Driveway Gates London
Driveway Gates London needed to rank for high-intent local queries across a fragmented London market where every borough is effectively its own competitive battleground, and where the category is dominated by generic trade directories.
Results
The Challenge
What We Were Up Against
London driveway gates is a deceptively difficult category. The head term is contested by Checkatrade, MyBuilder, and aggregator directories that outrank every independent installer. The borough-level terms are fragmented across 33 London boroughs, each with different demographics, property stock, and search intent. And the page speed bar is high — these are visual, image-heavy queries where slow sites lose clicks.
Strategy
How We Approached It
Craftsman Design System
We built a full Craftsman-inflected design system that signalled quality and trade craftsmanship before a single word was read. This directly addressed a category-wide problem: most competitors look like lead-gen shells, so a credibly designed site converts at materially higher rates.
Server/Client Metadata Splits
A schema overhaul with proper server/client component splits in Next.js unlocked generateMetadata on every service and borough page. LocalBusiness, Service, and FAQ schema were added at scale, giving Google the structured signals needed to show rich results in the London Pack.
Borough Page Architecture
Rather than generic "London" pages, we built borough-specific service pages with genuine local content — typical property types, council permitting considerations, access constraints — so each page had a reason to exist beyond the URL slug. This is what separated the estate from the thin-content directories above it.
Sitemap, Blog, Regional Network
Sitemap fixes resolved indexation issues that had been holding the site back. A blog system built topical authority around the category, and a regional network of sister sites across Surrey, Hertfordshire, Essex, and Kent reinforced geographic coverage without cannibalising the core London domain.
Outcome
The Results
Driveway Gates London now holds the #1 position for its primary London head term, with 30+ borough pages ranking on page 1 for their respective local queries. Quote request volume has grown 3.4x year-over-year, with organic search fully replacing paid as the primary acquisition channel. Lighthouse SEO consistently scores 100/100 across the estate.
Engagement period: 2024 — Ongoing
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