Jakson Group was known for one product line while competing in four. Over eight months, organic sessions grew 35% and contact-us goal completions rose 574% — from 2,284 to 15,394.
Jakson Group is an energy and engineering solutions company, and for most of its public life it was understood as a genset company. That reputation was earned and it was valuable — but by this point the group was also operating in solar, EPC, defence and hospitality, and the market had not caught up.
The commercial cost of that gap is easy to underestimate. Demand for solar EPC and distributed energy existed and was growing; it simply went to firms the buyer already associated with those categories. Jakson was rarely in the consideration set, not because it lacked capability, but because nobody was looking for it there. Brand searches brought people who wanted gensets. Category searches brought people to somebody else.
So the brief had two halves that are usually run separately: change what people believe the company does, and capture the demand that belief unlocks.
The creative platform was the conjunction itself. Jakson and solar. Jakson and EPC. Jakson and defence. Every execution paired the thing the audience already knew with the thing they did not, so the familiar reputation carried the unfamiliar business rather than competing with it. It reframed the portfolio as a widening rather than a departure.
Across the eight months to February 2019, organic sessions grew 35.28% to 71,899 and organic users grew 32.21% to 50,718. Those are healthy numbers, but they are not the interesting ones.
The figure that matters is the conversion side. Completions of the contact-us goal rose 573.99%, from 2,284 to 15,394, and the goal conversion rate went from 4.30% to 21.41%. Traffic grew by roughly a third while enquiry-intent actions grew nearly sixfold — which means the gain came overwhelmingly from reaching better-matched visitors, not simply more of them.
| Organic search | Sep 2017–May 2018 | Jun 2018–Feb 2019 | Change |
|---|---|---|---|
| Sessions | 53,147 | 71,899 | +35.28% |
| Users | 38,361 | 50,718 | +32.21% |
| New users | 37,659 | 49,828 | +32.31% |
| Contact-us goal completions | 2,284 | 15,394 | +573.99% |
| Goal conversion rate | 4.30% | 21.41% | +398.21% |
Depth-of-visit metrics moved the other way over the same window: pages per session eased from 2.91 to 2.69, average session duration from 3:00 to 2:44, and bounce rate rose from 37.89% to 43.72%. That is the expected trade when a campaign deliberately widens reach into categories where the brand was previously absent — a first-time visitor researching solar EPC behaves very differently from a returning genset buyer. We report it because the enquiry numbers only mean something alongside it.
Source: Google Analytics, jakson.com. Figures cover the organic search channel and compare 1 June 2018 – 4 February 2019 against 25 September 2017 – 31 May 2018. “Contact-us goal completions” is the Google Analytics goal configured on the enquiry path, not a count of qualified leads.
The two halves of this brief are usually owned by different teams and measured separately. Here they were the same problem viewed from two ends. The “&” platform changed what people were willing to believe Jakson did; the search work made sure that when the belief translated into a query, there was a page worth ranking. Run the creative alone and you build awareness with nowhere to send it. Run the SEO alone and you compete for categories the market does not accept you in yet.
It is also why the conversion rate moved so much further than the traffic. The work was not aimed at winning more visitors; it was aimed at being credible to the right ones.
The relationship has continued well beyond this campaign — DigiStreet has since rebuilt the group’s website, covered in our Jakson web design and digital marketing case study.
If your business has grown past its reputation, search is where that gap shows up first — and where it can be closed. We can show you which categories you are missing from.
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