Upgrading digital services to maximize customer satisfaction in a rapidly growing municipality

New Braunfels Utilities (NBU) prides itself on providing excellent electric, water, and wastewater services to the residents and businesses of New Braunfels, Texas. One of a couple thousand community-owned utilities in the United States, NBU is governed by local residents appointed by New Braunfels City Council members.

Delivering on its promise to provide customers with convenient, hassle-free services and conservation resources, NBU worked with Mindgrub to streamline its website experience using a robust, intuitive content management system (CMS) and a suite of enhanced digital features.

Scope

Content Strategy

Design

Digital Marketing

Quality Assurance

Strategy

Systems Integration

UX

Web Development

The Opportunity

According to U.S. Census Bureau data, New Braunfels is one of the fastest growing cities in the country. The resulting increase in demand for utility services and instant access to information created a unique opportunity for NBU to strengthen its online digital self-service offerings and reinforce its commitment to being a customer-focused community resource.

Our Approach

To learn more about NBU and the communities they serve, we kicked off a comprehensive discovery process that included collaborative working sessions, on-site stakeholder interviews, technical assessments, and a complete content audit.

Based on this deeper understanding of the NBU customer, the team presented CMS recommendations, site maps, wireframes, design concepts, and website templates for review. Our team of designers, user experience architects, content strategists, and engineers then implemented an intuitive, visually appealing website with powerful functionality, a scalable infrastructure, and helpful, strategic content.

Combining simplified, mobile-responsive site navigation with relevant and engaging content increases customer satisfaction.

A Website Built for Growth

New Braunfels Utilities’ WordPress website provides a wealth of resources to residential and commercial customers.

  • Interactive map
    Locate NBU’s service areas
  • Daily water readings
    Get current aquifer reading information
  • Updates
    Receive information on career opportunities, savings programs, alerts, and more
  • Video, event, and social media integrations
    Engage with NBU across multiple channels

Powered by Gutenberg

The new website is both scalable and easier to update with Gutenberg, the new block editor in WordPress. We adhered block templates to specific designs and page layouts while also giving the NBU team the flexibility to re-order and drag and drop those blocks. This is a major improvement to the traditional content editing and management process, which requires updating a series of text fields and saving the changes to see what the page looks like on the front end. Gutenberg’s richer, more visually appealing editing experience and realistic content preview features allow the NBU team to test more often, iterate more easily, and innovate faster.

Holistic Approach to SEO

By optimizing the website’s content for search engines, infusing content with new business-aligned keywords, serving images in next-gen formats, and eliminating unnecessary code and render-blocking resources, we were able to improve the website’s performance across multiple key performance indicators.

25%
increase in new users*
41%
increase in session duration*
12.7%
increase in organic traffic*

"The New Braunfels Utilities Communications and External Affairs team was pleased to engage with a company that was eager and focused on learning the departmental needs of our organization. At the onset of the project, Mindgrub sent a team of experts to completely analyze the current situation, understand the need for site improvements, and ensure the project outcome would be one we could all be proud of. Mindgrub was a valuable resource through every phase of the site’s development.”

Melissa Krause, Chief Communications and Strategy Officer at NBU
Results that Matter

Preliminary data comparisons show that NBU’s user journey has improved significantly. Our comprehensive approach to building a powerful web presence has contributed to a 25% increase in new users, a 12.7% increase in organic search traffic, and 25% decrease in bounce rate (September 1-15 year over year*).

With clearer calls to action, simplified entry points on the home page (e.g., ways to pay, login to account), and a reduction in the number of internal clicks, site visitors are quickly finding the resources they need. A 41% increase in average session duration from data analyzed September 1-15 year over year indicates that visitors are also more engaged with the content.

We continue to provide NBU with website services, supporting their needs as new challenges arise and their customer base continues to grow.

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