This is a marketplace site. Users can see a variety of packages from several providers. Most visitors get to the site by clicking on an ad after searching non-brand Internet terms, like “high-speed Internet,” or “DSL.” Since some of our providers offered more than DSL, I salted the copy with some anti-cable/anti-cable company messaging.
As a marketplace we wanted the site to have a friendly feel and an inviting, open look--it needed to be a place users would feel comfortable browsing and returning to. The biggest hook was that users would be able to compare plans, providers and technologies in one place. No more opening four browser tabs and hopping between them. To support the research and comparison themes (and to optimize for search engines), the site is dense with content. Smart design and a conversational tone keep it from feeling as heavy as it is.