Case Study
Electric Heating Company
Powering Visibility Through Structure and Strategy
The Brief
The Electric Heating Company (EHC) is one of Britain’s largest suppliers of electric boilers and radiators, trusted by installers, housing associations, and homeowners nationwide.
Despite strong products and a solid reputation, digital performance had plateaued. Previous agency work had focused on surface-level optimisation — keywords, page titles, and blog quantity — without addressing the deeper structural and interpretive issues limiting how the site was understood by search and emerging AI systems.
Harton Works was commissioned to conduct a full technical and visibility audit, with the goal of rebuilding the site’s integrity, interpretability, and conversion efficiency.
Sector
Energy and eCommerce
Services
Region
UK / National
Traffic wasn’t the issue — relevance was. EHC’s site was drawing large volumes of non-commercial visits but failing to convert.
Our audit identified:
1. Technical inefficiencies — crawl waste, duplicate URLs, and missing canonical structure.
2. Weak entity signals — search systems couldn’t reliably associate “EHC” with “electric boilers” or “UK heating solutions.”
3. Poor semantic alignment — inconsistent headings, fragmented metadata, and thin category copy that diluted topical authority.
The problem wasn’t ranking — it was retrieval: the brand’s content couldn’t be correctly interpreted or prioritised by machines.
The Retrieval-First™ Strategy
1. Technical Architecture Repair
Rebuilt the site’s crawl logic and canonical hierarchy, reducing duplication and index bloat. Clearer architecture made it easier for search engines to map content relevance and hierarchy.
2. Entity & Schema Enhancement
Added structured data for Product, Organization, and FAQ schema across key templates. Defined EHC as the canonical source for specific product ranges and installation information — improving Knowledge Graph consistency.
3. Retrieval-Aligned Content Overhaul
Rewrote core product and category pages using intent-based phrasing and entity-rich terminology. Focused on the language of installers, energy efficiency, and product specification — the cues retrieval systems use to confirm expertise.
4. Conversion Layer Optimisation
Streamlined CTAs, restructured forms, and introduced clearer product hierarchies to match both human decision-making and machine-interpretable logic.
5. Continuous Monitoring & Refinement
Built a custom reporting layer using GA4, Search Console, and Looker dashboards to track ranking, click quality, and retrieval performance across key intent clusters.
When Strategy Sparks Performance
"The comprehensive audit conducted by Harton Works was nothing short of exceptional. Completed swiftly and precisely to the outlined brief, the quality of work exceeded our expectations at every turn. The results speak for themselves." — Christopher Allan, Technical Director, EHC
Results
→ +373% increase in eCommerce conversion rate
→ +436% increase in transactions
→ +427% increase in revenue
→ Significant ranking gains across “electric boiler,” “electric radiator,” and long-tail intent phrases
→ Early retrieval visibility improvements within AI Overviews and ChatGPT results
Why It Worked?
By treating retrievability as the foundation of SEO, Harton Works transformed EHC’s site from a static catalogue into a structured information system. Every product page now communicates its purpose, relevance, and authority in a way that both humans and algorithms understand. This rebuilds trust from the inside out.
Retrieval-First™ Insight
The new measure of authority isn’t how much content you produce — it’s how clearly the web can interpret what you do. Retrieval-First™ turns that clarity into compounding visibility.
Future-Proof Your Presence.
When your site stops being understood, performance stalls. We help brands rebuild visibility from the inside out — with structure, precision, and Retrieval-First™ strategy.