Retrofit & renovation
15% higher website-to-lead conversion
The traffic was already there. The website simply was not converting it into enquiries.
A specialist delivering whole-house retrofit and deep renovation projects had a visibility problem it had already solved. Search traffic was healthy and the market for fabric-first retrofit was growing. Enquiries were not keeping pace.
Retrofit is a considered purchase. Homeowners research funding, disruption, heating strategy and sequencing for months before they contact anyone. The existing website treated them like a quick quote request.
The objective was not more visitors. It was converting the visitors already arriving into enquiries the team could survey and price.
Turn the visitors already arriving into qualified retrofit enquiries.
Address funding, disruption and sequencing before the enquiry, not after it.
Make it easy to start a conversation at any stage of a long decision.
We looked at behaviour before design. Visitors were reading deeply, returning multiple times, then leaving without contact — classic signals of a long, high-value decision meeting a short, transactional website.
The site was rebuilt around that reality. Project case content explained sequencing and disruption honestly, funding and grant routes were addressed in plain English, and every page offered a next step proportionate to where the reader was — a question, a guide, or a survey booking.
The enquiry form itself was rewritten. Rather than name and message, it captured property type, current heating, works considered and rough timescale, which both raised the perceived seriousness of the process and gave the team enough to triage before responding.
Content was then aligned to the questions people were genuinely searching, so the pages doing the ranking were also the pages doing the converting.
Transactional layout replaced with a considered-purchase journey.
Multiple entry points matched to decision stage.
Funding, disruption and sequencing content written for homeowners.
The business now converts materially more of the audience it was already paying to attract. Enquiries arrive with the detail needed to triage and survey, which shortens the path from first contact to priced works and stops the team spending unbillable hours on conversations that were never going to proceed.
Construction businesses need more than traffic. They need visibility, enquiries and commercial growth.
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