Making SMS’s decarbonisation solutions discoverable
The challenge
Leading decarbonisation, lacking visibility
SMS delivers zero-carbon energy strategies to UK industry through funded asset delivery and data-driven energy services.
By 2017, its engineering expertise was well established across the sector, but as its decarbonisation offering expanded, generating demand became critical to the next phase of growth.
Despite clear market authority, SMS lacked consistent visibility where private and public-sector decision-makers were actively researching decarbonisation solutions. As a result, competitors with stronger digital presence – rather than stronger capability – were capturing demand.
The strategy
Turning authority into demand
exceptional™ worked with the SMS team to develop and execute a data-driven strategy that improved visibility and demand across their decarbonisation solutions.
Search analysis
We analysed how decision-makers searched for decarbonisation solutions across paid and organic search to focus SMS’s presence on high-intent queries, increasing prominence where buying decisions were being made and driving qualified demand.
Content strategy
We worked with SMS’s content team to develop content grounded in real technical expertise. This strengthened SMS’s authority in search, improved engagement and helped convert visibility into commercial interest.
Competitive insight
We monitored SMS’s performance against both real-world competitors and search rivals. This insight enabled us to prioritise opportunities, adapt the strategy and ensure SMS consistently captured demand from less capable competitors.
The results
Turning visibility into revenue
The implementation of an intent-based strategy delivered immediate, quantifiable impact. By ensuring the right content reached the right decision-makers, we drove a 163% increase in search visibility and a 73% boost in website traffic within the first 6 months.
Most importantly, this traffic was qualified. The campaign directly contributed to a multi-million pound pipeline of new business won, proving that ethical, data-backed marketing drives serious financial growth.
“exceptional™ have been an invaluable addition to our marketing team, bringing incredible knowledge and expertise in a constantly shifting and complex environment of SEO.”
– A. Byron, Head of Content at SMS Energy
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When you’re ready to talk about your AI driven discovery, SEO, analytics or your marketing strategy, get in touch.