Proven results • Built for speed • Engineered authority

Case studies that sell themselves

We design and build high-performance websites, then engineer topical and entity authority so you win the moments that matter — including AI Overviews.

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Premium home appliances

John Wray Range Cookers

Domain split + rebuild. Faster site, sharper proposition, engineered authority for AI Overviews.

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Home improvement e‑commerce

TWF Roller Garage Doors

Ownership rescue, UX overhaul, and a modern shop build — launched in three months with seamless migration.

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John Wray Range Cookers

Yorkshire's number 1 reconditioned Aga specialists

Snapshot
  • Sector: Premium home appliances
  • Services: Strategy, brand architecture, UX, copy, SEO, site build, analytics, launch
  • Focus: Entity & topical authority for AI Overviews
Platform
Modern CMS
Speed
Core Web Vitals +
Scope
End‑to‑end

The challenge

The original website was built on a custom framework that was hard to update, slow to iterate, and difficult to migrate. The brand also covered two distinct offerings under one roof: range cookers and country stoves. This diluted topical focus and made it harder for customers to find what they needed quickly.

Objectives

  • Separate the range cooker proposition from country stoves to improve clarity and topical authority.
  • Build a site that reflects the standard of a Yorkshire specialist in reconditioned Aga cookers.
  • Create a modern, fast, and maintainable platform that supports SEO and conversion.
  • Preserve and grow organic visibility without disruption.

What we did

Brand and domain architecture

  • Launched a dedicated site on johnwrayrangecookers.co.uk to focus on range cookers.
  • Kept country stoves on the original domain to avoid mixed signals and content cannibalisation.
  • Introduced clear cross links where it helps users, so both sites support each other without overlap.

Build and UX

  • Rebuilt on a modern, SEO friendly CMS with a lean stack for speed and easy content updates.
  • Designed a clean IA that mirrors how customers shop: Buy a Reconditioned Aga, Electric Aga Conversion, Refurbishment, Re-enamelling, Running Costs, and Costs pages.
  • Added clear calls to action, including Request a Callback and free delivery messaging within 100 miles.

Content and positioning

  • Rewrote copy to emphasise trust, workmanship, and Yorkshire expertise.
  • Standardised terminology and British English throughout.
  • Showcased core services: reconditioned Aga sales, installation and relocation, Electrickit and eControl conversions, servicing, flue lining, repair, renovation, and re-enamelling.

Technical SEO

  • Implemented scalable URL structure, metadata, headers, and internal linking hubs.
  • Added schema where appropriate to support rich results and AI driven summaries.
  • Set up analytics and tracking with clear event naming for enquiries and calls.

Performance and QA

  • Optimised Core Web Vitals with image compression, code splitting, and caching.
  • Hardened security and set up sensible CDN rules.
  • Ran pre and post launch checks for crawlability, indexation, and redirect hygiene.

How we built authority for AI Overviews

Entity and brand signals: Consolidated NAP, Organization/LocalBusiness schema with sameAs links, and a strengthened "Why us" narrative to solidify the entity graph.

Topical depth and structure: Pillar pages with support content around conversions, re‑enamelling, refurbishment, installation, and running costs, each with FAQ clusters.

First‑party evidence and E‑E‑A‑T: Before/after imagery, workshop process shots, testimonials, author bios, and accountable technical content.

Structured data for summarisation: FAQPage, HowTo, Product/Service schema with attributes customers actually search for.

Citations and corroboration: Credible local/trade mentions and consistent data across profiles to reinforce authority.

Answerability and freshness: Direct answer sections atop deeper explanations, plus ongoing updates to cost/technology pages.

Results and impact

  • Clearer proposition for reconditioned Aga buyers; improved paths to callback, service booking, and purchase enquiries.
  • Stronger topical authority by separating stoves; fewer mixed signals and less content cannibalisation.
  • Faster publishing cadence with a maintainable stack and modular content system.
  • Improved eligibility for AI Overviews via entity clarity, structured data, and answer-first content.

Why it works

A single site focused on range cookers aligns brand promise, navigation, and content with how people search and buy. The new build removes the constraints of the custom framework, improves speed, and gives John Wray room to grow the content that matters most. Authority is engineered across entity clarity, topical depth, first‑party proof, and answerable content — the ingredients that also drive visibility in AI Overviews.

Next steps

  • Expand expert content on ownership, running costs, care, and conversion trade‑offs.
  • Build richer before/after galleries and location‑tagged installation stories for social proof and local relevance.
  • Continue optimisation sprints (internal links, FAQ expansion, schema) to compound organic and AI Overview gains.

Thinking about a similar rebuild or domain split?

We’ll map the strategy, handle the migration, and launch a fast, authoritative site that wins the right customers — and shows up where it counts, including AI Overviews.

Let’s talk

TWF Roller Garage Doors

Direct‑to‑consumer roller garage doors — governance rescue, UX rebuild, and a fully functional shop

Snapshot
  • Sector: Home improvement e‑commerce
  • Services: Digital governance, UX, prototyping, SEO, analytics, site build, shop, migration, launch
  • Focus: Ownership, conversion UX, and speed to value
Platform
Modern stack
Speed
Core Web Vitals +
Scope
End‑to‑end

The challenge

TWF’s first web agency embedded themselves across mission‑critical accounts. Even after parting ways, they still had access to Google Search Console, domain settings, and — most concerningly — Stripe, with visibility of sales and customer data. A second agency followed, but it was out of the frying pan and into the fire: a “simple” site took six months, launched without the agreed shop, and the garage door builder form confused more customers than it converted.

Objectives

  • Regain full ownership and governance of all digital assets and data.
  • Replace the confusing door builder with a clear, conversion‑ready order flow.
  • Launch a fully functional shop for accessories to grow average order value.
  • Deliver quickly without compromising quality, and migrate cleanly.

What we did

Governance and ownership

  • Audited access across Search Console, DNS/domain registrar, analytics, and Stripe; removed legacy agency access and reinstated least‑privilege roles.
  • Documented a clear ownership model, MFA, and emergency recovery paths; established a single source of truth for credentials.

Prototyping to build trust

  • Built an animated garage door colour picker to demonstrate product options intuitively and prove velocity. It resonated immediately with stakeholders and customers.
  • Used the prototype to inform the order flow and component library, shortening the path to a usable MVP.

Build and UX

  • Designed a modern, mobile‑first order form with progressive disclosure, clear option copy, and price transparency.
  • Implemented error‑proofing, contextual help, and save‑state for longer configurations.
  • Developed a fully featured accessories shop with clean product taxonomy, filters, and secure checkout.

Migration and SEO

  • Mapped and redirected previous URLs one‑to‑one; preserved query‑driven pages and key landing paths.
  • Standardised metadata, headers, and internal linking; added relevant schema for products and FAQs.

Analytics and compliance

  • Set up analytics with clear events for form starts, completions, and revenue; ensured data flows to TWF‑owned properties only.
  • Hardened privacy posture and access control to align with best‑practice data protection.

Performance and QA

  • Optimised Core Web Vitals with image strategy, code‑splitting, and caching.
  • Pre‑ and post‑launch checks for crawlability, indexation, and checkout resilience.

Results and impact

  • Full control re‑established across all critical systems; legacy agency access revoked.
  • Three months from kickoff to launch — including a seamless site migration.
  • Conversion‑ready, modern order form replacing the confusing legacy builder.
  • New accessories shop live and selling, expanding revenue opportunities.

Why it works

We started by fixing ownership and trust — then proved capability fast with an animated colour picker prototype that made the product tangible. From there, we built a clear, low‑friction path to purchase and launched a maintainable, fast site that TWF fully owns. Governance + UX clarity + execution speed is what turned a six‑month standstill into a three‑month launch with commercial impact.

Next steps

  • Iterate the order flow with session replays and form analytics to keep lifting completion rate.
  • Broaden the shop catalogue and add bundles/upsells to increase AOV.
  • Publish how‑to content and FAQs aligned to buyer questions for organic growth.

Facing ownership issues or slow delivery?

We’ll secure your stack, ship value quickly, and launch a site that converts — with a shop if you need it — without losing equity in a migration.

Let’s talk

Let’s build your highest‑converting page

We’ll map your entity, design for speed, and engineer authority so you win customers — and get quoted in AI Overviews.

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To better understand how we help our clients, please read client case studies

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How long until SEO works and when will we see results? +

Short answer: most clients see meaningful, measurable growth in 3–6 months. You’ll usually notice early signals within 4–8 weeks (better indexation, rising impressions, small ranking lifts, more enquiries).

What affects the pace:

  • Your starting point (site health, content depth, backlinks, tracking).
  • Competition in your niche/locations.
  • How fast we can publish quality content and earn links.
  • Technical debt (crawl, speed, Core Web Vitals, UX).
  • Budget and scope.

What the first 6 months look like:

  • Weeks 1–4: Full audit, fix critical technical issues, tracking set-up, quick wins, on-page clean-up, internal linking, schema.
  • Months 2–3: New content goes live, local signals/citations strengthen, authority building starts; rankings and impressions begin to move.
  • Months 3–6: Compounding gains—more page-one entries, steady traffic uplift, and most businesses start to feel the lead/revenue impact.

Disclaimer:

  • No one can guarantee page-one by a date. If they do, walk away.
  • Brand-new domains or highly competitive markets can take longer. Core updates can nudge timelines.

What we commit to:

  • A clear roadmap with weekly/fortnightly updates.
  • Transparent reporting in GA4, GSC and Looker Studio (not vanity metrics).
  • Quality content, safe link acquisition, and ongoing technical optimisation—no gimmicks.

Bottom line: SEO isn’t instant, but if we execute properly, 3–6 months is a realistic window to see meaningful results, with momentum building from there.

Do you lock clients into long-term contracts? +

No. We ask for a 6-month commitment, then it’s rolling month-to-month with 30-day notice. No auto-renewals. No exit fees.

Why 6 months? That’s the minimum to audit, fix technical issues, implement the required amount of content, build authority, and prove ROI. After that, we keep you by results, not contracts.

This is the best arrangement you’ll find in the market and it reflects our confidence in the process. If we’re not delivering, you’re free to walk. Simple.

Is SEO still worth it in 2025? +

Yes if you treat it as Search + Answer + Brand. People still start with Google, but the results page now includes Google AI Overviews and Google’s AI Mode. On top of that, your customers are asking ChatGPT, Gemini and Perplexity “who’s the best near me?” If you’re not optimised for these answer engines, you’re invisible where decisions are being made.

What changed

  • AI Overviews/AI Mode summarise an answer and cite sources. If you’re not a cited source, you’re not in the consideration set.
  • LLMs recommend brands based on authority, consistency and corroboration across the web, not just on-page keywords.

What works now (our approach)

  • AEO/GEO (Answer/Generative Engine Optimisation): We engineer pages to be citable with clear answers above the fold, verified stats, original assets, and tight information architecture that LLMs can lift from confidently.
  • Entity & brand building: We strengthen your brand entity so Google and LLMs can recognise and choose you, consistent NAP (Name, Address, Phone), author E-E-A-T, citations, reviews, PR and high-authority mentions.
  • Structured data done properly: Full schema coverage (Organisation, Services, FAQs, HowTo, Product, Reviews) to feed AI Overviews and knowledge graphs.
  • Content that wins snippets & summaries: Concise Q&A sections, comparisons, pricing pages, location/service pages that are formatted for extraction.
  • Technical SEO that still matters: Crawlability, speed/Core Web Vitals, self-referencing canonical tags, log-file driven internal linking... LLMs still read the same web.
  • Measurement beyond “sessions”: We track AI Overview citations, LLM recall/share of voice, brand mention velocity, zero-click impact, leads and revenue—not vanity rankings.

So… is it worth it?

If you only chase blue links, no. If you optimise for Google + AI Overviews + AI Mode + LLM pickers, absolutely. Organic still compounds and unlike ads, you’re not renting visibility.

Our commitment

  • 6-month commitment, then 30-day rolling (no handcuffs).
  • A clear roadmap focused on getting you cited and selected by Google’s AI surfaces and leading LLMs.
  • Transparent reporting tied to pipeline and revenue.

Bottom line: SEO in 2025 is about being the source AI trusts and the brand AI recommends. That’s what we build.

Can you help with Local SEO? +

Yes. We run Local SEO like a data project, not guesswork.

How we do it

  • Mine your data first: We pull query intelligence from your Google Business Profile (GBP) and historic Google Search Console data (by location). This shows exactly which location-based searches you’re appearing for...and which you’re missing. We use this to map gaps and prioritise what to publish next.
  • Build the right local assets:
    • Unique location + service pages (no doorway fluff): clear offer, proof, map, FAQs, CTAs.
    • GBP optimisation: correct primary/secondary categories, Services, Attributes, Products, Photos, Posts, Q&A.
    • Schema: LocalBusiness, Service, FAQ, GeoCoordinates; UTM-tagged GBP links for clean attribution.
  • Trust & authority: Consistent NAP, citation clean-up/build, review acquisition programme (with response playbooks), and local link wins (partners, sponsorships, press).
  • Technical & UX: Fast pages, mobile-first, internal linking to surface local relevance; strong conversion UX (click-to-call, directions, booking).
  • Measurement that matters: Map Pack/share-of-voice, geo-split GSC performance, calls, direction requests and enquiries reported monthly.

Bottom line: We gather query info from your Google Business Profile and past Google Search Console data to identify missing location content and then implement it; properly structured, locally credible, and measurable. Works for single-location and multi-location brands.

Who implements changes? Do you handle dev/CMS? +

Short answer: We do, end to end. If you’ve got an in-house developer or team, we’ll happily work through them. Either way, we insist on full, transparent comms.

How we work

  • Default (we implement): We implement changes straight to your site along with technical fixes, content updates, schema, internal linking and speed/Core Web Vitals. Staging → QA → deploy, with rollback covered.
  • With your dev team: We switch to “spec & support” mode, Jira/Linear-ready tickets, acceptance criteria, code snippets/PRs, and reviews. We’ll align to your process and release periods.
  • CMS/stack coverage: WordPress (Gutenberg/Elementor), Shopify, Webflow, and headless stacks (e.g. Next.js). For custom builds, we contribute PRs or supply components/templates.
  • Access & governance: Least-privilege access, backups, staging-first releases, GTM workspace/approvals, and a clear changelog you can audit.
  • Transparency: One shared channel, clear roadmap, what’s in flight, what’s implemented and the impact.

Bottom line: We handle implementation unless you prefer your devs to. We’re effective both ways, provided we can collaborate directly with your team, keeping you in the loop at all times.

Can you help after a core update or penalty? +

Yes. We’ve worked with clients who came to us under a Google penalty and we’ve addressed the issues and successfully appealed until the penalty was removed. For core update hits, we’ve led full recoveries by fixing the underlying site and content issues. That said, recovery depends on severity and how long the problem has existed. No fairy dust.

What we actually do

  • Triage: Confirm if it’s a manual action (in GSC) or algorithmic impact from a core update.
  • Forensics: Directory/template-level diffing of winners vs losers, log-file and crawl analysis, indexation/canonical checks, internal linking, CWV, entity/intent alignment, content quality (E-E-A-T), and link risk.
  • Remediation plan:
    • Technical: crawl/indexation hygiene, canonical fixes, Core Web Vitals, rendering.
    • Content: consolidate thin/duplicative pages, add original evidence, pricing/process/FAQs, author creds, citations, and schema.
    • Architecture: tighter internal linking and topic clustering.
    • Links: remove/neutralise manipulative links where possible; disavow only when justified.
  • Manual actions: Prepare evidence pack and submit reconsideration requests, iterating until resolved.
  • Monitoring: Track recovery with GSC/GA4, query sets, directories, and templates (not vanity charts).

Disclaimer

  • Manual penalties: Often fixable with proper clean-up and strong documentation; timelines vary.
  • Core updates: Improvements can lift you sooner, but full recovery often aligns with subsequent updates.
  • Limits: Long-standing or severe violations, heavy link schemes, or years of thin content take longer and may not fully rebound.

Bottom line: We’ve removed penalties and reversed core-update losses before. We’ll tell you, upfront, what’s realistic and then do the hard work to get you back.

How do you communicate and how often? +

Channels:

WhatsApp, Slack, Teams, phone, video calls, and face-to-face messages. We’ll use what your team already lives in.

Cadence (straight talk):

  • Intense periods (troubleshooting / launches / incidents): as frequent as up to 10 touchpoints per day across chat/calls—whatever it takes to resolve fast.
  • Steady state: at least once a week. Typically a weekly update (results, what shipped, what’s next) plus a quick call if needed.

How we run comms:

  • One shared channel (Slack/Teams) for transparency and speed.
  • WhatsApp for urgent decisions.
  • Scheduled video/phone check-ins (weekly or fortnightly).
  • Clear action logs and a visible changelog so nothing gets lost.

Bottom line: We’re easy to reach, we communicate like adults, and the frequency flexes with the work, from 10x/day when needed to a light weekly touchpoints when things are going as expected.