Appliance repair, door to door, in a category where the whole business is being the phone that rings. The most competitive space I have worked in, and the thing that finally won it cost almost nothing.
The entire funnel is ninety seconds
Nobody researches appliance repair for a fortnight. A machine breaks, someone searches, and they call one of the first credible options. There is no brand to build on and no consideration phase to nurture. So everything was pointed at being present and convincing inside the ninety seconds that decision actually takes.
Live at six in the morning
Things break before work and at weekends. The campaigns went live at six, because the call that comes in at half past six goes to whoever was already awake, and the competitor still asleep does not get a second chance at that customer. Category this tight, the schedule is a strategy.
Search built for how people describe a problem
An organic foundation and a paid programme covering every appliance and trade the business serviced, matched to how someone describes what broke rather than what a technician would call the repair. People type what happened, not what the fix is named.
Every appliance, one funnel
Air conditioning, refrigerators, washing machines, microwaves, televisions and chimneys, plus plumbing and electrical work. Each one is a different search, a different urgency and a different margin, and all of them had to arrive down one funnel that could still tell them apart at the point a technician was dispatched.
Speed as a conversion feature
The landing experiences were built to load fast on a phone on mobile data, because that is the actual condition someone is in when their washing machine has just emptied itself across the kitchen. A slow page here does not cost you a ranking so much as it costs you the call.
The sticker that beat the ad platform
The best thing I built there was a QR sticker. Every technician carried them and left one on the appliance after the job. Months later, when something else in the house failed, that customer did not open a search engine and hand us straight back to the auction. They scanned the sticker and came directly to us. We turned a one-off repair into a channel we owned, in a category where every competitor was renting theirs by the click.
The handoff, end to end
Calls landing with the sales team, dispatched to technicians, worked, and then the feedback coming back round to tell us which campaigns were producing jobs worth having rather than just jobs. A lead that becomes a cancelled visit is a cost, and the reporting had to be honest enough to say so.
Positioned a local services business as the default call in its area, with a funnel that took someone from a broken appliance to a booked visit with nothing in between asking them to wait. The most competitive category I have worked in, and what won it was a sticker.
A closer look at the work. Drag to rearrange, tap any piece to view it up close.
Nexus Servicing
Selected design
Nexus Servicing
Selected design
