SEO for a Sussex based plumbing business

The challenge

Expanding your business is always an exciting step. New services mean new opportunities, new customers, and ultimately, more revenue. But here’s the issue—just because you offer a service doesn’t mean people will find you online.

This plumbing and heating company had recently introduced LPG installation and underfloor heating to their business. They had the skills, the qualifications, and the capacity to take on new work. What they didn’t have—yet—was a way to attract customers searching for these services.

Without a strong online presence for these specific services, they were missing out on potential leads. People were searching for “LPG plumber [location]” and “underfloor heating installation [location]”, but without dedicated, optimised pages, this company wasn’t showing up in search results.

They needed to bridge that gap—to make sure the customers who needed these services could actually find them. And that’s exactly what we helped them do.

Our SEO strategy

The good news? The solution was simple.

The business didn’t need a complete website overhaul. Their site was already generating leads for their existing services. They just needed to give Google a reason to rank them for their two new offerings—LPG installation and underfloor heating.

The key to making that happen? Dedicated, optimised service pages.

Step 1: Understanding How Google Ranks Pages

One of the biggest misconceptions about SEO is that Google ranks entire websites. It doesn’t. It ranks individual pages.

That meant if someone searched for “LPG plumber” in their location, Google wasn’t going to show a generic plumbing page that just happened to mention LPG somewhere in the text. It was going to prioritise pages that were 100% focused on LPG installation.

We needed to create pages that made it crystal clear to both Google and potential customers what this business offered—and where.

Step 2: Building SEO-Optimised Service Pages

We created two new pages, one for LPG installation and maintenance and one for underfloor heating, structured specifically to rank in search results. Each page included:

• A clear, keyword-focused title (e.g., “LPG Plumber & Gas Engineer in [Location]”)
• A compelling meta description to encourage clicks from search results
• Detailed, customer-focused content explaining the service, its benefits, and why they were the right choice
• Location-specific details to target searches from people in their service area
• Strong calls-to-action prompting visitors to get in touch

Step 3: Competitor Research & Content Optimisation

SEO isn’t about guessing—it’s about doing better than your competition.

We analysed the top-ranking websites for both services in their local area, looking at what they were doing right—and where they were falling short. Using AI tools like ChatGPT for research, we then structured our content to be more comprehensive, more relevant, and better optimised than what was already out there.

Step 4: Strengthening Local SEO Signals

Since this business relied on local customers, we made sure Google knew exactly where they operated by:

1. Adding Google Maps embeds to their service pages
2. Ensuring their NAP (Name, Address, Phone Number) details were consistent across the site
3. Writing location-based content that mentioned surrounding areas and common customer concerns

 By focusing on clarity, relevance, and search intent, we gave these new service pages the best possible chance of ranking—and driving real business.

 And it worked.

The results

If you’ve ever invested time and effort into improving your website, you’ll know that SEO isn’t about instant gratification. It takes time. But when it works, it really works.

Within weeks of launching the new service pages, this plumbing and heating company started to see results. Their rankings began to climb. First, they appeared on page two, then page one, and soon enough—they were sitting in the #1 and #2 spots for their target keywords.

But rankings are just numbers. The real proof? The phone started ringing.

Potential customers searching for LPG installation and underfloor heating in their area were now landing on their website, reading about their services, and—most importantly—getting in touch. These weren’t just casual visitors; they were people ready to book.

The best part? This wasn’t a one-time spike in traffic. Unlike paid ads that disappear the moment you stop spending, these SEO-driven results were sustainable. The business had built a strong, long-term online presence for these services, meaning they could continue attracting new customers—month after month—without paying a penny for ads.

By making a few strategic changes, they didn’t just add new services to their business. They made sure the right customers could find them.

And that’s the power of smart, targeted SEO.

Key takeaways for your business

Not every business needs a complete website overhaul to see real results. Sometimes, small but strategic changes can make all the difference. Here’s what you can learn from this case study—and how you can apply it to your own business:

1. Every Service Deserves Its Own Page

If you want to rank on Google for a specific service, you need a dedicated, well-optimised page for it. Simply listing it on a general services page isn’t enough. Google ranks pages, not websites, so make sure each key service has a page that’s built to rank.

2. AI Can Help—But Don’t Rely on It Completely

Tools like ChatGPT can be incredibly useful for structuring content and generating ideas, but human input is essential. AI can give you a solid starting point, but you still need to refine, personalise, and optimise the content to make it truly work for your business.

3. Outranking Your Competitors Isn’t About Luck—It’s About Strategy

SEO isn’t a guessing game. The businesses that rank at the top of Google aren’t there by accident—they’re there because their pages better match what people are searching for. By analysing your competitors and improving on what they’ve done, you can beat them at their own game.

4. Local SEO Matters More Than You Think

If you rely on local customers, Google needs to know exactly where you operate. Embedding Google Maps, mentioning your service areas, and ensuring your business details (NAP: Name, Address, Phone Number) are consistent across the web all help boost local search rankings.

5. SEO is an Investment That Pays Off Over Time

Unlike paid ads, which disappear as soon as you stop spending, SEO delivers long-term results. Once your pages rank well, they can continue bringing in leads and customers—month after month—without any additional cost.