Advanced Aerials

The Brief

Advanced Aerials is a professional TV wall mounting and aerial installation company based in Tiptree, near Colchester, Essex. Originally built on WordPress and Divi, the site needed a full rebuild for speed, SEO and maintainability, then an ongoing programme of technical work to keep converting that ranking traffic into enquiries.

My Role

Full website design, development, hosting migration, SEO strategy and ongoing technical maintenance. The site started as a WordPress + Divi rebuild onto Astro, and has since been kept current through two further migrations: Astro 6 to Astro 7, and hand-rolled CSS to Tailwind v4 utility classes across all 86 pages.

The Build

The site runs on Astro 7, deployed as a Cloudflare Worker with static assets (no origin server to patch or secure). Key technical decisions included:

• Astro static site generator for maximum performance and SEO, upgraded to Astro 7 as it stabilised
• Tailwind v4 utility classes throughout, migrated from hand-rolled CSS to remove design-token drift and keep the codebase a clean reference build
• Dual contact system via a shared serverless form backend plus WhatsApp integration for instant enquiries
• Location-specific landing pages for each town in the service area, restructured under nested URLs (e.g. /tv-wall-mounting/chelmsford/) for clearer site architecture
• TrustATrader review integration to build social proof
• Advice and FAQ content hub to attract informational search traffic

SEO & Local Landing Pages

I built dedicated landing pages for each key service area, including TV wall mounting in Chelmsford, Brentwood, Braintree, Witham and Colchester. Each page carries unique content, local context and optimised metadata to rank for location-based searches.

Content Strategy

To capture informational search intent and establish authority, I created a series of helpful advice articles including best height to mount a TV, how to hide TV cables, what TV bracket do I need, and mounting a TV on plasterboard. These are now the site's top organic performers, well ahead of the homepage or any service page.

Results

Search visibility, measured over the most recent 28-day window against the 28 days before it:

• Organic clicks up 45.7% (151 → 220)
• Impressions up 57.4% (23,936 → 37,672)
• Average search position 11.2, with the advice articles ranking inside the top 10
• 1,345 visitors and 2,163 pageviews over the last 90 days (first-party analytics, up from 419 visitors the 90 days before)
• 36 tracked conversion events in the same window — WhatsApp is the dominant channel by a wide margin (28), ahead of phone calls (8) and the contact form (6)

Visit the live site at www.advanced-aerials.co.uk