CY Sweeps: a website built to ring

Local trades depend on the phone ringing. When a chimney needs sweeping before winter, or a stove needs a service, a homeowner searches, picks someone who looks like they know what they are doing, and calls. A chimney sweep’s website has to pass that quick check and then get out of the way.

It also has to answer a quieter question: does this firm handle my kind of fireplace? A Victorian cast-iron fireplace, a modern inset fire and a wood-burning stove are different jobs, and people want to see that theirs is covered before they pick up the phone.

The phone number is the centre of the design. It is a click-to-call link in the hero at the top of the homepage, again in a ‘Get a quote today’ block, and again in the footer, so on a phone it is one tap from anywhere on the page. On small screens the menu folds into a burger, so it never pushes the number out of the way.

For people who would rather write, a ‘Have any questions?’ block on the homepage holds a short enquiry form asking for a name, email address and message, and the contact page has the same form. The homepage also lists what the firm does: sweeping, servicing, inspections and diagnostics, bird nest removal and prevention, and repairs and maintenance.

• Navigation kept short: Home, About Us, Chimneys We Service, Client Testimonials, FAQ and Contact Us
• ‘Chimneys We Service’ opens a dropdown of the fireplace and stove pages
• An FAQ section on the homepage, backed by a dedicated FAQ page
• A footer note on the NACS certificate customers receive after a sweep

Rather than one services page trying to cover everything, each type of fireplace and stove has a page of its own: wood-burning stoves, modern-style fires and chimneys, classic-style fireplaces, and traditional Victorian or Georgian fireplaces. A services index ties them together.

That structure helps people and search engines in the same way. Someone with a Georgian fireplace lands on a page about Georgian fireplaces, and every page has one clear subject rather than a list of everything the firm might do.

The inner pages, including FAQ, About, Contact and most of the fireplace and stove pages, have titles and headings written around chimney care in Yorkshire. The meta descriptions name Leeds, York and Sheffield, and the body copy lists the places the firm covers: Leeds, Wetherby, Bradford, York, Harrogate, Sheffield and Huddersfield. There are no separate town pages; the towns are named where they naturally belong in the text.

Under the surface there is an XML sitemap from Yoast SEO, referenced in robots.txt, along with canonical tags, Open Graph sharing tags and structured data describing the organisation, the website, each page and its breadcrumbs. The FAQ answers the questions people ask before they book, in the words they use.

Visit yorkshirechimneysweep.co.uk on a phone and tap the number in the hero: it dials. Open the ‘Chimneys We Service’ menu and there is a page for each fireplace and stove type. The FAQ, testimonials and contact pages are all there, and the page source shows the titles, descriptions and structured data described above.

As with all of our case studies, we only describe what anyone can check by opening the site. Its homepage HTML carries no analytics, tag manager or advertising tags, so we make no claim about ads, and we don’t repeat the firm’s own figures or reviews here: those are theirs to tell.