THE STORY

Oncor is the largest transmission and distribution utility in Texas, delivering electricity to homes and businesses across the state. Through the Take a Load Off Texas (TALOT) program, Oncor helps business customers identify energy-saving opportunities and connect with participating providers that can deliver qualifying upgrades and incentives.

THE GOAL

Program website visitors were having a hard time finding relevant information, and a single intake form limited visibility into which business segments were most engaged. Because TALOT is not an electric provider, customers needed clearer guidance to understand eligibility requirements and identify participating providers in their area. Oncor was looking to solve for these issues, simplify the customer journey, reduce bounce rates, increase engagement, and improve digital advertising performance.

THE SOLUTION AND RESULTS

Franklin Energy redesigned the TALOT website experience to create a clearer, more intuitive customer journey. The updated site navigation reduced the number of clicks required to reach program information and reorganized content around business types and customer needs. New intake forms improved lead tracking and provided better visibility of customer engagement trends. To improve accessibility for all customers, all pages were also made available in Spanish. The redesigned website was supported by a targeted digital marketing strategy that included Google Search, Google Display, Facebook Video, YouTube, and retargeting campaigns focused on Texas business customers across multiple industries.

Franklin Energy continuously enhanced campaigns based on customer behavior and performance insights. In 2024, Google Search campaigns achieved click-through rates as high as 24.95%, generating more than 1,075 clicks while maintaining cost-effective acquisition metrics. In 2025, Google Search campaigns continued to outperform industry benchmarks with average cost-per-click as low as $0.44 across commercial campaigns. Facebook Video campaigns generated nearly 3,700 clicks across office, nonprofit, retail, and convenience store audiences, while Google Display campaigns kept engagement across manufacturing, retail, warehouse, school, and office market segments throughout Texas.

By creating a clearer digital experience and more targeted outreach strategy, Franklin Energy gave Oncor greater visibility into customer interests while making it easier for businesses to take the next step toward participation.