Ian AGAServices

Ian has looked after AGA and Rayburn cookers around Wolverhampton and the Black Country for more than 25 years. He is Gas Safe and OFTEC registered, and his customers have given him 45 Google reviews, all five stars.

That reputation had done its work on the map. On launch day he held a top-three place in Google's local results for 23 searches, including first place for 'aga service near me', which is searched 880 times a month across the UK and 1,600 times in September and October.

Under the map it was a different picture. The website sat on page two at best for all but one of the same searches and did not rank at all for several of them. A site: search returned one page of the site. Searching for the business by name from Wolverhampton brought up the map listing, but the website was not among the first ten results.

Then there was the description. Halfway down the old homepage sat a section called 'The Benefits of AGA Services': four paragraphs of leftover text about a different company with a similar name that sells travel and medical insurance. Google had chosen a sentence from it as the summary of Ian's business. Anyone who found him in search read this under his name:

Whether it's medical emergencies, travel arrangements, or logistical support, AGA Service's vast network ensures that help is just a phone call away.

So a cooker engineer's website was telling Google, in its own words, that it was an international assistance company. The same text had been printed in his brochure.

Many local businesses have the opposite problem: a reasonable website and a weak map listing. Ian had already done the hard part. Reviews like his take years to earn and cannot be bought. What was missing was a website that agreed with them, and that is the part a studio can build in a week.

The search data showed where the gap was. About 400 searches a month for Rayburn servicing and engineers had no page to land on. Nor did 'reconditioned aga', at 390 a month. Of twelve questions people commonly ask about AGAs (what a service costs, how often it is needed, whether an oil cooker can be converted to electric, what a smell means), the old site answered three. The places below the map, and in Google's AI answers, were going to directories and to firms with fewer reviews whose pages answered those questions.

The timing mattered too. Demand for every AGA search peaks between September and November, when people light their cookers for the winter.

We designed the site around what Ian already had. The 5.0 rating sits in the hero on an oval plaque, borrowed from the enamel nameplate on a cooker door. The oval is the only rounded shape on the site. The reviews section leads with a large 5.0 and one customer's words at headline size. Every quote is word for word from Google.

The old site looked like a WordPress theme because it was one. The new one is set in Libre Caslon with Work Sans, on a warm paper background with cast-iron dark sections, teal for anything you can click and terracotta for emphasis. Services are a ruled index, like the contents page of a manual, instead of a grid of cards. The phone number is set at headline size in the 'AGA gone out?' band, and on a phone a Call and Callback bar stays fixed at the bottom of the screen.

Ian's Gas Safe and OFTEC numbers are printed on the page and linked to his entries on the official registers, so a customer can check them in one tap.

The site is hand built in Astro and served as static pages from Vercel. There is no page builder and no plugin to update. On launch day the live homepage scored 100 on desktop for performance, accessibility, best practices and SEO in Google's PageSpeed Insights, and passed all three of the tool's agentic browsing checks. On mobile it scored 99 for performance and 100 for the other three. PageSpeed tests mobile on a throttled connection and a slowed-down phone, and there the main content painted in 1.8 seconds with no blocking time and no layout shift. On desktop it painted in 0.4 seconds. The whole homepage weighs 285 KB. Fonts are hosted with the site, so a visit makes no requests to Google Fonts.

The enquiry form emails Ian directly and still works with JavaScript switched off. The five addresses from the old WordPress site all still work or redirect to their new equivalents, so nothing Google had indexed leads to a dead page.

Structured data describes the business, Ian, each of the seven services, the questions page and every job write-up. We left the star rating out of the markup, because Google's rules do not allow a business to mark up its own Google reviews on its own site. The rating stays visible on the page.

Each service has its own page written around one search: servicing, repairs, re-enamelling, installation, electric conversion, Rayburns, and reconditioned cookers. The servicing page gives the price, from £145 a year, because 'aga service cost' is a real search that the old site never answered.

Every page opens with a short paragraph that answers the page's main question on its own, and every section starts with the answer before the detail. A questions page covers fourteen of the things customers ask, a fuel table shows what gas, LPG, oil and electric cookers each need and which registration the engineer must hold, and a guide covers what to do when an AGA has gone out. The site also publishes a plain-text summary for AI assistants at /llms.txt, built from the same data as the pages.

The Google Business Profile comes next. It already ranks; the work is to make it agree with the website on service areas, categories, hours and photos, and to tidy the directory listings that still show old phone numbers.

Ian read and signed off every page before launch. Where he had not confirmed a fact, the page waited until he had.

He records jobs on a simple uploader app, with a photo and a few spoken words. We write each one up in his own words as a page under Recent work, and it appears on the homepage and on the matching service page. The first is a gas Rayburn in Worcestershire that kept locking out. Each new job adds a real cooker, a real fault and a real place to the site, which is how it will come to cover the towns he works in.