How E.ON Next Increased Quality Leads 191% YoY with Conductor

About E.ON Next

Headquarters

London, United Kingdom

Company Size

< 1,000

Industry

Professional Services

E.ON Next is a UK-based energy company of innovative energy solutions, serving both residential and SME customers. Its mission is to drive the transition to sustainable energy, offer affordable and reliable energy, and empower customers with smart energy solutions.

The company's SEO team consists of three dedicated professionals—Matthew Carter, Tejaswi Benjamin, and Mark Plummer—working closely with Ralph Hyde, the website content manager, to enhance the company’s online visibility and expand its reach to more customers.

The challenge

The SEO team had built a solid content-first strategy to establish E.ON Next as the go-to authority in sustainable energy while cutting their reliance on expensive paid search. The goal was clear: create targeted content that captures high-intent search traffic and outperforms competition.

But scaling this strategy revealed some critical gaps. While the team was using various SEO tools, they lacked the unified system they needed to scale efficiently. Several challenges were slowing them down:

• The need to produce high-quality, SEO-aligned content briefs that balanced brand voice, optimization best practices, and consistency across content types.
• A time-intensive brief creation process that previously required hours of manual effort—from keyword research and competitive analysis to structuring—across multiple disconnected tools.
• High demand for high-quality content, with manual workflows preventing focus on strategic growth initiatives
• Manual data aggregation from multiple sources creating fragmented, time-consuming reporting processes that made it difficult to demonstrate SEO value to stakeholders

Without consistent, data-backed guidance for content creators, scaling content production while maintaining quality and SEO alignment was becoming increasingly difficult.

Conductor came in as a key component in executing this strategy—enhancing their existing tech stack with AI-driven insights, smart recommendations, and automated content generation.

The solution

With Conductor, E.ON Next’s team could execute their SEO, content, and website optimization strategies at the scale they needed. Gaining full ownership of the blog was the first step, giving them direct control over their content strategy. With this foundation in place, Conductor became an essential part of unifying their fragmented workflow with capabilities like the AI Writing Assistant for content brief creation.

Now with streamlined content creation, the team could tackle their biggest content challenge: understanding what their customers actually wanted. E.ON Next needed to identify what UK residential and SME customers searching for EV charging solutions and sustainable energy services were looking for–that they weren't currently providing.

Through Conductor's comprehensive research and competitive analysis capabilities, their team was able to identify critical topic and keyword gaps through features like Research and Content Guidance.

The team leveraged these insights to adapt their content strategy to target emerging search result types like Google's AI Overviews. They could then identify optimization opportunities to increase mentions and citations in this rich search engine result format, leading to increased brand visibility and organic traffic for their EV charger pages.

The integrated Writing AI Assistant has revolutionized our content creation process, providing real-time guidance and ensuring SEO-friendly content from the outset.

The platform addressed critical workflow challenges: previously, content writers required significant back-and-forth with the SEO team to align on keyword/topic strategy, content structure, and other on-page SEO considerations.

But, with Conductor's AI Writing Assistant, they could directly empower writers with intelligent recommendations based on real-time SERP data, competitive analysis, and SEO best practices, ensuring they incorporated the information their audience was searching for and structured content effectively.

Without a doubt, Writing Assistant is the feature we find most valuable. Its impact on our content creation process has been transformative… it integrates seamlessly into the content creation workflow, providing suggestions on keyword inclusion, content structure, readability, and even E-E-A-T considerations.

Beyond content workflows, the team was able to unify its fragmented, manual tools for SEO reporting, website monitoring, and content performance with the adoption of Conductor Monitoring. With 24/7 monitoring and real-time alerts, the team could stay ahead of technical issues and protect performance.

The results

191% increase in EV charger leads YoY

The impact of Conductor’s platform was immediate and measurable, particularly for E.ON Next's EV charger and tariff pages—a priority for the team trying to capture customers actively searching for these solutions. Leveraging Conductor to identify critical content gaps in this competitive market, they created and optimized key revenue-driving pages that drove significant high-quality conversions through organic search.

Our biggest win since partnering with Conductor has been the significant upward trend in EV charger leads and sales, showing an increase of 191%... This success is directly attributable to our ability to identify critical [content] gaps using Conductor Intelligence.

A key part of their strategy involved expanding visibility in Google's AI Overviews. Using Conductor Intelligence, they were able to "proactively adapt our content strategy and capture new opportunities like Google's AI Overview," positioning their content to appear in this emerging search format.

The results also included a 122% increase in total page visits from organic search and a 127% rise in engaged sessions YoY.

50% improvement in content efficiency

Driving these results was a dramatic improvement in how E.ON Next scaled content creation workflows. The team achieved a 50% reduction in time required to produce comprehensive content briefs. Plus, by implementing a Content Score requirement of 95 or higher in Writing Assistant, E.ON Next’s team found that first drafts required significantly fewer revisions and quality remained consistent, even as the team increased overall content output.

The value Conductor provides is immense. It has transformed our brief creation process from a time-consuming bottleneck into a streamlined and efficient engine.

The AI Assistant acts as an extension of our team, accelerating research, suggesting optimal content structures, and ensuring keyword integration from the outset.

24/7 website monitoring protects performance & search visibility

Protecting these content and traffic gains was equally important. Conductor Monitoring provided 24/7 protection for E.ON Next's organic performance, becoming essential for maintaining technical health across their entire site.

In the past five months, [Conductor Monitoring] has proactively identified several critical issues that could have negatively impacted our SEO performance and user experience…

This proactive approach to technical SEO is a significant improvement over our previous reactive methods.

This shift from reactive to proactive monitoring was particularly valuable, ensuring technical issues on high-converting pages wouldn't impact lead generation, revenue, rankings, or visibility.

Strategic organic wins reduced paid marketing spend

Using insights from Conductor Intelligence, E.ON Next identified and targeted a broader range of non-branded topics and keywords for EV chargers, then optimized content and page structure accordingly.

As organic rankings for these terms improved, E.ON Next was able to reduce paid search spend on related high-cost keywords, resulting in significant cost savings.

Flexible, automated reporting increased executive buy-in and investment

These measurable business results transformed how the E.ON Next SEO team demonstrated SEO value internally. Previously, creating consistent reports that clearly showed the impact and ROI of SEO and content marketing efforts was a significant challenge.

Conductor's Workspaces reporting technology streamlined this by replacing their manual data aggregation from multiple sources with unified keyword performance, organic traffic growth, and content effectiveness reports that could be automatically shared with executives and other teams across the business.

By presenting data in a way that even non-SEO stakeholders could readily understand, we were able to demonstrate the tangible results of our SEO efforts. This data-backed evidence empowered us to confidently advocate for and experiment with new SEO strategies and ideas.

This understanding elevated SEO's role within the organization, transforming it from a technical function into a recognized revenue driver. The result: a snowball effect where improved reporting led to more resources, which fueled even stronger performance and business impact.