The Challenge
Ashworth Plumbing relied heavily on Google LSA (Local Services Ads) but found the cost-per-lead was eating into their margins for smaller repair jobs. Their existing "one-page" website was barely indexed by Google and didn't provide enough information to convert higher-value boiler installation leads.
The Approach
We developed a high-performance site focused on two distinct user journeys: the "Panic Searcher" (emergency leaks) and the "Planned Researcher" (boiler upgrades).
- Ultra-fast Mobile Speed: Optimised for 2G/3G connections to ensure the site loads instantly for users in distress.
- Gas Safe Prominence: Displayed their registration number in the header and footer to build immediate authority.
- Online Booking Widget: Integrated an annual service booking calendar to build a recurring revenue stream.
- Landlord Portal: A dedicated page for local letting agents to book multiple CP12 inspections simultaneously.
The Results
- 62% increase in organic emergency callout bookings within the first quarter.
- Significant reduction in Google Ads spend as organic local rankings improved for "plumber Derby".
- Average order value increased by 22% as the site started attracting more full-system installation enquiries.
- 98% of customers cited the professional website as a key factor in their decision to hire Ashworth.