Lifestyle Internet Plans Launch
Most internet providers sell on speed and price. GFiber took a different approach — designing plans around how customers actually use the internet.
Content Strategy
The challenge
The internet industry defaults to selling on speed and price. GFiber’s Lifestyle Internet Plans were designed to break that pattern — offering plans based on how customers actually use the internet, not just how fast it is.
This required a different approach to content. Explaining a differentiated product clearly — without falling back on spec-heavy, feature-led language — meant rethinking how the plans were introduced and explained from the ground up.
My role
I was the content lead for customer communications and Help Center across the full LIPs launch — the only writer responsible for customer-facing content end to end.
During a period of leadership transition mid-project, I stepped into expanded ownership and partnered directly with the Director of Brand to keep the work moving, maintaining alignment across Product, Brand, Customer Communications, Digital, and Acquisition.
This work supported a major product launch and required consistent messaging across multiple high-visibility customer touchpoints.
The work
Early drafts of the content led with product specs — plan names, speeds, and technical details. But this approach made it difficult for customers to understand which plan was right for them.
I pushed back on this framing and rewrote the content to lead with benefits and lifestyle fit — helping customers quickly identify the plan that matched how they actually use the internet.
From there, I built out a cohesive content system across surfaces:
1. Defined a new content approach
Established a benefit-first structure that prioritized clarity, relevance, and decision-making over technical detail.
2. Developed the full content suite
10 new Help Center articles and updates to 14 existing ones across Core (1 Gig), Home (3 Gig), and Edge (8 Gig) plans
7 onboarding email variants, including welcome and billing flows tailored to each plan
3. Ensured consistency across touchpoints
Applied a unified voice and structure across digital, email, and print surfaces — maintaining clarity and cohesion under a compressed timeline.
The outcome
The LIPs welcome and billing emails outperformed both previous GFiber versions and industry benchmarks:
73%+ open rates
CTRs up to 6.6%
CTO rates up to 9.1%
Supporting Help Center content also drove early engagement, with three “Getting the most out of” guides receiving 1,200+ combined views from 900+ users in early 2025.
This work helped establish a clearer, more customer-centered approach to communicating a differentiated product — moving away from spec-driven messaging toward guidance that helps customers choose what’s right for them.