MakeMyHouseGreen is a part of London-based Switchd, operating in the energy switching market. MakeMyHouseGreen, is a relatively new venture for the business and operating within a fast-growing but quite competitive industry, solar panels. The website is built on WebFlow which allows rapid deployment but can have SEO specific challenges. Due to the team’s experience on both sides, we were able to overcome them or utilise workarounds.
The business is exceptionally well run, which makes our life much easier in regards to taking them to market with search – we don’t often run into any operational issues (where we have to throttle back) in such well operationalised businesses. This was key as we anticipated a rapid growth period given the new nature of the site and potential within this industry.
Key ConsiderationsÂ
- We are operating in a competitive market here, with PPC running (we were just managing SEO), Webflow CMS which isn’t SEO friendly out of the box.
- We needed to find a certain level of leads to drive positive ROI, creating this commercial framework early although there were some unknowns, what level of leads would fall through into installations.
- Due to the technical nature of the business we had to lock in a team, this team would learn the business and become experts so it was important we pair up a highly capable team and ensure they remain on the account for the duration. It also allows the guys to constantly think on how to grow this account without being burdened with an unmanageable amount of clients to work with.
- We had high confidence there was an effective sales team at the other end of the phone which gave us full confidence it was a footfall issue with the business.
What we did:
- We targeted people further down the funnel to start, this allows us to operate in lower competitive areas for quick wins, it also allows us to build up authority.
- We have created robust guides on the site to target specific users at specific areas.
- A mass content production strategy with underpinning technicals.
- Competitor analysis, outreach and full support around search.
What we achieved:
- The leads from organic search, double every 3 months – this has been the case for the last 12 months.
- A consistent stream of leads are now hitting the business which are filtering down into installations and we’re close to operating in a profitable zone – with the intention to scale up.
- We have identified over 200 keywords which hold commercial value to the business, from a complete standstill we have achieved:
- 60 reside in the top 10 positions
- 30 of which are within top 5 positions
- 25 are holding top 3 positions
- 12 are now in top positions
