Case study - trades website

MRL Electrical

A lead-generation website for an electrical contractor that needed clearer service pages, stronger local search visibility, and a faster route from visitor to phone call.

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SectorElectrical contractor
FocusLocal SEO and emergency enquiries
ServicesUX, copy, development, performance

The Problem

The old site did not make it obvious what services MRL wanted to win, where they worked, or why a visitor should call them over another electrician.

  • Emergency call-out messaging was not prominent enough on mobile.
  • Service pages were too thin to support local SEO.
  • Trust signals such as proof, accreditations, and coverage areas needed clearer placement.

What We Did

We rebuilt the experience around the decisions a customer makes when looking for an electrician: location, urgency, competence, proof, and speed of contact.

  • Created service-led page sections for rewires, EV chargers, solar, inspections, and call-outs.
  • Added clear above-the-fold call and quote CTAs.
  • Structured content for service areas and local search intent.

Outcome

The site became easier to understand, faster to use, and better aligned with the enquiries MRL wanted.

  • +62% more enquiries in the first 60 days.
  • +18 local keywords reaching page one.
  • 0.9s mobile LCP after performance tuning.

Why the changes mattered

For trade websites, visitors are often ready to act. They do not want to hunt for availability, coverage areas, emergency support, or proof that the contractor is qualified. The redesigned MRL site brings those answers into the first few scrolls and repeats contact options at natural decision points.

We also treated SEO as part of the page structure, not an afterthought. Service names, locations, FAQs, internal links, and schema were planned together so Google and visitors could understand the business quickly.

UX and conversion

  • Mobile-first phone and quote actions.
  • Service blocks grouped by customer need.
  • Proof and reassurance positioned near CTAs.

SEO and content

  • Service and location keyword mapping.
  • LocalBusiness and Service schema.
  • FAQ content matched to common buyer objections.

Build and performance

  • PHP and Bootstrap front-end.
  • Compressed images and lazy loading.
  • Analytics events for calls, forms, and CTA clicks.

Need a trades website that brings in better enquiries?

We can review your current site and show where calls, quote requests, service-led web design, local SEO, and trust signals can be improved.

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