Anonymised and sector-framed. Figures are the client’s own, reported the same way each month, and shown here with their permission.
A skilled renewables installer had built its reputation on the high-value work: solar, battery storage and the wiring that ties them together. But its website told a different story, presenting the business as a general-purpose electrician competing on the same terms as every domestic sparks in the area. For the renewable queries that actually fed its most lucrative jobs, the site sat at position 43, effectively invisible past the first few pages. The specialism that set the business apart was the one thing the site never made clear to Google or to the people searching.
Ranked as a generalist, the specialism was invisible; once the site was rebuilt around the high-value work, the clicks more than doubled.
We diagnosed a positioning problem, not a ranking one
Before touching a single page, we mapped how the site was actually understood. It was structured and written like a generalist electrician's website, with renewable work buried as one service among many. Search engines had nothing strong to attach the high-value queries to, so they ranked the site as what it looked like: a generalist, at position 43. The fix was never going to be a handful of tweaks. The whole site needed to be rebuilt around the work that mattered.
We rebuilt the site around the high-value work
We restructured the site so that renewables led, rather than trailed behind general electrical services. Solar, storage and related installation work each earned dedicated, properly architected pages instead of sharing a single thin services list. That gave every important query a clear, relevant destination to rank, and gave a prospective customer an immediate signal that this was a specialist, not a jack-of-all-trades who also happened to fit panels.
We built content around the queries that fed the lucrative jobs
Working from the actual renewable search terms behind the best work, we wrote on-page content that matched intent precisely: what the installer does, for whom, and why the specialism matters. Titles, headings and body copy were aligned to those queries without keyword-stuffing, so each page read naturally to a human while giving search engines an unambiguous topic. This is the difference between a page that mentions renewables and a page that is unmistakably about them.
We kept the technical foundations clean through the rebuild
A rebuild is the easiest moment to lose hard-won equity through broken redirects, orphaned pages or duplicated signals. We handled the migration carefully so existing value carried across to the new structure rather than being reset, and made sure the reworked pages were crawlable, correctly canonicalised and free of the kind of technical noise that holds a site back. Clean foundations let the new positioning do its job.
We reinforced the local specialist signal
Renewable installation is chosen work: people want a specialist they can trust who covers their area. We made sure the site's local and specialist signals reinforced each other, so the business showed up as the renewable expert for its patch rather than one more name on a long generalist list. That alignment is what turns a higher ranking into the right kind of clicks from the right kind of customer.
The results follow directly from the repositioning. Moving from position 43 to an average position of 24.5 took the business out of the pages nobody reaches and into territory where it can actually be found for its renewable work. Combined with a structure and copy that finally matched what searchers wanted, that visibility drove a 140% increase in organic clicks: not incremental, but a genuine step change in how much qualified traffic the site pulled in.
The 67% rise in click-through rate is the tell that this was a positioning win, not just a ranking one. When the same searcher sees a result that clearly speaks to renewables rather than to generic electrical work, more of them click. Higher average position brought the listings into view; sharper, specialist-aligned pages earned the click once they were seen. The two compounded, which is why the clicks more than doubled.