Engineering consultancy doubles organic visits with 12 articles

Situation

A building services engineering consultancy in Oberursel, 25 staff, revenue of about €2.5 million a year. The firm plans heating, ventilation and electrical systems for commercial buildings and is strong on energy retrofits of 1970s office stock, a growing need in the Frankfurt area. Its website had a news page with four entries, the newest from 2023. Prospects found the firm through architects who already knew it. The managing partner wanted a second source of enquiries and had no one in-house to write. Two previous attempts with freelancers had died after three posts because the engineers had no time to brief them.

Approach

We proposed the lower tier of the content programme: one channel, the firm’s own blog, two pieces a month for six months. In the first two weeks we built a topic list of 14 subjects from three sources: the questions the engineers answer in every first meeting, the search terms property managers in Hesse use around retrofit funding and heating law, and gaps in what competitors publish. Each month followed the same routine. One 45-minute call with one engineer, recorded. We wrote a draft of 1,200 to 1,800 words from that call, the engineer checked it for technical errors in about 15 minutes, and we published it with a diagram or an anonymised photo from a real project. Every piece ended with one plain call to action and a link to the relevant service page. We reported monthly on visits, rankings and enquiries.

Result

In this scenario the firm published 12 articles in six months. Organic visits rose from about 450 a month to about 1,000 a month by month six, with three articles on funding rules for heat pump retrofits in existing buildings bringing about half the growth. Seven enquiries in the period referenced an article by name, and two became projects worth about €40,000 in fees together. The engineers spent about one hour per article. The topic list still has 14 subjects on it, refilled as new questions came up, and the firm has kept the routine going with an internal writer at one piece a month.

What it cost

€1,900 a month for six months, €11,400 in total, quoted as a fixed monthly price before the work started. That bought the topic research, twelve articles, the images, publishing and the monthly report. The standard programme at €3,500 a month would have added a newsletter and LinkedIn distribution under a written content strategy. The work is covered by our 100% money-back guarantee: full refund on request within 14 days of delivery, and for a monthly programme the first month is refundable in full.

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