Hinckley Based Plastering & Rendering Company
Burbage Plastering & Rendering is a newer business, but the team behind it has decades of experience in the trade.
Until recently, they relied on word-of-mouth and connections with local builders to keep the work coming in, with the occasional job from Checkatrade.
But they wanted to take things further—building a business, not just doing jobs. That’s where we came in, helping them create an online presence that brings in a steady flow of enquiries and puts them in front of the right customers.
Challenges & Objectives
When Burbage Plastering & Rendering first approached us, their biggest challenge was visibility. They had the skills, the experience, and the reputation within their network, but outside of that, they weren’t being found by potential customers. Relying on builders for work meant they had little control over their pipeline, and platforms like Checkatrade were too competitive to be a reliable source of leads.
Our objective was clear: build an online presence that positioned them as the go-to plastering and rendering specialists in Hinckley. This meant creating a strategy that would bring in consistent, high-quality enquiries directly, rather than relying on third parties. We needed to establish their brand, showcase their work, and make it easy for potential customers to find and trust them.
Strategy & Approach
To help Burbage Plastering & Rendering take control of their lead generation, we focused on two key areas: building a strong online presence with a professional website and implementing SEO to drive local traffic.
We designed and developed a website that not only showcased their expertise but also made it easy for potential customers to learn about their services, view past projects, and get in touch. The goal was to establish credibility and make them the obvious choice for anyone searching for plastering or rendering in the Hinckley area.
Alongside the website, we implemented a targeted SEO strategy, optimizing for high-intent local searches like “Rendering Hinckley”. This involved optimising on-page content, improving site structure, and building authority through strategic local SEO tactics. By doing this, we aimed to move them away from reliance on builders and third-party platforms, helping them attract direct enquiries from homeowners and businesses actively looking for their services.
Results & Impact
Burbage Plastering & Rendering now fully owns their marketing. Whether it’s through their website or word of mouth, they’re no longer reliant on paid platforms like Checkatrade to bring in work. Instead, they have a digital presence that consistently attracts high-quality enquiries, giving them control over their pipeline and the ability to grow on their own terms.
Since launching their SEO strategy, they’ve seen a 570-position increase in Google rankings across all tracked keywords. Rather than chasing high-competition search terms, we’ve focused on niche, high-intent keywords that other companies overlook due to low search volume. While these terms don’t bring in huge traffic numbers, every visitor is the right type of customer—people actively looking for their services. As a result, they’re landing more jobs with less competition, proving that the right strategy beats just chasing big numbers.
(See images below for a preview of the data)
According to Google, many of these terms have zero reported traffic—but the results tell a different story. Despite Google’s data suggesting otherwise, these searches are bringing in consistent enquiries from both the Hinckley and Lutterworth areas. It proves that real demand exists beyond what Google reports, and by targeting these overlooked opportunities, Burbage Plastering & Rendering is landing more jobs with less competition.
This is backed up by real results, as shown in the screenshot below. The number of enquiries and actual chat history from the customer demonstrates quotes being completed, proving that these so-called “zero-traffic” keywords are driving real business.
Here’s a screenshot of real chat history showing the customer actively quoting jobs. This is direct communication between our client and their customers, proving the impact of our strategy. We provide 24/7 WhatsApp access to all our clients, ensuring they get real-time support whenever they need it.
(Customer is describing a quote from recent Hinckley & Lutterworth lead)
Lessons We Learned
This project reinforced a key lesson: Google’s reported search volume doesn’t always reflect real-world demand. Many of the keywords we targeted were marked as having zero traffic, yet they consistently brought in high-quality enquiries. This highlights the importance of testing, analyzing actual results, and not just relying on keyword tools when building an SEO strategy.
We also saw firsthand how valuable it is for businesses to own their marketing. By moving away from paid lead-generation platforms like Checkatrade, Burbage Plastering & Rendering now controls their own pipeline, leading to more stability, better clients, and higher-quality leads. This approach ensures long-term growth, rather than depending on third-party services that take a cut or dictate where leads come from.
Finally, we learned that direct communication is key. Our 24/7 WhatsApp access has been a game-changer, allowing us to provide real-time support and adjust strategies based on immediate feedback from the client. Having this level of insight into how enquiries turn into jobs helps us refine our approach and keep improving results.