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Grant Boilers
SEO & Lead Generation
- About
Most UK ECO energy companies burn 61% of their digital marketing budgets on vague tactics that don’t convert. Grant Boilers came to us with a familiar problem: rising ad costs, scattered lead quality, and no way to track performance across campaigns. Within weeks, our strategy transformed their digital efforts into a lean, high-conversion machine.
Berks brought clarity, focus, and serious performance to our campaigns. Their funnel optimisation and PPC strategy helped us double our ROI in under three months — and the transparency they provide is next-level.
Kai Adams
CEO of Grant Boilers
Our Contribution to the project
We delivered a 360° performance strategy across all key digital channels:
Achieved First-page keyword rankings
80+
Boosted social media reach
200 to 15,000+
Drove increase in direct ECO4 leads
44%
- Problem
When Grant Boilers approached us, their digital marketing was generating clicks — but not customers. Their PPC campaigns targeted the wrong audience, ad spend was ballooning, and the leads landing on the site weren’t qualifying for ECO4 grants.
On top of that, their SEO lacked focus, and social channels were nearly inactive, missing out on thousands of potential touchpoints with eligible homeowners. They weren’t just wasting ad spend — they were missing the entire market.
- Solution
Our team started by rebuilding Grant Boilers’ entire lead generation flow. We launched highly targeted PPC campaigns filtered by grant eligibility factors, then redesigned landing pages to streamline qualification and boost conversions . On the organic side, we deployed a focused local SEO strategy to dominate search results for key ECO-related keywords.
Then came content and community: we built social media campaigns to educate and engage the audience, and implemented full-funnel analytics to track performance and optimise every pound spent.
The result? 3x ROI in 60 days, a 4x increase in qualified leads, and a system built to scale with future ECO schemes.
Stylized Visual Representation
- Technology Stack
The minimal ASP.NET boilerplate for individual developers and
small teams
- Color Scheme
The minimal ASP.NET boilerplate for individual developers
- Projects
End-to-grow Solution
- Rescued Campaigns from Data Chaos
E-Promotions had no clear visibility into what was working. We unified fragmented data sources, set up accurate tracking, and brought transparency to every click and conversion, turning guesswork into precision, and confusion into insight they could act on instantly.
- Transformed Traffic into Qualified Conversions
Traffic wasn’t the issue, but quality was. We restructured their funnels, rebuilt landing pages, and aligned targeting with intent-driven content. The result? Higher engagement, longer on-site time, and a sharp rise in high-value leads that matched their ideal customer profile.
- Cut Ad Waste, Boosted Budget Efficiency
Their ad budget was bleeding on the wrong clicks. We reshaped targeting criteria, paused underperforming segments, and introduced A/B testing loops, making every pound spent work harder. Same budget, but dramatically improved return on ad spend across all key platforms.
- Built a Strategy That Could Scale
Beyond fixing what was broken, we created systems that would work long-term. Automation, optimisation routines, and performance dashboards empowered the E-Promotions team to scale confidently—without depending on daily guesswork or reactive fixes. Growth became proactive, planned, and measurable.
- Featured
End-to-grow Solution
- Pinpointed Traffic Strategy with Keyword Gap Analysis
We started by running a full ECO4 market audit, including competitor benchmarking and high-intent keyword gap research. Instead of chasing broad terms, we laser-focused on phrases like “free boiler with Universal Credit” and “ECO4 boiler grant 2024.” This allowed us to pull in qualified traffic with 63% lower cost per click and drastically improved lead quality.
- User-friendly Design That Converts
The old site buried key eligibility info. We rebuilt the user flow to surface the “Check Eligibility” CTA at just the right moments — no more dead ends. With a clean, mobile-first layout and persuasive trust badges, we reduced bounce rates by 41% and doubled form completions within the first 6 weeks.
- CRM-Integrated Development Built for Lead Capture
We didn’t stop at a pretty site. We connected the backend with a custom CRM to track every lead from submission to grant approval. Each application gets auto-tagged, assigned, and followed up via automated reminders, turning missed calls into secured grants.
- Lead Funnel Optimisation with CRO Testing
We ran A/B tests on form layouts, microcopy, and button colours. One small tweak — changing “Submit” to “Check If You Qualify” — increased lead conversion by 21%. Our CRO process was not guesswork — it was evidence-based and tied to business KPIs.
- Fully Measured, Performance-Based Advertising
Our PPC campaigns weren’t just pretty to look at — they performed. With extensive UTM tagging, heatmaps, and funnel tracking, we optimised each ad set for cost per qualified lead. The outcome? A 78% decrease in wasted ad spend and a CPL that beat industry benchmarks by 53%.
- Local SEO for Regional Grant Uptake
We created specific landing pages for high-uptake locations such as Leeds, Birmingham, and Glasgow — all SEO-optimised with local trust signals and specific keywords. These local pages allowed Grant Boilers to take over local search and increase organic enquiries by 3.6x within 60 days.
- Our Working Process
Each Stage Engineered for Leads, Compliance & Growth
1
Discovery & Grant Market Research
We began with a full discovery phase, diving deep into the boiler grant niche. Our goal was to understand the ECO4 framework, eligibility paths, and regional search intent around terms like “free boiler grant for pensioners” and “ECO4 scheme 2024.”
We also conducted a competitor keyword audit to find gaps in targeting and content, revealing untapped long-tail queries and overused generic terms wasting ad budgets.
- Keyword analysed 200+ UK search terms related to ECO4 boiler grants
- Plotted customer journeys by benefit type and property fuel source
- Uncovered 47 unused long-tail keywords for focused content strategy
2
UX Strategy & Conversion Design
We designed a seamless user experience, beginning with a mobile-first design that directs low-income users to eligibility checks. We streamlined content for ease of understanding, particularly for audiences who are not familiar with ECO jargon.
The design centered around trust — badges, testimonials, and assertive CTAs strategically placed to increase confidence and form completions.
- Optimised homepage for 30-second eligibility hook
- Created a 3-step flow from landing to qualification
- Improved lead submissions by 85% in the first 4 weeks
3
Custom Lead Funnel Development
Our engineers created a totally custom lead capture system that was integrated with back-end CRM processes. The form dynamically adjusted based on benefit type, home ownership, and heating type, enhancing relevance and quality.
We incorporated lead qualification logic to auto-filter out ineligible submissions and eliminate noise for internal teams.
- Created a dynamic form with condition logic and skip paths
- Integrated lead capture with internal client CRM
- Decreased unqualified leads by 61% through real-time validation
4
Ad Build & Strategy
We launched targeted Google Ads and Meta campaigns, employing segmented ad sets along location, benefit status, and EPC ratings. No waste on vanity keywords — pure terms with high proven intent only.
Ad copy was A/B tested constantly with urgency-based messaging centered around “100% free boiler replacement under ECO4.
- 18 ad sets built on Google & Facebook with micro-targeting
- Reduced cost-per-lead by 72% within 30 days
- Achieved 3.1x return on ad spend without budget scaling
5
Technical SEO & Performance Optimisation
Organised the site with schema markup, mobile load speeds of lightning speed, and granted keyword-led on-page optimisation. Pages were grouped around user queries such as “Am I eligible?” and “What benefits qualify?”
Addressed crawlability and UX performance problems that were slowing down organic rankings.
- Deployed grant-centric schema and FAQ-dense results
- Improved Google PageSpeed from 49 to 97 (mobile)
- Hit 38 first-page keyword rankings in 2 months
6
Real-time Data Tracking & Reporting
Right from the beginning, we included end-to-end analytics — from form conversions to heatmaps. This provided stakeholders with real-time transparency about what was working, where users were falling off, and how leads moved through the funnel.
Weekly dashboards were customised to highlight cost-per-lead, traffic sources, and user drop-off points.
- Personal GA4 dashboard with conversion event tracking
- Session replays through Hotjar to catch UX problems early
- Weekly lead quality reports by source
7
Compliance, Handover & Ongoing Support
As ECO4 grants are publicly funded, compliance was paramount. We made certain that all copy, data handling, and eligibility processes complied with OFGEM guidelines.
We developed a complete documentation pack and provided training to internal teams on managing submissions and updating web content in the future.
- Fully GDPR-compliant form flow and data storage
- Included CMS training and SOPs
- Support package comprised 90-day performance check-ins
- Projects
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