From locked contract to owned website.
Services
Client
Year
Website
Challenge
A business that didn't own its own website.
Case Clean & Sweep is a HETAS-registered, Guild of Master Chimney Sweeps member doing chimney repairs, lining, stack restorations and stove installations across Leeds, Harrogate and Yorkshire. Established 2018. Proper trade, proper accreditations, real demand.
The website was on a Yell package. That arrangement is common in the trades and it works the same way every time: someone else builds the site, someone else hosts it, someone else owns it, and you pay monthly for the privilege. Want a change? Raise a ticket. Want to leave? You leave with nothing.
The site itself was doing a job. It ranked, it brought in work, and years of that had built up rankings worth real money. That’s exactly what made it hard to walk away from. Leaving meant risking the one thing that was working.
So the problem wasn’t “this site is bad”. It was: how do you take back control of something you don’t own, without breaking the part of it that’s paying the bills?
Rollover the image to preview the site
Goal
Get him out, keep the traffic, and set the site up so it can actually be improved later.
The North Star we set with Wayne of Case Clean & Sweep should own everything about how it shows up online, and be the obvious choice for chimney and stove work across Leeds.
The first stage was deliberately conservative. Migration first, improvements second.
Move everything, lose nothing. Every page rebuilt on WordPress with the content carried across intact. Where a page was ranking, we kept what made it rank. Same structure, same terms, same intent, rather than rewriting it and hoping.
Redirects mapped page by page. Every old URL pointed at its new equivalent so the equity built up over years transferred instead of evaporating.
Ownership sorted properly. Domain, hosting, site and analytics all in his name, on accounts he controls. No monthly fee for permission to exist.
A real improvement in how it looks and works. Better photography, a navigation that reflects what he actually sells, clearer service pages, and a site that finally looks like the standard of the work.
Measurement from day one. Analytics and Search Console set up so we could watch the migration in real time and catch anything that moved the wrong way.
Result
Out of the contract, still ranking, and finally able to move.
The migration held. [Rankings and traffic stayed within X% of pre-migration levels / recovered to pre-migration levels within X weeks. Confirm the actual number.] Which, for a move like this, is the entire win. The usual outcome of switching platforms is a cliff edge in the analytics and a quiet six months of lost work.
He now owns everything. Changes happen the same day instead of going through someone else’s support queue, and there’s no monthly fee buying nothing.
And this is the honest bit: the site isn’t finished. It couldn’t be, not yet. When rankings are the asset you’re protecting, you don’t rebuild the message and the structure on the same day you change platform. You move carefully, let it settle, and confirm it’s stable before you touch anything else.
That’s what the next stage is for. Once the SEO has bedded in, we take on the bigger changes: sharpening the positioning around the higher-value stove and chimney restoration work, restructuring around the services worth winning, and building content that goes after demand the old site was never set up to catch.
Sometimes the right first move isn’t the impressive one. It’s the one that doesn’t cost the client anything to make.
Receipts
From launch to
£850k a year
Direct Lighting Supplies went from zero to a 13,000-buyer store doing £65k a month — in eighteen months.
to date
per month
per month
Store launched from zero
No orders, no buyers, no customer base.
400–600 orders a month
Up from zero at launch.
£325k in first-year revenue
Built inside twelve months of trading.
13,000 buyers
A repeat-purchase base, not just traffic.
Grew to £500k
A 54% lift on year one.
Forecast £850k
On track for a 70% year on year.
£20k → £65k a month
Monthly revenue up 3.25x.
£65k a month and 13,000 buyers
Tracking toward £850k for the year, up from £325k in year one.
DIRECT LIGHTING SUPPLIES · FIGURES TO JULY 2026