Albotherm makes glass coatings that respond to heat: below a set temperature the glass stays clear, and once the surface warms past it the coating turns white and reflects the sun, all without power, wiring or moving parts.
Their website hadn’t kept up with the companies growth though. It had grown up around funding rounds, so it spoke to investors about the breakthrough, the patents and the team, while the growers and facade engineers arriving with real budgets didn’t have the detail and answers they were probably looking for. This meant that every sales call started with the same twenty minutes of explanation, and the product’s most convincing feature, glass that visibly changes state, was nowhere on the site.
Albotherm asked us to rebuild it around the buyers: plain answers for each audience, real photography of the product and the team, and pages built to rank for the searches those buyers make.
- Give growers and facade engineers their own way into the same product
- Put plain-English answers ahead of the chemistry on every page
- Show the real product and team in photography from the lab, nothing from stock
- Rank for the searches those buyers type, and prove it month by month
We organised the site by buyer, so a grower lands on a page about cooling glasshouses and cutting energy costs while a facade engineer gets heat gain and specification detail. The deeper technical material stays on the site for anyone who wants to verify it, it just sits behind the commercial pages rather than in front of them.
We spent a day photographing at their Bristol lab: the coating in both states, the team, and their lab. Those photographs now carry the story across the site, and the rebuild underneath handles search, with clean structure, fast pages, schema on every template and copy written around the terms growers and specifiers actually use.
We also created a video to better demonstrate how the product works and embedded it high up on the home page so visitors could quickly see how the technology works.
For the first time the website says what we do in plain English. Growers arrive already knowing what the coating saves them, and the enquiries we get now come from people who are ready to talk, the site is doing the first meeting for us.Molly Allington, CEO, Albotherm
We offer six months of support as standard with our site builds, and for Albotherm that includes the analytics and search reporting we set up at launch. Each month they get a report showing which searches the site ranked for, which pages people read and what we’ve changed as a result, whether that’s rewriting a section where readers hesitate or adding a page where the search data shows demand.
Enquiry tracking runs alongside it, so the team can see which searches and pages each lead came through before getting in touch. We can plug in your chosen CRM so you can see where leads on the site come from and to.
Organic traffic has grown massively since launch as the new pages index, and the enquiries have changed with it: people arrive at a first call already knowing what the coating or film saves them. The build shipped at a fixed price on a fixed timeline, and Albotherm own everything we made, the site and the full photography library included.
- Enquiries that start further along, from buyers the site has already answered
- Traffic from grower and specifier searches, growing as the pages index
- A monthly report covering what ranked, what converted and what changes next
- Full ownership for Albotherm: the site and the photography library
traffic
