Wallace Pest Control is a local to Burnley pest control company that came to us with a website that wasn't performing as well as it should have been.  The website was built using the CMS WordPress, but in a very poorly organised way and it was not easy to navigate through the content pages.

Having been established for a few years, the website should have been featuring higher for local-based searches for seasonal issues such as wasp and bee problems, as well as year-round issues like mice and rat infestations and bed bugs.

The website was in good health from a structural perspective, it was just badly organised with a lot of content gaps. The process that we came up with was initially on pen and paper to map the website out properly, and allow visitors to easily find the content they were interested in, then navigate through the content to hopefully get in touch and make an appointment.

The content strategy we initiated was to list out the locations that Wallace Pest Control covered first and create pages for these locations, then we could build content for individual pest species within these locations. The previous website was a mishmash of targeted area pages – but not all areas, and random pest species that were not geographically targeted, as well as lots of half-finished pages that we removed.

Discussions were had with Wallace Pest Control to start documenting more of the work they were performing so that we could introduce video content and a YouTube channel as well as start a case studies and blog post section.

Working closely with Wallace Pest Control we were able to generate content for each location and each pest species for that particular area. We were supplied images of jobs in those areas and worked them into the content to provide a local feel to each location. The website is now appearing in first position on Google for lots of these local searches.

As well as appearing on at least the first page of Google, we initiated a 'trust' section of the website, displaying real, embedded Google reviews of the service received from real, previous customers. This allows visitors to build the trust factor with a company they have likely had no dealings with before. Increasing the Google reviews helps provide fresh reviews on the website as well as increase the likelihood of appearing in the top 3 of the 'map pack' that appears on Google when performing a local search ('pest control Burnley for example).

We also took the blog post content and started adding it to the website, then scheduling the posts out over the coming months so there wasn't a spurt of blog posts all at once.  This helps the website appear for more searches as well as back up existing keywords the site is appearing for.

The website is now more popular than ever before, with the positions of searches much higher, meaning more impressions, more clicks and more bookings!