Lifestyle Internet Plans Launch

The challenge

The internet industry has a default setting: lead with speed, compete on price. GFiber's Lifestyle Internet Plans were built to break that pattern — offering three plans designed around how customers actually use the internet, not just how fast they need it to be.

That required a new kind of content. Explaining a differentiated product clearly, without slipping into the same spec-heavy, feature-led language the industry defaults to, meant rethinking the writing 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 focused on 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 project moving, maintaining alignment across Product, Brand, Customer Communications, Digital, and Acquisition.

What I did

Early drafts of the content led with product specs — plan names, speeds, technical details. Customers needed to understand not just what the plans were, but which one was right for them. I pushed back on that framing and rewrote the content to lead with benefit and lifestyle fit instead.

From there, I built out the full content suite:

• 10 new Help Center articles and updates to 14 existing ones, covering all three plans (Core 1 Gig, Home 3 Gig, and Edge 8 Gig)

• Seven onboarding email variants, including welcome and billing emails tailored to each plan

• Consistent brand voice across every surface — digital, email, and print — 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%

  
  

Three new "Getting the most out of" Help Center guides — written for Core, Home, and Edge plan customers — received 1,200+ combined views from 900+ users in early 2025.