How Champions (UK) plc Increased Enquiries by 2,783% in Three Months for an Oil and Fuel Supplier


November 29th, 2023

In 2023, Champions began to work with Prince Energy, a Midlands based oil and fuel supplier formerly known as Prince Petroleum, which sparked a surge in enquiries within three months of the launch of the new website. 

Faced with the challenge of refreshing the brand’s image and enhancing its online presence, Champions delivered a strategy covering rebranding, website development, and Search Engine Optimisation (SEO). 

Three months after the launch, the new Prince Energy website has shown a huge increase of 2,783% in quote submissions, as well as a substantial rise in organic traffic. Discover how Champions and Prince Energy achieved these outstanding outcomes. 


The Brief 

Prince Energy approached Champions with the aim of enhancing its online presence. To achieve this goal, Champions conducted the following activity: 

  • Rebranded Prince Petroleum to Prince Energy, enhancing the brand's visual identity and highlighting its unique selling points. 

  • Developed a new website to drive enquiries and leads by developing a new site with the user experience at its core. 

  • Implemented SEO best practices throughout the new website for increased organic traffic and visibility. 

The Strategy 

1 – Assessing the landscape

Champions conducted a comprehensive evaluation of Prince Energy's existing branding and digital positioning, comparing it to industry competitors. This involved creating both a Brand Audit and a Digital Audit to identify growth opportunities, as well as answer two key questions: 

  • Where are we now? 

  • Where do we want to be? 

2 – New website, new potential

A new website was built to reflect the revitalised Prince Energy branding, with the User Experience (UX) at the centre of every decision made for the website. During the initial planning stages, Champions mapped bespoke customer journeys for different targeted segments to map every customer journey to the sales funnel for increased conversions. 

In addition to this, Champions highlighted Prince Energy’s USPs in the new website design to ensure new customers know about the variety of quality products and services provided by Prince Energy. 

3 – Meeting the leads where they are

Champions integrated the new Prince Energy website with SEO best practices to increase organic traffic and drive potential leads to the website. 

Champions’ SEO team worked closely with the content team and web developers to ensure service pages were optimised for every stage of the user journey. We did this by targeting relevant, high-volume key search terms related to the energy and fuel industry. These key search terms were mapped out across the website with consideration for the user intent, and where users would be in their customer journey. 

By developing a new website infused with SEO best practices, prioritising the user experience, and effectively showcasing Prince Energy's unique selling points, Champions was able to drive organic traffic and boost enquiries.  

The Results 

Our optimisations increased organic traffic significantly throughout this time: 

Total users up 22.11%

3 months after the launch, total users increased by 22.11%.

User Engagement up 28.01%

User engagement increased by 28.01% in 3 months.

Quote Submissions up +40%

Quote submissions increased by 2,783.33% after 3 months.

Website visibility up 212.2%

The number of keywords ranked for increased by 212.2%.

Do you have a similar challenge regarding visibility in search? For similar success to Prince Energy, contact Champions via phone, email, or fill in our online contact form.

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