CASE STUDY

Eco Happy was built with a clear commercial strategy from day one. Instead of launching a new website with no authority, we acquired an existing platform, New Boiler Costs, which already had over three years of aged, high-quality boiler content. At the time of acquisition, the site was generating around £3,000 per month in affiliate commissions by supplying leads to British Gas under a £40-per-lead model.

This approach gave us an immediate SEO advantage. Aged content and domain history helped Eco Happy gain traction significantly faster than a brand-new site, bypassing the Google “Sandbox” period that often slows new domains. We then carefully migrated the site onto the ecohappy.co.uk domain, preserving rankings, authority, and traffic while building a scalable brand for long-term growth.

Following the migration, we heavily invested in search engine optimisation as our primary growth channel. SEO is the most cost-effective way to generate high-intent traffic at scale, and once rankings are achieved, margins increase dramatically. We initially focused on boilers, producing over 300 dedicated, conversion-optimised pages targeting every key search intent across the market.

Alongside content production, we applied advanced SEO tactics refined across our wider portfolio of energy websites. These same strategies now fuel a core online boiler business that generates over £12 million in annual revenue, giving Eco Happy a proven, repeatable growth framework rather than experimental tactics.

Once boiler coverage was fully established, we expanded the site into renewables to future-proof the platform. We built an additional 250+ pages covering solar panels, air source heat pumps, and EV chargers, positioning Eco Happy at the centre of both traditional heating and emerging energy technologies. This aligned with government incentives and long-term energy trends while maintaining a strong commercial base.

While renewables remain a significant growth opportunity, the boiler market has continued to outperform expectations. With approximately 2.4 million boiler replacements every year, boilers remain a stable, high-volume market. Eco Happy is uniquely positioned to capitalise on both sides of the market without being over-reliant on a single product category.

We then implemented strategic onsite optimisations and a fully integrated online customer journey for every product. This allows users to receive accurate quotes 24/7 without speaking to sales teams, dramatically improving conversion rates and scalability. As a result, Eco Happy operates as a true independent comparison platform.

This independence allows major comparison sites and affiliates such as MoneySuperMarket, GoCompare, and Checkatrade to send traffic directly to Eco Happy. Unlike traditional lead-generation models, Eco Happy only pays once a product is sold, eliminating wasted spend and creating a highly predictable acquisition model that scales efficiently.

Many energy companies and agencies rely heavily on Meta Ads and Google PPC, paying upfront for every lead regardless of conversion. In the energy sector, this approach is expensive, volatile, and challenging to scale profitably beyond seven figures. When paid media is paused, sales instantly drop to zero.

Eco Happy takes a different approach. Organic SEO and affiliate partnerships create sustainable, compounding traffic that continues to generate revenue long after the investment is made. Paid advertising is used only as a supporting channel, not the foundation of growth.

At Essheo, this methodology is core to how we build high-turnover energy businesses. Our focus is long-term sustainability, defensible rankings, predictable lead flow, and maximising return on investment rather than short-term vanity metrics.

The success of Eco Happy is driven by an elite content and SEO team with deep expertise in the heating and renewables sector. Every page is built to rank, convert, and scale, ensuring the platform continues to grow month after month.

If you’re looking to build a scalable boiler or renewable brand with sustainable lead flow and measurable ROI, contact us today to see how we can deliver similar results for your business.

Myles Robinson spearheads Essheo client growth with his team of 2, who have worked with him for 6 years – you get access to the exact 3 SEO’s who have evidence that we can get you where you want to be. The key is that the people who know how to do it actually work on YOUR website.

The problem with other agencies is that the people working on your account can not compete with us and usually have little experience in taking a business in your industry to 7-figure months for over 6 years.