Cost per lead for trades: how to connect calls and forms to booked jobs
You probably know what you spend on marketing but not what each job cost to win. A week's setup that traces enquiries back to their source.
SEO services that make you the answer when someone searches for what you do.
Search has changed. People ask Google, Maps and AI assistants a question and expect a direct answer. We make sure the answer is you, and that the visit turns into an enquiry or an order.
boiler repair beccles
Waveney Gas Services
4.6 (88)Open, closes 6pm
Broads Plumbing & Heating
4.4 (41)Open, closes 5:30pm
Corrow Heating & Plumbing
No reviewsOpen, closes 10pm. Boiler repair, servicing
Illustration on our Corrow demo. Real positions depend on your competition, and we never promise them.
Who this is for
The mechanics are the same whether the goal is an order or a phone call. The details are not, so we treat them separately.
E-commerce brands
Category, product and buying-guide pages that rank for what people actually type.
- Site architecture and internal linking for large catalogues
- Product and category page optimisation
- Fixes so Google finds and lists every product, without duplicate pages
- Buying guides and comparison content that earns links
Local service businesses
Ranking in the map pack and for 'near me' searches across the areas you cover.
- Google Business Profile setup, categories and posts
- Review generation and response process
- Service and area pages without thin, duplicated copy
- Citations and local directory consistency
What we actually do
- Technical foundations
- The behind-the-scenes fixes that stop Google reading your site properly: indexing, sitemaps, structured data, speed and mobile. Unglamorous, and the reason most sites underperform. We fix it before touching content.
- Search intent research
- We map what your customers search for at each stage: problem, comparison, purchase, emergency. Then we match every page to one intent, so pages stop competing with each other.
- Content that answers
- Pages written to answer the question fully and quickly, with schema so search engines and AI assistants can read the answer. No thousand-word filler.
- Local visibility
- Google Business Profile is the front door for service businesses. We optimise it, build a review habit into your workflow, and create area coverage that reads like a real business, not a doorway page.
- Tracking and lead qualification
- We set up GA4, Search Console, call tracking with recording and form tracking so organic enquiries are counted by page and query. Then we qualify them: minimum call length, spam and supplier calls filtered out, and where your job system allows it, which enquiries became paid work.
- Measurement in money
- Rankings are a leading indicator, not the goal. We report organic enquiries, calls and revenue through GA4 and Search Console, tied to the pages and queries that produced them.
How an engagement runs
Audit
Technical crawl, index health, content inventory, competitor gap analysis and a local visibility check. Delivered as a prioritised plan.
Fix
Technical issues resolved, tracking verified, Google Business Profile completed, quick content wins shipped.
Build
New pages and improved existing pages on a monthly schedule agreed with you. Each page has a target query and a conversion goal.
Grow
Monthly review of queries, pages and conversions. Double down on what is moving, prune what is not, and adjust for algorithm changes.
What you get
- Technical SEO audit and fix list
- Keyword and intent map for your site
- Google Business Profile optimisation and review process
- Monthly content plan and page briefs (or written pages)
- Set up so Google and ChatGPT can read and quote you
- GA4, Search Console, call and form tracking with lead qualification rules
- Monthly report: qualified organic enquiries, sales, rankings and next actions
We practise what we sell: this site is built the same way as our clients' sites, and it already shows up in Google for searches like "PPC management" across the UK.
How SEO pays back
Organic search is the only channel where the cost of a lead falls over time. You pay for the work once and the page keeps producing enquiries for years, while every paid lead has to be bought again.
Price a click for your main search terms in Google Ads. For many trades and e-commerce niches it is several pounds. A page that draws a few hundred organic visits a month is replacing that spend every month.
A local business ranking in the map pack for its core service and area typically sees enquiries arrive with no cost per click at all. Compare the number of qualified organic enquiries in the monthly report with what the same volume would cost through ads.
The value compounds: a page written in month two is still producing enquiries in month twenty, alongside everything written since.
We do not promise positions or traffic. We do show, from month one, what each organic enquiry would have cost to buy, so you can judge the return yourself.
Further reading
Local Services Ads and Google Business Profile: the two levers for trades
For installers, repair firms and local trades, two Google products do much of the heavy lifting. How they work together and where businesses get them wrong.
Questions we get asked
How long does SEO take to show results?
Technical fixes and Google Business Profile improvements can move local rankings within weeks. Content-led growth for competitive terms usually takes three to six months to show clearly. We set expectations per query group rather than promising a blanket timeline.
Do you guarantee rankings?
No, and anyone who does is guessing. We guarantee the work, the reporting and that we will tell you early if something is not working. We measure success in enquiries and sales, not positions.
Can you help us show up in ChatGPT and Google AI Overviews?
Yes. Answer engines draw on the same signals as search: clear, well-structured content, entity and organisation schema, consistent business details, and citations elsewhere on the web. We build for both from the start.
We are a small local business. Is SEO worth it for us?
For most trades and local services, local SEO is the highest-return marketing available. A well-run Google Business Profile plus a handful of strong service pages can outperform paid ads on cost per lead. We will tell you honestly if your market is too competitive for the budget.
Do you write the content or do we?
Either. We can write it, brief your team, or edit what you produce. Whoever writes, the page has a target query, a structure and a conversion goal before a word goes down.
Why aren't you ranking? Let's look.
Send us your URL and the three searches you most want to appear for. We will reply with what is in the way.
Tell us what you need