WEBSITES

BUILT FOR

TRADESPEOPLE

The Problem

Tom Crockett had been running Apex Roofing for 14 years. He was good at his job — genuinely excellent, actually, with 200+ Google reviews averaging 4.9 stars. But his website was a four-year-old Wix site with stock photos, a generic homepage, and not a single piece of content targeting the areas he actually worked in.

His competitors — younger businesses with less experience and worse reputations — were consistently outranking him because they had custom sites built around local keywords. Tom was losing jobs he should have been winning.

• Wix site loading in 7.4 seconds on mobile — most users had left before it finished
• No local keyword targeting — not ranking for any "roofer + location" searches
• 200+ five-star reviews buried at the bottom of one page
• No clear service area pages — Google had no idea which towns he covered
• Paying $34/month to Wix for a site that was actively hurting him

Our Approach

The brief was clear: build a site that ranks for roofing searches across Greater Boston, puts Tom's reputation front and centre, and makes it easy for homeowners to get a quote. We started with keyword research to identify the highest-value local terms — "roofing contractor Boston", "roof replacement Somerville", "emergency roofer Cambridge" — and structured the site architecture around them.

Each service area got its own dedicated page with unique, locally-relevant content. We pulled Tom's Google reviews into a live feed on the homepage and every service page. The contact form was redesigned to capture the specific information Tom needs to give an accurate quote — cutting out two rounds of back-and-forth phone calls per enquiry.

• 12 hand-coded pages — home, 4 services, 6 service areas, about, contact
• Mobile-first build loading in under 1.2 seconds
• Live Google review integration showing 200+ reviews with star schema markup
• Individual service area pages for Boston, Cambridge, Somerville, Brookline, Newton, and Medford
• Quote calculator on the homepage to pre-qualify leads

The Result

The site went live on a Tuesday. By the following Monday, Tom texted to say he'd already had 11 enquiries through the site — more than he'd received in the entire previous month from his Wix site. Within seven weeks, Apex Roofing was ranking on page one for six of the target keyword phrases.

Three months post-launch, monthly leads from organic search were up 312%. Tom closed his Wix subscription and hasn't looked back. He's since referred three other tradespeople in the area — two of whom are now clients.

The Problem

BrightPlumb's owner, Jamie, had been running his plumbing business for six years. He specialised in emergency call-outs — the high-value, urgent jobs that most plumbers underserve. He had a solid reputation and consistent referral work, but his website was doing nothing to attract the emergency search traffic he was perfectly positioned to capture.

The core issue: emergency plumbing customers are in a panic. They need to know you're available right now, trust you immediately, and be able to call with one tap. Jamie's old site required them to navigate three pages, find a phone number buried in the footer, and fill in a contact form. Calls from the site were virtually zero.

• Phone number hidden in footer — not visible above the fold on mobile
• No mention of 24/7 availability anywhere on the homepage
• No trust signals — reviews, accreditations, or response time guarantees
• 3.2s load time — critical for a user in an emergency searching on their phone
• Not ranking for any "emergency plumber" variations within 20 miles

Our Approach

The entire design was built around a single user: someone with a burst pipe at midnight, searching on their phone with wet feet. Every decision prioritised speed, trust, and frictionless contact. The phone number is the largest element above the fold. The load time is 0.9 seconds. The first thing you see is availability, rating, and a tap-to-call button.

We structured the site's SEO around emergency and urgent intent keywords — "24 hour plumber", "burst pipe repair North Shore", "emergency plumber tonight" — rather than the generic terms every other plumbing site was targeting. Higher intent, lower competition, higher conversion.

The Result

Launched on a Friday. By the following week Jamie had received 7 calls directly from the site — a complete first for him. After 90 days, BrightPlumb was converting 8.4% of organic visitors to phone calls or form submissions. Industry average for plumbing sites is 1–2%. His busiest month on record followed the third month post-launch.

The Problem

Chris had been running Voltline Electric out of Haverhill for eight years. Good reputation, steady referral business, 340+ jobs completed. His Wix site had been built by a friend five years ago and hadn't been touched since. It was slow, it wasn't ranking, and he was paying $34/month for the privilege.

The specific issues were stark. On mobile, the site loaded in 6.2 seconds — Google's own data shows 53% of mobile visitors leave if a page takes more than 3 seconds to load. Voltline was hemorrhaging potential customers before they'd seen a single word of content.

• 6.2s mobile load time — losing more than half of mobile visitors immediately
• Wix tracking scripts adding 2.4MB to every page load
• No service-specific pages — Google couldn't understand what he offered
• No mention of residential vs commercial — missing entire search categories
• $34/month Wix Core subscription — $408/year for something holding him back

Our Approach

Migration was priority one — get Chris off Wix cleanly, preserving his domain authority and any existing rankings while we rebuilt from scratch. We mapped every URL, set up 301 redirects, and gave Google two weeks to crawl the new structure before going fully live.

The rebuild was structured around the two distinct audiences Voltline serves: homeowners needing residential electrical work, and commercial clients needing contract electricians. Separate service sections, separate landing pages, separate sets of keywords. Google now has a clear picture of everything Voltline does and who for.

The Result

Load time dropped from 6.2 seconds to 1.1 seconds on mobile. Within four weeks of launch, Chris was ranking on page two for terms he'd previously been invisible for. By week ten, six keywords were on page one. Organic leads in the three months post-launch were up 189% compared to the same period the previous year.

He also cancelled his Wix subscription — saving $408 a year — and now pays $49/month for managed hosting that includes unlimited small updates. Net saving of $108/year, with a dramatically better-performing site.

The Problem

RoofSeal Pro's owner, Paul, had spent years building an outstanding Google reputation. 180 reviews, 4.9 stars, detailed write-ups from happy customers mentioning his punctuality, clean workmanship, and transparent pricing. It was a phenomenal sales asset — and it was completely invisible on his website.

His existing site was functional but generic. Stock photos, boilerplate service descriptions, a contact form. Nothing that differentiated him from any other roofer in the area. Visitors arrived, saw nothing that gave them a reason to trust him over competitors, and left without contacting him.

• Zero reviews displayed on the website despite 180 on Google
• No trust signals — no accreditations, no warranty information, no guarantees
• Generic stock photography — no photos of actual completed RoofSeal jobs
• No schema markup — Google wasn't showing his star rating in search results
• Quote form with 8 fields — most users abandoned it before completing

Our Approach

The strategy was simple: make Paul's reputation impossible to ignore. Every page opens with his star rating and review count. The homepage features a live feed of his most recent Google reviews, pulling in new ones automatically. Service pages each have curated reviews relevant to that specific service.

We also implemented review schema markup — the code that tells Google to show your star rating directly in search results. Paul's listing now shows "4.9 ★ (180)" next to his site in Google search, giving him a visible credibility advantage before anyone even clicks through.

The quote form was stripped back from 8 fields to 3 — name, phone, and "what do you need?" Conversions immediately improved. We added a "why choose us" section featuring his licence number, insurance details, and 25-year warranty — the trust signals homeowners actually look for when choosing a roofer.

The Result

In the 90 days following launch, quote requests through the website increased by 40%. Paul's click-through rate from Google search (where his stars are now visible) improved by 28%. He's now the highest-reviewed roofer in Haverhill showing in local results, and his website finally reflects it.