Northern Retrofit

Sector

Construction

What we did

Research & Strategy

Visit website

Helping Northern Retrofit position themselves as the go-to experts for energy-efficient home upgrades.

Northern Retrofit is a specialist home energy efficiency and retrofit company based in the North of England. They help homeowners upgrade their properties with solutions like insulation, cavity wall extraction, solar panels, and whole-house retrofits — improving comfort, reducing energy bills, and supporting a greener future.

When Northern Retrofit approached us, their challenge wasn’t a lack of demand — far from it. They had over £3.5M of work lined up, but their online presence didn’t communicate credibility, clarity, or professionalism. Their existing website lacked clear messaging, wasn’t converting visitors effectively, and didn’t reflect the scale or ambition of the business.

They needed a website that would help generate a steady stream of new leads, build trust with homeowners, and clearly communicate what they do in a way people actually understand.

We developed a complete messaging and website strategy grounded in the StoryBrand framework to simplify their offer, clarify their services, and position Northern Retrofit as the friendly expert guiding homeowners through the complex world of retrofit.

The result is a fast, modern, conversion-focused website built in Framer, powered by a structured CMS for their full suite of services. With improved SEO foundations, analytics tracking, and strong messaging, the new site gives Northern Retrofit the credibility they deserve — and the platform they need to scale.

Working with Sam at Superlinear has been outstanding. He took the time to properly understand our business, our customers, and the technical complexities of the retrofit industry, then turned all of that into a clear, modern website that finally reflects who we are and the quality of work we deliver.

He simplified our messaging in a way we’d struggled with for years, created a clean and professional design that feels perfectly aligned with our brand, and built the entire site quickly without ever compromising on detail. Every piece of feedback was improved, sharpened, and turned into something stronger.

The communication and project management were faultless. Sam was always proactive, fast to respond, and genuinely invested in helping us get the website live so we can generate more consistent leads and grow the business. We felt supported from start to finish.

The end result is a polished, credible website we’re genuinely proud of — and we've already had great feedback from customers. Sam has been a true partner throughout this project, and we’ll be continuing to work with him as the business evolves.

Pete Raines

Co-founder at Northern Retrofit

Clarifying Northern Retrofit’s message and elevating what makes them truly trusted.

Our initial Discovery & Strategy phase uncovered a clear challenge: Northern Retrofit offered a wide range of technical services, but their website didn’t communicate the value, clarity, or reassurance homeowners needed before investing in energy-saving upgrades. People were confused about what each service involved, why it mattered, and whether they could trust the company behind it.

Through stakeholder conversations and customer insight, we identified the core themes that truly set Northern Retrofit apart: their deep expertise, their honest and transparent approach, and their commitment to helping homeowners create warmer, more efficient, future-proof homes.

Using these insights as our foundation, we developed a complete StoryBrand messaging framework that positioned Northern Retrofit as the trusted guide — simplifying complex concepts, reducing friction, and removing the overwhelm that often surrounds retrofit work. This strategic clarity shaped every aspect of the website.

From there, we refreshed their visual direction and built a modern, clean, highly accessible design system that reflects their professionalism and environmental focus. Combined with a structured CMS for their full suite of services, the new design balances technical credibility with warmth, approachability, and trust — the qualities that make Northern Retrofit the team homeowners want to work with.

The finished website is more than a digital brochure; it’s a confident, modern expression of Northern Retrofit’s expertise.

Reflecting the company’s professionalism, clarity, and customer-first approach, the new site helps homeowners understand complex retrofit services in a simple, reassuring way. It showcases the team’s technical skill, builds trust through clear messaging, and positions Northern Retrofit as the go-to experts for creating warmer, more efficient homes.