Web Design for an Asbestos Removal Company in Cardiff

What the business needed

MD Asbestos is a two-man Cardiff outfit doing non-licensed asbestos removal across South Wales and the South West — garage roofs, shed roofs, artex ceilings, floor tiles, fire damage clearance and collection-only disposal. Dayle Jones had eight ten-out-of-ten Checkatrade reviews, UKATA accreditation and a van. What he did not have was a website.

Every lead was arriving through a directory. That is rented ground — it ranks for their brand rather than his, and the same enquiry gets sold to several trades at once. Search Google for "asbestos garage roof removal Cardiff" and you find national template sites and licensed contractors quoting four figures for a morning's work. You do not find him, because there was nothing of his to find.

The bigger problem was the phrase "non-licensed". To a homeowner it sounds like a warning. It is in fact a legal classification set by the HSE, and it is the reason he can do the same job faster and for a fraction of the price of a licensed firm. Nothing anywhere explained that. The strongest sales argument in the business lived in his head.

Website design for a Cardiff trade

The design had to do two contradictory things: reassure a nervous homeowner that this is not a disaster, and convince a letting agent or a loss adjuster that the paperwork will be right.

So we built one site with two doors. The domestic half leads on garage roofs, published prices and plain-English reassurance. The trade half covers void properties, fire and storm damage, insurance documentation and duty-to-manage obligations. Same brand, same black and red, different emphasis.

His logo carries a roofline, so we lifted that shape and used it as a section divider throughout — the red call-to-action bands enter with a roof peak cut into their top edge. A small thing, but it is the difference between a site that displays a logo and a site built out of one.

Turning visits into enquiries

• Drag before-and-after sliders using his own job photographs, not stock — including a full asbestos tile roof stripped back to the battens
• A photo-identification panel: an animated phone mock-up showing what comes back when you WhatsApp a picture, because that is how he already works
• Ten contextual enquiry forms — the garage roof form asks size, condition and van access; the artex form opens with "if you have already started scraping, stop"
• Material guides tagged red for "we remove this" and grey for "licensed contractor", so the honesty is visible before a word is read
• Published pricing on every service and location page, with cost tables and the reasons a price moves up or down
• A dedicated thank-you page so enquiry conversions can be tracked properly

Static website development, no WordPress

No admin panel, no plugins, no database. Seventeen static HTML pages served from Cloudflare's edge network, which means there is no login page for anyone to attack and nothing that needs updating every month. It loads in under a second on a phone, which is where almost every one of his customers will see it.

A two-man outfit does not want a content management system. They want to send a photo on WhatsApp and have the price changed by tea time. Static suits that better. Where a client genuinely wants to edit the site themselves, WordPress stays on the table.

Local SEO across Cardiff and the valleys

The honest position, which we gave the client in writing: a brand-new domain is not going to outrank firms who have been buying "asbestos removal Cardiff" for a decade. So we did not go at it head-on.

Instead we built five location pages on towns where the competition is a couple of lines on a directory listing — Caerphilly, Barry, Penarth, Cowbridge and the Rhondda — and targeted the job rather than the category. Nobody types "asbestos removal". They type "asbestos garage roof removal Caerphilly", and that phrase brings a buyer rather than a browser.

Each location page is genuinely local rather than a name swap. The Caerphilly page talks about the concrete sectional garages on the Trecenydd and Energlyn estates. The Rhondda page opens by conceding that valley terraces are built into hillsides and mostly have no garages at all, then pivots to artex, which is what those houses actually have. The Barry page explains why salt air makes coastal cement sheet go brittle faster than its age suggests.

Cardiff itself is covered by the main site and the Google Business Profile from day one. We come back for the city terms in year two, once the domain has age behind it.

Technical work delivered

• Unique title and meta description on all 17 pages, every one under 160 characters
• Hand-written schema: HomeAndConstructionBusiness, BreadcrumbList, Service with price offers, and FAQPage generated from the live accordions — ten questions per page
• XML sitemap, robots.txt, canonicals, Open Graph and Twitter cards
• Thirty internal cross-links — every service page links to all five towns, every town links to all six services
• Address hidden on the front end at the client's request: area-level schema only, matched to a service-area Google Business Profile

The part most agencies would have skipped

The client's existing marketing said "Fully Licensed". For a non-licensed contractor that is a genuine liability — "licensed" is HSE-specific and means holding an asbestos licence. We changed it to "UKATA trained, fully insured, registered waste carrier" and turned the correction into the strongest page on the site.

He also told us his team use clear bags, not red — red bags are for licensed work. We corrected the process copy, and that detail now sits on the site as proof he knows the difference.

The material guides tell visitors outright which jobs need somebody else: pipe lagging, sprayed coatings and most insulating board. That costs him enquiries. It is also why his reviews read the way they do.

Frequently asked questions