Driving high quality traffic in a niche market for Ignite Energy

The Project

Ignite Energy provide business energy solutions throughout the UK. Their service helps their clients control how much they’re spending on energy through innovative methods and technologies, along with careful management.

Ignite Energy work in a niche B2B industry. They came to Loom because they wanted help raising awareness around their service, as well as to generate more leads.

Loom’s experience working within niche B2B industries means we were ideally placed to help increase brand awareness and generate highly relevant traffic. Due to the complex nature of their service, we needed to think outside of the box. We developed a strategy that integrated various channels in order to increase search visibility and the leads that they wanted.


YoY increase in site sessions


YoY increase in new users to the site through content pages


Organic keywords in a niche space

Generating high-quality traffic & qualified leads

Since working with Loom, Ignite Energy has seen some impressive results, especially when it comes to qualified website traffic. This increase in traffic has resulted in more high quality leads that the company wasn’t able to generate before.

Loom’s integrated approach looked like this:

To reach Ignite’s goals, we first carried out detailed keyword research and re-optimised the website landing pages based on search data. This made sure the existing webpages were best optimised to answer and address the most relevant search queries around Ignite Energy’s service.

We also overhauled the website’s content, ensuring that the copy met the user’s search intent as precisely as possible. We also changed how Ignite Energy spoke to its audience to  help improve the website’s conversion rate.

After that, Loom created new content to answer specific user’s queries that weren’t already addressed on the website. This allowed the website to capture more relevant search-based traffic related to their services.

More people were now reaching the site due to better-optimised pages. And when they did, they were more compelled to take an action because of the proactive, bespoke copy.

Loom’s ongoing content strategy worked from both a “push” and “pull” perspective. We needed content that would educate the target audience around Ignite Energy’s service, as well as to capture all relevant search queries.

We used social media and biddable media channels to target the predefined audiences, making sure they saw the educational content and making them aware of the service.