Generating over €4.45 million in pipeline generation
Instagrid is the leader in advanced portable power supplies; however, they found themselves with a website that was failing to drive concrete sales. With over 120k annual visitors, the website wasn’t short on traffic. It was short on conversion.
That’s where our expertise came in, as we completely redesigned their conversion journey before launching a series of high-intent paid search campaigns that turned existing traffic into a qualified pipeline.
Our Services
Website Optimisation
Demand Generation
Situation
On the surface, everything seemed to be working. Traffic was consistent. Engagement appeared strong. Content was being published regularly. However, with a little digging, the numbers told a different tale, as only a tiny fraction of the 30,000 quarterly visitors resulted in meaningful action.
- Only 0.6% of visitors reached the contact page
- Only 11% of visitors completed the form
- Only 20 enquiries were generated from 30k visits
This wasn’t a traffic problem; it was a performance problem. Analysis revealed a set of structural issues across the entire digital ecosystem, the biggest of which was that visitors were being bombarded with info but never guided to action. On top of this, calls to action were passive, messaging was too feature-led and the entire journey lacked any sense of urgency.
In addition to this, traffic quality was also inconsistent. Organic search was heavily branded, accounting for 95% of queries, yet paid social delivered negligible results. Something had to change, and fast.
Solution
The goal was simple: plug the leaking funnel. We approached it as a connected system of traffic, intent and conversion — not a full redesign or rebuild. Starting by interrogating the issues through analytics, behavioural data and user journey mapping, we identified friction at every stage.
Structural improvements were implemented to increase clarity, reduce effort and guide users to action — including immediate clarity above the fold, stronger intent-led calls to action, simplified user pathways, reduced cognitive load across key pages, and objection handling at decision points.
ContactRather than chasing volume, we focused on relevance. Campaigns were built around problem-led queries targeting users actively seeking solutions, not those already familiar with the brand. Landing pages were tightly aligned with search intent. Low-performing paid social was deprioritised to redirect investment to higher-impact channels.
ContactThe focus was on positioning the website itself as the primary pipeline driver — without reliance on email nurture. Perceived value was increased at the point of enquiry, friction in the conversion process was reduced, and trust signals were introduced at key decision moments. The result: qualified leads generated in real time.
ContactStructural improvements were implemented to increase clarity, reduce effort and guide users to action — including immediate clarity above the fold, stronger intent-led calls to action, simplified user pathways, reduced cognitive load across key pages, and objection handling at decision points.
ContactRather than chasing volume, we focused on relevance. Campaigns were built around problem-led queries targeting users actively seeking solutions, not those already familiar with the brand. Landing pages were tightly aligned with search intent. Low-performing paid social was deprioritised to redirect investment to higher-impact channels.
ContactThe focus was on positioning the website itself as the primary pipeline driver — without reliance on email nurture. Perceived value was increased at the point of enquiry, friction in the conversion process was reduced, and trust signals were introduced at key decision moments. The result: qualified leads generated in real time.
ContactSuccess
Following our changes, performance improved across every key metric, with annual enquiries increasing from 20 to approximately 360. Most importantly, it means Instagrid now has a structured, performance-driven website that actively contributes to commercial growth. And all without increasing traffic or investing in any email activity. The result – over €4.45 million in pipeline generation
Working with Wrap on our website and demand generation transformed our commercial performance. They identified exactly where we were losing leads and fixed it — turning 20 enquiries a quarter into a pipeline worth over €4.45 million. The results speak for themselves.Alex Andrews - Vice President Marketing
Instagrid GmbH
