Sense Check a Strategy

Hi all,

We have recently had to have our bathroom renovated and I was speaking to the owner of the renovation business, he found out I worked in marketing / seo / ppc / etc and asked if I could help him.

His website is a bit all over the place, he offers a wide variety of home improvement services, which are:

1. Extensions, Renos and Loft conversions
2. Kitchen and Bathroom renos
3. Roofing solutions
4. Plumbing Services
5. Carpentry
6. Landscaping
7. Gas and Electrical Safety Certs
8. Plastering and Decorating
9. Tiling and Rendering
10. Electrical Services and Safety Certs - this should be part of number 7 tbh

The business is based in East London, but most of their customers are in Chiswick, Fulham and Richmond - West London. This arises an issue with Google Business Profile because the office is quite a distance away.

Overall, the website technicals are okay, although there is some work that needs to be done for internal linking, and UX.

What I can see, is that they need Pillar pages and then localised content for each of these pillar pages so they start to rank within the area they want to target.

I said we can't go after all the services, we should focus on the top 1 or 2 most profitable or in demand services and work on ranking those before moving onto the others.

I haven't got access to their website yet. But I can see there is no tracking set-up so imagine they would have no backlinks too. When I put the website into tracking software it say's nothing...

I'd like to help them, but I'm also conscious of their cashflow. He was paying a firm £500/month and they were based in India and he said they basically did nothing. I'm probably going to be a little more than this a month but want to give him a realistic timeline to when he'll start to see results, I was thinking it will take at least 4 months as I need to develop the strategy and pull the information out of the owner before creating content.

I have worked with trades in the past, but it was about 5 years ago.

Sorry this was kind of long, but I'm thinking as a strategy:

After all technical details have been fixed. Focus on key services and service areas by creating pillar pages and sub pages that are localised + useful common question content > update / develop schemas > fix image sizes and names > build backlinks and exposure on directories > fix UX to drive enquiries > rinse and repeat?

The hardest thing will be around the business servicing an area where they are not based. So will take longer than traditional trade type businesses...

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