POWERING THE SUNSHINE STATE
Modernizing the digital footprint of a legacy electrical firm to drive solar acquisition and repeat service business.
Project Snapshot
ClientRaffin Electrical
IndustryConstruction / Renewable Energy
Services ProvidedWebsite Redevelopment, Search Engine Marketing (SEM), Customer Retention Strategy
Key ResultsIncreased Solar Leads & Repeat Service Bookings
The Challenge
Shining a Light in a Crowded Market
For over 40 years, Raffin Electrical has been a trusted name in Queensland. However, the Australian solar market is notoriously saturated and plagued by “fly-by-night” operators. Despite their decades of experience, Raffin was struggling to compete digitally with aggressive national solar sales companies that dominated search results.
They needed a strategy that would do two things:
Capture New Leads: Differentiate themselves as the “safe, local choice” for solar installations in a market full of scams.
Unlock Loyalty: Leverage their massive database of past electrical clients to drive “repeat business” for high-margin services like Air Conditioning and Battery Storage.
Key Obstacles:
- ✕ The “Solar Scam” Stigma: Australians are wary of solar ads due to aggressive telemarketing. We overcame this by using “Educational Content” (e.g., “How to Spot a Solar Scam”) on the site, establishing Raffin as the honest broker.
- ✕Geographic Spread: Servicing remote areas like Mount Isa is logistically hard. We tailored the digital ads to only run in specific zip codes where Raffin had crews available, ensuring they never promised a job they couldn’t reach.
- ✕
Technical Complexity: Explaining “Battery Storage” ROI to a homeowner is difficult. We simplified the messaging into clear “Savings per Year” calculators, moving the conversation from technical specs to financial freedom.
The Strategy
Trust-First Digital Branding
We recognized that in the solar industry, trust is the ultimate currency. We overhauled the brand messaging to pivot from “General Electrician” to “The Energy Authority of Queensland.”
Privacy-First Architecture (GDPR)
National competitors often waste budget targeting broad keywords like “Solar Panels Australia.” We implemented a precision Search Engine Marketing (SEM) strategy that targeted specific regional hubs where Raffin operates (e.g., Mount Isa, Wondai, Kingaroy).
The Lifecycle “Upsell” Engine
To solve the “repeat business” challenge, we deployed a customer reactivation strategy. We moved away from treating electrical work as transactional and treated it as a lifecycle.
The Results
40+
Years of Trust
100%
Regional Focus
High
Lead Quality
Big Enough to Serve, Small Enough to Care
The digital transformation successfully positioned Raffin Electrical as the premier regional choice for renewables. By combining the trust of a legacy brand with modern lead generation tactics, Ingage helped them expand their solar division significantly while keeping their service vans full with repeat maintenance work.
Featured Coverage:
- Clean Energy Council
- Supply Nation
- Master Electricians Australia
- Molex
Visual Proof / Media Gallery
Client Testimonial
“The Team at INGAGE has a professional approach and is always willing to give their time during all hours of the day. Thanks for your help INGAGE in getting traffic to our social media pages.”
—Daley Raffin
(Raffin Electrical)
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