J.Avery Plumbing & Heating

James had built a superb reputation over two decades — 9.97/10 on Checkatrade across 168 reviews, and a perfect 5.0 on Google. The problem was where those customers were coming from: almost entirely through Checkatrade, which meant paying lead fees on every single enquiry.

He had no website, no organic search presence, and no way to build equity in his own brand. He'd been fed up with the Checkatrade model for a while and wanted a more organic, affordable way to win customers — but he didn't know who to turn to.

• A bespoke, hand-coded website — no WordPress, no templates. James owns it outright.
• 41 location-targeted pages — strategic SEO coverage across 15 Birmingham neighbourhoods, 14 Black Country towns, and 12 Solihull areas. Each one written to rank for "plumber [location]" and "boiler installation [location]" — the long-tail local searches that bigger national competitors routinely miss.
• Reputation pulled above the fold: Gas Safe badge, Worcester Bosch & Baxi partner badges, Checkatrade 9.97/10, and Google 5.0 ratings visible on every page. The social proof James already earned, now doing its job organically.
• Portfolio gallery structured by job type — 10 bathrooms, 8 boiler installations, 2 showers — so customers see the kind of work they're booking.
• Low-friction contact paths: phone, WhatsApp, floating call button, and a structured form with service type. A stated 2-hour response window builds trust before the customer even messages.
• 24/7 emergency positioning built into the page hierarchy — because gas leaks and burst pipes don't happen between nine and five.
• A review funnel baked in: prominent calls to leave a Google review directly from the site, helping grow James's Google presence alongside his existing Checkatrade reputation.