Case study ยท Trades
Horndon Services: from low local visibility to 3 to 4 quality leads a day
80 to 90Leads a month
- Leads a month
- 80 to 90After six months
- Organic clicks
- 1,000In the first six months
- More organic clicks
- 102%First quarter of 2026 vs latest
- Search visibility
- 2xImpressions doubled in six months
- Client
- Horndon Services
- Sector
- Trades
The challenge
Where they started.
Horndon Services is a heating, plumbing and air conditioning business run by Morgan Humphreys. The work was strong. The local visibility was not.
Like a lot of good trades businesses, Horndon was easy to recommend but hard to find. The website and online presence were not turning local searches into enquiries, so the quality of the work was not reaching enough of the people looking for it.
Morgan needed the business to be easier to find, easier to trust and easier to contact, and to show up when local customers searched for boiler, heating and air conditioning services.
The approach
What we did.
We built Horndon's version of the Booked Solid System, in house. Six pieces of work, in the right order.
A conversion-focused website, rebuilt to turn the right visitors into real enquiries, not just to look good.
Local service and location pages, so Horndon shows up when nearby customers search for a specific service in their area.
A HighLevel CRM connected to the website, so new leads flow straight in and nothing sits unnoticed in an inbox.
Regular SEO audits and improvements: ongoing small changes that keep visibility climbing, rather than one big push that fades.
Getting ready for AI search, with clear, well-structured content so Horndon can start appearing in ChatGPT, Claude and Gemini answers too.
Monthly email campaigns to existing leads and customers, keeping Horndon front of mind and cross-promoting services.
The results
The payoff.
From a standing start in January 2026, the numbers moved quickly.
1,000 organic clicks in the first six months. Comparing the first three months of 2026 with the most recent three, organic clicks are up 102% and search impressions have doubled.
Horndon is now on page one for important local terms, including central heating installer near me and air conditioning installer near me.
The real impact is in the diary. Morgan now regularly gets 3 to 4 quality leads a day for boiler and air conditioning work, and 80 to 90 leads a month after six months.
The bigger shift is confidence. This is a business that no longer hopes to be found. It knows where its next enquiries are coming from.
In their words
“We came to We Are SMC because we needed a better website and more visibility locally. They rebuilt the site around getting enquiries, not just looking good, and our local rankings have improved a lot since. We are getting quality leads regularly now, and because every enquiry comes straight into HighLevel, we can respond quickly. It has made a real difference to the business.”
How it was done
The services behind the result.
Next step