Case study
Four enclosure types, one path to a quote.
The company builds made to measure shower enclosures. The problem was not the offer but that buyers do not know which type they need, so they ask nothing.
Level 2+Growth / Lead Engine
The job
A buyer who does not ask.
One service with four variants looks simple until you put it on a website. A buyer who does not know the difference between a folding and a sliding enclosure will not send an enquiry, because they are afraid of looking like they do not know what they want.
The job was to shorten the path from „I need a shower enclosure“ to measurements sent, without a site visit for every enquiry. Every visit that does not turn into work is a lost day.
Architecture
Every type gets its own page.
Not because more pages are better, but because a buyer looks for their own case, not for a catalogue.
A page per enclosure type
Folding, sliding, outward opening and fixed panels, each explaining which bathroom it suits. The buyer recognises their own room before they read a price.
Everything leads to the same form
Four entrances, one destination. The form is identical on every page, so the reply is prepared the same way no matter where the enquiry came from.
Questions answered before people give up
The answer to „how much does it cost“ is on the site, in the only form it can honestly take: what is included and what the price depends on.
Decisions
Three decisions that carry the enquiries.
- The form asks for town, dimensions and opening typeThree extra fields mean a quote can go out without a site visit. The buyer gets a range straight away, and the visit happens once the job is already likely.
- A three step process, spelled outEnquiry, quote, measuring. A buyer who can see what follows the click finds it easier to click, because they know they have not committed to anything.
- No price list, but no silence about price eitherA made to measure enclosure has no fixed price, so a table would be a lie. In its place stands an explanation of what the price depends on, which does the same job honestly.
Result
What was actually measured.
The figures come from that site's Google Search Console. None is an estimate and none is rounded up.
762
Clicks from search
7,694
Impressions in search
5.7
Average position
Period: May 26, 2026 to August 25, 2026. Search Console export: August 27, 2026.
First 28 days against the last 28
The same period split at both ends, because that is the only comparison this data allows. Position is better when it is lower, so a positive number means a step forward.
- Clicks from search
- +47%
- Impressions in search
- +176%
- Average position
- -0.17
72Clicks from search
That is what the four enclosure type pages brought in three months, alongside 1,286 impressions. It is traffic that would not exist at all on a site with a single services page.
The growth is in impressions rather than clicks: over those three months the site appeared for considerably more queries, while clicks grew more slowly. That is expected when a site moves out of brand queries into general ones, because fewer people click on general queries. Average position held steady throughout.
Search Console measures search, not business. These numbers say how many people see the site and how many click, but not how many enquiries turned into work. That figure sits with the client and is not here, because any estimate of mine would be an invented number.
What next
The next level is measurement, not more pages.
Today the site is a clean service funnel. The next step is a service by town page system, a price range calculator, and measurement that shows at which step the enquiry is lost. Until then every change stays a guess rather than a decision.
Next step
Your site, the same approach.
Send the address of your current site, or say there isn't one. I return a recorded walkthrough and a list of what you would actually need, with no obligation.