usually take a minimum of 3 months to kick in, but here are some immediate, measurable improvements that we were able to achieve:
- Accessibility score: From 65 to 100
- Loading time: From 2.4s to 1.3s
- SEO Score: From 67 to 100
What The Client Says
Client satisfaction is of the utmost importance for us. Here’s what Kristin, AMRA Energy’s sales & marketing director had to say about working with us:
Before working with VH Web Design AMRA Energy’s website did not convey who we are and the services we provide in a visually appealing or user-friendly manner. From the initial information gathering call to the final product, I have been impressed with Viljami’s grasp of who AMRA Energy is, what we do, and the audience we want to reach. He took the time to understand our complicated business which made it easy to have confidence in his ability to create a website that we are proud to showcase. I was amazed with Viljami’s thoroughness and attention to detail, communication and project management skills.
There was never a time that I wondered where the project was in the development process. I used to hide from our old website, never talking about it or promoting it. Thanks to VH Web Design, I am telling everyone to go to our website to learn more about AMRA Energy!
Interested In Growing Your Company’s Online Presence?
AMRA Energy now has a professional, high-performing website that they are proud to showcase – a solid foundation to drive real business growth.
If you are interested in a comprehensive approach like this for your business, I’d love to learn more about your goals and explore how we can achieve them together.