Paul's Home Insulation Case Study

Case Study: From Stale Site to Fully Booked — How We Helped Paul Grow His Insulation Business by 140% with Zero Ad Spend

The Situation

Paul runs a home insulation business in Leicester. He had a basic website built years ago — decent-looking, but it never brought in leads. It wasn’t ranking, wasn’t optimised, and barely got any traffic.

He was relying on word-of-mouth and referrals to keep the business moving. But he knew things were changing — more customers were Googling things like “loft insulation Leicester” or “cavity wall installer near me”, and he wasn’t showing up anywhere. That meant missed leads, day in and day out.

He didn’t want to waste money on ads. He wanted his site to actually do its job — bring in consistent, high-quality leads.

What We Did

We kept the bones of the old site but rebuilt the entire structure with one focus: local SEO performance.

Website Rebuild for SEO

• Rebuilt the site on WordPress with clean structure and fast performance.
  
  

• Homepage optimised for “home insulation Leicester”.
  
  

• Service pages created for:
  
  

  • Cavity wall insulation
    
    

  • Loft insulation
    
    

  • Solid wall insulation
    
    

  • Underfloor insulation
    
    

• Created local landing pages for surrounding areas like Loughborough, Hinckley, and Melton.
  
  

• Wrote unique, conversion-focused content across every page (400–600 words minimum).
  
  

Google Business Profile Overhaul

• Cleaned up business categories.
  
  

• Added a detailed service list with targeted areas.
  
  

• Rewrote the description with location and service keywords.
  
  

• Put in place a strategy for regular posts and ongoing review collection (Paul followed this religiously).
  
  

Local Citations & Directories

• Listed Paul on high-trust platforms: Checkatrade, Houzz, Yell, and others.
  
  

• Ensured NAP consistency across all listings.
  
  

• Built citations with local relevance to boost map pack visibility.
  
  

Technical SEO Clean-Up

• Speed-optimised the site using Cloudflare CDN and caching plugins.
  
  

• Compressed all images and stripped out bloated code.
  
  

• Ensured mobile performance and UX was tight.
  
  

Long-Tail Keyword Strategy We avoided the obvious high-competition terms and instead focused on questions and searches with buyer intent:

• “Cost to insulate cavity walls in Leicester”
  
  

• “Should I insulate solid walls in a mid-terrace house?”
  
  

• “Best loft insulation for UK homes”
  
  

These types of keywords pull in serious buyers — not tyre-kickers.

Value-Driven Blog Content Published articles that answered the exact questions Paul’s customers were already asking:

• “Is cavity wall insulation worth it?”
  
  

• “How much can loft insulation save me?”
  
  

• “Do I need underfloor insulation in a 1930s home?”
  
  

These posts didn’t just get clicks — they educated and built trust.

The Results After 12 Months

• Monthly visitors: 1,196 (↑ from 500)
  
  

• Total traffic: 14,350 (↑ from 6,000)
  
  

• Monthly calls: 50 (↑ from 25)
  
  

• Total calls over 12 months: 600
  
  

• Actions from Google listing (calls, directions, clicks): Over 2,000
  
  

If Paul had paid for that traffic using PPC, he’d have spent thousands — and still wouldn’t have built a long-term presence.

Final Word

Paul’s words were simple:
“I didn’t need to be everywhere. I just needed to be where people were searching — now I am.”

Local SEO doesn’t give you instant results. But done right, it builds momentum you can’t buy. Paul’s growth came from consistent effort and proper strategy — not guesswork or gimmicks.