Start with a conversion site, not a content strategy
There's no point driving organic traffic to a site that doesn't convert. Fix conversion first — call-to-actions, speed, trust signals, mobile UX — then drive traffic.
Win local search before national
Local SEO is faster, cheaper and produces higher-intent leads than national content marketing. Google Business Profile, citations, reviews and service-area pages are the priority order for service businesses.
Build topical authority through content
Pick 3–5 topics you want to own, and publish substantive content on each — long-form guides, comparison pages, FAQs, case studies. Don't publish 30 thin articles; publish 10 great ones.
Earn links from relevant sources
Local press, trade bodies, suppliers, partners, community sponsorships. One link from a relevant source beats 50 from directories.
Track everything and double down on what works
Most businesses guess what's working. The ones that grow track every enquiry to its source and reinvest where the cost per lead is lowest.