Astley Plumbing Case Study
Local service-site execution focused on intent-matched page hierarchy, geo relevance, and lead conversion clarity.
PROBLEM
Problem Statement
The site needed to rank for local service intent while reducing friction for quote requests.
Existing content did not clearly map services to location-based queries, and key conversion paths were buried.
SEO STRATEGY
Local SEO + Information Architecture
- • Built service-intent page hierarchy tied to core query clusters.
- • Added location relevance signals in headings and service copy.
- • Improved internal linking to reinforce topical and geographic context.
- • Standardized metadata to improve click-through intent matching.
DECISIONS
Page Structure + Local Targeting Approach
Service pages were rebuilt around one primary intent each, with structured sections for scope, service area context, trust indicators, and direct conversion actions.
Local targeting used location-qualified service phrasing, coherent internal links between related services, and tighter page-level relevance between titles, headings, and body content.
OUTCOMES
Conversion Improvements
- • Clearer above-the-fold service messaging reduced bounce on service pages.
- • Better CTA placement increased visibility of quote-request paths.
- • Simplified content flow improved scannability for mobile visitors.
- • Stronger local relevance positioning improved query-to-page alignment.