MPG Gas Ltd is a plumbing and gas company based in Dublin, Ireland, serving both residential and commercial customers across the city. Their services include gas boiler installation and replacement, gas boiler repair, annual boiler servicing, central heating system installation, power flushing, and 24/7 emergency plumbing call-outs.
Prior to this project, MPG Gas Ltd had an existing website, but it was significantly underperforming. The design was poor across both desktop and mobile devices, creating a weak first impression for potential customers. From an SEO perspective, the site lacked structure entirely, with incorrect or missing heading tags, poorly written SEO titles and meta descriptions, and no clear service or location hierarchy. Load times were also slow, further impacting user experience and search visibility.
Given the competitive nature of the plumbing market in Dublin, the website was not supporting the business in a meaningful way. With a large number of plumbing companies competing for the same local search terms, it was essential that the new website clearly communicated trust, professionalism, and service availability while also being technically sound.
The primary goal of the project was to fully redesign and redevelop the website, while implementing strong SEO foundations to drive consistent enquiries. The site needed to be fast, mobile-friendly, and structured in a way that made it easy for users to find the exact service they needed, whether it was an emergency call-out or a planned boiler installation.
The scope of work included full website design and development, alongside SEO implementation from the ground up. A key feature of the project was the use of location-specific booking forms across service pages. Pages such as “Boiler Service in Killiney” and “Boiler Installation in Blackrock” were designed so that, at a glance, the client could immediately see where each enquiry was coming from. This streamlined lead handling and removed unnecessary back-and-forth for both the business and the customer.
The project was delivered within a three-week timeline and launched into a highly saturated local market. Despite this, the new website now generates multiple enquiries daily, demonstrating the impact of combining strong design, performance optimisation, and local SEO strategy in a competitive industry.
The approach to rebuilding the MPG Gas Ltd plumbing website focused on three core priorities: local SEO dominance, speed and performance, and lead generation in a highly competitive market.
From the outset, the plumbing website was rebuilt with structure and clarity at its core. The previous site had no meaningful SEO framework, so the new build focused on creating a clean service-led and location-led structure that search engines and users could easily understand.
Each core service was given its own dedicated page, supported by location-specific pages targeting key areas across Dublin. This allowed the plumbing website to clearly align search intent with user needs, whether someone was searching for emergency plumbing or a scheduled boiler service in a specific area.
SEO titles, meta descriptions, heading structure, and internal linking were all rebuilt correctly to ensure the plumbing website was optimised for both relevance and crawlability from launch.
A key part of the strategy was integrating booking forms directly into location-specific service pages. Pages such as “Boiler Service in Killiney” and “Boiler Installation in Blackrock” were designed so enquiries immediately indicated the service and area involved.
This approach improved conversion rates while also streamlining lead management for the client. At a glance, MPG Gas Ltd can identify where leads are coming from, making the plumbing website far more effective as a sales and enquiry tool rather than just a brochure.
Website speed and mobile usability were treated as non-negotiable. The plumbing website was fully redesigned to be responsive across all devices, ensuring a smooth experience for users searching on mobile, which is critical for local service-based searches.
Load times were optimised through clean development practices, proper image handling, and performance-focused configuration. This not only improved user experience but also strengthened SEO performance, as speed and usability play a key role in local rankings.
In a saturated market like Dublin plumbing services, trust and clarity are essential. The plumbing website was designed to clearly communicate professionalism, availability, and service coverage, helping users feel confident in making contact.
Clear calls to action, service breakdowns, and emergency contact visibility were built into the layout, ensuring visitors could take action quickly without confusion or friction.
With a large number of plumbing companies competing for the same search terms, the plumbing website was designed to stand out through structure, speed, and relevance rather than gimmicks. By combining strong local SEO foundations with a conversion-focused layout, the website was positioned to compete effectively from launch.
This strategic approach has allowed MPG Gas Ltd to consistently attract high-intent local traffic and convert that traffic into daily enquiries.
The results following the launch of the new MPG Gas Ltd plumbing website were immediate and extremely positive. Within just a few days of going live, the client was already getting in touch to share how well the site was performing.
One of the clearest indicators of success came directly from customer feedback. When new callers were asked how they found the business, the response was consistently the same: “from your website.” This confirmed that the plumbing website was doing exactly what it was designed to do, act as the primary driver of inbound enquiries rather than relying on third-party platforms or referrals alone.
From a commercial perspective, the impact has been significant. The plumbing website now generates multiple leads per day, with weekly enquiry value typically ranging between €8,000 and €12,000. In a highly saturated Dublin market, this level of consistent lead flow highlights the importance of strong local SEO, clear structure, and a conversion-focused user experience.
Beyond the numbers, the client has been extremely happy with the overall result. The website reflects the professionalism of the business, makes it easy for customers to find the right service quickly, and supports both emergency and planned work enquiries. This has helped build a strong working relationship, with ongoing trust and collaboration as the site continues to perform.
Long-term performance has also remained strong. The plumbing website continues to attract high levels of traffic, generate consistent enquiries, and rank for a wide range of relevant plumbing and gas-related keywords across Dublin. Rather than delivering a short-term spike, the project has created a stable, high-performing platform that continues to support business growth over time.
Overall, this project demonstrates how a well-structured plumbing website, built with SEO and user intent in mind, can deliver immediate results while maintaining long-term visibility and lead generation in a competitive local market.
