Case Study: HCB Solar builds a dual-channel lead engine with Firewire Digital

HCB Solar lifts organic leads 258% with Firewire Digital

Firewire Digital was engaged by HCB Solar, a Newcastle-based solar installer, to address a significant challenge. Despite having a decade of expertise and a strong local reputation, the company's website was only attracting 500 organic visits per month. They lacked online visibility, had an outdated site not built for search engines or conversions, and were losing market share to competitors who had invested in search marketing.

The solution implemented by Firewire Digital involved building a comprehensive dual-channel search engine. This included restructuring the website for better crawlability and conversion, creating extensive educational content clusters to address the solar buyer's journey, and layering on a disciplined Google Ads program to capture high-intent demand. As a result, Firewire helped HCB Solar achieve a peak of 2,181 monthly organic sessions and sustain a baseline of roughly 1,000 sessions per month, which is double the pre-engagement traffic. Most importantly, this strategy drove a 258% increase in organic leads and a 350% increase in paid leads.

HCB Solar