B2B energy efficiency project: ProEnergy
Project context
ProEnergy is a B2B company in the field of energy-efficient and engineering solutions for businesses. The project works with industrial enterprises, the agricultural sector, and large businesses, helping them reduce energy consumption, optimise costs, and implement modern heating and power generation systems.
The project works with large businesses and industrial enterprises, where decisions are made not emotionally, but based on figures, return on investment, standards and trust in the contractor.
At the time of launch, the company was at a scaling point: it already had the product and expertise, but the website did not meet either the level of the project or the requirements of international partners. An additional factor was that the website was planned to be developed within the framework of the European Bank for Reconstruction and Development (EBRD) grant programme, which automatically raised the bar for the approach, documentation, and results.
Business enquiry
At the start of the project, the client had several strategic objectives:
— create a high-quality corporate website for a B2B audience with a long decision-making cycle;
— create a resource that converts search and advertising traffic into applications, after which sales can work with long negotiations;
— explain complex technical topics in business language, rather than engineering specifications.
Important point: Solve Marketing was recommended by the EBRD as a qualified contractor capable of implementing the project in full compliance with the requirements of the international fund, from the technical specifications to the final implementation.
Grant programmes have clear rules: transparency, predictability, compliance with stated objectives, and strict quality control.
Within this project, we:
- prepared detailed technical specifications for website development;
- planned a comprehensive project budget;
- agreed on all stages of work in accordance with grant requirements;
- implemented the website within the specified time frame and without deviations from the technical specifications.
Development of a marketing strategy
Before starting development, our team worked on the project in a strategic format, which gave us a clear understanding of the market, audience, and customer acquisition logic.
Within the strategy:
— analysed the energy efficiency market;
— studied the competitive environment;
— identified key segments of the B2B audience;
— formed choice factors: savings, payback, reliability, compliance with standards, contractor experience.
These insights became the foundation for the website structure, content, and conversion scenarios.
The role of a marketer in design
Pro energy is a technically complex B2B product. Therefore, the marketer’s task was to translate engineering solutions into business value.
The marketer was responsible for:
— funnel logic;
— page structure;
— block sequence;
— building trust;
— preparing users for applications and negotiations.
Website structure as part of the sales funnel
The website was designed as a tool for initial lead qualification.
He answers the B2B client’s questions step by step:
Is this the right solution for my business?
→ typical problems of high costs and outdated systems.
What exactly are you offering?
→ clear explanation of decisions without overloading with terminology.
What result will I get?
→ savings, optimisation, long-term benefits.
Why can you be trusted?
→ experience, completed projects, participation in international programmes, and a EBRD grant.
What is the next step?
→ simple request for consultation or calculation.
For companies planning Google Ads / SEO, it is critical that the website is designed as a conversion filter and qualifier — it converts relevant traffic into intent-driven leads, immediately filters out casual visitors and reduces the proportion of “empty” leads that cause the sales department to lose time and focus.
Content
One of the key tasks for the marketer was to simplify complex engineering topics without losing expertise. To do this, the team immersed themselves in the product, worked directly with the client’s specialists, and agreed on wording that was both accurate and understandable.
The content is structured in such a way as to gradually guide the user towards a dialogue with the sales department, removing barriers and building trust.
The content was created in close collaboration with the client’s team.
The marketer’s tasks:
— maintain expertise;
— avoid overwhelming complexity;
— build trust;
— encourage dialogue with sales.
We separately considered SEO logic and FAQ blocks as full-fledged elements of the funnel: they simultaneously enhance organic visibility in search, collect warm demand, and remove key objections even before contact with the manager.
💬 FAQ is not “additional content“, but a conversion tool. It shortens the user’s path to a decision, reduces the number of repetitive sales enquiries, improves lead quality, and allows you to scale traffic without proportionally increasing the load on your team.
Design as a tool for trust
The design in this project serves an applied function. The restrained B2B style, emphasis on consistency and reliability, and clear visual hierarchy all work towards the main goal: to guide the user to the application form without distracting them from the key messages. The marketer ensured that no visual element contradicted the logic of the funnel:
— restrained B2B style;
— emphasis on consistency and reliability;
— clear visual hierarchy;
— focus on conversion.
To enhance the perception of scale and technological sophistication, interactive elements were integrated without overloading the interface:
- video highlights on the main screen;
- well-thought-out logic of case presentation;
- structural blocks adapted for rapid scanning.
Implementation and launch
The project was implemented within the budget and deadlines agreed with the EBRD. The website fully complies with the technical specifications and requirements of the grant programme, which is critically important when working with international funds.
Result
As a result, Pro Energy received a comprehensive tool for B2B growth and a resource that increases trust from business clients, partners, and international institutions, as well as:
— a comprehensive B2B website for lead generation;
— a tool for contextual advertising and SEO;
— the entry point for long sales.
💡 Website managed by a marketing specialist
In B2B, especially in technical and engineering niches:
- the customer does not buy impulsively;
- decisions are made based on trust, figures, logic and compliance with standards;
- the website should work to reduce risk and build trust.
That is why developing a website under the guidance of a marketer means:
— funnel logic control;
— clear customer journey;
— correct emphasis in content;
— design that does not interfere with sales;
— technical implementation, ready for advertising and scaling.
💡 About Solve Marketing
Solve Marketing is a remote marketing department that creates websites not as a separate product, but as part of a marketing and sales system.
In website development, we:
— Start with marketing logic.
— Work with funnels, customer roles, and selection factors.
— Translate complex products into business results.
— Design websites that are ready for advertising, SEO, and scaling.
— Take responsibility for the result, not just the mock-ups.
Facts about us:
— 100+ implemented marketing strategies and websites;
— 35+ niches: B2B, SaaS, Healthcare, Energy, Tech;
— experience working with international funds and grant programmes (EBRD);
— systematic approach: strategy → website → traffic → sales;
— a team of 35+ experts: marketers, designers, and developers working as a single system.
A website is about how your business looks, how it explains and sells itself when you are not in the room.
👉 Sign up for a free consultation, and we will demonstrate:
- what role the website can play in your funnel;
- where businesses are currently losing applications;
- how to turn a website into an asset rather than an expense.
