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Local Heating Engineer
A heat pump and boiler installer serving a rural part of the UK. This is the free Snapshot they would receive, shared with identifying details removed.
Overall grade: D+ (40/100). A strong offer and a clean design. The proof, consistency and finish are what’s missing.
What’s costing them customers
The website can’t agree how long they’ve been trading
The homepage, About page and service pages give three different answers for how long the business has been going, and one still reads "over X years". The contact email changes between pages too. AI tools cross-check facts like these before they recommend anyone.
"Check our reviews", but there are none to check
The homepage invites visitors to check their reviews but shows none and links to none. No page has a star rating, a customer name or a finished job, and Gas Safe isn’t mentioned, even on the boiler pages.
Unfinished pages are showing to Google
A "Coming Soon" solar page carries the same Google title as their real heat pump page, so the two compete. A blank placeholder staff profile and a second copy of the homepage are also listed for Google to find.
20 issues, ranked by impact
The Snapshot lists every issue (9 of these were high impact). It’s free, and there’s no obligation.
| # | Finding | Pillar | Impact |
|---|---|---|---|
| 1 | The business’s founding year, experience and email contradict each other | AEO | High |
| 2 | No reviews, ratings or customer stories anywhere on the site | Conversion | High |
| 3 | Solar page says only "Coming Soon" but carries the heat pump page’s title | SEO | High |
| 4 | "Get a quote" buttons loop back to the homepage instead of a form | Conversion | High |
| 5 | Trust claims with nothing behind them: no Gas Safe mention, no named team | AEO | High |
| 6 | No business or FAQ data for Google and AI tools to read | AEO | High |
| 7 | Repair and service page is thin for an urgent, high-value search | SEO | High |
| 8 | No pages for the towns they serve beyond their home town | SEO | High |
| 9 | Homepage headline fails the 5-second test | Conversion | High |
| 10 | No prices or price ranges for installations or boilers | AEO | Medium |
| 11 | Main pages have no main (H1) heading | SEO | Medium |
| 12 | A placeholder staff profile and a duplicate homepage can appear in Google | SEO | Medium |
| 13 | Service plans live at two different web addresses | SEO | Medium |
| 14 | The heat pump FAQ appears twice on one page; no other page has an FAQ | AEO | Medium |
| 15 | No emergency, out-of-hours or response-time information | Conversion | Medium |
| 16 | Service plans can’t be signed up for online | Conversion | Medium |
| 17 | Nothing for visitors who aren’t ready to ask for a quote | Conversion | Medium |
| 18 | Accreditation badges and images have no descriptions | SEO | Low |
| 19 | A menu link goes nowhere and its page is empty | SEO | Low |
| 20 | Spelling mistakes on the heat pump page | Conversion | Low |
10 questions their customers ask. Fully answered: 3.
| # | Question | Answered on their site? |
|---|---|---|
| 1 | How much is the heat pump grant in my area? | Partly |
| 2 | Who installs air source heat pumps near me? | Partly |
| 3 | Do heat pumps work in a cold winter? | Yes |
| 4 | How much does a heat pump cost to install? | No |
| 5 | Can I replace my oil boiler with a heat pump? | No |
| 6 | How much does a heat pump service cost? | Yes |
| 7 | How much does a new boiler cost near me? | No |
| 8 | Who is a Gas Safe, accredited boiler installer near me? | Partly |
| 9 | Is there an emergency boiler repair service near me? | No |
| 10 | How long does a heat pump installation take? | Yes |
One rewrite, on the house
Their homepage headline repeated itself and promised nothing specific. This tells homeowners what they do and why to trust them in five seconds:
Heat Pumps and Boilers, Fitted Properly Across [Your Area]
MCS-certified heat pump and accredited boiler installers. We’ll check your grant, survey your home for free and look after your system for years after.
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