L W Haddow Website Redevelopment & SEO
The Website Redevelopment Brief
LW Haddow Plumbing & Heating is a family-owned Scottish company providing skilled plumbing, heating, electrical, and renewable energy services. They’ve been operating since 1982, serving both domestic and commercial clients across Scotland from bases in Perth and Edinburgh.
LW Haddow was seeking to strengthen its digital presence to better support existing customers and attract new audiences. Their existing website, originally launched in 2016, had evolved over time with multiple contributors, resulting in cluttered content, inconsistent layouts, and limited search engine optimisation performance.
As LW Haddow’s long-term marketing partner, Cunningly Good Group was tasked with delivering a modern, luxurious website redesign that reflected the quality of the brand. Clear objectives were set to simplify site navigation, significantly improve the SEO framework to drive organic visibility, implement appropriate 301 redirects for retired content, resubmit the redeveloped site to search engines for rapid re-indexing, and integrate an FCA-regulated quotation tool.
Cunningly Good Group’s Approach
Working in close collaboration with the LW Haddow team, we designed and delivered a visually refined, fully responsive website that mirrors the high standards of their workmanship and the expectations of their customers. The project included a comprehensive UX and UI overhaul, reflecting the quality positioning of the family brand. SEO-led development formed a core part of the build, incorporating technical optimisation and targeted keyword integration in partnership with LW Haddow’s in-house marketing executive.
To support business growth, we enhanced conversion opportunities through strategically placed enquiry forms and clear calls-to-action, alongside a full content audit and refinement to ensure tone, structure, and readability resonated with the target audience. This included integration with Tradehelp’s online quotation system and FSA compliance requirements. Migration and launch were carefully managed to guarantee a seamless transition, protecting performance and minimising disruption throughout the process.
The Cunningly Good Results
Post-launch, the impact of the changes is already becoming clear.
- 106% increase in organic search results traffic compared to the previous 6 months.
- 98% increase in search impressions compared to the previous 6 months.
- 100% increase in online enquiries in February 2026 compared to February 2025.
- +4.9% increase in Share of Voice year on year
The redevelopment included working with LW Haddow’s in-house marketing associate, combining our expertise to ensure the SEO works would continue post-handover.
Frank Damesi, Marketing Associate at LW Haddow commented:
“Thank you for your expertise and guidance throughout the process.”
