Sitech Loos London has supplied portable toilets across London and the South East for over twenty years, serving names like the BBC, Travis Perkins, and Jewson. The business was excellent. The website wasn’t — and in a trade where the customer needs a unit this week, whoever wins the search result wins the job.
01. The Exceptions
Two decades of reputation were sitting behind a dated single-page brochure. Three critical failures were costing them work:
- Broken Fundamentals: The homepage shipped a duplicated title tag — with the brand misspelled as “Sitetech” inside it. Google’s first impression was a typo, twice.
- One Page for Every Search: Construction hire, events, mains units, disabled access, septic services — all crammed into a single URL. “Toilet hire in Kent” could never rank because the page didn’t exist.
- A Form Into the Void: A generic enquiry form with no response promise and no mobile-first thinking, for customers frequently stood on a muddy site with a phone in one hand.
02. The Architecture
1. Astro Static Rebuild
We abandoned the legacy theme stack for a fully static Astro build. Every page is pre-rendered HTML with responsive images and only the JavaScript it actually needs.
const rebuild = { from: "Legacy WordPress", to: "Astro" };
return rebuild.deploy({ renderBlocking: "0kb" });For a site manager browsing on 4G from a building site, speed isn’t a vanity metric — it’s the difference between getting the enquiry and losing it to the next result.
2. Programmatic Local SEO
One page can’t rank everywhere, so I built the pages:
- Product & Service Pages: Six dedicated pages — Maxim 3000, hot water, mains, disabled access, event units, septic emptying — each owning its own commercial keyword.
- 15+ Location Pages: London quadrants plus every county served, each mapped to “[service] + [area]” intent.
- FAQ Hub: 30+ categorised answers structured to capture long-tail and People-Also-Ask queries.
3. The 30-Minute Quote Engine
Every page funnels into a purpose-built quick-quote widget: project type, postcode, quantity, contact — four fields and a promised response within 30 minutes, paired with persistent click-to-call for mobile users. Supporting it, a content layer of pricing guides publishes the real weekly rates and HSE welfare ratios competitors hide behind “contact us”.
03. System Output
The rebuild replaced a liability with an asset that compounds.
- Search Real Estate: From one competing URL to 25+ indexed pages, each a new door into the business.
- Conversion: Urgency is now captured, not lost — instant quotes, click-to-call, and trust signals (BBC, Travis Perkins, Jewson) above the fold.
- Ongoing Partnership: The site is actively managed, with new guides and location coverage shipping continuously.