Insights · 22 articles
Field notes from the pipeline.
What we learn running lead generation in the built environment, written for the people who have to make the phone ring. No fluff, no gated PDFs.
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Specialist trades · Strategy 10 Nov 2026 · 8 min read
Ranking without traffic: the page-three problem in the specialist trades
Most specialist trade websites do rank. They rank on page three, for the questions their buyers actually type, and it earns them nothing.
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Fire protection Fire safety search: one head term, and a very long tail
Fire risk assessment is the head term everyone fights over. The money is in the hundreds of narrower questions nobody has bothered to answer.
Specialist trades TM44: the legal inspection almost nobody markets
Every air conditioning system over 12kW needs a TM44 inspection every five years. The firms that carry them out are close to invisible for the term.
Specialist trades Asbestos surveys: two buyers, and most firms give them one page
A duty holder meeting a management obligation and a developer clearing a building before works are different customers. Most asbestos sites treat them as one.
Compliance Legionella: the compliance work nobody is competing for
Of all the compliance disciplines we track, water hygiene has the worst search positions and the least competition. Those two facts are related.
Compliance C1, C2, C3: the EICR questions your buyers ask before they call
A landlord holding an unsatisfactory EICR is a buyer with a deadline. Most electrical contractors have no page that speaks to them.
Compliance MEES and the commercial EPC: a regulation-shaped pipeline
Commercial EPC demand is small today and legislated to grow. That makes it the rare search market worth building for before it arrives.
Specialist trades PPM: selling the survey that sells the contract
Planned maintenance is sold as a contract, not a job. That changes what the page should do, what the form should ask and how fast you have to move.
Strategy Why price and regulation questions beat “near me” in the trades
Across every compliance discipline we track, cost and obligation questions outnumber “who do I hire” searches — and rank far worse.
Landing pages How many pages does a multi-trade firm actually need?
Splitting every service into its own page is right until it is not. Here is where the line sits, and what to do with the work that falls below it.
Strategy What AI search already cites in your trade — and what it doesn’t
Assistants answering trade questions cite national consultancies and directories. The specialists doing the work are largely absent, and that is fixable.
Strategy Recurring contracts: marketing a service nobody searches for twice
When the work is a contract rather than a job, search behaviour inverts: one decision, then years of silence. That changes everything about the funnel.
Strategy Comparison sites vs your own pipeline: the real trade-off
Shared leads feel cheap until you count the race to the phone. What it actually takes to own the enquiry instead.
Landing pages One page per service: why focused landing pages win work
A homepage tries to say everything. A landing page says one thing to one person, and that's exactly why it converts.
Tracking Attribution without the headache: know which pound brought the job
If you can't trace an instruction back to the click that started it, you're guessing. The tracking setup worth having.
Strategy What a surveyor lead actually costs, and why cheap ones are the expensive kind.
The price on the invoice is the least interesting number. Work out your cost per instruction and the whole market looks different.
Compliance Google Ads for compliance firms: EPCs, EICRs and search intent
Compliance work is bought in a hurry by people who need a certificate this week. Your campaigns should act like it.
Forms Quotation forms that qualify, not just capture
A name and a number isn't a lead, it's a chore. Two-stage forms that hand you everything you need to price the job.
Lead handling The first five minutes: why response speed decides who wins
Most enquiries go to whoever answers first, not whoever’s best. The habits and tooling that get you there.
Training Filling course dates: paid search for training providers
Empty seats on a booked trainer are pure cost. Date-led campaigns that fill courses instead of inboxes.
Lead handling CRM or inbox? When your lead handling needs to grow up
An inbox works until it doesn't. The signs you've outgrown it, and what to deploy when you're ready.
Strategy Why we test on our own money first
We run our own lead generation brands in the built environment. What that lab teaches us before your budget is ever involved.
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