Potteries Fascias

Potteries Fascias: Full Redesign, Platform Move and Local SEO

Potteries Fascias is a roofline and roofing contractor based in Stoke-on-Trent. They install fascias and soffits, replace and clean guttering, fit dry verge caps and flat roofs, carry out roof repairs and repoint brickwork across Staffordshire and south Cheshire. Good trade, strong reviews, steady word of mouth. What they didn't have was a website pulling its weight.

The starting point

The old site was built on a dated page-builder setup that was slow, hard to edit and near impossible to optimise properly. Content was thin, the structure gave Google very little to work with, and the site brought in almost no enquiries on its own. For a business competing in a busy local trade market, that's leads going straight to the competition.

The rebuild

We started with a total redesign. Every page was rebuilt from scratch and the whole site moved onto WordPress running a custom theme built specifically for the business. No bloated multipurpose template, no page-builder overhead. The custom theme means the site loads fast, looks right on mobile (where most of their customers search) and can be edited or extended without fighting the platform.

Each service got its own dedicated page: fascias and soffits, guttering repairs and replacement, gutter cleaning, dry verge caps, flat roofs, new roof installations, roof repairs and house repointing. Every page was written for the customer first, with clear pricing guidance, honest answers to common questions and a straightforward route to a free quote. Structured FAQ markup was built into the theme itself so every service page qualifies for rich results in Google without relying on plugins.

The SEO campaign

A trade business in Stoke-on-Trent doesn't need national traffic. It needs to be found by people within van distance. So the whole campaign was built around local search: Stoke-on-Trent first, then Newcastle-under-Lyme, Congleton, Crewe, Stafford and the surrounding towns.

The work went well beyond writing content. We audited the full site in Google Search Console, tracked rankings weekly, and found the real problem wasn't missing pages. It was too many pages competing for the same terms, with the homepage soaking up all the authority while service pages sat buried. We consolidated duplicate content with 301 redirects, gave each service one clear page to rank, and rewired the internal linking so authority flows to the pages that actually convert. Much of that linking work runs through custom Python tooling built for the project, working directly with the WordPress database and REST API.

On top of that sits an ongoing content programme: practical local guides covering costs, repairs and maintenance, each one written to support its service page rather than compete with it.

The results

The numbers speak plainly. Potteries Fascias now sits in Google's top three for a growing list of commercial local searches, including terms for dry verge caps, soffits, fascias and guttering in Stoke-on-Trent. Search visibility has grown month on month, and the service pages, not just the homepage, are the ones doing the ranking. That matters because a searcher landing on the exact page for the job they need is far more likely to pick up the phone.

The project is ongoing. New area pages, fresh content and continuous ranking work keep pushing the site further in front of local customers.

Need the same for your business?

If your trade website looks fine but brings in nothing, the problem is usually under the bonnet. Get in touch and we'll tell you honestly what's holding it back.