The websites needed to fulfil two key criteria – inform homeowners of the energy saving measures available, and drive regional enquiries through the website. Local search marketing is all about optimising online visibility for a specific location, which was essential for the websites to ensure that leads were being generated from the relevant regions.
PRG designed three new websites for Local Authorities across four counties to promote government-funded grants to homeowners for free and discounted renewable technologies. The Local Authorities included – East Sussex Energy Partnership (Eastbourne BC, Hastings BC, Rother DC and Wealden DC), Warm & Healthy Homes Partnership (Basildon DC, Castle Point BC, Rochford BC, Southend BC and Thurrock DC) and Warmth for 1000 (Elmbridge BC, Guildford BC, Hart DC, Runnymede BC, Spelthorne BC, Waverley BC and Woking BC).
Keeping brand design consistent we created the websites using bold and colourful images to illustrate the Partnerships’ key messages, for example a sunflower to illustrate solar energy and a house and woolly hat image to illustrate insulation. Making it easy for visitors to make enquiries was also an important factor and we addressed this by giving ‘calls to action’ prominence on the sites including the freephone number, quick email enquiry link and online application form.
Since we launched the websites they have all maintained a constant flow of website enquiries as a result of the regional search marketing and search engine optimisation techniques utilised. They have also proven a cost-effective way for converting website enquiries into installations. As an example, following the launch of the East Sussex Energy Partnership website, it received an average of 346 unique visitors and 48 form enquiries per month.
Take a look at the website here: www.eastsussexenergypartnership.org.uk/index.htm