The problem
The challenge
Goldswan is Darren's business, run out of a showroom on Nottingham Road in Arnold. Design, supply and fit, every trade in house, so the homeowner isn't the one ringing round a plumber and a tiler to get their own bathroom finished.
They did have a website. Six pages put together in Wix: home, about, testimonials, gallery, trade and contact, with the logo, the brands they stock and a phone number on it. It covered the basics.
What it couldn't do was get found. There was no page for a single service and no page for a single area, and the word Nottingham didn't appear anywhere above the fold.
And nobody types "bathrooms" into Google. They type wet room installation Nottingham, or accessible bathroom, or bathroom fitters West Bridgford. One page listing everything Goldswan do would have ranked for none of it.
Our approach
What we did
Sixty pages, rebuilt from scratch around those searches.
Every room they renovate got its own page. Family bathrooms, en-suites, wet rooms, cloakrooms, small bathrooms, accessible bathrooms, plus supply and fit, supply only and design. Nine pages, nine sets of FAQs, nine searches instead of one.
Then eleven area pages, Arnold out to Newark, Ilkeston and Mansfield. Each one written for that town rather than templated with the place name swapped in. The Sherwood page talks about tight bathrooms in Victorian terraces. That's the difference between an area page that ranks and one Google reads as filler.
The project system is the part that compounds. Every finished bathroom gets its own page with before and after shots, tagged with the area, the service, the guarantee and the brands used. Those tags link back to the service page and the area page. Darren adds a job, two other pages get stronger.
Twenty brand pages catch people searching for a specific manufacturer. The showroom page carries directions, opening hours and LocalBusiness markup, because the showroom is how they close.
Every page has its own title, its own description and the right structured data. Sixty pages, no duplicates.
They're on a twelve month SEO term running from launch, so the site gets worked on every month instead of handed over and forgotten.
