6 ways to keep your energy business website from falling off the grid

Energy business sales funnel website

6 ways to keep your energy business website from falling off the grid

As a professional in the cleantech, energy, and sustainability sector you’re ranked among some of the brightest, most organized minds in technology, finance, data analysis, systems design, and engineering. You probably have a great reputation in your field.

So why isn’t your new website pulling in new leads?

You relaunched six months ago, but your funnel remains empty.

Many web development companies can ONLY build you a new site—they’re engineers too, which makes it seem like you’re speaking the same language. Their services are also probably pretty cheap. But they have zero accountability after the sale is done, so the quality is subpar. They know you don’t know that.

The result? Zero leads.

The good news is that you can train search engines to show you love. You just have to be consistent and smart—that should be easy for engineering types!

Google doesn’t read your site; it scans it with crawlers or bots. But if it doesn’t find what it likes, it ignores your new website. Google looks for things like:

  • Whether or not you use keyword phrases that the cleantech / energy / sustainability industry typically searches
  • How easy your content is to read (length of paragraphs and sentences, formatting, headlines)
  • Whether or not you offer a lot or a little content tied to industry topics
  • How frequently you’re adding new pages and media
  • How long your site has been on the internet
  • How many people visit your site and how long they spend on it
  • Whether or not you use internal and external links

Here are six simple ways you can update your energy business website, show Google you’re worth some attention, and pull in more leads.

Search engine optimization keywords

1. Keywords

Your website is online dating. It has to use certain phrases and terms to attract the ideal mate: Google. And Google has a LOT of suitors.

You can probably rattle off a few things people are likely to search to find you. But you can also use engines like AnswerthePublic.com to see other possibilities.

Read back through all the pages on your new website and look for ways in which you can add in keywords. Website content can sound redundant—that’s OK. You’re not writing high literature. You’re trying to get Google to glance your way—frequently.

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2. Post news articles.

PR is a huge reputation-builder and shows that your energy business is staying current with trends and attracting attention.

Energy professionals and those in related fields are often experts and sought after for speaking engagements and input in articles. If you have links or PDFs to ways in which your team has appeared in the press, post them to your site.

Be sure to include a press release that you’ve relaunched your new website. Even if you don’t circulate a press release on wire services like PRNewswire, you can still draft one in the correct format and post it to your website, with links and photos.

3. Testimonials

Be sure to reach out clients requesting feedback on their customer service experience with your agency. This supports that you have a strong company culture, and that your energy business creates a pleasant sales and service relationship with clients.

4. Blog

Nothing is better for boosting search engine optimization (SEO) than regularly posting to a blog on your website. With the right keywords and topics, you feed more copy to search engines more often, pushing you above competitors’ sites that don’t.

5. Landing pages

Got a new technology, product, or service offering? It’s likely that you’ll create a sales sheet or flyer, maybe even a presentation to show clients. You should also have a landing page on your website that shows the features and has a form to collect leads.

Quick tip! Be sure to tie your online form to your CRM (e.g., Salesforce) so leads enter your pipeline!
Covid brochure

We designed this flyer for a client who launched a new product aimed at protecting grocery store consumers from COVID-19. A great first step. A landing page for new initiatives is another way to add more content to your website and get leads into your sales pipeline.

6. Link-building

A simple way to make your site more useful to visitors and to show Google that your content is well-researched and substantial is to embed links in your posts and pages to other posts and pages on your own site. These are called internal links and boost SEO.

If you cite a statistic or resource in a sales page, be sure to link out to that source online. External links show Google crawlers that you’re giving visitors a richer experience and that your site content is validated in some way, especially if those external links are from other websites that rank high in Google.

 

Feel like you got a sweet deal on a new website, but it’s not performing?

Many web designers are all about high volume and quick turnaround, which never produces real results. After launch, they offer maintenance package options, but if you want additional pages added, site tech updated for security vulnerabilities, or other changes, they’ll charge you a ridiculous fee—typically thousands of dollars.

Web developers have been running this scam since the beginning, and they make you think it’s the only way. Not only is it not the only way—it’s the wrong way. 

You don’t need thousands of additional dollars in development time. You need leads. You get leads by building connections, conversation, and reputation.

We’ve been doing this for a long time for businesses like yours—and we create results for energy businesses, not just churn out websites. Check us out.

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Sarah Williams

Founder & director of 816 New York and passionate about all things strategy and unity.

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