Heatload tests the systems that keep data centres running. When a new data centre is built, it has to prove it can handle the heat its servers will produce before a single live workload goes near it. Heatload supplies the equipment and expertise that puts that to the test, on a rental or fully managed basis, for clients across the UK and Europe.
Our work with Heatload started in 2009. Back then it was Dave and a handful of people, and the brief was to establish the brand and the website. Since then Heatload has grown into a multi-million pound business with two UK bases and reach across Europe. We have grown with them the whole way, and today we look after their branding, their website, their search visibility and their paid advertising.
This is what a long marketing relationship looks like when it is built on trust rather than one-off projects.
We built the Heatload brand from scratch in 2009 and have grown it alongside them into a Europe-wide business ever since.
What we have delivered over sixteen years
We started with the brand itself, then the printed and physical things a growing business needs: promotional merchandise, workwear, business cards and stationery. As Heatload expanded, so did the work. We built their first website and have rebuilt and refreshed it through every stage of their growth, keeping it current as products, capabilities and the team changed.
Because Heatload works across Europe, we translated the website into five languages alongside English, so buyers in each region read about the company in their own words. We connected every website form into their CRM, so enquiries land in the right place and we can track ROI from Paid Ads and LinkedIn. We also built a detailed request-a-quote form that gathers the information Heatload need up front, so they can respond with an accurate quotation rather than a round of back-and-forth.
On top of that we produce their photography, from product shoots of the testing equipment to team photography, so the website looks like the business behind it. Today our day-to-day contact is Hayley, who leads marketing at Heatload, and the work continues as they continue to scale the business.
"We needed our website to match our reputation. The website they created, and continually update, is something we are very proud of."
Hayley Chatterton, Heatload
Top of search for the phrases that matter
Data centre testing is a specialist field, and the people who buy it are researching carefully before they ever pick up the phone. We write in-depth SEO guides that put Heatload at the top of search results for the terms that matter, including "data centre commissioning", and keep them there.
These guides do two jobs at once. They rank, which brings Heatload the visibility that turns searches into enquiries. And they genuinely help. A buyer who is early in the process and needs to understand how commissioning works finds a clear, expert explanation with Heatload's name on it. By the time they are ready to buy, Heatload is already the company they trust to explain the thing they were trying to learn.
That is how you become the first choice: by being the most useful voice in the room long before a decision is made.
Google Ads that reach buyers at the right moment
Our Google Ads campaigns for Heatload work on two fronts. They reach buyers who are actively searching for data centre testing and know what they need. They also reach buyers who don't yet know exactly what they are looking for, surfacing Heatload proactively so the company is in front of them before a supplier decision has been made.
One early win still sums it up. A buyer searching for a competitor saw a Heatload ad, called Heatload instead, and became a client once they realised the offering was the stronger one. Being visible at that moment turned a competitor's expected sale into Heatload's.
It is worth asking the same question of your own business: how much work is your website losing you right now, to competitors who are simply easier to find?
A consistent pipeline, year after year
The brand, the website, the five languages, the SEO guides, the request-a-quote form and the Google Ads all pull in the same direction. Together they give Heatload a consistent pipeline of the right enquiries: buyers who arrive already understanding what Heatload does, already trusting the company, and ready to have a serious conversation.
For a specialist business selling to a specialist audience, that steadiness is worth more than a spike. It means the company can plan, grow and keep serving a market across many countries and several languages without wondering where the next enquiry is coming from.
And it is why the relationship has lasted sixteen years. We are not a supplier Heatload use for a project and move on from. We are the people they trust to make them easier to choose and harder to compete with, as the business keeps growing.
What we do for Heatload
Want a pipeline like this?
Heatload's growth came from steady, joined-up marketing over many years, not a single campaign. If you run a technical business and you want the right buyers to find you, trust you, and choose you before your competitors get a look in, that is the work we do.
Let's look at where your website and search visibility stand today, and plan how to make you the first choice in your market.
