129% Conversion Rate Boost for Eco Retrofitter
search visibility growth within 12 months
backlinks acquired within 9 months
boost to sitewide conversion rate
The Challenge
Pyramid Eco had previously built their own website, followed by a low-cost redesign from an external firm. While functional, the site lacked clarity, professionalism, and any real conversion power, resulting in minimal leads. Most of their enquiries still came through word of mouth and meetings, not the website.
Additionally, the business had lacked a clear focus, serving multiple customer groups with a very large variety of services. This meant that the proposition was quite confusing when visitors arrived on the website. The area of greatest growth potential actually wasn’t being served clearly.
The founder had also experimented with blog content using AI tools, but the topics didn’t speak to their ideal audience of councils, housing associations, and large landlords. The content lacked authority and didn’t reflect the commercial expertise needed to win big retrofit contracts. Their online presence failed to support their ambitions for growth or establish them as industry leaders.
The Business
Pyramid Eco specialises in providing sustainable energy solutions, focusing on retrofitting homes and buildings with energy-efficient technologies, including insulation, heat pumps, and solar panels. They work with homeowners, landlords, and local authorities.
The Goal
With a full website rebuild and an integrated strategy across Search Engine Optimisation (SEO), content marketing, and digital PR, the goal was to increase qualified traffic and generate more leads from the website.
The Strategy
Step 1: Website Rebuild and Branding Boost
We designed and developed a new website with a modern layout, simplified navigation, and improved user experience. The goal was to build trust with commercial decision-makers by clearly presenting Pyramid Eco’s services, expertise, and past work. Alongside the rebuild, we introduced refreshed branding, including a new logo and visual style that better communicated credibility, quality, and sustainability.
We did this having modelled the target persona, which allowed us to run all our design choices via this perfect customer rather than making subjective choices based on the personal design preferences of the people inside the business.
Step 2: Grow Search Visibility with SEO and Content
Our SEO strategy began with a comprehensive content audit and keyword research process to identify high-intent retrofit and location-specific terms. We rewrote and restructured the site’s core pages, as well as optimised metadata, implemented schema markup, and strengthened internal linking across the site. Existing AI-generated blog content was rewritten to focus on the needs of landlords, homeowners, and housing associations.
Step 3: Build Authority With Targeted Digital PR
To build Pyramid Eco’s reputation in the eyes of both Google and commercial buyers, we launched a digital PR campaign focused on industry-relevant topics, such as mould, damp, and new legislation coming into force. The content was designed to attract backlinks from trusted publications, supporting SEO through improved domain authority. This approach positioned Pyramid Eco as a knowledgeable and reliable voice in the retrofit and housing space.
Pyramid Eco has been using Exposure Ninja for our SEO and content marketing over the last 18 months. We are in a niche industry targeting a very niche audience that we weren't sure did their research or buying via Google and AI Search.
However, through a combination of traditional SEO and some unbelievable media coverage through Exposure Ninja's digital PR efforts (I never thought I'd be featured in Good Housekeeping and the Telegraph!), we are now outranking much larger companies and even the government's own website pages for some of our key terms in both Google and ChatGPT.
This has resulted in some huge leads coming through that are well beyond the typical leads that a company of our size would be attracting.
Thank you so much to the team for your incredible work and for setting a new standard for SEO and digital PR in our industry.
The Results
Result 1:
Pyramid Eco’s sitewide conversion rate grew from 0.54% to 1.24%, a 129% increase within nine months. The combination of a full web rebuild, rebranding, and strategically optimised pages helped transform passive visitors into motivated, high-intent enquiries.
Result 2:
Keyword visibility increased from just 60 terms to over 720, resulting in a 10x search visibility within 12 months. Targeted on-page SEO, rewritten service pages, and strategic blog optimisation drove this growth. It helped the business appear in more retrofit-related searches from both commercial and residential audiences.
Result 3:
Through targeted digital PR and content outreach, Pyramid Eco secured over 150 backlinks from high-authority publications, including Hello!, The Spruce, Ideal Home, The Telegraph, Homebuilding & Renovating, and LandlordZone. These links strengthened the site’s domain trust and helped boost its organic rankings across key retrofit keywords. The campaign also enhanced brand recognition in the housing and sustainability sectors.
Result 4:
Visibility on ChatGPT increased significantly, leading to influxes of lead-targeting topics that ChatGPT consistently cites Pyramid Eco as an authority on.
The business has gone from being desperate for leads to having so many leads that it’s not able to service the lead volume and is turning leads away.
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