Time for us to step in and pick up the pieces! We come with an ambitious plan: to transform E.ON Guide (E.ON Rádce). Originally, the website was built to educate people about the world of energy (with the goal to capture SEO traffic and bring leads to E.ON’s main website). Until mid-2024, E.ON Guide served up mainly keyword-driven articles. These worked — superficially. The site skipped over sensitive, complex topics and completely ignored the ongoing energy transition. In general, it felt more like an SEO glossary than a serious & professional resource site.
We know the site can do much more. We envision informing people about upcoming legislation changes. Coming up with expert yet easy-to-understand insights into complex topics that may sometimes be sensitive and/or uncomfortable. Showcasing the knowledge of E.ON’s own people as well as providing a platform for experts outside E.ON.
To put it simply: We want to turn E.ON Guide from an SEO glossary into something far more valuable: a serious, trustworthy source of information that explains what is happening in the energy sector — and predicts what’s coming next.
„We’ve been working on the E.ON Guide for over 10 years — I’ve been involved since the very beginning. Our top priority has always been creating quality content. But things have changed so much during the 15 years I’ve been in the industry! The energy sector used to be such a calm field — but a few years ago, everything turned upside down. We saw the boom of home solar systems and the need for decentralised production and energy sharing that went with it. We started having batteries balancing the grid. All these novelties require thorough explanations that need to go much more into detail than a three-paragraph article would ever allow. We didn’t want a content supplier but a content partner. Someone who could take us from SEO snacks to properly stuffed content sandwiches.“
Alena Pudilová
— Content Manager, E.ON
About the client: One of the major energy players in Czechia, E.ON supplies gas & electricity to approximately 1.5 million Czech households & companies. It also takes care of the grid in the south of the country. The company has its own range of sustainable green solutions — it sells & installs solar systems, heat pumps, and e-mobility equipment. In 2024, E.ON installed almost 3,000 solar panel systems and 200 heat pumps throughout Czechia. The company belongs to E.ON SE, seated in Germany and operating in many European countries.
We kick off the job by a thorough analysis of E.ON Guide (which we incorporated into our answer to E.ON’s request for proposals). We don’t start on a blank page — we use the knowledge we acquired when working for another client, also a supplier of residential solar systems and heat pumps. Plus, we already know a great deal about E.ON thanks to the work we do for their social networks.
Here’s what our analysis shows:
„We knew that people all across Czechia were checking the prices of gas & electricity; they wanted to learn more about price caps, how the Leipzig Power Exchange works, how energy prices are calculated, weighing whether a residential solar system and/or a heat pump pays off. Wanted to know the subsidy for those and where to apply. People were looking for options when they needed to replace old coal furnaces which were about to be banned. The original E.ON Guide either didn’t provide answers to these questions at all or only touched on the topics lightly, without giving a comprehensive explanation.“
Jan Novák
— Copywriter, Hook & Tell
Our plan is clear: turn the current SEO glossary into a fully fledged magazine. Dig deep in topics, showcase expertise, and cover not only the questions people have now but also the ones they will be asking in the future.
Before its transformation, E.ON Guide wasn’t very popular. Not even among E.ON’s own employees. Some people at E.ON were blissfully unaware of its existence, some considered competitors’ sites to be much better.
But E.ON didn’t lack expertise — their experts just lacked the time to devote themselves to content creation.
Within this setup, we attempt the unthinkable: get a board member on board. Even though the schedule of the board’s Vice-Chairman, Jan Zápotočný, usually looks like back-to-back meetings for 10 hours a day.
„Jan was the best fit because he’s very visible in the Czech media. We knew his involvement would make the platform more attractive, even for E.ON’s own people. We had this idea of Energy Walks — regular interviews with the Vice-Chairman, shot outside during a nice walk (if the weather permits), with our host asking questions that are currently trending in the energy field.“
Martin Brablec
— Founder & CEO, Hook & Tell
Luckily for us, Jan says yes. First Energy Walks are born — 20-minute interviews on topics such as prices of energy, new legislation and subsidies for solar panels.
Alongside that, we play another video card: interviews with E.ON’s own people. Employees get more & more involved, we’re having experts review our scripts and/or brief us on tricky topics. One goal is met: E.ON Guide is becoming more popular within the company.
In summer 2024, we dive into content creation for E.ON Guide, writing new articles and also editing & updating older ones. The priority is set: thorough coverage of key topics — prices of energy, green energy subsidies, energy transition. New legislation comes into effect around this time, enabling the people who have residential solar systems to share electricity with others. To cover this topic, we come up with an entire series of articles, accompanied by helpful videos and topped off with a comprehensive PDF guide.
„Publishing a set amount of articles a month – based on key word analysis – is what I’d call the lazy approach. Instead, we find big topics, ponder their relevance carefully from E.ON’s business and/or communication perspective, then decide how to approach them. Whether one article is enough or whether we should dig deeper. The concept of energy sharing was such a big deal — we wrote several case studies, shot video interviews and published a thorough guide in PDF.“
Jan Novák
— Copywriter, Hook & Tell
On the flip side, the “quality over quantity” approach means we have to make some tough choices. We decide to remove irrelevant topics and articles that aren’t performing well. Some of them may have good SEO statistics but if the topic doesn’t suit E.ON Guide any longer — we say goodbye to them relentlessly. We delete or merge over 60 articles, “sacrificing” topics like smart home, lightbulbs, and faucet replacement.
We can’t say the SEO specialist at E.ON is thrilled — but they do understand. Although we may have heard some teeth grinding when we told them about changing all the URLs (due to the visual makeover from a glossary to a magazine), while ensuring that all the pages are redirected correctly.
At the beginning of 2025, the makeover is complete. Kudos to E.ON’s webmasters! Super quick and effective work.
Despite cutting content and changing all the URLs, organic traffic grows by 32% year-on-year (Q1 2025 vs. Q1 2024). Very rewarding!
The quality of the traffic is even more rewarding: the site now generates leads that are much more qualified. In the first 4.5 months of 2025, more than 100 people get interested in energy sharing, and E.ON Guide is where 205 people start their customer journey to become E.ON’s customers for electricity, gas, or another energy solution (furnaces, heat pumps, home solar systems, and more).
Inside E.ON, the magazine is finally taken seriously. Employees approach us unprompted, proposing topics, suggesting improvements, and reviewing our outputs.
„I’m really happy with what we’re building together! What do I value the most? Probably the high level of expertise across the team — that is not a given, in my experience. On a personal note, I appreciate that we can openly discuss anything and that my feedback is met with genuine self-reflection instead of a long list of excuses. I gladly return that favour.“
Alena Pudilová
— Content Manager, E.ON
