AQUA-DUN

The business had one peak a year, March to May. The previous site ranked for no local term, so the entire season ran on referrals.

It also took over six seconds to load on a phone, and seasonal traffic is mostly mobile.

I matched Search Console terms against the questions arriving by phone. People search by town name and by problem ("lawn irrigation system cost"), never by company name.

The information architecture therefore had to answer the problem rather than present the company.

The homepage follows one path: problem, how the work is done, indicative cost, form. No side tabs to click through.

Photographs of finished installations take priority over decorative graphics. In this trade people buy proof of work, not the look of a website.

The site is served from ready-made files, so it opens instantly on a phone in the middle of a garden. Photographs load in the order the visitor looks at them.

Google gets a clear statement of where the company works and what it does. Instead of dozens of thin pages for every town, there are three sections written for people.

Three times the enquiries in the 2025 season compared to the previous one, on zero advertising spend.

Top three local results for the key terms across the service area.

In a seasonal business, speed and relevance are worth more than an advertising budget. The site paid for itself in the first month of the season.