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Case Study: How we grew inbound solar leads by over 50% in less than 3 months.

Energy Matters is an award winning, Australian owned and operated company, that has helped over 30,000 Australians organise solar for their home. As a founding member of the Clean Energy Council’s Approved Retailer program, Energy Matters prides itself on its long history and trusted name, one that consumers and installers know they can trust. Today, Energy Matters is using that experience and expertise to help connect consumers to trusted local installers, providing 3 high quality solar quotes.

The Digital Eagles team came together to combine web development, CRO, content production, email marketing and SEO implementation to achieve this objective.

The Goal

To immediately arrest the decline that Energy Matters were getting from website traffic. Our client had recently acquired the website and although traffic and leads we still reasonable, the traffic and leads were declining. Our client needed the Digital Eagles team to help with a full search and content strategy to get the site back to growth. 

The Solution

The first step was a full onsite audit and 3 month search and content strategy. Our team of SEO strategists and technical resources crafted a solid implementation plan targeting the biggest opportunities for growth. The team also need to review and clean up the backlink profile.   

The next step was a full article and content strategy. Cassie MCBlane our Head of Content crafted a very detailed content strategy to increase the quality and engagement of readership. Energy Matters is seen as a thought leader in the Solar Energy space and our team set out to leverage this. 

SEO – Search Engine Optimisation

Our SEO operations lifted the Energy Matters website over 445 positions up the Google rankings across a select number of targeted keywords in searches. This yielded enormous results, including:

  • A 27% increase in leads generated from organic search
  • A 86% decrease in Bounce Rate from organic search.  
  • 37% increase in leads

Content

The Energy Matters website is now getting almost 300,000 sessions per month, but the conversion rate to lead is very low. Our Conversion Rate Optimisation team put together a plan to drive stronger conversion for the homepage initially.  After heat mapping and some initial testing, the team rolled out the first version of the homepage changes. Instantly we saw: 

  • 55% reduction in the homepage bounce rate.
  • 31% increase in leads converted from the homepage

Rankings 

Although ranking performance is a lead indicator, we have a 5000 keyword strategy and have content that wraps around these keywords. The SEO team have also crafted a strategy in a way that ensures that we are driving increased ranking performance in strategic locations, starting with the state capitals. See below for the example of “solar panels”. This keyword is being searched 33,000 time per month and in each state is now getting a higher share of voice.  

Review / Testimonial 

“We gave Digital Eagles the task of designing and developing a strategy to increase the leads that were being generated from the Energy Matters website. Choosing the right digital marketing agency is hard. The market is crowded with lots of different claims and offerings. We decided on Digital Eagles because the took the time to really understand our business and they put together sensible strategy for us to start with. We are very happy that we did. The Digital Eagles team have been incredible. We are seeing instant results from the SEO, Content and Conversion Rate Optimisation. They also go above and beyond to support us with additional strategy and advice when we need it. Ryan and the team really know their stuff and we would have no hesitation in recommending them”.

Nat Stegmann, Director. 

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