Case Study
Pest & Property Solutions LtdFull website redesign.
Website redesign, SEO and AI visibility for a Cardiff pest control business with nearly four decades of expertise and no way of being found.
82.7%
of website enquiries now come from Google organic search
- Client
- Pest & Property Solutions Ltd
- Sector
- Pest control, Cardiff and South Wales
- Project
- Full website redesign
- Ongoing work
- SEO, AI visibility, content and social
- Launched
- End of June 2026
- Measured
- 12 June to 12 August 2026
112
enquiries in the first 36 days
82.7%
of enquiries from Google organic search
344
Google reviews
Pest & Property Solutions, Cardiff. New site live June 2026. Figures from the client's enquiry log and Google Business Profile.
Pest & Property Solutions had everything a customer looks for and no way of being found by one. Nearly four decades of expertise, 344 Google reviews at 4.9 stars, national accreditations, and a dated website that told Google almost nothing about what the business did or where it worked.
We rebuilt it. Sixteen service pages, twelve location pages, every legacy address redirected, a full technical and AI visibility programme behind it, and a rolling content and social layer on top.
Two months in, the website has taken 1,357 visits and produced 112 enquiries in the first 36 days of tracking, roughly 22 a week. Google organic search delivers 82.7% of them, and traffic in the second month was 90% up on the first.
01 / The challenge
The brief.
Gareth Davies started in pest control in 1989. Eighteen years at Rentokil, twelve as a regional director at Mitie where he set up the UK's first silo pest control team, then his own business in 2020.
None of that was reaching anyone searching for a pest controller in Cardiff. The old site was a static build of separate .html pages with no service structure, no location pages and nothing that told Google what the business did or where it worked. Enquiries came from reputation and repeat work rather than search.
In pest control, the customer is rarely browsing. They have a problem today and they search for someone local who can solve it today. If you are not in those results, the reputation counts for nothing.
What we were working with
- NPTA and BPCA accredited
- CHAS accredited contractor
- TrustMark licensed
- 344 Google reviews at 4.9 stars
- Veteran-led team, Armed Forces Covenant signatory
- Cardiff, Newport, Swansea and South Wales
The brief: make nearly four decades of expertise visible to the people who need it right now.
02 / Results
The results.
Google Analytics 4, 12 June to 12 August 2026. Enquiry tracking live from 8 July, so enquiry figures cover 36 days.
82.7%
of all website enquiries come from Google organic search
1 in 5
just under one in five UK visitors made an enquiry, 91 enquiries from 427 UK visitors
112
enquiries in 36 days, roughly 22 a week
+90%
growth in visits, month two against month one
2m 20s
average time on site for UK visitors
86%
form completion, 54 of the 63 people who started finished
Early signal
AI assistants such as ChatGPT are now a measurable traffic source: 13 visits, 5 enquiries, the highest conversion rate of any channel on the site. Small volume today. A clear direction of travel.
Where the enquiries come from.
Google search accounts for four in ten visits but more than eight in ten enquiries. People who type the address in or arrive from a saved link stay 18 seconds on average and rarely enquire. People who find the business on Google stay four times longer, read properly, then make contact.
The contact page is where it converts: 53 of the 99 tracked enquiries came through it. That is exactly the pattern you want. Someone arrives on a page that answers their problem, reads it properly, then makes contact.
53 of 99
tracked enquiries come via the contact page
83 of 99
tracked enquiries came from a phone, though mobile is only 36% of visitors
1m 19s
average time on site for Google search visitors, against 18s for direct traffic
Enquiries by source
Of the 52 new enquiries with a recorded first source.
03 / What we built
How we did it.
01
Website.
A website is not a brochure. For a service business it is the single asset that turns a search into a phone call.
We rebuilt the site from the ground up. Sixteen service pages and twelve location pages, each written to answer a real search rather than to fill a template, with FAQ sections, clean URL structure and full schema markup so search engines and AI assistants understand exactly what is on the page.
Service pages run past 1,600 words. Pillar content passes 2,900. Depth matters here because pest control buyers want reassurance before they ring, and because thin pages do not rank.
We also mapped all 63 addresses from the old site to their correct new pages, so years of existing rankings, backlinks and bookmarks were carried across rather than thrown away at launch.
16
service pages
12
location pages
63
legacy URLs redirected
02
Search & AI Visibility.
Most audits check what Google sees. Almost nobody checks what ChatGPT sees.
We ran a full technical audit at launch and again in July. The sitemap was rebuilt from 27 pages to 56, so every service and location page is visible to Google rather than left to be discovered by accident.
Then we fixed the layer most audits never look at. Many AI crawlers do not run JavaScript, so they were reading a stripped-back version of the site with generic titles and a truncated description. We rewrote the server-level metadata, added an llms.txt discovery file listing every service and location, and replaced the social sharing image.
Site speed was addressed in phases. Image weight came down from over 6MB to 836KB.
What changed Before After Sitemap coverage 27 pages 56 pages Image weight 6MB 836KB AI discovery file None Live Legacy URLs handled 0 63 03
Content & Social.
A website launch is a starting line, not a finish. The site only compounds if something keeps feeding it.
We run a rolling programme of SEO articles and social content built around seasonal pest activity, so the business is visible when demand actually spikes: wasps in late summer, rodents moving indoors as the weather turns, flying ants for a fortnight every year.
Alongside it we manage the Google Business Profile and draft review responses, because for a local service business the profile and the website work as one system. A five-star review that nobody replies to is a wasted asset.
The site is not a finished object. It is the asset everything else feeds.
Early proof it is working: the blog holds attention longer than any other part of the site, at 2m 28s on the article index, and location and service content is where the next quarter's growth comes from.
Roddy Digital have done an absolutely amazing job rebuilding our website. From start to finish, the process was smooth, professional, and the results speak for themselves.In just two weeks, our website enquiries have increased by 70%. We're absolutely overwhelmed with the impact it's already having on our business.The team at Roddy Digital really took the time to understand what we do and created a website that not only looks fantastic but delivers real results.I couldn't recommend them highly enough, thank you.”
Website enquiries increased by
70%
in just two weeks
More work.
See more work
Ready to stop doing things the slow way?
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