When it comes to utility marketing goals, driving traffic is often near the top of the list, along with engaging customers and improving the customer experience. Increasing traffic is a reasonable goal, but don’t overlook the value of leveraging existing website traffic. According to Market Place, the average utility has 50% of consumers paying bills online.1 Consider if roughly 50% of your customers are paying their utility bills online, at least that many are regularly online and interacting with your website. In reality, the actual number of unique visitors is likely higher, as some customers might be visiting the website to report an outage, check out a rate plan, or get information on an energy efficiency program. That’s a pretty significant amount of traffic that doesn’t need to be generated – it is already available for engagement.