Switched, and staying.
Senior-led paid media, technical SEO and AI search for energy suppliers, utilities and energy services firms, measured on completed contracts and installs rather than quote requests.
Built for energy and utilities.
Energy and utility customers often compare on price, frequently through comparison sites. For suppliers, installers and energy services firms, the customers worth paying for are the ones who complete a switch, an installation or a contract, and a campaign judged on quote requests cannot tell them from the ones who never go further.
The work here follows the customer past the quote. Campaigns target the products and areas you want to grow, from tariffs and business energy to heat pumps, solar and EV charging, outcomes are passed back from your CRM or billing system where it can share them, and product, tariff and coverage pages are built so search engines and AI assistants can read what you offer and where.
What an energy and utilities engagement covers.
- Search campaigns by product and area
- Quote, survey and contract tracking
- Business energy and B2B lead generation
- Campaigns for heat pumps, solar and EV charging
- Consent Mode v2 and server-side tracking
- Technical SEO for tariff, product and coverage pages
- AI search visibility for energy research
One senior mind, audit to invoice.
One senior operator runs the campaigns and the measurement, so budget follows the products and areas that produce completed contracts and installs rather than the most enquiries.
Leads are tracked from the first click into your CRM or billing system where it can share outcomes, so the account is judged on customers won rather than forms filled.
How the sector reads to AI.
In the Crane Index scan of 1 October 2026, the Energy and Utilities benchmark scored the websites of 120 organisations for AI readability, how well AI systems can read them. The median score was 42 out of 100, and 5 scored 70 or more. OVO Energy led, at 78. Read the Energy and Utilities benchmark.
Your own site can be scored the same way, free, so you can see where it sits against the sector before any work starts. Get your Crane Index score.
Energy and Utilities questions.
Can you measure contracts and installs, not just quotes?
Usually. Where your CRM or billing system can pass back a completed contract or install, each one is tied to the campaign that produced it. Where it cannot, the closest measurable step, such as a booked survey, is tracked instead and labelled as such.
Do we have to compete with the comparison sites?
Not on every search. The account is built around the products, customers and areas you are best placed to win, and your own brand, rather than every broad price search.
Are there rules on green claims in ads?
Yes. Environmental claims in UK ads must be backed by evidence under the CAP Code, so copy about green credentials is written to what you can substantiate before it runs.
The full stack, on one desk.
Every sector engagement draws on the same four disciplines, held by one senior practitioner. Take one, or the whole stack.
Creator of the AI Readability Suite
Senior work, sector by sector.
Start with a conversation.
A proper conversation with the person who would do the work. Tell me about your energy and utilities business and where you want to be, and you will get an honest read on what I would change, what I would leave alone, and where the real upside is.
Speak with NicThe senior read,
once a week.
Most marketing newsletters are noise on a schedule. This is not that. Once a week I send a short, considered read on the shifts that actually change what you should do, across the AI shift, PPC, technical SEO and analytics. Filtered, weighted and signed off by me before it goes out. The judgement is mine, and now you can hear every edition in my own voice.
Nic CraneFounder, The Crane Consultancy
Join readers of The Crane Standard.