While thought leadership is a key driver of ENGIE Impact’s credibility and conversion, the existing Insights experience buried content and led users into dead ends, limiting engagement with our most recent and relevant perspectives.

ENGIE Impact is a leader in the sustainability consulting space, helping companies reach their Net Zero goals. To showcase this expertise our though leadership is a big driver of being a leader in the space and a big factor in our potential users converting. Our current insights user journey buried content and had a lot of dead ends and we needed to find new ways to showcase our most recent content.

Rather than presenting a broad archive of legacy content on the Insights page, we focused on creating a more modern, user‑centric experience by selectively surfacing high‑value content. User research showed that visitors prefer exploring insights by topic, which led us to curate themed collections such as Net Zero and promote them through multiple prominent placements across the site.

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We did a competitor analysis on Bain and Mckinsey's (our top 2 competitors) Insights experience and found their are also using this topic first approach. Building on this insight, we partnered with our SEO vendors while leveraging in‑house SEO expertise to ensure new topics and content collections followed best practices and aligned with overall project goals. To efficiently organize hundreds of existing assets within this new structure, the digital team developed an in‑house machine‑learning tool to categorize legacy content and establish a scalable framework for organizing future insights.

Website analytics showed that users who convert typically engage with 3–5 pages of content before completing a contact form. To support this behavior, we eliminated content dead ends and introduced contextually related insights and recommendations, ensuring users were continuously guided to relevant content aligned with their interests.

With the refreshed modules we designed, we quickly assembled wireframes and created a simple click-through prototype. This prototype allowed us to test the information architecture and present effectively to stakeholders

Aligning with Craft CMS principles, we designed a flexible system of reusable modules that could be arranged in various orders across different pages. This modular approach emphasized the need for a seamless handoff.

To ensure clarity, we provided detailed development specifications for each module and its variations, specifying how they would be implemented in Craft. The design leveraged existing spacing and typography standards already used in other website modules for consistency and efficiency.