The 8 winners.

The landing pages actually worth stealing from.

Winner #1: directenergy.com

directenergy.com/en/private/residential/energy/utility/eversource-energy-clp?sid=APS_1743625535&msid=27211

Energy landing page example from directenergy.com
  1. 1

    What works

    Headline and saving above the form

    The headline says ‘Power your life for less’ and the line under it says ‘priced 13.9% below Eversource rates.*’. A buyer sees a saving before any form.

  2. 2

    What works

    One ZIP field and one button

    The first screen has a ZIP field and a ‘View Plans’ button. A buyer enters a ZIP code and sees plans.

  3. 3

    What gets in the way

    Fine print under the button

    The footnote says utility rates will change and may not always provide savings. A buyer reads that the saving may not last.

  4. 4

    What works

    Exit fee answered in plain words

    The band says ‘no early termination fees.’ A buyer who fears a contract trap sees the answer in the first third of the page.

  5. 5

    What works

    Second ZIP box after the steps

    ‘Switching to Direct Energy is easy’ lists three steps and ends with another ZIP box. A buyer who is ready does not scroll back up.

What to try

Put a saving beside the ZIP box

Direct Energy puts ‘priced 13.9% below Eversource rates.*’ above its ZIP field. Show your best figure there, with the date it ends in small type.

See the original page

Winner #2: comparepower.com

comparepower.com/electricity-rates/texas

Energy landing page example from comparepower.com
  1. 1

    What works

    ZIP box in the top bar

    A bar at the very top has ‘Enter Zip code’ and ‘View Rates’. A buyer can start a search before reading anything.

  2. 2

    What works

    State average rate in the first paragraph

    The first paragraph has the Texas average, 15.84¢/kWh, which is 12.3% below the national average. A buyer gets a number to compare against.

  3. 3

    What works

    Second ZIP box under the headline

    A second form under the headline has its own ZIP field and ‘View Rates’ button. A buyer has a second place to start.

  4. 4

    What gets in the way

    Table of contents before the plans

    A ‘Table of Contents’ comes far down the page, before the guide to bills and seasons. A buyer who wants a price reads an article.

  5. 5

    What gets in the way

    Live plans near the end of the page

    The ‘Live Texas Electricity Plans’ table is near the end of a very long page. A buyer must scroll a long way to see a plan.

What to try

Plan table above the guide

Comparepower puts its live plan table near the bottom, below a long guide. Put your plans in the first screen and the guide after them.

See the original page

Winner #3: gotrhythm.com

gotrhythm.com/shop-rhythm-energy-electricity

Energy landing page example from gotrhythm.com

The search: cheap light companies houston tx

Sponsored gotrhythm.com

Rhythm: Texas Electricity - No Hidden Fees, Low $ Plans

  1. 1

    What gets in the way

    Headline has no price or city

    The search was for cheap light companies in Houston. The headline says ‘Shop Rhythm Energy Electricity Plans.’ and has no price or city.

  2. 2

    What works

    Neon sign says lowest daytime rate

    The photo is a neon sign that reads ‘LOWEST DAYTIME ENERGY RATE’. It answers the price question behind the search.

  3. 3

    What works

    ZIP field with a home or business toggle

    The form has a ZIP field, a business toggle and a ‘See prices’ button. A buyer picks home or business before the plan list.

  4. 4

    What works

    Rating and review count under the form

    The page shows ‘4.7 rating out of 6,441 reviews’ next to the stars. A buyer sees proof before the plans.

  5. 5

    What works

    Three plans with the rate per kWh

    Each card shows a rate at 2000kWh: 13.2¢, 12.9¢ and 13.3¢. The rates are in big type, so a buyer can compare in seconds.

What to try

Lowest rate in the headline

Rhythm's search was about cheap plans and its headline has no price. Put the lowest rate in the headline, next to the ZIP field.

See the original page

Winner #4: energytexas.com

energytexas.com/locations/houston

Energy landing page example from energytexas.com
  1. 1

    What works

    Headline has the city and a local voice

    The headline says ‘Houston Energy Plans: Power Your Home the Texas Way’. A Houston buyer sees the city first.

  2. 2

    What works

    Three plans with the term in the name

    The plans are ‘Come & Take It 12’, ‘Bigger Than Texas 24’ and ‘Inflation Fix 36’. The number is the term in months, with rates at 2,000 kWh.

  3. 3

    What gets in the way

    Fun facts between the plans and the reviews

    A section called ‘Fun Facts About Houston Energy Use’ comes before the reviews. A buyer ready to choose a plan scrolls past trivia.

  4. 4

    What works

    Reviews signed with a first name

    ‘Customer Love from Customers We Love’ shows reviews signed with a first name. A buyer reads real customers before the FAQ.

  5. 5

    What gets in the way

    Switch steps come after the FAQ

    The heading ‘How to Switch Electric Companies in Houston’ comes near the end, after the reviews and FAQ. A buyer who fears the switch finds it late.

What to try

Term in the plan name

Energy Texas names plans ‘Come & Take It 12’ and ‘Inflation Fix 36’. The number is the term, so a buyer sees it in the name.

See the original page

Winner #5: compareelectricity.com

compareelectricity.com/LP/Rev2

Energy landing page example from compareelectricity.com
  1. 1

    What works

    Headline asks the question buyers have

    The headline asks ‘Fixed Rates? Renewable Plans? What are my options?’ It puts the buyer's own doubt into words.

  2. 2

    What works

    Subline promises speed

    The line says ‘Compare rates in seconds - and switching is just as easy!’ A buyer sees the whole task is short.

  3. 3

    What works

    One ZIP field and a bright button

    The form has a ZIP field, a ‘COMPARE’ button and a choice of Residential or Business. Nothing else is asked.

  4. 4

    What gets in the way

    No rate or plan on the page

    The page has a headline, a form and three steps. It shows no rate, plan or review score, so a buyer sees no price until after the ZIP code.

  5. 5

    What works

    Security badges in the footer

    The footer shows a BBB badge and ‘SECURED’ from Norton. A buyer who is about to type a ZIP code sees both.

What to try

Three steps under the form

This page lists ‘Enter ZIP Code’, ‘Compare providers’ and ‘Switch’. Add three short steps under your own form so a buyer sees how little work is left.

See the original page

Winner #6: amigoenergy.com

amigoenergy.com/es/registro/nightsfree-bp

Energy landing page example from amigoenergy.com

The search: compania de luz en texas

Sponsored amigoenergy.com

Hablamos Espanol

  1. 1

    What works

    Spanish page for a Spanish search

    The search was in Spanish and so is the page. The hero offers ‘70 HORAS ELECTRICIDAD GRATIS’ every week.

  2. 2

    What works

    ZIP box with a Ver Planes button

    The hero has a ZIP field and a ‘Ver Planes’ button. A buyer starts without reading the cards first.

  3. 3

    What works

    Three plans with the rate per kWh

    The cards show 16.0¢, 12.1¢ and 15.1¢ per kWh, with the term in each plan name. A buyer compares plans without a form.

  4. 4

    What gets in the way

    Plan cards end with a phone number

    Each card ends with a phone number and has no sign-up button. A buyer who wants to enroll online goes back up to the ZIP box.

  5. 5

    What works

    Award line in Spanish

    The page says ‘Reconocida Como la Mejor de las Mejores Compañías de Electricidad’ and adds a Houston award note. A buyer sees where the claim comes from.

What to try

Free hours as the headline offer

Amigo prints ‘70 HORAS ELECTRICIDAD GRATIS’ in big type. A buyer does not need to do the maths on a rate per kWh.

See the original page

Winner #7: bkvenergy.com

bkvenergy.com/compare/bkv-energy-vs-amigo-energy

Energy landing page example from bkvenergy.com
  1. 1

    What works

    Headline has both companies

    The headline says ‘Amigo Energy vs BKV Energy’. A buyer weighing the two sees the match on the first line.

  2. 2

    What works

    ZIP field, button and rating under the logos

    Under the logos are a ZIP field, a ‘COMPARE PLANS’ button and a 4.6 rating. A buyer can start or check the score.

  3. 3

    What works

    Both companies in one rate table

    The table lists BKV plans at 14.4¢ and Amigo plans at 15.0¢ and 15.3¢ per kWh together. A buyer sees who is cheaper.

  4. 4

    What gets in the way

    Plan type definitions fill the page

    After the rates, the page spends a long stretch on fixed, variable and time-of-use plans. A buyer who wants the cheaper plan scrolls past it.

  5. 5

    What works

    Usage fee table shows BKV with none

    BKV shows no usage fee and Amigo Energy shows $4.99 to $9.94. Each fee has its own table, so a buyer sees the gap.

What to try

Your rate beside the rival's

BKV lists its plans next to Amigo Energy's in one table. Put your rate in a table beside the rival a buyer already knows.

See the original page

Winner #8: chariotenergy.com

chariotenergy.com/texas-electricity/fort-worth

Energy landing page example from chariotenergy.com
  1. 1

    What gets in the way

    Phone number in the thin top bar

    A phone number is in the thin bar at the top, in small type. A buyer who wants to call has to find it.

  2. 2

    What works

    Headline has the city and the product

    The headline says ‘Shop Fort Worth Electricity Plans & Rates’. A Fort Worth buyer sees the city and the product.

  3. 3

    What works

    ZIP field with a solar choice

    The form has a ZIP field and two checkboxes for solar panels. They sort buyers before the plan list.

  4. 4

    What gets in the way

    Business panel in the middle of the page

    The dark panel asks ‘Need to Power Your Business?’ and has its own ZIP box. A homeowner sees a second form before any plan.

  5. 5

    What works

    Reasons list in one place

    The list under ‘Why Fort Worth Residents and Businesses Choose Chariot Energy’ has the reasons in one place. A buyer can scan them quickly.

What to try

One sorting question by the ZIP box

Chariot Energy asks whether the home has solar panels next to the ZIP field. One quick question sorts buyers and keeps the form short.

See the original page

What the 8 winners do.

  1. Put a ZIP box on the first screen

    7 of 8

  2. Show the rate per kWh

    5 of 8

  3. Show a rating or reviews

    5 of 8

  4. Put a phone number on the page

    3 of 8

Wildcards.

Pages that break the playbook in interesting ways.

Wildcard #1: gotrhythm.com

gotrhythm.com/raf

Energy landing page example from gotrhythm.com

The search: rhythm energy login

Sponsored gotrhythm.com

Get Rhythm Energy and Save | Affordable Electricity Energy

  1. 1

    What it gets wrong

    Search was for login, page is a referral offer

    The search was for the Rhythm login and the ad said ‘Get Rhythm Energy and Save’. The headline is a $100 referral offer.

  2. 2

    What makes it work

    Button text shows the reward

    The button text is ‘Sign up and get $100’. A buyer sees the reward before clicking.

  3. 3

    What makes it work

    Three numbered steps for the reward

    ‘How it works’ lists three steps: enter a ZIP code, get $100 in points after 60 days and a first bill, then get an email.

  4. 4

    What it gets wrong

    Fine print says search clicks may get no reward

    Fine print under the steps allows the company to withhold rewards for sign-ups from a Google or AI search. A buyer who came from search reads that.

  5. 5

    What makes it work

    Comparison grid under the offer

    The grid sets Rhythm Energy against ‘The Other Guys’ and lists ‘Texas-Based Customer Support, 7 Days a Week’. A buyer sees the reasons beside the rival.

What to try

Reward in the button text

The button reads ‘Sign up and get $100’. Put the reward in the button on your own offer page.

See the original page

Wildcard #2: pogoenergy.com

pogoenergy.com/see-your-rate

Energy landing page example from pogoenergy.com

The search: electric company fayetteville ar

Sponsored pogoenergy.com

No Deposit Power

  1. 1

    What makes it work

    Headline and bullets match the ad

    The ad led with same day power and no deposit. The headline says ‘Same Day Prepaid Electricity’ and the first bullet says ‘No Deposits’.

  2. 2

    What makes it work

    Green button under the bullets

    The first button reads ‘See Your Rate’. A buyer sees what the click brings.

  3. 3

    What it gets wrong

    Three benefit cards with no price

    The cards say ‘Eliminates High Upfront Cost’, ‘Immediate Financial Flexibility’ and ‘Power Becomes More Accessible’. None shows a rate.

  4. 4

    What makes it work

    Customer review about daily messages

    One review mentions daily notices of usage and balance from Pogo. A buyer sees how a prepaid plan feels to live with.

What to try

Match the ad's words in the headline

The ad and the headline both lead with same day power. Use the exact words from your ad in the headline.

See the original page

Wildcard #3: powerwizard.com

powerwizard.com/electricity-companies/cleansky-energy

Energy landing page example from powerwizard.com

The search: cleansky energy

Sponsored powerwizard.com

CleanSky Energy Plans, Rates & Reviews

  1. 1

    What makes it work

    Headline starts with the searched name

    The search was for CleanSky Energy and the headline starts ‘CleanSky Energy Rates’. A buyer sees the match at once.

  2. 2

    What makes it work

    ZIP box beside the headline

    The panel says ‘Find an electricity rate that's right for you’ with a ZIP field and a ‘Compare Rates’ button.

  3. 3

    What makes it work

    Disclosure note above the content

    A gray box has a note that the featured companies do not influence the editorial process. A buyer reads why to trust the page before the table.

  4. 4

    What it gets wrong

    Page shows the company at 3.6 stars

    The provider card shows a 3.6 star score. A buyer who clicked an ad for this company sees a low score.

  5. 5

    What makes it work

    Plan table with a monthly bill estimate

    Each row shows a rate per kWh, a bill estimate and a term. The first plan is 13.2¢ with $132.00 a month.

What to try

Show the monthly cost beside the rate

This table has ‘Monthly Bill Estimate*’ next to the rate per kWh. Show the monthly cost so a buyer sees what the rate means.

See the original page

The copy bank.

Headlines

Offers

Promises

Next steps

4 pages that waste the click.

  1. reliant energy laredo tx

    Provider review page with a rate list

    A visitor who searched for a provider in Laredo sees a review headline, an author line and a list of ten plans from $0.129 to $0.213 per kWh.

    • Moving question‘Are you moving to a new address?’ is under the ZIP box and asks for a Yes or No.
    • Author lineAn author, editor and update date are under the headline, before any offer.
    • Text-link plansThe ten plans are red text links with a term and a rate in a plain list.

  2. electric providers in texas

    Cartoon character headline with no rate

    A visitor who searched for electric providers in Texas sees a question about a character, a ZIP box and four bullets.

    • No rateThe page shows no price per kWh anywhere.
    • Promo codeThe last step is to call and mention ‘Promo Code LOW1’.
    • Fine printA gray block of terms about the guarantee fills the space above the footer.

  3. shop electric rates in pa

    Headline matches the search, then one long paragraph

    A visitor who searched for electric rates in PA sees ‘SAVE UP TO 37%’, a ZIP form and a long paragraph about deregulation.

    • Unproved saving‘SAVE UP TO 37%’ has no source or footnote on the page.
    • No rateThe page lists no price per kWh for any supplier.
    • Logo stripA row of eight supplier logos fills the space below the paragraph.

  4. A search for the company’s own name

    Guide opens with a contents list and a history

    A visitor who searched for electric providers in Texas sees a table of contents with nine links, then an intro on deregulation in 2002.

    • Contents listNine links in a ‘Table of Contents’ fill the first screen under the ZIP box.
    • Byline rowAn author, reviewer and date line is in a dark bar above the page.
    • History introThe first paragraph covers when Texas ‘deregulated its electricity market in 2002’.

What we learned.

  1. Show the rate in cents

    Energy Texas lists three plans at ‘2,000 kWh per bill’, and Amigo shows 16.0¢, 12.1¢ and 15.1¢ per kWh as three alternatives. Rhythm prints 13.2¢, 12.9¢ and 13.3¢ at 2000kWh, so a buyer finds a preferred plan fast.

  2. Ask for the ZIP code first

    Direct Energy has a ZIP field and ‘View Plans’ under its headline. Compare a losing page has a ZIP field and a ‘COMPARE’ button with a Residential or Business choice and nothing more.

  3. Answer the fee question early

    Direct Energy says ‘no early termination fees.’ Pogo Energy lists ‘No Deposits’ first in its bullets, and BKV shows no usage fee in a table beside a competitor.

The bottom line

The energy pages that win put a ZIP box and a rate on the first screen, and one yellow page that looks like 2015 still leads with a clear offer. The losers send paid clicks to a cartoon, a review page or a long guide.

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