Making your ETL listing work harder
How to strengthen the impact and reach of your ETL product listing
For manufacturers, being listed on the ETL is an important milestone. It confirms that a product has been independently verified and stringently assessed against robust energy efficiency criteria. As a UK government-backed scheme, the ETL provides purchasers with a free, impartial resource for finding high-performing products.
However, the value of an ETL listing does not stop there. Once listed, a product becomes part of a wider ecosystem that supports informed procurement decisions across businesses and the public sector. It can help raise product visibility, build awareness, and drive engagement with relevant audiences, further amplified through the ETL’s own marketing activities.
What an ETL listing provides for manufacturers and purchasers
At its core, the ETL helps purchasers identify energy efficient products they can trust, giving them confidence that a product meets current government policy and industry standards, and supporting informed decisions that cut energy use and costs. For manufacturers, being listed offers a competitive edge by signalling quality and strengthening purchaser and procurer confidence.
The ETL scheme also extends visibility through its own marketing and promotional activities, including newsletters, social media, in-person events and paid search campaigns, designed to raise awareness and engage relevant audiences.
In this sense, the ETL provides more than recognition of energy efficiency performance. It is also a practical point of connection between manufacturers and decision makers, while supporting access to markets where the Government Buying Standards (GBS) specify the ETL within procurement requirements.
An ETL listing can also improve your product’s visibility within frameworks and specification tools that influence procurement and design decisions. SKArating, which assesses energy performance in office, retail and higher education buildings, uses ETL criteria as a benchmark across a wide range of technologies, helping architects, specifiers and buyers choose energy efficient solutions. This helps raise the profile of ETL-listed products and supports their selection in SKArating projects. The ETL also links directly with the National Building Specification (NBS) platform, used by architects and designers, supporting access for manufacturers to professionals selecting products for built environment projects.
Making your ETL listing more visible
The most effective way to promote your listing is to keep it up-to-date and communicate it with intent. A product listing becomes more valuable when decision makers understand what it means in practice.
ETL accreditation shows that a product meets high energy efficiency performance standards and is typically among the top 25% of products on the market in its class. That message becomes more powerful when it is translated into benefits that matter to purchasers, such as lower energy and operating costs, better long-term value through reduced total cost of ownership, and greater confidence in procurement decisions.
There are some simple ways to strengthen the impact of your listing. Keeping product imagery current, ensuring technical details are accurate and maintaining clear contact routes all contribute to a better user experience. Manufacturers can also upload BIM files and technical specifications to their ETL listings free of charge, helping purchasers access more detailed product information in one place. If these are not yet included in your listing, you can contact the ETL team for support with adding them.
You may also want to contribute to an ETL case study. These offer an opportunity to demonstrate how your technology performs in real life, including its impact on energy use and operational costs. We share our case studies through social media and newsletters, which helps increase visibility with relevant audiences.
The value of ETL branding and messaging
Being ETL-listed can also support your wider marketing and sales activities. Referencing your accreditation on websites, product pages, press releases and social channels helps reinforce energy efficiency claims. In many contexts, a factual reference to the ETL will carry more weight than extended claims, particularly because the scheme is government-backed, and products are independently and stringently assessed. Including a link to the ETL website can help purchasers explore the scheme further, while tagging the ETL on LinkedIn can extend reach within relevant professional networks.
The ETL brand mark can be a useful part of your marketing activities when used on or alongside your listed products. It adds reassurance and underlines that a product has been independently assessed for energy efficiency. Combined with the use of ETL-approved messaging across your own channels, it can strengthen how you present your product.
You can find examples of approved messaging as well as guidance on using the ETL mark in our manufacturer’s guide, or contact the team for further support. We are happy to provide a direct quote from the ETL and high-resolution images, as well as ETL-branded stickers that can be displayed on listed products at events such as trade shows. If these are of interest, please contact us directly at media@etl.energysecurity.gov.uk.
The ETL logos can be downloaded directly here.
ETL branding can be used across your marketing materials, websites, social media and event displays.
How the ETL API is used
Through our free API, purchasers and procurers can integrate ETL product data directly into their own systems, websites and procurement tools. This includes direct access to technical specifications, product information and images, and manufacturer and supplier details, it also includes search functionality, enabling a seamless use of ETL data.
Manufacturers can highlight the API to their customers and share the guide to the ETL API on how to integrate and apply the data effectively.
Turning verification into visibility
Being listed on the ETL provides a strong foundation of trust within a wider procurement and decision making system. The opportunity for manufacturers is to build on that foundation by clearly communicating the value of the listing, using the ETL mark appropriately and sharing consistent messaging across their own channels.
Taking the time to maximise your listing in these ways can help your products stand out in the market, strengthen credibility with purchasers and increase visibility with the audiences that matter most.
Continuing your ETL journey
Explore our in-depth guide to understand the practical steps for getting more from your ETL listing.
If your listed technology has helped users save energy and reduce costs in a specific project, there may be an opportunity to feature it in one of our case studies. You can browse previous examples or get in touch if you would like to share your product story.
For further information about the scheme, accreditation and benefits, visit our ETL FAQs.
If you have questions or require further support, contact the ETL team at info@etl.energysecurity.gov.uk.