Rugby Locksmith
Rugby-based locksmith website and branding design.
Background
Ian has been a locksmith in Rugby, Warwickshire for over two decades and has recently been affected by underhand Local Search tactics used by large national locksmith chains.
Running aggressive cost-per-click advertising campaigns and registering virtual offices in towns like Rugby, larger corporates are able to set up local Google Business Profiles and dubious websites to make themselves look like trusted local businesses, making it very difficult for potential customers to find legitimate local businesses online.
Website
Over the years, Ian had tried a couple of different options for managing his website. He started off with a well thought-out and designed site built by a large web agency. This worked well to begin with, but high ongoing charges and dwindling support meant that it was eventually shut down.
Ian then attempted building his own website using the Go Daddy Website Builder. While this produced a cost-effective website solution, it didn’t represent the quality of service that the business provides, and couldn’t compete with the high-profile SEO campaigns that the large national chains were engaged with.
I built Rugby Locksmith’s new website on the Squarespace platform, with Ian having complete ownership, putting him in control of the site and its costs.
Logo Design
I designed a simple logo and colour theme that fits in with existing branding already in place on things like company vehicles and property.
Its main purpose is to help create a unified brand that customers can recognise across a multitude of platforms like Facebook and Google Business Profile.
SEO & Local Search
Before commencing the website build, I delivered in-depth Competitor Analysis and Keyword Research to help create the structure of the site and the best use of content that will rank well in search engines.
I also ensured that the Google Business Profile is fully configured and optimised. (Previously known as Google My Business).
I set up tools to monitor the ongoing performance of the site in search engines and will continue to add new content to build traffic to the site and its position in search engines.
Summary
The result is a simple, well designed website for a local Rugby business that targets important search terms. It can now be built on by monitoring the SEO performance and developing new content to better cover the services that the business offers.
