Alderminster Group

Definitely Dependable Demand for a Southern Warwickshire based electrical, renewables and heating business, that don’t lose work on quality. But sometimes lose it on price.

The job

Alderminster Group might be the best electrical, renewables and heating business in Southern Warwickshire. But that counts for nothing if new customers don’t know what they do best. Competitors cut costs on almost everything, including labour, so they can charge less and do more jobs.

Alderminster don’t. They invest in accreditations and staff training, which is why their people stay so long, and their standards are so high. Comparing them isn’t apples to apples.

A tight budget, funded from operational income, means every pound has to show a return. So GAS is sharpening Alderminster’s positioning, creating demand on what they actually do better, and building the pipelines and automations to grow without compromising standards or losing control of the pace.

I want to put my foot on the gas  >

The toolbox

Alderminster is a 40-year-old grown-up business. What GAS did was sharpen it for today’s world. Sharper positioning, product-by-product Meta campaigns, a site built to be found rather than just seen, and the pipelines to handle demand their old systems couldn’t. None of it is easy to copy. A competitor cutting corners on accreditations isn’t going to invest the same way in how they’re found either, it’s the same discipline showing up twice: how the business is run, and in how it’s found.

Three horizontal trapezoid sections labeled GET NOTICED (orange), GET FOUND (teal), and GET SLICK (lime green) with icons connected to each: GET NOTICED links to Design (pencil in circle), Social (connected nodes), and Content (camera); GET FOUND links to Film (clapperboard), and Websites (webpage); GET SLICK links to SMS & Email (chat bubble), Reviews & Recommendations (speech bubble with stars), Appointment Setting (calendar), Automated Nurture (circuit nodes), Call Handling (phone), and Reporting (speedometer).A diagram with three colorful trapezoids stacked vertically labeled Get Noticed (orange), Get Found (teal), and Get Slick (lime green). Around Get Noticed are icons for Design, Social, and Content. Around Get Found are icons for Film and Websites. Around Get Slick are icons for SMS & Email, Reviews & Recommendations, Appointment Setting, Automated Nurture, Call Handling, and Reporting.

Get noticed

Alderminster had been a successful business for over 40 years. But a business that does everything well doesn’t say what it’s brilliant at. GAS repositioned it as two businesses instead of one, Alderminster Home Heating Systems and Alderminster Home Energy Systems.

Heating Systems keeps the maintenance revenue on older systems while leading with air source heat pumps and the renewable technology that’s actually growing. Energy Systems talks about solar, battery storage and EV chargers on its own terms, without 40 years of heating work crowding the message. Both still working to the same uncompromising standard, just easier to understand from outside.

Social

A Meta campaign followed the same split, built product by product: air con (“Cooling, without the box”), heat pump grants, battery storage, each with its own audience and creative.

Most competitors run one ad for everything they do. Alderminster runs one for each thing they’re actually good at.

Content

Same split, written: air con, heat pump grants, battery storage each getting their own story, not one feed trying to speak to everyone at once.

Film

Air con, heat pump grants, battery storage: each gets its own film, not one trying to sell everything Alderminster does at once.

Get found

Alderminster’s edge, real accreditations, no subcontractors, no cutting corners, honesty about what’s not right for a customer, means nothing until someone finds them. So GAS built a site specific enough to be found for both businesses, a page for every service, every question, every town, Heating Systems and Energy Systems each getting the depth their customers are actually searching for.

Quote in italicized text about web content standards stating that small competitors lack resources for detailed pages, nationals write generically, and Alderminster’s site balances specificity, locality, and volume with around 600 pages to secure territory.Text block stating the challenge of copying standards due to resource differences among competitors, highlighting Alderminster’s site as both specific for discovery and local trust with around 600 pages.

Website design & development

Around 600 pages, one for every service, every question, every town.
A small competitor can’t build it, a national can’t make it feel local.

Get leads

Laptop displaying a webpage from alderminstergroup.co.uk focused on EV charging tips, including matching charging speed to stop, comparing tariffs, payment methods, charging losses, and planning journeys, each accompanied by a green star icon.

air source heat pumps

Get slick

A lead that’s ready to buy and a lead that’s just curious want two different things. GAS ramps the ask as interest grows, “Learn more” first, “Book a free check” only once someone’s shown they’re ready, never a phone call demanded from someone who’s only just noticed the ad.

air conditioning

batteries

The forms ask only what’s needed: the air con enquiry is two questions, built around “no ugly grey box, just a cooler home.” The battery form opens with “what’s prompted you to look,” which catches old quotes gone quiet as well as new ones.

More leads isn’t always good news. When the Meta campaign launched, it generated more than Alderminster’s small team could manage, the kind of problem a lot of agencies would call a win and leave at that. GAS didn’t.

Extra call handling went in straight away to nurture every lead, so nothing was turned away and nothing was lost, while Alderminster built the resource to convert that volume into surveys and jobs at a pace they could sustain.

They’re moving onto GAS Station now, the same lead-tosurvey- to-sale suite running British Lofts, taking over the nurturing permanently, not as a stopgap.

Quotation text inside a rounded rectangle with black border: 'Most competitors this size are still running off a shared inbox and a notepad.'

Call handling

When the Meta campaign brought in more than Alderminster’s own team could manage, call handling picked up every enquiry straight away. Nothing went cold waiting.

Automated nurture

Every enquiry lands in one system and gets a reply in minutes, day or night. Nothing waits for someone to get round to it.

Qualification

The right questions asked before anyone’s booked, the air con enquiry’s two questions, so the diary fills with jobs worth driving to.

Reviews & recommendations

Job done, review requested while the customer’s still pleased. The next enquirys tarts with someone they trust.

Appointment setting

Booked straight into the diary. No double bookings, no wasted mornings.

SMS and email

Confirmed the moment it’s booked: who’s coming, and when. Reminders follow, so nobody’s out when they call.

Real-time reporting

Every enquiry tracked from first click to signed quote, live, so the next lead costs less.

THE RESULTS

Text stating 32% of all enquiries booked a survey after implementing a call team, compared to an 18% average at a leading home improvement lead business, with two yellow clipboard icons.