Case study
A complete digital system for a plumbing and heating firm
The brief
Like many established trades businesses, APS needed more than a new set of pages. The website, local search, paid campaigns and the way enquiries are handled had to work as a single system — so growth could be measured and improved rather than guessed at.
Scope
An 80+ page public site structured around the services APS wants to be found for, rather than a handful of brochure templates. Navigation, service hierarchy and internal links were planned as one map so pages do not compete with each other.
On-site structure, headings and local signals designed to support search — including Google Business Profile foundations and location context. This page records that work. It is not a plumbing SEO sales page; that job stays on the plumbing industry URL and the local SEO service page.
Mobile-first enquiry paths: calls, forms and booking-style journeys designed so a visitor on a phone can actually get in touch. Conversion-focused layout and proof sit on the live site screenshots, not as invented conversion-rate claims.
Landing infrastructure for high-intent paid search, with analytics and conversion tracking installed at the start rather than after the first campaign. Performance figures stay empty until they are verified.
Services involved
Stack
Results
Metrics will be published here once they have been verified. Empty values are intentional — we do not invent performance figures.
Organic traffic
—
Verified increase to be published.
Conversion rate
—
Verified increase to be published.
Enquiries generated
—
Verified figures to be published.
PPC cost per lead
—
Verified improvement to be published.
Ranking improvements
—
Selected query movements to be published.
Organic search performance
APS came to Phase Systems with an established website that had been live for years and was already receiving professional SEO support. We rebuilt the site from the ground up around search intent, local authority and conversion — then measured the new website against the established site.
This was not a comparison with a business starting from zero. The previous site already ranked, generated Google traffic and had professional SEO management.
Established performance
Complete rebuild
Rapid organic growth
Established benchmark
Search Console reporting period
[Add confirmed start and end dates]
Many months of reporting data
Organic clicks
[Add verified organic click total]
Google Search Console evidence
Previous website GSC screenshot
[Insert verified screenshot with visible date range]
New performance
Search Console reporting period
[Add exact launch-to-report date range]
Approximately three weeks since launch
Organic clicks
[Add verified organic click total]
Google Search Console evidence
Phase Systems website GSC screenshot
[Insert verified screenshot with visible date range]
Reporting periods are shown separately because the datasets cover different lengths of time. No percentage comparison is presented until like-for-like dates and verified exports are available.
What changed
Complete website rebuild, search-intent-led architecture and dedicated service and location pages.
Service-plus-location targeting, local SEO structure and stronger internal linking between relevant pages.
Technical SEO, metadata and on-page optimisation built into the site rather than added after launch.
Conversion-focused UX, followed by Google Search Console monitoring and measured iteration.
APS demonstrates what can happen when website development, SEO and conversion strategy are treated as one system rather than separate services.
Next step
Tell us about the website, search presence or digital infrastructure you want to improve. We will come back with a clear view of what is worth doing first.
