21 Degrees

Turning SEO recovery into sustainable lead generation.

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Services
SEO/AEO OptimisationConversion Rate Optimisation (CRO)Customer Experience Design

21 Degrees is a UK-based sustainable energy company helping homeowners, architects, and businesses create energy-efficient buildings that prioritise comfort, health, and performance.

Following their migration from Green Building Store into a unified 21 Degrees brand, the website lost significant SEO visibility and, critically, became brochureware, failing to perform as an effective tool for lead generation, customer engagement, or organic search.

Timberyard partnered with 21 Degrees to reorient the website around real customer needs. This meant shifting away from product-led, legacy messaging to a clearer, outcome-driven narrative focused on sustainability, warmth, comfort, and building performance. Alongside this repositioning, Timberyard restructured the site architecture and rebuilt its SEO foundations, transforming the website into a high-performing growth channel aligned with how customers actually search, think, and make decisions.

The process

To reclaim the brand's authority, Timberyard implemented a dual-layer strategy focusing on traditional Search Engine Optimisation (SEO) and modern Answer Engine Optimisation (AEO). We executed a comprehensive 301 Redirect Audit and Map, successfully migrating 95% of high-value legacy URLs to preserve decades of link equity.

To future-proof the site for AI-driven search, we overhauled the site’s Schema Markup and technical architecture, ensuring search engines could identify 21 Degrees as a trusted "Entity" in the sustainable building space. By optimising for conversational intent and “E-E-A-T” (Experience, Expertise, Authoritativeness, and Trustworthiness), we moved the brand beyond simple keyword rankings and into AI-generated overviews and authoritative citations.

Leads are the lifeblood of 21 degrees business. With many building projects being sizable in scope, cost-effective lead capture and follow-up contact is critical for the success of the 21 degrees business. Timberyard rebuilt the lead data capture form to maximise capture and progression through the form.


Where they are now

Although allocated on a modest retainer, Timberyard maximised the output and impact they were able to achieve by operating on short, intense feedback loops. The team worked collaboratively to share concepts and ideas, capture feedback and iterate so changes could be quickly understood, evolved, developed and launched. This approach maximised the value delivered to the client and also the results they were able to see over a short space of time.

  • 95%

    Organic Equity Retention: Successfully mapped and redirected legacy high-traffic URLs to prevent authority loss during the brand migration.

  • 22%

    Increase in Lead Conversion: Achieved through a complete UX overhaul of lead capture forms and audience-specific landing pages with a 80.4% increase in the "Request a Quote" CVR, reaching a massive 60.56% conversion rate.

  • 3x

    Growth in AEO Citations: Significant uplift in the brand being cited as a primary source in AI-generated search overviews for "Passivhaus" and "Airtightness" queries. 21 Degrees is now cited as a high-authority source for specialised technical queries including MVHR and Passivhaus with 4 AI Overview citations across 24 high-value technical pages and established visibility within ChatGPT.