paulthehandyman.co.uk — Custom WordPress Build & Lead Platform
A solo handyman website transformed into a fully branded lead generation platform — with Stripe-powered lead sales, Twilio notifications, and a comprehensive SEO overhaul generating 1-2 enquiries daily.
Good Leads Going to Waste
Paul the Handyman's website was generating 1-2 genuine enquiries per day from homeowners and landlords across Blackburn and Lancashire. As a solo tradesman, Paul couldn't take on every job — and good leads were being wasted.
The existing site used a generic FSE theme with limited branding, thin service pages, and no way to monetise the surplus demand. The brief was threefold:
Build a professional custom theme that reflects the brand and generates trust
Create a lead marketplace so vetted tradespeople can purchase exclusive leads at £10 each
Overhaul the SEO to maximise organic traffic from local searches
Custom WordPress Theme — Paul Handyman Pro
A fully bespoke classic WordPress theme built from scratch — no page builders, no bloat. Every pixel designed for speed, conversion and trust.
Custom Design System
Electric blue (#2563eb) accent with Plus Jakarta Sans typography. Every component designed for the brand — hero sections, service cards, testimonial blocks, area coverage grids.
Mobile-First Responsive
Touch-friendly dropdown menus with toggle animations, sticky header navigation, and layouts that work flawlessly on every device size.
Modular Template System
Dedicated layouts for homepage, contact, guide prices, trades registration, trades login and trades dashboard — all hardcoded for performance.
Performance Optimised
No page builder dependency. Clean, semantic HTML with efficient CSS. SpeedyCache compatible with versioned asset cache-busting.
SEO Structured Data
LocalBusiness and FAQPage JSON-LD schema output automatically on every page. Yoast breadcrumb integration for search visibility.
Smart Content Styling
CSS auto-styles WordPress block content into professional cards, numbered process steps and FAQ accordions — no design skills needed to create pages.
Every Service Page Built to Convert
Each of the 14 service pages was expanded from ~300 words to 500-660 words with dedicated sections designed to build trust and capture enquiries:
FAQ sections — 3-5 questions per page with FAQPage schema markup
"How It Works" process steps — numbered guides styled automatically
Sticky quote form — always visible on desktop, with job type, urgency and area fields
Cross-linked services — related service suggestions on every page
Guide pricing — transparent price ranges to pre-qualify enquiries
4 new service pages created — Painting & Decorating, Fence & Gate Repairs, Gutter Clearing, Jet Washing
Paul Leads v1.6+ — A Custom Lead Marketplace
A bespoke WordPress plugin that turns surplus enquiries into revenue. Tradespeople register, get vetted, and purchase exclusive leads at £10 each via Stripe.
Stats, available leads, purchased leads and account settings — all in one branded interface.
Real-time lead tracking — job type, area, urgency, channel, status and revenue at a glance.
From Enquiry to Revenue in 4 Steps
Customer submits a job request
Via the contact form — captured as a custom post type with job type, area, urgency and contact details.
Approved tradespeople are notified
Email, SMS via Twilio and WhatsApp alerts sent to vetted tradespeople matching the job type and coverage area.
Tradesperson unlocks the lead
£10 via Stripe — exclusive access. Only one tradesperson gets each customer's details. Customer details locked behind paywall until purchased.
Direct contact and job completion
Tradesperson contacts the customer directly. Lead expires after 7 days if not purchased, keeping the pipeline fresh.
Everything Built Custom
Stripe Payments
Live checkout integration. £10 per lead, instant access on payment.
Twilio SMS/WhatsApp
Real-time notifications when new leads match a tradesperson's area.
Exclusive Leads
One tradesperson per lead. No competition, no wasted calls.
Trades Dashboard
Stats, lead history, monthly spend and account management.
Vetting System
Application, review and approval flow before any leads are shown.
CF7 Pipeline
Contact Form 7 integration feeds directly into the lead system.
From Thin Content to Local Authority
Every page audited and improved — custom titles, expanded content, FAQ schema, and new pages targeting search terms the site was missing.
28+ Pages Optimised
Custom Yoast SEO titles and meta descriptions written for every page on the site.
14 Service Pages Expanded
From ~300 words to 500-660 words each with FAQ sections, process steps and cross-links.
5 Unique Area Pages
Blackburn, Darwen, Accrington, Rossendale and Clitheroe — each with local neighbourhoods and FAQs.
4 New Service Pages
Painting & Decorating, Fence & Gate Repairs, Gutter Clearing and Jet Washing — capturing missing search terms.
Content Cleanup
Removed duplicate CTAs, redundant contact sections and embedded maps to sharpen content focus.
Schema Markup
LocalBusiness + FAQPage structured data (JSON-LD) on every page for rich search results.
Built With
From Template to Revenue-Generating Platform
The site went from a generic template with thin content to a fully branded, SEO-optimised lead generation platform — ready to scale across Lancashire.
Leads Per Day
Per Exclusive Lead
Pages Optimised
Keywords Page 1-9
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