Conto-Termico.org — Tools platform, SEO & lead generation for Italian energy incentives

Context

The Conto Termico is one of Italy's most significant state incentives for building energy renovation, but it is also one of the most complex instruments to understand for individuals, businesses and technical professionals alike. Official documentation is dense, regulations change frequently, and accessing the incentives requires specific expertise.

Conto-Termico.org was created as an editorial and public utility project: a hub of practical tools, updated guides and resources for incentive calculations accessible to everyone. The design challenge was to build robust domain authority on a highly technical topic, generate qualified traffic from informational and commercial searches, and monetise that traffic through lead generation towards partner installers and professionals.

Solution

Branding and design system

Definition of the portal's visual identity: an institutional yet accessible colour palette, clear typography for dense technical content, and an icon system for intervention categories (heat pumps, solar thermal, biomass boilers, etc.). The design system was conceived to inspire trust and technical competence in a sector where credibility is everything.

Interactive tools — the heart of the project

Development of a suite of interactive calculators and tools:

1. Climate zone calculator The user enters their municipality and instantly receives the climate zone (A–F), degree-days, and the applicable thermal transmittance limits for interventions — essential for determining incentive eligibility.

2. Conto Termico sizing tool A tool that guides the user through the type of intervention (system replacement, insulation, solar thermal panels, etc.), calculates the equivalent surface area and power, and estimates the Conto Termico contribution amount — with references to applicable regulatory articles.

3. Energy saving simulator Estimated post-intervention energy bill savings, with a comparison between different technology scenarios (e.g. heat pump vs. gas boiler vs. solar thermal).

4. Incentive compatibility checker An interactive wizard that guides users in verifying whether their building and planned intervention are compatible with the Conto Termico, Superbonus or Bonus Casa — preventing costly errors when applying for incentives.

All tools collect the entered data and, at the end of the calculation, offer a downloadable personalised report in exchange for contact details — generating warm leads segmented by intervention type, geographic area and investment range.

Editorial and technical SEO

An SEO editorial plan with 80+ articles targeting informational and commercial keywords around the Conto Termico, divided into topic clusters: regulations, calculations, installers, technologies. Technical optimisation: FAQPage, Article, HowTo and BreadcrumbList schema markup to maximise Google rich result presence.

Timely content updates for every regulatory change — a critical ranking factor for time-sensitive queries such as "Conto Termico 2024 updates".

Lead generation and monetisation

B2C→B2B lead generation system: portal users who complete a calculation are connected with certified installers in their province. The system automatically segments leads by climate zone, intervention type and investment availability, increasing the closing rate for partner installers.

Results

Within 24 months of the full project launch:

• 28,000+ monthly active users on the portal
• +520% organic traffic compared to the initial baseline
• +8× qualified leads generated for partner installers (YoY)
• Over 200 keywords ranked on page 1 for national Conto Termico searches
• Google Featured Snippets obtained on 40+ key queries
• The portal has become an editorial reference cited by institutional and industry websites