The Context
Bath Electrical Service had genuine strengths that their website wasn't reflecting:
- ✓ Six decades of repair expertise across all major domestic appliance brands
- ✓ 4.9-star Google rating built on 200+ genuine customer reviews
- ✓ A well-known shopfront at 16 St. James's Parade in central Bath since 1964
- ✓ Competitive same-day and next-day repair availability
- ✓ Full appliance coverage: washing machines, fridges, dishwashers, cookers, tumble dryers, and more
- ✓ A trusted local alternative to manufacturer callouts and national chains
Their existing website, however, was built on dated infrastructure and hadn't kept pace with 2026 design standards or local search expectations. It failed to communicate:
The challenge was not to invent a new identity. It was to make 60 years of earned trust immediately visible and legible to a local Bath resident searching for appliance repair on their phone at 8am.
The Core Problem
Dated Visual Identity Out of Step with Their Reputation
The original site used a colour palette and layout conventions from the mid-2010s. Customers who arrived after reading 200 glowing Google reviews encountered a site that did not match the quality they expected — creating immediate cognitive dissonance.
60 Years of Heritage — Buried or Absent
The Est. 1964 story — one of the most powerful trust signals any local business can own — was either absent above the fold or presented without visual weight. Competing national repair chains cannot claim this. The site was leaving it on the table.
No Structured Social Proof Above the Fold
200+ Google reviews averaging 4.9 stars is an outstanding signal — but none of it appeared prominently in the hero or in a trust bar. Local service buyers make decisions in seconds; that data needed to be front and centre.
Unclear Service Architecture
Users looking to confirm their specific appliance was serviced had to read through dense text. The site lacked a clear visual service grid that allowed someone to immediately identify "washing machine repair" or "fridge repair" at a glance.
Weak and Scattered Conversion Pathways
Phone number was not prominently featured throughout the page. No WhatsApp option for users who prefer messaging. No Google Maps embed. Calls to action were generic and inconsistently placed — making it easy for a motivated customer to drop off before contacting the shop.
Poor Mobile Experience
A significant share of local appliance repair searches happen from mobile — often while the appliance is broken and the customer is standing in the kitchen. The original site was not optimised for this context: touch targets were small, key information required scrolling, and the layout collapsed awkwardly on smaller screens.
Strategic Repositioning
The repositioning goal was clear:
Shift from a "basic informational website" to "Bath's most trusted appliance repair specialists — since 1964."
This required surfacing heritage as authority, structuring social proof above the fold, organising services for instant scannability, and removing every possible obstacle between a broken appliance and a booked repair call.
Ideal Customer Profile
- Bath residents with a household appliance breakdown
- Homeowners seeking a trusted local alternative to national chains
- Returning customers who rely on the shop for reliability
- People who value fast response over lowest price
- Landlords and letting agents managing multiple properties in Bath
Core Customer Questions
- ? Do you repair my specific appliance brand and type?
- ? How long have you been doing this — can I trust you?
- ? What do other Bath customers say about you?
- ? How quickly can you come out, and what does it cost?
- ? Where exactly are you, and how do I reach you right now?
The new structure answers every one of these questions before the customer has to ask.
Structural Transformation
1.Hero Section — Heritage, Service, Location
Replaced a generic layout with a split hero: the left side carries a bold serif headline ("Bath's most trusted appliance repair specialists since 1964"), a descriptive subline establishing service breadth and location, and two CTAs — a primary call button and a WhatsApp option. The right side features the iconic blue shopfront photograph for instant local recognition and an Est. 1964 badge overlaid directly on the image.
2.Trust Bar — Immediate Confidence Signals
A full-width strip immediately below the hero surfaces five key credibility indicators: Est. 1964, Family Run, Same-Day Available, 4.9★ Google Rating, and All Major Brands Covered. Each accompanied by an inline SVG icon — no emoji, no stock illustration.
3.Services Grid — Eight Appliance Categories at a Glance
Washing Machines, Tumble Dryers, Dishwashers, Fridge-Freezers, Cookers & Ovens, Hobs, Extractor Fans, and Electric Showers — each presented as a card with a dedicated SVG icon and a brief repair scope description. Users can identify their appliance type in under three seconds.
4.Why Us — Four Numbered Reasons with Weight
Heritage (60 years), Reliability (genuine 4.9★ review data), Speed (same/next-day availability), and Local (Bath-based, not a national dispatch centre). Presented in a two-column grid using large serif numerals and a warm card design to convey substance rather than generic marketing copy.
5.Coverage Area — Serving All of Bath & Surrounds
A dedicated section listing 18 local areas served — from Bath city centre to Radstock, Frome, and Trowbridge — reinforces local SEO relevance and reassures customers in surrounding villages that the shop will travel to them.
6.Social Proof — Stats Bar + Review Cards
A four-figure stat bar (4.9 Google rating, 200+ reviews, 60 years serving Bath, Est. 1964) anchors the reviews section before three verbatim customer testimonials. This sequences credibility: hard numbers first, human voice second.
7.Contact Section — Three Routes to Book a Repair
Phone (large, prominent, clickable), WhatsApp button (for message-first customers), and full contact detail panel with address and opening hours — alongside an embedded Google Maps iframe. Emergency callout note for urgent situations. Multiple pathways prevent drop-off at the decision moment.
Visual Transformation
The Old Design
The New Design
Key Strategic Details
Heritage as the Primary Differentiator
National chains can undercut on price; no one can replicate 60 years of continuous service to Bath. I made Est. 1964 a visual anchor across the hero, trust bar, stats section, and footer — so it registers at every scroll depth.
Multi-Channel Contact Architecture
Different customers make contact differently. I designed three routes — direct call, WhatsApp message, and an online booking link — removing friction for customers who hesitate to call but will send a quick message. Each route is persistent throughout the page.
Local SEO-Aligned Coverage Section
Listing 18 named service areas — from central Bath to Frome and Trowbridge — is not just customer reassurance. It directly supports local search indexing, helping Bath Electrical Service appear for suburb-level searches beyond their immediate postcode.
What This Project Demonstrates
Bath Electrical Service is a textbook case of a business whose online presence was significantly underperforming its real-world reputation. They had the trust, the reviews, the longevity, and the local authority — none of it was visible in the first five seconds of a site visit.
The result is not just a better-looking website. It is a local customer acquisition tool that matches the quality of the business behind it.
Why This Matters for Established Local Businesses
Many long-standing local businesses have strong reputations built over decades — but digital first impressions that don't reflect that standing. A dated website creates invisible friction. Potential customers who would have booked find a site that doesn't inspire confidence and call a competitor instead.
Is Your Website Selling Your Business Short?
If your business has strong reviews, genuine expertise, and a local presence but your website isn't converting, the gap is almost always positioning — not the service itself. Let's explore where you're losing customers before they call.
Book a Consultation