Case study · Waste removal · York
From invisible
to booked.
Mukin House & Waste Removals had 5.0 stars and a website nobody could find. Eleven weeks after we rebuilt it, the numbers tell a different story.
The starting point
Great work.
Invisible website.
Aaron runs Mukin House & Waste Removals: house clearances, waste collection and small removals across York and two dozen surrounding villages. The work was excellent, with a 5.0 star rating on Google to prove it. The website was not.
The previous agency had built a single page on Wix with AI-written copy. No Search Console. No analytics. No tracking of any kind. When Aaron moved on, they refused to hand over any files.
Ranking for just 4 keywords, with estimated monthly traffic from Google of zero. Outside searches for his own business name, Mukin did not exist online.
The results
Measured,
not promised.
Everything here comes from Google's own reporting: Search Console, Business Profile and analytics we set up on day one.
The old site had none of it. These are Mukin's first 11 weeks, and every line is still climbing.
The map pack, mapped.
What we did
Rebuilt from scratch, not patched.
A 36-page custom site
A dedicated page for each of 6 services and every village Mukin covers, 22 at launch and 24 today, so the site can rank where the work actually is.
An instant quote calculator
Customers get a price guide without a phone call, which suits the jobs people put off asking about.
WhatsApp-first contact
Most customers would rather send a photo of the junk than describe it. The site makes that the easy path.
Schema and AI search readiness
Structured data on every page, licensing details on display, and a site AI assistants can read and cite.
Helpful local content
Guides to York's tips and recycling centres that put Mukin in front of thousands of local searches every month.
Google Business Profile, managed
Kept active, accurate and consistent with the website, so the map listing pulls its weight too.
The new homepage · fast, mobile-first
Instant quote calculator
Then and now
What changed in 11 weeks.
A site working against him
- ×4 ranking keywords, estimated traffic zero
- ×One Wix page of AI-written copy
- ×No Search Console, no analytics, no tracking
- ×Files withheld when the client tried to leave
A site pulling its weight
- ✓20 ranking keywords and climbing
- ✓36 pages targeting every service and village
- ✓Every call, WhatsApp and quote request tracked
- ✓A direct line to us, not a call once a month
Google Search clicks by month
Solid bars are actual clicks. July's solid bar is the 51 clicks by the 15th; the dashed outline is the full-month pace, roughly 105. The old site's estimated Google traffic was zero.
The new frontier
A York-based Upper Tier licensed carrier covering rubble, plasterboard and construction waste, with Waste Transfer Notes supplied.
In blind testing across 11 realistic customer questions, Mukin was recommended by name in 3, including the lead recommendation for builders' waste removal. The AI quoted the site's own licensed-carrier credentials back word for word. That is what building for AI search looks like.
Since Local Search North took over, I'm getting a lot more come through the Google page.
Your trade could be next
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Everything on this page came from our Growth plan, the same one most trades start on.