Bellamy Builders is a family-run building company in Barnsley, South Yorkshire, specialising in garage conversions and home extensions. Good at what they do — but their website was working against them.
What the old Bellamy Builders website was doing wrong
When we looked at the existing site, it was clear that someone had given Bellamy some well-intentioned but damaging advice. The website had over 800 pages in the background, all chasing Google rankings for different locations but all saying roughly the same thing. On top of that, several domain names had been set up showing near-identical content across different web addresses.
To Google, this looks like an attempt to game the system. Rather than boosting rankings, it had the opposite effect. The site was only ranking for 14 keywords across all 800 pages, and the backlinks pointing to the site were almost entirely from low-quality, spammy sources.
The site was not just underperforming. It was actively being held back.
How we rebuilt the website from the ground up
We started fresh. A clean, well-structured new website focused on what Bellamy actually do and where they work. We consolidated all the domain names into one and set up proper redirects so Google could understand the business clearly. Good quality, honest content with no shortcuts.
Recovering from this kind of SEO history takes time, but the results started showing quickly. By July 2025, the website’s authority had already improved significantly and more keywords were being indexed.
Conversion rates sky-high after the new website launched
Since launch, the new site has consistently converted visitors into enquiries at rates between 10% and 27%, well above the industry standard of 1-3% for a service website. The site is still recovering and growing, but the trajectory is clear.
For a local building company, a website that reliably turns visitors into enquiries is as useful as any tool in the van.
The old website
The new website
