Andrew Gaimster

The Client

Andrew Gaimster is a professional painter and decorator based in Wakefield, with over 20 years of experience working across residential and commercial properties throughout Wakefield, Leeds and the surrounding areas. From interior decorating and exterior painting to specialist wallpapering, murals and colour consultations, Andrew covers the full scope of decorating work — including period properties and listed buildings where preservation requirements demand a particularly careful approach.

His reputation speaks for itself. With a string of five-star Google reviews praising his attention to detail, reliability and genuine pride in the work he produces, Andrew is exactly the kind of tradesperson clients recommend to friends and family. The challenge was making sure his website reflected that.

The Brief

Andrew's previous website was built by us 10 years ago and was a simple four-page HTML brochure site. It did the basics — it existed, it had a phone number — but it wasn't built to perform to modern standards. There was no content management system, meaning any changes required manual code edits. The site had no individual service pages, no blog or advice content, and very limited SEO capability due to this. In a competitive local market, it simply wasn't generating the visibility or enquiries that Andrew's quality of work deserved so Andy took our recommendation to have it rebuilt due to it's age and limited capabilities.

The brief was straightforward: move Andrew away from a static HTML site and onto a proper CMS-driven WordPress build, expand the site structure to cover each service in its own right, build in solid SEO foundations, and create a website that converts visitors into enquiries — not just confirms that Andrew exists.

Our Approach

Platform Migration — HTML to WordPress

The first job was migrating from a static HTML site to WordPress. This gave Andrew something he didn't have before: the ability to update his own content, publish blog posts, add gallery images and make changes without needing a developer every time. For a sole trader running a busy decorating business, that independence is genuinely valuable. WordPress also gave us the platform to build proper on-page SEO faster and better than before, structured content and a scalable site that can grow alongside Andrew's business.

Expanded Site Structure

The original four-page site bundled everything together without giving individual services the space they deserved. The redesign introduced dedicated pages for each of Andrew's core services: Interior Decorating, Exterior Painting, Wallpapering & Murals, and Colour Consultations. Each page was written specifically around the service, the type of client it appeals to, and the search terms that prospective customers in Wakefield and the surrounding areas are actually using.

This matters for two reasons. First, it gives visitors landing on those pages the relevant information they need to pick up the phone with confidence. Second, it gives each service a real chance of ranking in its own right — rather than everything sitting on a single page competing for the same limited attention.

A photo gallery, a news and advice section, and a dedicated contact page with a quote request form rounded out the structure, giving the site genuine depth and multiple routes for visitors to engage.

SEO Foundations

With a 10 year old static HTML site, there was very little SEO infrastructure compared to a modern website. The WordPress rebuild allowed us to implement proper on-page optimisation throughout — keyword-informed page titles and meta descriptions via Yoast, clean heading hierarchies, and copy written around the local search terms that matter for a Wakefield-based decorator: painter and decorator Wakefield, interior decorating Wakefield, wallpapering Wakefield, exterior painting Wakefield and related phrases.

Local SEO signals were woven throughout the copy — area references, coverage of Wakefield, Leeds and surrounding areas, and content written to reflect the way local customers search. The news and advice section was set up as a long-term content asset, giving Andrew the means to publish helpful, keyword-relevant posts that build authority over time. Blog posts covering topics like how to choose a decorator, seasonal painting advice and colour trends are already live and indexed.

Design and Presentation

The redesign kept the focus where it should be for a trades business website: on Andrew's work, his experience and the trust signals that convert a browser into a booking. The Google review feed is prominently displayed, his credentials and years of experience are front and centre, and the calls to action are clear throughout. A free quote request form and a click-to-call phone number are both immediately accessible on every page.

The site is fully responsive and loads cleanly on mobile — important for a decorating business where a large proportion of enquiries come from homeowners browsing on their phones.

The Result

The new Andrew Gaimster website is a significant step forward from the four-page HTML site it replaced. Andrew now has a proper online presence that accurately reflects the quality of his work, a CMS he can manage himself, individual service pages capable of ranking in local search, and a content platform set up for long-term SEO growth.

For a sole trader who relies on local reputation and word of mouth, a website that works as hard as he does is a genuine business asset — not just a digital business card.