Craftsmanship rebrand and SEO-led website for Hoyle Plumbing
Client
- Hoyle Plumbing and Heating
Services
- N/A
Industries
- Plumbing and heating
- Bathrooms
- Home services
- Construction
Hoyle Plumbing and Heating needed a brand and website to match its expansion into boiler installation and bespoke bathrooms, leading to a rebrand and a lead-focused website with its own content management system. We worked closely with Hoyle Plumbing and Heating on the brand direction, visual design, search-ready content and front and back-end build.
The challenge
The old brand identity suggested quality, but it also suggested value, and that mix was holding the brand back from the higher-end work Nick wanted. The website matched. It was static HTML files with no content management system, no enquiry form or online booking and short, thin pages for each service. The business wanted to move upmarket while its brand and website still presented it as an affordable local tradesman, and with so little content on the site, there was little for search engines or customers to find.
Rebranding an
established business
After an extensive workshop with Nick on how he wanted the business to be perceived and who its audience is and should be moving forward, we settled on a quality and craftsmanship direction for the new identity.
The whole brand was rebuilt around ‘brand nouns’. Brand nouns are a curated vocabulary of words that capture the essence of a brand - its personality, values, positioning, and what it stands for. We then took these words, associated them with visual directions, and crafted a number of brand marks that associated well. This is where we landed on the letter H, made of crafted pipework, with flowing hot and cold water forming the bridge of the initial
New information architecture
The site structure was expanded with detailed service pages designed to generate leads. These include boiler service plans, boiler installation plans and a finance offering. A booking form follows different routes depending on what the visitor enters, and every lead goes straight into Hoyle Plumbing and Heating's CRM, Go High Level.
Brand new website
The static HTML site was replaced with a website built in Astro.js, with Sanity as the content management system. Nick's team now controls the content, and the design and data structure were built around the business rather than a template.
Content structured for search
The website's content was planned and structured for SEO from the start. Each core service has its own detailed page in place of the old short summaries, so the site covers the services Nick wants to grow and gives search engines clear material to rank.
We thoroughly tested how the website appears and is described by popular LLM’s such as Claude, ChatGPT, and Gemini. Not only is the website being found far better on search engines, it is being recommended through text and voice searches through artificial intelligence.