140 extra service calls in a single month

Before anything was designed: the top competitors' site structures and marketing patterns, read page by page. The reports agreed on the same thing each time — the sites winning these searches carried a page for every service in every area. The 343 further down was measured off that, not guessed at.

A search for "Hilltop Plumbing" put rivals above Hilltop, offering a discount to someone who had already chosen them. Finding that is what set the brief for the ad campaign — defend the name first, chase new terms second.

Eight colours down to two. The mascot redrawn, a circular frame for the pipework, a modern serif for the name and a sans setting the founding year — forty years stated rather than implied. Applied across the trucks as well as the page.

Sitemap reconstruction, mobile-first layout, interface redesign and search optimisation, on the new brand.

A page for every service and every area they cover, so a search for "Surrey furnace repair" or "Langley water closet replacement" has something to land on.

Branded ads built to score 10/10 on quality, so competitors would have had to pay $45–50 a click to outrank us. They stopped.