Camilla, Telekområdgivarna

We don't even have time to sit down before Camilla tells us how pleased she is.

“We have had such a great collaboration. Even now after the launch, things come up, and then you get such good help via support. Micke forwards to Dan or Alex, who are our people.”

Our people. That's how she describes the agency she hired.

Telekområdgivarna is a non-profit organization funded by the telecom industry. The mission is to inform consumers about their rights.

“We don't sell anything, you know, we have what we have,” says Camilla.

The website they had was old and no longer updated. It was in a more advanced system where the organization couldn't do much themselves, and it was difficult to navigate. Above all, it was written for the wrong readers.

“The previous web was more built for the lawyers than for the consumers. Our main mission is to inform consumers, and we want them to find the information themselves on our web.”

Before anything could be built, a feasibility study was conducted. What did the organization really need, and what could it cost? The request went out to several agencies.

“Pigment was the one that came with the best proposal. Not the cheapest, but the clearest. You could easily follow and understand: we suggest this and that, and WordPress is enough.”

That a simpler and more flexible system was actually enough became a turning point. Already in the feasibility study, Camilla felt that they had “good talks.”

The biggest practical difference is that the organization can now work on the web themselves.

“One of the challenges we had before was that we couldn't do things ourselves. Now we can just add functions and build ourselves.”

The change was also noticeable in the budget.

“We had huge hosting costs before. We save about 70,000 kronor a year by having WordPress instead.”

To that comes small details that make everyday life easier, like the automatic translation between Swedish and English in WordPress. “It has made things easier, so smooth.”

What Camilla returns to during the conversation is still not the technology. It's how the collaboration works.

Telekområdgivarna has previous experience with agencies that built exactly what was ordered, without follow-up questions. Sometimes the result didn't work optimally because more was actually needed, something the organization couldn't know.

“We are not technicians ourselves. Now we experience more that we get a dialogue. If I talk to Dan about a function, it's not just 'yes, we'll solve it', but 'we can do it this way, but this affects that, and this will work like this instead'.”

She compares it to how it could sound before: “yes yes, but you should have known that yourselves.”

“It feels so safe that they don't put us in trouble for something we haven't thought of.”

The goal of the new web was clear: it should be easy to navigate and targeted at consumers. This required extensive work with the content.

“Before, we had a lot of information on each page. Now we spent a lot of time structuring the information. We have about twice as many pages now as before, with the goal that you should find information based on the questions people actually ask.”

To find those questions, a thorough SEO work was done.

“They did an excellent job with SEO, a really heavy task. Every headline became a question instead.”

The result was visible quickly. The web was launched in November 2025, and barely five months later, Camilla can state that visitors stay significantly longer and actually absorb the information. The number of views on Google has increased by over 50 percent, and the website has climbed from position 14 to position 7.

“And it continues in the right direction. Obviously well-formulated questions and answers that both Google and consumers like. ChatGPT seems to have the same preferences, because we also appear there often, we have understood.”

The transition has had a cost internally. The organization's lawyers think the web works worse as a knowledge base for them than before. But for Camilla, the priority is clear.

“This web is aimed at our target group, not at ourselves. It should be easy to read so you understand, not like reading the law book.”

The web is built based on how a consumer actually behaves, and it usually happens on mobile. Accessibility was equally important.

“It's important for everyone, but extra important because many in our target group have a fairly high average age.”

The organization already had a new graphic profile when the work began. Designer Fredrik built on it with some complementary colors.

“It turned out very nice, how he got the colors together in different blocks.”

And according to Camilla, the web really reflects the organization's core values: expertise, credibility, and impartiality.

“We don't take a stand for anything, we just convey facts. This is what applies.”

The response from outside has been clear. “We have received a lot of praise. Many have pointed out that the new web is nice.”

After the decision to hire Pigment, a workshop was held, and since then the dialogue about budget and priorities has been open.

“We have always been able to say 'no, our budget covers this much' or 'no, we have to back off from that function', and meet halfway. We have also been able to take over certain tasks internally instead.”

The project was delivered on time and within budget, something that surprised the organization's board.

“They said 'we have probably never experienced anyone actually delivering within budget and before the deadline'. And everything has just worked. Everyone is really good at what they do.”

The work doesn't stop at the launch. Telekområdgivarna has talked with Micke about their own user test, where visitors will answer if they found what they were looking for, if the answer was clear, and how they perceive the language. The plan is to do it when the web has been live for a year.

Internally, the organization is working with a copilot and trying to build AI agents to streamline the work. Even there, Dan plays a role, sometimes as a brake.

“He says: the technology is not quite there yet, so we wait. Because it has to be really good.”

The organization is also brainstorming an app for young people, which in a fun way will provide important information.

“It's 16–22-year-olds who are overrepresented with the Enforcement Authority, and you don't get the same knowledge from school today about economics and the like.”

When Camilla sums up the collaboration, she goes back to the beginning, to the feasibility study.

“Now it is always a collaboration, and we appreciated that a lot already in the feasibility study. We got a really good basis, and it immediately felt like this is how it should be.”