Client: Glasgow Chimney Sweep

The Challenge

Ben Burns operates a successful chimney sweeping and stove installation business in Glasgow. However, he wanted to generate more sweeping enquiries during the (typically leaner) spring and summer months, and felt his current website wasn’t helping with that aim. In general, he also wanted to refresh the website to clarify his services for potential customers visiting his site.

When I checked Ben’s site, there was no separation of services. The homepage contained fragmented copy that detailed company history, stove installations, and testimonials. Crucially, there wasn’t an emphasis on chimney sweeping. As chimney sweeping was the priority, I created a dedicated sweeping page complete with a process walk-through, a beat-the-autumn-rush CTA, and a comprehensive FAQ section to reduce uncertainty for first-time visitors.

In addition, I rewrote the homepage with clear above-the-fold copy to give visitors an instant understanding of Ben’s business. I added trust signals, demonstrated authority, created useful internal signposting, and featured an ‘areas we cover’ section to improve SEO. I also left the testimonials in place.

Ben’s services page was thorough, but unclear. I fixed spelling and grammatical errors, clarified the individual services, and added previously absent buttons that redirect customers to the contact form. With the brief in mind, I also positioned chimney sweeping as the first service customers see.

My Approach

The Results

Every page I worked on for Ben’s website now share these things in common:

  • Clear above-the-fold paragraphs explaining the service in plain English

  • A hierarchy of information

  • The Usual Suspects of good webpages (clarity, trust signals, authority, easy navigation to other parts of the site, CTA)

  • SEO best practices (meta tags, descriptions)

What Ben said

I’d been meaning to update my website, but didn’t know where to start. Michael performed an audit of my site and recommended some changes. He explained everything in detail, and I’m really happy with the results.

— Ben Burns.