Danum Plumbing & Heating
A plumbing and heating firm based in Doncaster, covering Doncaster, Rotherham, Chesterfield and Scunthorpe.
- Sector
- Trades & heating
- Where
- Doncaster
- 15% uptick in like-for-like boiler installation sales
- 45% increase in keyword search results
Where they started
The brief was narrow on purpose: more enquiries for new boiler installations, the most profitable job they do. Not more traffic, not rankings for their own sake. One service line, because that is where the margin is.
What we changed
A content plan built around boiler installation intent, plus local authority work in the four towns they genuinely serve. We kept the map small on purpose: a wider area would have looked bigger and ranked worse.
Why one service line, not the whole business
Most local SEO briefs say "we want to rank". This one said "we want more boiler installations". That is a better brief, because it tells us which enquiries are worth paying for and which are not.
A heating firm sells everything from emergency callouts to full installations, and those jobs are worth very different money. Rank for "emergency plumber" and you get midnight phone calls worth a hundred pounds. Rank for "new boiler installation" and you get a quotable job worth several thousand.
Chase both with one campaign and the cheap, high-volume term wins every time, because it is easier to rank for. Naming the target service up front meant every hour of work pointed at the job that pays.
Four towns, not the whole of Yorkshire
Danum covers Doncaster, Rotherham, Chesterfield and Scunthorpe. The tempting move on a campaign like this is to claim more towns, because a bigger map looks like a bigger opportunity.
We refused, and it was the decision that mattered most. An overclaimed service area does not extend reach, it dilutes it. Google reads twelve thin town pages as a weak signal, and the client ends up paying for content that ranks nowhere.
Four towns with a real page and real local proof each beat twelve towns of near-duplicate copy. We learned that the hard way on our own site (288 generated service pages, twelve total clicks), which is why we hold the line on it for clients.
What the work actually consisted of
The content plan answered the questions people ask before spending several thousand pounds on a boiler, not generic heating advice. What size do I need, how long does a fit take, what does a combi swap involve, what warranty comes with it. Answer those and the enquiry arrives half-decided.
Alongside that, local authority in the four towns: consistent name, address and phone across directories, Gas Safe and manufacturer accreditations used as the relevant links they are, and a Google Business Profile kept current rather than set up once. That is what moves the map pack, and the map pack is where boiler enquiries come from.
The site was built to catch the enquiry: interlinked pages so new content gets indexed fast, a lead funnel that does not lose people between reading and ringing, and a responsive build that works on a phone in a customer’s kitchen. Rankings are wasted if the page loses the caller.
What this shows for other trades
The lesson is not the tactics, it is the scoping. Pick the service line with the best margin, name it in the brief, and trade a smaller service area for genuinely ranking in it. Smaller map, better jobs.
If you run a trade and want the same kind of campaign, start with SEO for trades and construction or SEO in Doncaster. Prices are published in full, from £497 a month plus VAT, so you know the cost before you ring.
More clients, more numbers
Different sectors, same approach: a named client, real figures, and work that paid for itself.
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Ready when you are
Tell us what you are trying to rank for and we will look at the site and the search results before we reply. You get a straight answer, including if SEO is not the right spend for you yet.