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.
A site an answer engine can describe correctly.
159 blocks of structured data, every one pointing at a single business entity, so forty-four pages resolve to one firm rather than forty-four look-alikes. On top of it sits a plain file at /llms.txt carrying the legal name, the company number, the accreditations, every service and every area covered.
It also states what Excel is not. Not a lead broker, and carrying no star rating, so an assistant asked about electricians in Milton Keynes has the facts in front of it and nothing to invent. More people now ask rather than scroll, and a business with nothing to read gets summarised from whatever is lying around.
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.
Brady also has a private link maker at an unlisted address. He types a customer’s first name, picks the job from a list of every service, and gets a link to send by WhatsApp or email with the message already written. The customer opens a welcome pack addressed to them, their job pinned above the rest with a route through to the full service page, and the accreditations underneath. Choose a commercial job and it switches to the version written for partners on its own.
It goes out alongside a quote rather than instead of one, and it is deliberately thin: no login, no records kept, no prices. Everything the page needs travels in the link, and the name is written onto the page as text rather than markup, so nothing can ride in on it.
- 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
- A private link maker, so a personalised welcome pack goes out in seconds
- 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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