Chimney Geeks

Who they are

Chimney Geeks is a family-run chimney and stove specialist based in Poole, serving homeowners across Bournemouth and the wider Dorset area. HETAS-certified, with over 35 years of combined experience across the team, they handle everything from new wood-burning and multi-fuel stove installations to full chimney lining, structural surveys, sweep visits, and HETAS inspection certificates. They are one of a small number of HETAS-registered engineers in the area - which means homeowners can book them with confidence for any solid fuel appliance work that requires a certified sign-off.

Their reputation is built almost entirely on word of mouth. Repeat customers, referrals from local heating engineers, and reviews from homeowners who found them once and never went anywhere else. The work is consistently excellent. The customer service is responsive and plain-spoken. As a business, Chimney Geeks has been quietly solid for a long time.

The problem

The website did not reflect any of that. Built on a generic WordPress theme several years prior, it was slow, visually dated, and structurally thin. The mobile performance score in Google Lighthouse was 71 out of 100 - a score that directly impacts both Google search rankings and real-world load time on the phones that most of their customers use.

More critically, the site was invisible to modern search. There were no dedicated pages for individual services, no structured location signals for Poole or Bournemouth, and no schema markup for the business type, certifications, or service area. When someone searched “HETAS stove installer Poole” or “chimney sweep Bournemouth”, the site had little to offer the algorithm. AI-powered tools like ChatGPT and Perplexity had no structured information to work from, so they could not accurately surface or describe the business in results.

New clients were finding Chimney Geeks by asking a neighbour, spotting a van, or being passed along by a plumber. The website was an afterthought - and it showed.

The solution

We rebuilt the site from scratch in Astro - the same modern framework we use across all TRUSTED MARKETING builds. The new site is structured around every meaningful service and location combination: stove installation in Bournemouth, chimney lining in Poole, sweep and inspection across Dorset, and more. Every page is written to be clear, accurate, and fully crawlable - the kind of content that search engines trust and that AI tools can parse into a coherent picture of what the business does.

CRM integration was built in from the start. Every enquiry submitted through the site is captured, logged, and followed up automatically. No more leads going cold because someone was on a job and forgot to call back.

For AI search readiness, we added structured schema markup across all service pages - covering business type, HETAS certification, service areas, and review signals. The goal was to give ChatGPT, Perplexity, and Google’s AI Overviews enough structured, accurate information to confidently recommend Chimney Geeks when someone in the area asks for a specialist.

The full performance pass took the mobile Lighthouse score from 71 to 99. Images were compressed and converted to modern formats, layout shift was eliminated, render-blocking resources were removed, and the site now loads in under two seconds on a standard mobile connection.

The results

The numbers came through quickly. Within the first month of launch, enquiry volume was up. By month three, the trends were consistent enough to measure with confidence.

Inbound leads are up 30% month-on-month since launch. More people finding the site, more of them turning into actual enquiries - and the quality has improved too, with customers arriving better informed about what Chimney Geeks offer.

Organic search traffic is up 15% month-on-month. The new page structure gave the site far more indexable surface area, and the location-specific pages are now ranking for terms the old site never appeared for.

AI search citations have increased by 150%. Chimney Geeks now appears in ChatGPT and Perplexity results when users ask for chimney and stove specialists in Poole and Bournemouth. That is a channel that did not exist for them at all before the build.

The mobile performance score is now 99 - up from 71. For a business where the majority of customers are searching on a phone while standing in their living room next to a cold stove, the difference between a site that loads and a site that does not is the difference between getting the call or not.