Ash Wood Joinery: from 4 pages to 50.
A full Local SEO rebuild for a Runcorn joiner with 87 five-star reviews and a website that wasn't backing them up.
The brief
Ash Wood Joinery is a Runcorn joiner fitting kitchens, bathrooms, media walls, doors and full renovations across Cheshire and Merseyside, with a 5.0 rating from 87 Google reviews.
The reviews were excellent, but the old website wasn't backing them up: slow on phones, almost no text for Google to read, the wrong town, and only one page about the work. Ash needed a site that matched his reputation and won work in every town he covers.
- Full Local SEO package: 50 pages, up from 4
- 9 service pages, from kitchens and bathrooms to commercial work
- 21 project pages showing real local jobs
- 6 area pages and 6 expert guides
- Old page addresses kept and redirected, so existing rankings carried over
What Ash said
“Adam was great his website is 10/10 I could not be more happy he did everything I wanted and more Adam was recommended and I wouldnt hesitate to recommend him myself”
Before and after
The same tests on the old site and the new one.
| Measure | Old site | New site |
|---|---|---|
| Speed score: mobile | 69 / 100 | 97–99 / 100 |
| Speed score: desktop | 83 / 100 | 100 / 100 |
| Main image appears on a phone | 6.3 seconds | 1.7–2.4 seconds |
| Accessibility · Best practice · SEO | 93 · 73 · 92 | 100 · 100 · 100 |
| Pages with a Google description | 0 of 4 | 50 of 50 |
| Business details Google & AI can read | None | On every page |
| Images missing descriptions | 7 of 12 on the home page | None across the site |
| Photo file names | "WhatsApp Image 2022…" | Descriptive, e.g. "green-shaker-kitchen" |
| Pages about the work | 1 services page | 9 services, 21 projects, 6 guides, 6 areas |
| Town shown on the website | Warrington | Runcorn, matching Google |
| Google reviews shown | 3 | 14 in full, plus 5.0 from 87 on every page |
| Leftover pages ("Hello world", demo form) | Still live | Removed and redirected |
| Secure HTTPS certificate | Expiring, managed by hand | Free, renews automatically |
Old site figures from Google PageSpeed Insights and a page-by-page review before the rebuild. New site figures from Google Lighthouse on the finished site, 20 October 2026.
Top marks across the board
Every page tested scores 100 for SEO, accessibility and best practice.
Pages, up from 4
Until content appears on desktop
From 87 Google reviews, shown on every page
Fast on every device
| Homepage | Mobile | Desktop | Google target |
|---|---|---|---|
| First content shown | 1.8s | 0.4s | under 1.8s |
| Main image loaded | 2.4s | 0.6s | under 2.5s |
| Layout shift | 0 | 0 | under 0.1 |
| Blocking time | 0ms | 0ms | under 200ms |
Mobile tests simulate a mid-range phone on a slow 4G connection.
- Every photo converted to modern WebP, in three sizes so phones download small versions
- Photos further down the page load only as you scroll
- Fonts hosted on the site and trimmed to the letters used, saving about 70%
- No WordPress, page builder, plugins or tracking scripts
- Nothing to maintain, so nothing to break or get hacked
A page for every area
People search for "joiner Runcorn", "kitchen fitter Widnes" or "media wall Warrington". Now each one has a page.
- Runcorn, the home town, now matching Google
- Widnes and Halton, Warrington, Frodsham and Helsby
- Cheshire and Merseyside
- Each area page lists nearby towns, local projects, local FAQs and reviews
- 21 project pages add real local jobs, like a garage gym in Lymm and a conservatory roof in Helsby
Built to be found on Google and AI
- A unique title for every page, like "Kitchen Fitter Runcorn"
- A written description for Google's results on all 50 pages
- Descriptive text and file names on every photo
- Business, service, FAQ and article markup
- Sitemap, page trails and links between services, projects, areas and guides
Ready for ChatGPT, Gemini and Perplexity
An llms.txt summary, clear company facts and plain-English FAQs and guides that AI assistants quote directly.
No mix-ups
Clear business details so AI tools never confuse Ash Wood Joinery with similarly named companies elsewhere.
Real jobs, front and centre
People choosing a joiner want proof. The site puts it where it can't be missed.
65 photos of real jobs
No stock images. Every photo is Ash's own work.
Reviews everywhere
5.0 from 87 Google reviews on every page, with matching reviews on each service and project page.
Commercial work
A dedicated page for developers and businesses, showing 58+ kitchens fitted in new apartment developments.
Designed to turn visitors into enquiries
- WhatsApp and phone buttons in the header on every page
- Enquiry form on every page, straight to Ash's inbox
- A clear "Get a quote" at the end of every page
- "Leave a review" button linking straight to Google
- Photo gallery with filters and a full-screen viewer
- Designed for phones first, with dark mode
- Accessibility 100/100
Want the full SEO package?
Ash Wood Joinery's site is the Local SEO website: a page for every service, area and project, built to win Google in the places you work. It starts at £1,750, with a launch report like this one when your site goes live.
See the Local SEO package → Visit ashwoodjoinerynwltd.co.uk ↗
Questions
What is in the Local SEO package?
A page for every service, every area you cover and your best projects, plus helpful guides, reviews on every page and full Google and AI search setup. Ash Wood Joinery's site has 50 pages.
Will I lose my Google rankings if you rebuild my site?
No. Ash Wood's old page addresses were kept and redirected, so the rankings the old site had carried straight over.
How much does a site like this cost?
Local SEO websites start at £1,750 for 25 to 50 pages. You can pay a 25% deposit and spread the rest over 12 monthly payments.