Case study 01 · Emergency electrical · Manchester and Cheshire East
Rebuilt for the person standing in the dark.
The Emergency Electricians take callouts at any hour across Greater Manchester and Cheshire East. Their old site looked the part but behaved like a brochure. We rebuilt it around one job: getting a worried person from a Google search to a ringing phone in as few seconds as possible.
Live at theemergencyelectricians.co.uk
Worth knowing before you read the numbers: this is one of our own businesses, not a client. We own it and we run it. That is why we can publish what changed in this much detail, and it is also why you should weigh the results the way you would weigh any figure a supplier quotes about itself.
The situation
Someone searching for an emergency electrician is not browsing. They have lost power, or something smells hot, and they decide in about ten seconds whether to trust you.
The old site made that decision harder than it needed to be. The main headline Google looks for was missing from the page altogether. The page title was so long Google never showed it in full. The header button said Call Now without ever printing the number. And the first heading below the fold read "Why Customers Trusts The Emergency Electricians", spelling mistake included.
Under the surface, the template made a phone download 75 separate files to show fewer than 800 words.
What we changed
The first screen does the reassuring
The average response time sits above the logo. An electrician answers, not a call centre, and it says so. The number is in the header in red, next to WhatsApp, and it never leaves.
We wrote the page a nervous customer needs
Eight named faults, each with its own page. A minute by minute account of what happens after you dial. Callout fee and hourly rate explained before anyone sets off.
Honest local coverage
Over sixty suburb pages that repeated one another became seven real area pages, plus a map with honest 45, 60 and 90 minute response bands measured from their base.
We took the weight out
75 files to load the homepage became 8. Thirty scripts became three. The page now opens in a blink on one bar of signal, which is where emergencies tend to happen.
The result
Calls and enquiries have roughly doubled since launch, and Google reviews have grown at the same rate. Those are our own figures about our own firm, so treat them with the scepticism you would apply to anyone selling you something. What you can check without taking our word for it is everything above: the file counts, the word counts and the page structure, all measured on the two live sites.