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Using unified search strategies to stand tall against the 'big six'.

As First Utility's search marketing agency we have created a unified SEO, PPC, user experience and reputation management strategy that has this challenger brand now standing shoulder to shoulder with the established 'Big Six' UK energy suppliers.

Before we were appointed, First Utility was having difficulty securing visibility on search engines, its website suffered from a cluttered UX and the brand had a poor reputation stemming from specific customer service failures and negative audience opinion across the sector. All of which undermined the sales process by reducing the efficiency of advertising campaigns, poisoning search results and increasing new sale bail-outs.

the expertise we've applied includes:

  • Search Marketing
  • UX & Design
  • Online Marketing Strategy
  • Social Media & Content Marketing
  • Usability Testing

unifying search and social media tracking to restore a reputation.

To address the brand's challenges we developed an off-site link-building and SEO programme allied to a PPC strategy targeting Hollywood terms, brand reputation-related phrases and longer tail.

We also recommended tracking mentions of the First Utility brand across the likes of Twitter and online consumer forums, escalating key issues to First Utility with our recommendations for effective resolution.

As a result page rank has ultimately risen by 100% since the launch of the campaign, and from a visibility perspective, data shows that First Utility appears under 1,892 terms on pages 1 and 2 of Google – a 43% improvement since the campaign was put in place.

Overall this unified approach had enabled us to reduce the organic search cost per lead from £96 to less than £12.

unifying search and social media tracking to restore a reputation.
using smart PPC tactics to slash acquisition costs.

using smart PPC tactics to slash acquisition costs.

Our optimised PPC strategy has brought greater relevance between keywords and ad copy, keyword expansion, bespoke landing pages and improved tracking to make robust optimisation simple.

The impact has been clear with activity tripling monthly conversions and reducing CPA by £311.

improving the website UX to simplify the path to conversion.

We also identified that the online customer journey to a sale on the company's website was cluttered and confusing, and that related customer complaints on social media were not being picked up and dealt with in a timely manner. To rectify this our UX teams were able - by using eye tracking and lab testing - to identify and iron out usability issues preventing more site visitors from switching to First Utility on the spot.

improving the website UX to simplify the path to conversion.


rise in page


CPL cut

from £96 to


Triple monthly

conversions by


"Thank you for all your support through the years. You were instrumental in us achieving 1m customer accounts. We couldn’t have done it without you. Here’s to the next 1m!"

Ed Kamm, Chief Customer Officer, First:Utility


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