Lime Telenet
165% increase in new users. 173% increase in page views. 30% new paid customers. All within the first year of relaunch.
The Client
Lime Telenet is a leading provider of residential and commercial communication services based in Emeryville, Ontario. Their service portfolio covers hard-lined and wireless internet, home phone services, and comprehensive Hosted PBX solutions, giving them a footprint across both the consumer and business markets.
As a provider with a strong focus on innovation and customer satisfaction, Lime Telenet understood that their digital presence needed to reflect the quality of the product they were delivering. The website was not keeping pace with the business, and that gap was costing them customers. The goal was to bring their online experience in line with their reputation, giving new and prospective customers a platform that made it genuinely easy to understand their options, place an order, and get support when needed.
The Challenge
Lime Telenet was losing potential customers before they ever picked up the phone or submitted a form. Their existing website was the bottleneck. Services were scattered across poorly structured pages with no clear user journey, no logical flow from interest to conversion, and no meaningful way to support a customer through the decision-making process.
The information architecture was the core problem. There was no hierarchy guiding visitors toward the services they needed. Pages competed with each other for attention, and the checkout process had too much friction to convert even motivated buyers. The site also lacked a search presence worth mentioning. Without a technical SEO foundation or content strategy, organic traffic was inconsistent and underperforming.
Lime Telenet knew they needed more than a cosmetic refresh. They needed the site rebuilt from the ground up, with strategy baked into every layer.
Objectives
- Build a streamlined online ordering experience for internet and phone services that reduced friction and made it easy for customers to complete a purchase in a few steps.
- Integrate Sonar BSS/OSS via API to automatically sync new customer orders and subscription data between the website and Lime Telenet's back-end operations, eliminating manual entry and reducing errors.
- Implement a multi-agent live chat system to reduce response times and handle service inquiries and troubleshooting at scale.
- Establish an SEO foundation that would build organic visibility and drive qualified traffic over time.
Strategy and Execution
Information Architecture and User Journey
Before a single page was built, the focus was on mapping out where customers were in their decision process and what information they needed at each stage. The old site dumped everything on users at once. The new architecture was built around a clear funnel: awareness, consideration, and conversion.
Service pages were restructured so each one had a single purpose and a clear next step. Navigation was simplified so visitors could orient themselves immediately. Every page was designed to move someone forward, not leave them guessing.
Online Ordering System
The ordering flow was built to handle the complexity of bundled telecom services without overwhelming the customer. Customers could select their service tier, configure their plan, and complete their order in a few steps. The process was designed to feel transparent, with clear pricing displayed at each stage.
Upsell prompts for modems and wireless routers were embedded directly into the checkout flow at natural decision points, not forced in as interruptions. The placement was intentional: show the recommendation when it is most relevant, give the customer enough context to make a quick decision, and make it easy to add or skip. This approach kept the flow clean while improving average order value.
Sonar BSS/OSS API Integration
One of the more technical components of this project was integrating the Sonar Business Support System and Operations Support System directly with the website via API. When a customer completed an order, their information and subscription details were passed automatically into Sonar without any manual intervention on the Lime Telenet team's side.
This was not just about operational efficiency, though it delivered that. It also improved accuracy. Manual entry creates errors that end up in customer support queues. By removing that step entirely, orders processed cleaner and customers had a better post-purchase experience.
Lime Telenets core navigation structure.
Multi-Agent Live Chat
A multi-agent chat system was implemented to give customers immediate access to support during the research and ordering process. The goal was to reduce the gap between a customer having a question and getting an answer, because in telecom, an unanswered question during checkout often means a lost sale.
The system allowed multiple agents to handle concurrent conversations, reducing wait times and improving the quality of support interactions. Response times improved noticeably, and the chat touchpoint became an important piece of the overall conversion path.
SEO Strategy
The site relaunch included a deliberate SEO build-out that went beyond basic on-page optimization. Technical SEO was addressed first: site speed, crawlability, proper URL structure, canonical tags, and mobile performance were all corrected before the site went live. This ensured the new architecture could actually be indexed and ranked properly.
Page-level SEO was built into the content strategy from the beginning. Service pages were written with search intent in mind, targeting the specific queries a prospective customer would type when looking for internet or phone service in Lime Telenet's coverage area. Title tags, header structure, and meta descriptions were treated as part of the user experience, not an afterthought.
The combination of technical cleanup, intentional content structure, and a clean site architecture gave the new site the foundation it needed to grow organic traffic month over month throughout the first year.
Prototyping and Design
The design process was structured around user experience validation before development began. Wireframes were tested to confirm the ordering flow made sense to real users, and the navigation structure was refined based on that feedback.
The final design was fully responsive, with consistent performance across desktop, tablet, and mobile. Layouts prioritized readability and clear calls to action, with service information organized in a way that supported the user's decision process rather than overwhelming it.
Wireframes of Lime Telenet website - Desktop version.
Final design of Lime Telenet website - Desktop and mobile.
Year One Results
The 165% growth in new users was a direct reflection of the SEO strategy taking hold alongside word of mouth driven by an improved product experience. The 173% increase in page views indicated that visitors were actually engaging with the site rather than bouncing off a confusing homepage.
The 30% increase in new paid customers was the metric that mattered most to Lime Telenet's business. That growth was a result of the entire system working together: traffic from SEO, a clear user journey, a friction-reduced checkout, and real-time support available when needed.
The 13.2% decrease in bounce rate confirmed the architecture work was effective. Users were landing on pages that matched their intent and finding enough of value to keep exploring.
What Made the Difference
This project worked because the strategy did not treat SEO, design, and development as separate workstreams. The information architecture informed the content strategy, the content strategy informed the SEO, and the development built the technical performance that made all of it possible. The Sonar integration removed operational drag that would have undermined the customer experience at the back end even if the front end was perfect.
For an ISP operating in a competitive local market, the website is often the first and most important sales touchpoint. This rebuild made sure Lime Telenet's site was doing its job.