10 Best Energy Retailer websites

Updated:
July 14, 2021
Here are some of the best energy retailer websites

Selling electricity as a retailer is a tough gig.

The industry is heavily regulated.

To almost everyone, it doesn't matter if how the electrons get to their air conditioning unit or TV. They just care about how much each electron costs.

So it is very difficult to differentiate yourself against your competitors.

To most, this is simply just being cheaper.

But offering a lower cost product makes it harder to increase profits and provide better service.

So it is vital for the website to show how your company is different and how this benefits your customers.

How each energy retailer website will be judged:

  • The overall look and feel
  • Originality or uniqueness
  • Colour scheme
  • Imagery
  • Copywriting
  • How they are able to articulate their customers pain points.
  • Lead generation capabilities

Amber Electric

Amber Electric

Great design points

  • Great value proposition
  • Great consistent colour schemed
  • Custom icons
  • Good locations for Call to Actions
  • Different to competitors
  • Aimed at the younger generation with an app. 

Areas for improvement

  • More whitespace to between major sections
  • Need more headings, too much text. We are more likely to scan. 
  • Show price guarantee upfront
  • Show more proof that it has saved users money.

It is much easier to design a website when your value proposition is unique or highly differentiated against your competition. That’s exactly what Amber is as a company. 

They aim to disrupt the energy sector in Australia by providing wholesale rates to consumers. Their website does a decent job at explaining that, but it can be improved. 

The quantity of text can be replaced by imagery which would be easier for potential customers to understand what is different about Amber.


See design in more detail
Amber Electric

Arcadia

Arcadia

Great design points

  • The feature image of a solar farm makes it very clear what they offer.
  • Very easy to understand their Call to Action. 
  • The copywriting in front of the feature image is focused on their customer and not themselves.
  • By showing photos of different solar and wind projects, they make it clear that they stand for renewable energy. It also looks like they’ve been around for a while.
  • The photos at “Bringing renewable power to the people” look like real people and not stock photos. This builds tremendous trust with the visitor.

Areas for improvement

  • The icons for “how community solar works” has a dark red background. This is a little hard to see. I feel this is out of character and is at odds with the rest of the site. I would imagine removing the background would look better.
  • Just as I was praising the designer’s efforts in using stock photos, it looks a lot like stock photos in “Your personal energy advisor”. 
  • It would be easier to understand each icon if it had a short 2-3 word heading. We need to read each section in order to understand.

We get the feeling that Arcadia is all about helping local renewable energy farms sell directly to the generally public. Their mission and values are felt all across the page, and this is extremely attractive to customers who are only looking for renewable energy solutions.

They’ve used a mixture of real photos and stock photos. It would be great if all the photos were real. 

I would also add a final call to action just below the footer.

See design in more detail
Arcadia

Momentum Energy

Momentum Energy

Great design points

  • Great Call to Action first up. We know that within 2 minutes, we’ll get a quote. 
  • Fantastic video about using renewable energy, and asking visitors to join them in the renewable energy journey.
  • I love their icons. Colour scheme matches and reinforces their branding. 
  • Their copywriting appears on point. They are targeting patriotic Australians who want to support local businesses.

Areas for improvement

  • They have a burger menu even for desktop view (1920 width resolution screens). When clicked on the menu, there are only 4 choices. I believe that if a menu only has 4 choices, they should be displayed rather than tucked away. Burger menu should still be used for small tablet and mobile use.
  • I also don’t understand why they have a menu below their “above the fold” area. Almost all websites have the menu right at the top. This may cause confusion for visitors who are less savvy.
  • Although the video about hydro energy is great for Tasmanians, it doesn’t really help users from other states of Australia.
  • The image of the “snake” on the bottom appears cut off. It looks deliberate, but seems out of place. 
  • They have dedicated much real estate on the page for their users to log in. I think the page should have more areas to target new customers. See OVO Energy below for a better example.

Momentum Energy appears to be relying on customers having already heard about them or what they do. There is no indication that they are an electricity retailer 

The branding of Mojo Power is on point on the web page. I really like that they tried to focus on their customers rather than themselves. The feel of the site, though, is that it is not a large company. And whilst that may not necessarily be bad, I would think adding more social proof would add to the credibility and reduce customer friction.


See design in more detail
Momentum Energy

Simply Energy

Simply Energy

Great design points

  • The page looks neat and clean. It is difficult to design a “clean” looking website because it is easier to include everything.
  • Each section is easy to understand. There is a heading accompanied by a nice looking image, and further text to support it. 
  • Showing off their awards is a fantastic way of reducing buyer’s friction. Awards are hard to manipulate and copy.

Areas for improvement

  • There is a menu above the feature image and another menu below the feature image. This looks like they tried to cram all these headings in, but couldn’t find enough space at the top. Usually, if this happens, it means that the design needs to be consolidated by removing some headings or combining some.
  • There doesn’t seem to be much energy devoted to explaining how Simply Energy is different to their competitors.
  • “Members get more” is trying to sell themselves before first identifying with their customers.

The first thing that comes to mind is that the page looks “clean”. The design is nicely organised with lots of calls to action. It is a shame that the copywriting is not at the level of design. 

There is not much mentioning about their customers or why they should switch over to Simply Energy. It feels like they assume their reputation is enough.

See design in more detail
Simply Energy

Flow Power

Flow Power

Great design points

  • Great copywriting. They know exactly who their customers are “Reshaping power for Australian Businesses.” This is marketing 101.
  • Throughout their page, their copywriting is targeted towards businesses alone. Not residential.
  • Their previous projects show a portfolio of businesses - exactly who they are trying to sell to.
  • Branding and colour scheme is consistent across the whole page.

Areas for improvement

  • There are a lot of orange underlines. Each is a link. The homepage should not have so much linking to other pages. We should be treating the homepage as another landing page, with the sole purpose of converting the customer.
  • The page talks about reshaping power, but it doesn’t talk about how they do it.
  • The page contains two large sections of the wholesale price. Are they showing their customers that they can take advantage of this? It is unclear.

I love websites that are different from their competitors. Flow Power’s website is like that.  Again, kudos to the designer! The images, icons and colour schemes all seem to be in sync with each other, and this is not easy to accomplish. There is not much to complain about the website. 

I feel that Flow Power stands for something greater. That there is a big vision, but it would be great if that was explained more clearly. What makes it different to other energy retailers that would make an Australian business more away from their current offering?


See design in more detail
Flow Power

Power Club

Power Club

Great design points

  • This is one of the very few websites that treats its homepage as a lead capture form. 
  • “Sick of paying too much for energy” shows they are trying to understand their customers' frustrations with energy.
  • The page then shows why Power Club is different to their competitors. They claim to be Australia’s only member owned electricity retailer. That’s unique!
  • “Energy retailer of the year” is great marketing material.

Areas for improvement

  • Having a lead capture form is great, but there may be some customers that want to join straight away. I would like to see more buttons for “Join”. There is only 1 at the top.
  • Being the energy retailer of the year is a fantastic achievement. To make it better, show the logo, make it stand out.
  • The images of the women at the top and of children swimming have nothing to do with paying too much for energy.
  • They appear to be a smallish energy retailer. This is ok. But for these companies that don’t have the reputation to back it up, they need more social proof. 
  • I would like to see a call to action above the fold.

The best thing about the website is their business model. They are unique in that they are the only member owned electricity retailer in Australia.

This is by definition “unique”. 

They should make this stand out, explain what member-owned electricity means. Make it easy for customers to understand what they stand for.


See design in more detail
Power Club

Wattbuy

Wattbuy

Great design points

  • Great imagery
  • Great consistent colour scheme
  • Unique icons with multiple colours
  • Multiple  Call to Actions
  • Clear headlines with minimal text
  • Many energy companies as partners

Areas for improvement

  • No mention of customer pain points
  • No mention of how Wattbuy is different to other energy aggregators
  • No Proof of energy savings from previous / current users

This website looks like it was professionally designed. Their branding is on point, consistent and it appears as though they are a large well run company. There’s a lot to like about the design and feel of the website, and not much to dislike. 

I would reduce the quantity of text just after the fold, and focus on customer pain points. 

But other than that, well done to the designer!

See design in more detail
Wattbuy

ReAmped

ReAmped

Great design points

  • I simply love the branding and colour scheme.
  • This website is different to all the other bland, corporate-like energy companies that they are competing against.
  • They are positioning themselves as a company with a great culture, a fun place to work, with staff that have no problems in making fun of themselves.
  • “No lock-in contracts” and “We handle the breakup” are clearly some barriers that some customers may have before moving. Bringing the pain points up and highlighting them is a fantastic way of showing empathy to their customers.
  • The images look like they are custom drawn. This shows attention to detail.

Areas for improvement

  • The feature images don’t immediately say anything about them being an energy retailer. It would be great to consider having the various characters in someone interacting with energy.
  • “Proudly Independent” is more about themselves than their customers. This should be more of a subheading than a main heading.
  • There are so many buttons. Almost too many. It is also hard to differentiate between the main ones and the complementary ones.

What can I say? This website design is unique. It captures visitor’s attention. Above all, it is memorable.

It is not everyday that you see a company put so much effort into their website and branding. It feels as though they want to be friends with their customers. 

To a large extent, I think they have done a fantastic job. It’s just the basic User Interface fundamentals that seems to have been missed.

See design in more detail
ReAmped

OVO Energy

OVO Energy

Great design points

  • The logo, menu and members area are exactly as I would expect them to be.
  • “Carbon free energy at fairer prices”. This is great copywriting as it is more about their customers than themselves.
  • Very easy to digest their information about having only one plan. This is great for people that don’t have the time to analyse different plans.
  • The green call to action boxes are consistent and look great.
  • The translucent leaves in the green section is a great touch.

Areas for improvement

  • Although the main image looks fantastic, it would be better to tie in their copywriting by alluding to being invested in hydro energy. Otherwise, there is a slight disconnect from their copywriting and the image.
  • The subtitle “Carbon free energy at fairer prices” should be the main H1 heading, and “Energy the way it should be” should be the subheading. 
  • I don’t understand the image of the clouds. It seems misaligned with the rest of the page.
  • I don’t see any social proof.

The website looks and feels “clean”. The main feature image was most certainly altered to fit with the overall branding of the website. There are a lot of calls to actions, almost one at every section. 

To add the final details, I would find a way to tie the images back to the company in some way. The main disconnect is that there is no connection between the beautiful image of the ocean and the copywriting.

See design in more detail
OVO Energy

Mojo Power

Mojo Power

Great design points

  • Great imagery - showing happy people with the sun in the background
  • Heading focuses on their customers, not themselves - Fantastic!
  • Subheading with the words “G’day” is speaking to their target audience, normal everyday Australians.
  • Unique hand-drawn icons instead of generic icons reinforces their brand consistency.
  • “Get a fairer deal” speaks to the pain points of some customers, as they would truly feel like they are being robbed by their current electricity retailer.

Areas for improvement

  • Front page has quite a lot of text. Perhaps they could improve it by having larger clearer headings.
  • There are no social proof sections. We don’t know anything about Mojo’s other customers. Are we the first to join, or have they helped thousands of other Australians already?
  • Dedicating a whole section on COVID-19 on the prime real estate of the front page may be overkill. They should consider having a medium sized heading on it, and linking to a separate page if the visitor wants to find out more.

The branding of Mojo Power is on point on the web page.

 I really like that they tried to focus on their customers rather than themselves. The feel of the site, though, is that it is not a large company. 

And whilst that may not necessarily be bad, I would think adding more social proof would add to the credibility and reduce customer friction.

See design in more detail
Mojo Power

Conclusion

Most of these websites are owned by medium to large large with thousands of customers.

So most websites have been designed by experience web designers who adhere to the basics of web design.

Most common elements that were designed well:

  • Consistent colour scheme
  • Banner images
  • Custom icons
  • Plenty of negative space

Most common areas that could be improved:

  • Only the companies with unique business models found it easy to differentiate themselves.
  • Most websites needed to understand their customers more and articulate their pain points.
  • Some pages don't have enough Call to Actions. When a visitor gets to the bottom, they don't know what to do next.
Lucian Wu

Lucian Wu

Lucian is passionate about fighting climate change. He is an engineer, husband, father of 2 boys, solar panel enthusiast and hopes to one day own a Tesla. Sometimes, he wakes up at 4am to watch Liverpool FC play.

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