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Heating Oil Today: a rebuild that lifted organic traffic by 437.5%
A WordPress and WooCommerce rebuild with ongoing monthly SEO for a family run heating oil supplier delivering across the South East of England.
The new site launched in November 2025. Organic traffic rose 437.5%, total sales rose 82% on the previous winter season, and the business now holds top three Google rankings for 29 keywords.
The Problem
A growing business that had started to plateau
Heating Oil Today is a family run business delivering heating oil throughout the South East of England, including Essex, Norfolk, Cambridgeshire, Hertfordshire, Kent and Suffolk.
The company had been growing consistently for several years but had started to plateau. After assessing their online presence, it became clear the website was no longer supporting their goals.
The design looked dated and most pages lacked the content and trust signals required to perform well in search results.
The site also failed to meet Google's mobile-first indexing requirements, and many pages were not being indexed at all.
The Solution
The website redesign and SEO work
The original site was built on WordPress but relied on a third-party plugin to handle online sales. The rebuild kept WordPress and moved the shop to WooCommerce, giving the business a more stable and far more widely supported ecommerce system.
Staying on WordPress also gave the company much greater control over managing and updating the site without depending on external systems.
The new design follows the company's established black, red and white branding and introduces a strong hero section on the homepage. That area updates automatically to show customers the order cut-off time for same-day and next-day delivery. It previously needed a paid plugin, and is now built directly into the website.
The site was completely reorganised with a clear structure and a logical flow, so visitors can find what they need. Every page now carries well-organised content, stronger internal linking and clearer calls to action to guide customers through the ordering process.
Customer reviews were added across the key pages to build trust with new visitors, while a regularly updated blog section demonstrates industry knowledge and improves visibility in search.
The redesign also focused on mobile usability, page speed and overall performance, so the site works properly on phones, tablets and desktops.
Before And After
What changed, measured
The figures below compare the winter peak period before the redesign with the same period after launch.
| Metric | Before redesign | After optimisation |
|---|---|---|
| Organic traffic | Only visible through the Google Business Profile | In the top three for 29 keywords and on page one for 39 keywords |
| Daily visitors | 16 visitors a day during the winter peak | 86 visitors a day during the winter peak, a 437.5% increase |
| Sales | Baseline season performance | Total sales up 82% on the previous winter season, despite the mild winter |
What We Did Differently
Postcode clusters, not county-wide phrases
Broad, competitive county-wide phrases were diluting lead quality. Somebody searching a whole county is often not ready to order.
So we completely rewrote the twelve core location pages to target distinct postcode clusters instead.
Match delivery zones to search terms
By pairing precise delivery zones with the terms customers actually use, the site presents highly relevant local signals to search engines.
Capture intent at the point of ordering
That captured qualified local search intent at the moment customers were looking to order fuel, rather than while they were still comparing counties.
Twelve pages rewritten
Each of the twelve core location pages was rewritten around its own cluster rather than sharing one generic template.
The Results
Two new vehicles, and the strongest sales month to date
The redesign, together with ongoing monthly SEO, produced a 437.5% increase in organic traffic and an 82% rise in sales across the winter season.
Tim Lodge at Heating Oil Today confirmed that January 2026 was the company's strongest sales month to date. The growth in demand has also led to the purchase of two additional vehicles to support the increasing number of customers.
The new site launched in November 2025, so the work is still progressing, but the early results are strong. The site already ranks in the top three on Google for its main target keywords, and currently holds top three rankings for 29 keywords.
There is still work to be done, and the progress for this customer has been supported by the ongoing monthly SEO rather than by the launch alone.
Performance in AI-driven search is strong too. A search for “best heating oil supplier in Essex” returns Heating Oil Today first in ChatGPT, and the company also comes first in Gemini for “emergency heating oil”.
You can see the live site at heatingoiltoday.co.uk, or check regional service updates on their Google Business Profile.
Reviewed On Google
What our customers say
Landmark Web Design holds a 5.0 rating on Google across web design, ecommerce and SEO projects, from local Surrey trades to national suppliers like Heating Oil Today.
Alicia at Landmark Web Design has been a delight to collaborate with while she rebuilt and rebranded my photography business website.
Read this review on GoogleI absolutely love working with Alicia at Landmark Web Design! She is professional, incredibly fast, and super good at what she does. I’m consistently…
Read this review on GoogleWe couldn’t be happier with the service and end product of Alicia’s work, she transformed our website which was performing very poorly and…
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