AI-assisted web design and SEO · Specialist contractor
61,700 impressions and almost no enquiries. So we rebuilt the site around search.
A search-led rebuild for a microcement contractor working across London and the South East.
- Client
- Microcement South East
- Sector
- Specialist contractor
- Services
- AI-Assisted Web Design, SEO, Tracking
- Role
- Strategy, design and build
- Status
- Rebuild on staging, awaiting sign-off
01
The problem
The site had plenty of Google impressions but very few enquiries, and no way to tell which leads came from the website.
Every service was squeezed onto the homepage, so searches like "microcement bathroom" had no matching page to land on.
What we did
- 01
Full search audit
SEO, AI search and answer engines, reviewed together.
- 02
Found the real issue
The architecture: 7 indexable pages, about 150 towns listed as plain text, and a huge FAQ on one URL.
- 03
Keyword research
Mapped what people search for to the pages the site needed.
- 04
Lead attribution tracking
First and last touch, with the source carried onto every enquiry. Calls, emails and WhatsApp tracked too.
- 05
Figma first
Recreated the live site in Figma, then a full AI-assisted redesign for desktop and mobile.
- 06
Rebuilt on staging
5 service pages, an FAQ hub and 10 guides, location pages, case studies and a blog.
- 07
Nothing lost in the move
All existing URLs kept and the enquiry form carried over, so tracking survives launch.
03
The results.
Launch results to follow. The baseline is set so they can be measured properly.
Indexable pages, from 7 to about 37.
Every enquiry
Now tied to its source, first and last touch.
Baseline impressions over 12 months, at 0.8% CTR.
What made the difference
Fixing the structure before the styling. A better-looking homepage could not match searches it had no page for, so the rebuild gives each service, place and question its own page.
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