Case study: My Plumbers Didsbury
An emergency plumber in Didsbury, Manchester. We took over the website, fixed what was costing them calls, and put it into a weekly growth loop.
The client: My Plumbers Didsbury — a Gas Safe registered emergency plumber covering Didsbury and South Manchester.
The starting point
The site looked fine. Underneath, it had the problems we see on most trade websites: no analytics worth the name, no conversion tracking at all, no FAQ structured data, no sitemap, no llms.txt, and nothing telling us whether the website had ever produced a single phone call.
It was also ranking on page two for the exact searches its customers were making.
What we did
1. Fixed the basics that cost calls
Updated contact details across every touchpoint — the tap-to-call links, the visible number, the structured data and the email — so nothing pointed at an old line. We also wired the quote form to actually deliver, with an inline success message instead of a dead-end.
2. Made every conversion measurable
Installed Google Analytics 4 and Search Console, then added guarded conversion events for the things that pay: call_click on every phone tap, contact_email_click, and generate_lead on a successful quote submission. You cannot improve what you don't measure — and for a plumber, the number that matters is calls, not visits.
3. On-page SEO for the searches they were nearly winning
Search Console showed several terms sitting in striking distance — positions 9 to 11 for "plumbers didsbury", "emergency plumber didsbury" and "didsbury plumbers". Page two. So we rewrote the title and meta description around those exact phrases, worked them naturally into the H1 and section headings, and added two new FAQ answers written for the questions people actually ask.
4. Built the machine-readable layer
Added FAQPage structured data mirrored to the visible questions, so the answers can win Google's answer boxes and be quoted by AI assistants. Narrowed the business schema from a generic LocalBusiness to Plumber. Published a sitemap, an AI-crawler-friendly robots.txt, and an llms.txt so ChatGPT, Claude and Perplexity can read the business accurately. Submitted the site to IndexNow for fast recrawling.
5. Put it in a weekly loop
The site is now snapshotted every week: rankings, clicks, impressions, click-through rate, the position of every commercial search term, engaged visitors, and conversions. We read the data, act on the top one to three opportunities, and watch what moved.
What we watch
All three of the target commercial search terms are ranking, and we track their positions week by week alongside click-through rate and recorded calls. The technical audit runs at 13 out of 13.
We publish results honestly. This site has only recently entered the growth loop, so we're reporting what we changed and what we track rather than dressing up a fortnight of data as a transformation. Ask us and we'll show you the live numbers.
The takeaway
Most trade websites don't need rebuilding from scratch. They need the leaks plugged — broken forms, untracked calls, page-two titles — and then a system that keeps improving them. That's what managed SEO for tradesmen actually is.