The short answer

Brearley Gas Services is a plumbing and heating business on Bank Square in Morley, LS27. We took it from a Google profile with no website attached to a live, indexable site in ten days, for £278 a month — £199 Growth package plus £79 AI Website Assistant — with the £249 onboarding fee waived as one of the founding five clients.

The site is at brearleygas.co.uk: 24 pages, published prices on every service, six town pages, six guides, and an assistant that answers pricing questions in plain English. Google read the new sitemap 46 seconds after it was submitted and indexed the homepage the same day.

What it has not done yet is make anyone rich. We are one day past launch as this is written. Local rankings take eight to twelve weeks to move, and this post will be updated at 30, 60 and 90 days with the real numbers — including the ones that disappoint.

The Brearley Gas Services homepage: published boiler prices, Gas Safe registration and a Morley address
The live homepage. The price card is above the fold on purpose — it is the question most visitors arrive with.

What was actually wrong

Andy Brearley had been plumbing and heating for fifteen years and had the credentials that matter locally: Gas Safe registration 303975, £2m public liability, F-Gas Category I for air conditioning, and a limited company since October 2022. What he did not have was a website that said any of it.

The Google Business Profile told the story. It listed no website and no opening hours, carried two photographs, and had collected roughly 69 impressions in thirty days. A customer searching "boiler service Morley" could find the profile, see almost nothing, and have no next step except to ring a number and hope.

That is the normal state of trade marketing, and it is not laziness. Most engineers are busy doing the work. The website is the thing that gets done when there is a quiet week, which means it never gets done.

The strategy: five decisions that shaped the build

Before a single line of code, we made five decisions. Every page on the site exists because of one of them.

1. Publish the prices

Trade websites usually say "call for a quote". That protects the quote, and it loses the customer who is quietly comparing three firms at 9pm and will not ring any of them. People search "how much does a boiler service cost" before they search "boiler service Morley" — the price question comes first.

So the site publishes ranges: a full strip-down service at £90–£120, a landlord gas safety certificate at £70, a new combi fitted at £1,800–£2,800, a standard bathroom at £4,000–£6,500. Always labelled as typical, never as a quote, with the fixed price following a free survey. That is honest, it filters out enquiries that were never going to convert, and it is the single biggest difference between this site and every competitor in the town.

2. One page per intent, not one page per service

"Plumber Morley" and "how much is a boiler service" are different questions asked by different people at different stages. Serving both from one page serves neither. The site separates them: a page per service, a page per town, a guide per question. Twenty-four pages, each with one job.

3. Six town pages with something real to say

Morley, Churwell, Gildersome, Tingley, Drighlington and Batley each get a page. None of them is the same page with the place name swapped. The Morley page talks about stone-built Victorian terraces, flues that have to leave through a wall with neighbours either side, and pipework extended by four different people over thirty years — because that is what the houses are actually like, and it changes what the job involves.

That distinction matters beyond politeness. Ten thin pages with swapped place names are doorway pages; Google discounts them and can act on them. Two pages with genuine local detail beat ten without.

4. Make the Google profile say exactly what the site says

A website and a Business Profile that disagree — different name, different hours, a service area that does not match the pages — split the signal and confuse the customer. Both now say Brearley Gas Services, Monday to Friday 8am to 5pm, with 24/7 emergency call-outs, covering the same seven places.

5. Train the assistant on the same source as the site

Most chatbots are trained on a separate document that drifts out of date the moment a price changes. Brearley's assistant is built from the site's own content at build time, from the same price file the pages use. If the price on the page is right, the answer in the chat is right. It cannot invent a figure, because it has never been given a figure that is not published.

The build, step by step

Nine steps, in the order they happened. This is the part that transfers to any trade business.

Step 1 — Establish the facts before writing a word

Gas Safe number, engineer licence number, public liability cover and insurer, F-Gas qualification, company number, VAT number, FCA introducer status for finance. Every claim on a trade website is checkable, and one invented certificate undermines the lot. We verified each one against documents or the public register before it went near a page.

Step 2 — Put the prices in one file

Every number lives in a single price file that builds the pages, the calculators, the price tables and the assistant's knowledge. Change a price once and it changes everywhere. This is the difference between a website that stays accurate and one that quietly lies for two years.

Step 3 — Build 24 pages against an intent map

One homepage, seven service pages (emergency, boilers, servicing, landlords, heat pumps, air conditioning, bathrooms), six town pages, six guides, plus prices, our work, contact and privacy. Each page has one primary question to answer and one call to action.

Step 4 — Hand-code it, and hold a performance budget

No page builder, no plugin stack, no jQuery. The site ships as static HTML with a small amount of JavaScript for the calculators and the assistant. Measured on a throttled mobile connection: Lighthouse 99 performance, 100 SEO, 100 accessibility, largest contentful paint 1.8 seconds, cumulative layout shift 0, total blocking time 70 milliseconds.

This matters commercially, not just technically. Most local searches happen on a phone on a mediocre connection, and every extra second of load costs enquiries before the customer has read a word.

Step 5 — Structured data, robots, sitemap and llms.txt

Schema for the business (Plumber, Gas Safe identifier, service area, opening hours), a Service entry per service page, FAQPage on every page with questions, and BreadcrumbList throughout. Then robots.txt, a generated sitemap, and an llms.txt written in plain language for AI answer engines.

Step 6 — Analytics that respect consent

GA4 with Consent Mode v2: nothing is stored and no cookie is set until the visitor accepts. Search Console verified by DNS at the domain level, so every subdomain and protocol is covered rather than just one URL prefix.

Step 7 — Rebuild the Google Business Profile

The name was changed from the registered company name to the trading name people actually search, with the legal entity kept in schema and on the site. Then opening hours, seven service areas, a description that names the services and towns, and twelve photographs of finished work — up from two. The first post went live the same week, and a queue of monthly posts is scheduled through to March.

Step 8 — Put the assistant on the site

239 chunks of the site's own content, about 135 KB, indexed for retrieval. It answers "how much is a boiler service in Morley" with £90–£120 and a link to the servicing page, and it hands over to Andy when the question needs a human. It also refuses to guess: if the answer is not on the site, it says so rather than inventing a price.

Step 9 — Launch, submit, and watch

Domain cut over, HTTPS and www redirects checked, forms tested, then the sitemap submitted to Search Console at 15:40:45. Google downloaded it at 15:40:46 — one second later — with zero errors, and the homepage was indexed the same day. Indexing requests went in for the money pages the following morning.

What it cost

No build invoice, no separate design fee, no hosting line item. One monthly fee that covers the site, the hosting, the maintenance and the ongoing work.

Vesica pricing, October 2026
Package Monthly What it adds
Essentials £99 Website, hosting, SSL, business email, monthly maintenance
Growth (Brearley) £199 Adds Google Business Profile, tracked search terms, one page optimised monthly, monthly report
Local Pro £349 More pages and content each month, wider term tracking
Partner £599 Full retainer: content, links, reviews support
AI Website Assistant £79 Add-on with Growth, Local Pro or Partner

Onboarding is £249 and covers the build, the content, the technical SEO and the Google profile work. It was waived for Brearley as one of the founding five. The minimum term is six months, then monthly with 30 days' notice — and the domain, the content and the Google profile stay yours either way.

What has changed so far — and what has not

Changed: the site is live and indexed; the sitemap was read in under a minute; the Google profile now carries hours, seven service areas, a full description and fourteen media items; the assistant answers pricing questions at 2am; and every service page states a price instead of asking the visitor to ring.

Not yet changed: rankings and enquiry volume. Anyone showing you a graph one day after launch is showing you noise. Local positions move when Google has crawled the pages, compared them with competitors, and had time to trust the domain — realistically eight to twelve weeks, faster on specific long-tail searches ("landlord gas safety certificate Morley") than on head terms ("plumber Leeds").

We will publish the 30, 60 and 90-day numbers on this page, whatever they say.

If you run a trade business, copy these five things

  1. Publish a price range. Not a quote — a range, clearly labelled, with the fixed price after a survey. It is the strongest differentiator available to a local trade.
  2. Make the Google profile and the website agree. Same name, same hours, same areas. It is free and most competitors have not done it.
  3. Write one honest page per town. Describe the houses, the pipework and the problems. Do not swap place names.
  4. Put the facts where a machine can read them. Schema, a sitemap, and an llms.txt. AI answer engines are becoming the first place people ask "who should I ring for a boiler in Morley".
  5. Answer before you are asked. The guide pages exist because those questions were being typed into Google anyway — better that the answer comes from the firm that does the work.

Frequently asked questions

How much does a website for a plumber or heating engineer cost?
At Vesica, £99 to £599 a month depending on how much ongoing SEO and content work is included, plus a one-off £249 onboarding fee covering the build, content, technical SEO and Google Business Profile setup. Brearley Gas Services pays £278 a month — £199 Growth plus £79 AI Website Assistant — with onboarding waived. There was no separate build invoice.
How long does it take to build a website for a plumber?
Ten days for Brearley, from first research on 16 October 2026 to live on 23 October. That speed came from having the facts, prices and photographs in the first week. A typical trade build is two to four weeks, and the usual delay is missing facts or photos rather than the coding.
Should a trade business publish its prices?
Yes — as ranges, not fixed quotes. Most people searching for a boiler service or a landlord certificate are working out whether they can afford it before they ring. A published range answers that and filters out enquiries that were never going to convert. The fixed price still comes after the survey.
Do I need a separate page for every town I work in?
Only if you have something real to say about each place. Brearley's six town pages describe the housing stock and the boiler problems that come with it. Copying one page and swapping the place name is a doorway page, which Google discounts. Two honest pages beat ten thin ones.
Will a new website get my business to the top of Google?
Not on its own. A rebuild makes the site rankable; position then depends on competition, reviews, links and time. For a local trade business, expect movement on specific service and town searches in eight to twelve weeks, with the Google Business Profile doing much of the early work.
What happens to my old website when the new one launches?
Old URLs that still carry traffic or links are redirected with a 301 to their closest equivalent, and the new sitemap is submitted to Search Console the day the domain points at the new build. Nothing is deleted until the redirects are verified.

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