Power to the People with a Beautiful Lead Generation Website

United Gas & Power (UGP) is a business energy supplier based in Yorkshire that truly puts customer service at the heart of its organisation. The company supply businesses across the UK and handle the entire end-to-end energy provider switching process to make it as seamless as possible. 100% of the energy UGP supply is from renewable sources.

The business website was dated and no longer presenting the right impression of UGP’s proposition. It did not adhere to website best practices in 2021, offering simple, clear navigation and interactive tools to engage with visitors and draw in new business enquiries. Video wasn’t utilised to provide the user with a richer, more enjoyable visit.

United Gas & Power

The UGP website has three important jobs to do: 

1. Deliver sales leads 

2. Provide customer support 

3. Attract great people to work for UGP 

HubSpot was the chosen CRM, and a seamless integration formed a key part of the brief, alongside presenting the business proposition to great effect through a powerful design and UX. Wish were the perfect fit for UGP, following a pitch process involving several agencies. 

For the end user visiting the new website, a beautiful user experience now greets them, wherever they land. A mega menu navigation offers visual routes to key sections and the get a quote function offers an intuitive simple process to automatically load address and meter / usage details.

Feature-Rich Lead Generation B2B Website includes: 

Get a quote tool – a simple flow through for the user, using icons and steps to makes the process obstacle free and enjoyable. Leading software was implemented to look up customer details via postcode and meter reference IDs. 

Carbon Calculator – the carbon calculator tool is a key feature that offers a useful tool to users and something different to the competition, also linking with UGP’s renewable energy messages. 

HubSpot integration – all form completions immediately passed to HubSpot CRM. 

Live chat – offering live chat feature to start conversations with sales / support teams 

Intuitive navigation – mega menu design to enable simple browsing to the right areas 

Support area – enabling existing clients to submit meter readings and find support resources 

Video implementation – use of video content throughout to create a visually engaging website 

Customised CMS – simple tools for the client to manage the website

United Gas & Power

Web Agency Partnership

As always, the first stage in the project was a detailed scoping process. This included competitor and analytics analysis, website user type and functionality exploration. We moved through wireframing of key pages and functions to establish the content needs for the site. We established the best implementation method to integrate with HubSpot and agreed the structure of the website. 

Next came the all-important design stage (the most exciting part of the project), as the senior website creative at Wish blew the client away with their new website design. The creative concepts for the website were a complete separation from the old website and tone of voice. We focused on the messaging, the intelligent use of video content to relay the corporate messages, the use of people to demonstrate the human interaction with account managers that really sets UGP apart from their competitors. 

The chosen content management system was WordPress, which Wish implement extensively on large-scale web projects. This enables the marketing team at UGP to easily manage the website in various ways, building content in blocks from pre-designed templates in keeping with the website core design. 

Creating websites that are unique is a challenge, our team have achieved it in the B2B sector with the new website for United Gas & Power.


400% increase in Inbound sales leads in the first month following launch.

11% reduction - Bounce rate on key pages decreased from 64% to 53%

Doubled Average time on site has doubled which is an exceptional result.

We are thoroughly delighted, and I’d like to say a huge thank you to you and all the team – those behind the scenes also. The amount of work and dedication that’s gone into this has been above and beyond and I’ve had nothing but positive reviews of the new site from colleagues and customers alike. This is a project that we should all be truly proud of. The new site is one that isn’t simply much better than our old site, it stands above many of our much larger competitors and makes a great impression in a competitive market where differentiation is hard to establish. The results speak for themselves – a 4 x uplift on inbound sales within the first month of launch! Thank you, it represents incredible value for money, and is worth every penny of the investment. We look forward to working with you on future projects”.


Head of Marketing, United Power & Gas