Two pages, and a blog on the wrong website.
Excel Electrical is an NICEIC approved contractor in Olney, working across Milton Keynes on domestic, commercial and EV work. They were doing everything right except the part that turns effort into enquiries.
The problem
The old site had two URLs in its entire sitemap: the homepage and the privacy policy. Twelve services were listed in a single paragraph, which means none of them could be found by anyone searching for one of them. The main “Get in Touch” button pointed at a dead link. There were two images on the whole site and no structured data at all.
The bigger loss was harder to see. Fifty-eight articles had been written and published to blog.excelcontractors.co.uk, a subdomain. Google largely treats a subdomain as a separate website, so every one of those articles was building authority for a site that cannot take a booking. Years of writing, working for the wrong address.
What we built
Forty-four pages where there were two. Twenty services written out as their own pages, twelve areas covered, and an advice section that lives in a folder on the main domain rather than a subdomain, so what gets written from here on counts towards the site that takes the enquiries.
The quote route is a four-step flow with photo upload, because an electrical job is far easier to price when you can see the fuse board. Every call, WhatsApp, email and quote link on the site is tracked, so the monthly report can say which of them actually produced work.
Underneath it sits the part nobody sees and everybody benefits from: one business entity that all forty-four pages point at, so a search engine and an answer engine both resolve the site to one firm rather than forty-four look-alikes, plus a plain-English file at /llms.txt stating who Excel are, what they do and where they work.
- Twenty service pages, one for each thing they actually sell
- Twelve area pages for the towns they work in
- An advice section on the main domain, not a subdomain
- A four-step quote flow with photo upload
- Call, WhatsApp, email and quote tracking wired to GA4 from day one
- 159 blocks of structured data, all resolving to one business
- An /llms.txt written so answer engines describe the firm correctly
- Search Console verified and the sitemap submitted
What we refused to build
Some things were deliberately left out, and the reasons matter:
- No reviews. The section renders nothing until there are real ones, and the llms.txt says outright that there is no star score, so an answer engine cannot invent one.
- No accreditation claimed that we had not confirmed they hold.
- No published prices while the pricing was still being decided. A wrong number on a website is worse than no number.
- No promise of Google rankings, here or on the call.
Where it stands
The site is live at excelcontractors.co.uk with Search Console verified and the sitemap submitted. The advice section has its first articles and is the part that grows monthly.
The next job is the subdomain: fifty-eight existing articles moved onto the main domain and redirected, so a body of work that has been helping the wrong website starts helping the right one.
“Mate, I am really really happy with it. Smashed my expectations.”
Brady, Excel Electrical, the day it went live
Common questions
Because search engines largely treat blog.yoursite.co.uk as a different website from yoursite.co.uk. Anything the articles earn stays with the subdomain rather than strengthening the pages that take enquiries. It is a common setup, usually chosen because it was the easiest thing to switch on, and it quietly wastes every hour spent writing.
It would be if they were twenty versions of the same page. They are not: each one is a service the firm genuinely sells, written for the person searching for that job. If a service does not deserve a page, it does not get one.
It is a plain file stating the facts about a business so that answer engines describe it correctly instead of guessing. More people now ask an assistant rather than scrolling a results page, and a business with nothing to read gets summarised from whatever is lying around. It costs nothing to include and it is on every site we build.
A site that separates domestic, commercial and EV work so each has its own front door, with sixteen services written out properly and a quote route on every page.
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Three separate systems replaced with one app: diary, jobs, certificates, quotes, invoices and service reminders. Engineers talk the job through on site and the report writes itself.
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A two-sided marketplace: homeowners ask for quotes, enquiries are scored and routed to installers by postcode, chased if nobody answers, and billed at month end.
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