50-page business report with extensive research & marketing support
Improved messaging to clearly communicate product benefits
Comprehensive approach at local, regional, and national levels
Complete restructuring of previously inefficient campaigns
We performed detailed research to gauge customer knowledge and attitudes toward ventilation solutions, pinpointing gaps and misunderstandings to address in PIV UK’s messaging. Our findings identified varied customer groups—health-focused homeowners worried about air quality and property owners tackling condensation—enabling precise messaging and channel choices.
We crafted an education-driven strategy that first built an understanding of Positive Input Ventilation before promoting PIV UK’s brand, laying a knowledge foundation that positioned them as the obvious solution provider. A seasonal marketing plan aligned efforts with peak condensation and ventilation concerns in autumn and winter, setting clear metrics for both educational engagement and commercial outcomes.
We reorganized the website’s structure to create intuitive navigation, guiding users from identifying their problem through education to selecting a solution and converting. This accounted for the extended journey needed in a new product category.
Our wireframes used a layered information approach, offering basic explanations for newcomers and detailed technical insights for advanced users. Specialized content sections addressed issues like condensation, mould, and air quality, helping users recognize their needs and the relevance of PIV solutions.
Lead generation forms were redesigned to collect key data with minimal effort, enabling tailored follow-ups and better conversions. Interactive prototypes tested user journeys from various entry points to ensure effective educational paths.
We reenvisioned PIV UK’s visual identity to blend technical credibility with approachable imagery, shifting from industrial visuals to relatable home settings that resonated with customers.
Clear visual explanations of complex ventilation concepts were created using custom graphics, infographics, and simplified diagrams, making the technology accessible to non-experts. The content hierarchy emphasized key benefits and solutions to common pain points, with technical details available for those seeking them.
A responsive design optimized lead generation across devices, acknowledging that mobile users often research while preferring larger screens for inquiries. Trust signals like installation examples, testimonials, and accreditations were given prominence to address hesitancy around new technology.
We upgraded the existing website to better showcase PIV UK’s value, focusing on performance enhancements and user experience improvements without a full overhaul, minimizing disruption.
An advanced content management system enabled easy updates to educational and product content, allowing quick responses to market needs. Dynamic components tailored information based on user behavior and entry points, presenting relevant problem-solution pairings “‘’’. Lead capture forms used conditional logic to adapt fields and follow-ups, improving conversion rates and lead quality.
Comprehensive event tracking provided detailed insights into user journeys and education-to-conversion progression, supporting ongoing optimization.
We audited PIV UK’s Google Ads account, uncovering inefficiencies in campaign structure, keyword choices, and budget allocation driving high lead costs.
The revamped campaign structure aligned ad groups with specific customer pain points and search patterns, boosting relevance and click-through rates. Sophisticated negative keyword tactics filtered out irrelevant searches, focusing spend on qualified residential prospects. A rigorous ad copy testing program refined messaging, testing benefit-focused approaches and calls-to-action.
Improved conversion tracking ensured accurate attribution across the customer journey, slashing cost per lead from over £100 to under £10 in one month—a 90% efficiency gain while preserving lead volume and quality.
We deployed a targeted keyword strategy covering problem-based searches (e.g., condensation, mould) and solution-aware terms (e.g., ventilation systems, PIV), creating complete content journeys for users at varying awareness levels.
Localized SEO targeted UK regions with content tailored to regional weather and housing factors affecting ventilation needs. A robust content strategy positioned PIV UK as the trusted ventilation resource with guides, FAQs, and problem-specific content, boosting search visibility and trust.
Technical optimizations improved site speed, mobile usability, and structured data, aligning with Google’s user-focused ranking factors. A link-building strategy targeted home improvement, property, and health-related sites, enhancing authority. This approach secured over 50 first-page keywords in three months, with sustained organic growth.
Increased organic website traffic within 3 months.
Increased organic website traffic within 3 months.
Increased organic website traffic within 3 months.
Tristan and his team have done a fantastic job with our website, SEO and managing our Google ads. They are always on hand for any queries, nothing is too much trouble! Wouldn’t hesitate to recommend.
Contact Bristol Marketing Company with any enquiries – our team is on hand to assist and will respond promptly.
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