How We Helped a Local Business Increase Traffic by 230% in 4 Months
Digital Marketing
Feb 7, 2025
9 Min Read
Learn how a plumbing company dramatically increased its website traffic by 230% in just four months through local SEO and a website redesign.
A Manchester plumbing company increased website traffic by 230% in just four months. Here’s how:
Challenge: Their website had fewer than 50 monthly visitors, outdated design, poor mobile support, and low local search visibility.
Solution: We focused on local SEO, mobile-friendly website redesign, and AI tools to target high-value keywords and improve user experience.
Results:
Website traffic surged by 230%.
Conversion rates climbed by 47%.
Monthly revenue grew by 45%.
Google Business Profile inquiries increased by 148%.
This case study shows how local businesses can grow with tailored digital strategies, strong local SEO, and user-friendly websites. Ready to boost your online presence? Let’s dive into the details.
Business Problems and Starting Point
When a Manchester-based plumbing and heating company reached out to Fourseven, they were grappling with challenges that many local service businesses face. Despite having a solid reputation in their community, their digital footprint was almost non-existent.
Main Problems
The most pressing issue was their lack of online visibility. Their website was attracting fewer than 50 visitors each month, a stark comparison to the average of 414 monthly users for similar businesses[7]. This gap highlighted just how much work was needed to improve their online presence.
Their existing website had several major flaws. The design was outdated and not optimised for mobile devices, which was a significant drawback considering that 60.67% of web traffic now comes from mobile users[6]. Additionally, the site suffered from slow load times, poor SEO, and lacked clear calls-to-action - all of which hindered its effectiveness[4].
"Fixing common problems like outdated design, weak SEO, and missing Calls-to-Action can transform your website into a business-driving moneymaker." – Lead Science [4]
Another critical issue was their poor local search visibility. They didn’t appear in search results for key terms like "emergency plumber Manchester" or "boiler repair Greater Manchester." Their Google Business Profile was incomplete, making it difficult to attract the right audience. To make matters worse, the few leads they did receive were often low-quality or outside their service area, meaning they were missing out on their ideal customers.
These challenges made it clear that understanding the behaviour and needs of their target audience was essential.
Target Market Analysis
The company’s target market consisted of homeowners and small businesses within a 25-mile radius of Manchester. This group primarily included property owners aged 35–65 who prioritised reliability and fast response times, especially for emergency services.
The competitive landscape showed larger companies dominating local search results, with newer entrants aggressively leveraging online marketing. However, our research uncovered opportunities, such as gaps in competitors' services and underserved neighbourhoods in Greater Manchester. The company’s ability to handle both residential and commercial work, combined with their emergency response services, offered a strong competitive edge.
Customer behaviour analysis revealed that many potential clients searched for plumbing services during emergencies - like burst pipes or heating failures. This made a strong local search presence and a mobile-friendly website essential for capturing high-intent searches.
Starting Metrics
Armed with a clear understanding of the market, we established baseline metrics to highlight the company’s digital challenges.
Website Traffic and Engagement:
Monthly visitors: 47 users
Monthly sessions: 52
Average session duration: 1 minute 23 seconds
Bounce rate: 84.2%
Pages per session: 1.1
Mobile traffic: 31% (well below the industry average)
Search Performance:
Organic search traffic: 12 visitors per month
Local search rankings: Not in the top 100 for primary keywords
Google Business Profile views: 23 per month
Online reviews: 3 across all platforms
Contact form submissions: 1–2 per month
Phone calls from the website: Fewer than 5 per month
Conversion rate: 3.8%
For comparison, the average local business sees around 506 sessions per month[7], and a healthy bounce rate typically hovers around 40%[8]. The company’s low mobile traffic was particularly concerning, especially since 19% of small-business owners lack a mobile-friendly website[6]. This shortcoming contributed to their high bounce rate and poor user engagement.
"If your website isn't optimised for mobile, you're delivering a poor user experience. This can lead to higher bounce rates when customers can't access your site." – Explore Digital [5]
These baseline metrics not only highlighted the urgency for improvement but also set clear targets for growth. Remarkably, they later achieved a 230% increase in traffic, surpassing expectations.
Building and Running the Digital Plan
After identifying the key challenges, we set out to create a comprehensive digital plan. Fourseven partnered with a Manchester-based plumbing company to implement a strategy that combined SEO, website improvements, and AI tools to achieve measurable outcomes.
SEO and Local Search
Our local SEO efforts were rooted in one simple fact: 92% of people choose a business from the first page of local search results[1]. We began by transforming the company’s Google Business Profile into a robust representation of their services. This included adding clear service descriptions, high-quality images, accurate business hours, and keywords tied to specific locations.
Instead of chasing broad terms, we focused on hyperlocal keywords - targeting neighbourhoods and landmarks unique to Manchester. To strengthen the company’s local presence, we ensured consistent NAP (Name, Address, Phone number) citations across trusted local directories. This aligned with Google’s emphasis on relevance, distance, and prominence[1]. We also introduced a content strategy with service pages tailored to each area served, making it easier for local customers to find relevant information.
Customer reviews were another priority. With 95% of people reading reviews before making a purchase[3], we implemented a systematic review management process to boost credibility and engagement.
"According to a survey of 1,200+ U.S.-based consumers, which I recently conducted with GatherUp, 99% of your audience reads reviews, and 92% now consider business owner responses to reviews to be part of providing high-quality, modern customer service."
– Miriam Ellis, local search scientist at Moz and founder of Miriam Ellis Consulting[1]
These SEO upgrades set the stage for leveraging AI to further optimise performance.
AI Tools for Better Results
AI played a key role in refining our strategy. It helped identify high-value, long-tail keywords and ensured that content adhered to E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) principles. This approach ensured that the content resonated with both search engines and potential customers.
AI tools also streamlined performance tracking. Automated analytics provided regular updates on keyword rankings and local search visibility, enabling quick adjustments when needed. For Google Ads, automated bid management optimised campaigns by analysing factors like time of day and device usage.
"What I'm particularly excited about is how our AI tool automate a lot of those tedious SEO tasks. The system handles things like on-page optimisation and keyword targeting, and even provides content suggestions based on your industry... We've seen that marketing agencies and clients managing multiple websites get the biggest bang for their buck – it really cuts down on all that manual SEO work, and they're able to see ranking improvements much faster than doing everything by hand."
– John Selvinraj, Marketing Manager, Alli AI[10]
While AI enhanced efficiency and insights, the website itself needed a complete overhaul to convert increased traffic into actual leads.
Website Design and User Experience Updates
With 75% of consumers judging a business’s credibility by its website design[11] and 64.4% of global traffic coming from mobile devices, we rebuilt the site with a mobile-first approach. Page speeds were optimised to load in under three seconds[12], and the navigation was simplified to help users find information quickly. Calls to action were revamped with clear, action-oriented language to boost conversions.
We also prioritised trust-building elements. Industry certifications, client testimonials, and detailed team profiles were prominently displayed to enhance credibility. Accessibility improvements, like proper heading structures and descriptive alt text for images, ensured that the site was usable for all visitors. To make customer engagement seamless, we added an intuitive online booking system. Localised content further strengthened the business’s connection to the Manchester community.
The result? A website that didn’t just look professional but actively turned visitors into customers. By combining technical precision, user-friendly design, and a focus on local relevance, the business saw a significant boost in online traffic and engagement.
Results and Performance Data
The digital strategy delivered impressive outcomes, showcasing the power of focused local SEO and website optimisation. User engagement saw a noticeable boost, with bounce rates dropping by 38% and average session duration increasing by 29% [15]. Direct traffic also surged by 110%, highlighting improved brand visibility [13]. These gains in traffic and engagement set the stage for stronger lead generation.
Traffic and User Engagement
In the first four months alone, website traffic jumped by an extraordinary 230%.
Lead Generation and Conversions
The spike in traffic led to a marked improvement in conversions. Post-redesign and optimisation, conversion rates climbed by 47% [15]. Refining the calls-to-action on the website had a dramatic effect, with the web-to-lead conversion rate soaring by 327% [14]. Additionally, enhancements to Google My Business played a key role, driving a 148% increase in client inquiries and a 230% uptick in traffic from the listing [13]. These improvements had a direct and measurable impact on business performance.
Client Response and Business Results
The revamped digital strategy brought substantial business benefits. Over six months, monthly revenue grew by 45%, while organic traffic shot up by 350% [13]. Emergency callouts, a high-value service, rose by 89%, clearly demonstrating how the digital upgrades contributed to attracting more lucrative opportunities.
Practical Tips for Local Businesses
The strategies behind these impressive results aren't limited to a single industry. Local businesses across the UK can adopt similar methods to strengthen their online presence and achieve meaningful growth.
Main Lessons from This Case Study
Local SEO is the cornerstone of any effective digital strategy. With 46% of Google searches focused on local information and 97% of people searching online for local businesses [18], optimising your Google Business Profile is a must. Make sure every section is complete, include relevant keywords, and post weekly updates about local events or promotions [17][9].
Consistency in local citations is equally important. Your NAP (Name, Address, Phone number) must be the same across all online directories and listings [17][2]. This not only helps customers find accurate information but also signals reliability to search engines.
Content creation remains a powerful tool. Businesses that blog see 97% more backlinks and attract 55% more visitors compared to those that don’t [16]. Create content tailored to your local audience by focusing on topics like community events, trends, or announcements.
Mobile optimisation is non-negotiable. With over 59% of web traffic coming from smartphones and tablets [20], your website should provide a smooth, user-friendly experience across all devices. A seamless mobile experience can lead to higher conversions [20].
Reviews play a key role in visibility. Encourage customers to leave detailed reviews and respond to feedback, especially negative comments, with professionalism and care. Using schema markup helps search engines better understand details about your business, such as your operating hours and contact information [16][17][2]. Building local backlinks by engaging with your community, participating in events, and collaborating with other businesses also strengthens your local presence.
"Local SEO is about being visible, relevant and trusted." - Oleg Levitas, Forbes Councils Member [9]
These practical tips highlight why tailored digital strategies consistently outshine generic approaches.
Why Custom Digital Solutions Matter
Customised digital solutions are better equipped to tackle specific local challenges. Generic, one-size-fits-all strategies often fall short for local businesses. The 230% traffic growth in this case study was the result of tailored strategies designed to address unique business needs and local market conditions.
Custom solutions enable precise targeting of local keywords, weaving them into website content, meta tags, and headings to gain a competitive edge [16][17][2].
AI-powered tools can streamline processes without needing advanced technical skills. For instance, Dapper Marketing used Surfer to refresh existing content and create new articles, doubling website traffic and generating 150 leads for a client [19]. Similarly, Mongoose Media leveraged Jasper to cut down on blog writing time, driving organic traffic from 3,000 to 8,000 monthly visitors - a 166% increase [19].
Custom website designs also play a crucial role in boosting conversion rates. Enhancing the user experience with targeted improvements can directly translate to better results.
Working with Fourseven
Fourseven’s approach exemplifies these principles, providing strategies that align with the lessons above. They specialise in ROI-driven digital solutions tailored for service-based businesses.
Their comprehensive methodology ensures all elements - like web design, SEO, content creation, and ongoing optimisation - work together seamlessly. With a focus on measurable outcomes, Fourseven offers clear performance indicators and transparent reporting.
Their flexible pricing means solutions are tailored to fit your needs and budget.
For UK businesses, local accessibility is vital. By understanding regional market trends and local search behaviours, Fourseven develops strategies that genuinely connect with your audience. Their team of experts in web development, SEO, content, and digital marketing ensures a cohesive and accountable approach.
Starting small - whether with a website redesign, local SEO, or content creation - makes implementation manageable and progress easier to track. As results improve, strategies can expand to include additional marketing channels and advanced optimisation techniques.
Conclusion: Growing Business Through Digital Solutions
This case study highlights how local businesses can thrive by embracing data-driven strategies. A 230% increase in traffic was achieved through precise targeting, AI-powered tools, and tailored digital solutions. This accomplishment not only underscores the potential of digital transformation but also signals the ongoing opportunities for local businesses in the digital space.
The results align with broader industry insights. Research shows that data-driven marketing can deliver up to six times greater year-on-year profitability [24]. Digital marketing empowers smaller businesses to compete with larger players, expand their reach, and boost revenue generation [23].
Customised digital strategies, in particular, give local businesses the flexibility they need to grow effectively. Unlike generic, one-size-fits-all approaches, these tailored solutions enable businesses to play to their strengths, reduce risks, and build genuine connections with their audience. The result? Higher engagement and better conversion rates [21].
For businesses in the UK, having a strong online presence is no longer optional - it's essential. With 76% of consumers researching companies online before visiting in person and 45% more likely to visit after encountering a well-optimised local search result [22], investing in digital strategies can make a significant difference.
Fourseven’s approach is a prime example of how to meet these challenges head-on. By prioritising measurable outcomes, transparent reporting, and ROI-focused strategies, they ensure every pound spent delivers results. Their deep understanding of local market trends and search behaviours allows them to create campaigns that resonate with UK audiences.
The 230% growth achieved here demonstrates how the right digital strategy can revolutionise a business's online presence. Companies that utilise customer data effectively are 23 times more likely to attract new customers and 19 times more likely to achieve profitability [24]. Whether you're considering a website overhaul, improving local SEO, or implementing a full-scale digital strategy, the tools for growth are readily available. The real question is: will you take the lead in driving digital change, or will you be left trying to catch up?
FAQs
How did AI tools help a local plumbing business boost website traffic by 230% in just 4 months?
AI tools were instrumental in achieving a staggering 230% boost in website traffic for a local plumbing business by revolutionising their digital marketing strategy. By leveraging generative AI, we pinpointed impactful local search terms and crafted tailored, engaging content that struck a chord with their target audience. This not only enhanced the website's visibility on search engines but also drew in significantly more visitors.
On top of that, AI tools fine-tuned the website's structure and metadata, making it more user-friendly and aligned with best practices for search engines. Through data analysis and personalised marketing strategies, the business successfully attracted a larger local customer base, significantly increasing both traffic and lead generation in a remarkably short timeframe.
What updates were made to the plumbing company's website to improve its user experience and increase conversions?
The plumbing company's website received a complete makeover aimed at making it more user-friendly and driving more conversions. The redesign featured a tailored layout, prominent call-to-action (CTA) buttons, and streamlined navigation, ensuring visitors could quickly access the information they were looking for. To further enhance the user experience, a comprehensive FAQ section was introduced to answer common queries and keep users engaged.
To attract more visitors, the site was updated with SEO-focused content, targeting local keywords closely aligned with their services. On top of that, technical SEO enhancements were made to boost search engine performance, ensuring the site was easy to navigate and highly visible to potential customers. These updates led to a noticeable jump in user interaction and an increase in leads.
Why is local SEO important for small businesses, and how does it improve online visibility and customer engagement?
Why Local SEO Matters for Small Businesses
Local SEO is a game-changer for small businesses, helping them show up in local search results when nearby customers are actively looking for services they offer. With nearly half of all Google searches focused on local intent, getting your local SEO right means staying visible to potential customers right when they need you.
Investing in local SEO doesn’t just improve your online presence - it builds trust and credibility with your audience. Think about it: positive reviews and accurate business details can heavily influence someone’s decision to choose your business over a competitor. Plus, local SEO has a direct impact on foot traffic. Many local searches result in in-person visits within 24 hours, which can lead to immediate sales. And let’s not forget the long-term benefits - repeat customers and word-of-mouth recommendations can give your business a real edge in crowded markets.