The Client
JD Property Services (Manchester) Ltd is a Stockport-based property and building contractor led by Joe Dean, working across Greater Manchester on everything from boiler installations to loft conversions, re-roofs and full extensions.
The business grew the way good trade businesses usually do — by being asked. It started in plumbing and heating, and customers who trusted the work kept asking whether the team did joinery too, or could take on the next part of the build. Rather than turn the work away, Joe built a team around it, hiring slowly and to the same standard.
Today JD runs gas engineers, roofers, electricians, plasterers and builders under one roof, accredited by Gas Safe, Which? Trusted Traders, Checkatrade, the Federation of Master Builders and HomePro.
That growth is what brought them to us, and what shaped everything we built.
The Brief
A business that has outgrown its original trade has a positioning problem. Lead with plumbing and you look too small for a £40k extension. Lead with building work and you lose the homeowner searching for an emergency boiler repair. JD were trying to do both from one place, and doing neither as well as they could.
There was a commercial problem underneath it too. Boiler servicing is the kind of work that should generate predictable annual income, but it was being sold job by job: quoted, chased, booked, invoiced, forgotten until someone remembered to call. JD wanted to turn it into a plan customers could sign up to and stay on, without creating a mountain of admin for the office.
The Outcome
JD now run two websites that each do one job properly. The plumbing site converts homeowners looking for boiler work and signs them up to cover plans. The property services site presents the full-service contractor — roofing, extensions, electrical, commercial — to a completely different kind of customer and budget.
The boiler cover platform now carries over 200 active subscriptions. That’s recurring revenue that didn’t exist before the build, collected automatically and reconciled into Xero without anyone rekeying it, and it compounds every month the site keeps selling. For a business whose growth had always come from word of mouth, it’s the first revenue stream that scales on its own.
Our Approach
One business, two front doors
We could have built one site covering everything. We didn’t, because the two audiences don’t overlap: a homeowner with a broken boiler wants a phone number and a same-week appointment, while someone planning an extension wants to see finished projects and know the firm is accredited.
Splitting them let each site be ruthlessly single-minded, and let each rank for its own set of searches rather than competing with itself.
A logo family, not a logo
JD arrived with a logo they liked but couldn’t use properly: no vector artwork, and nothing that could stretch to cover a business now operating under several trading names. We rebuilt it as scalable vector artwork and extended it into a family, so JD Property Services, JD Plumbing & Heating and JD Roofing Solutions read as one company at a glance while each keeps its own identity. It’s what holds two separate websites together as one brand.
Turn a service into a subscription
The boiler cover plans were the commercial heart of the project. We built them as four tiers: Bronze, Silver, Gold and Diamond. Each available monthly or annually, with a discount for paying up front. Customers choose a level, pay a reduced rate for their first service, and the plan renews itself from there. No chasing, no re-selling.
Let the website do the admin
A subscription product is only worth having if it doesn’t create work. Payments collect automatically, customers manage their own plan through an account area, and orders flow into Xero so the bookkeeping keeps pace with the sales without anyone touching a spreadsheet.
What we delivered
The Logo & Identity
We took JD’s existing mark and rebuilt it as clean vector artwork, then developed it into a set of related identities for the group’s trading names. The result works at van-livery scale and favicon scale, in full colour and reversed out in white, and gives JD room to add further trades to the family without starting again.
Logo
Colours
Fonts
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Web Design – JD Plumbing and Heating
A WooCommerce site built around a single commercial goal — booking boiler work and converting it into recurring cover.
WordPress is fully extensible allowing us to configure a subscription platform to work with Stripe and Xero.
Web Design – JD Property Services
A brochure site for the wider business, pitched at larger projects and longer decisions.
As with all our websites, on-page SEO was implemented from the start — structured titles, descriptions and location targeting across Stockport, Manchester and the wider North West.
Ongoing SEO
We’ve carried out search engine optimisation across both sites, targeting the service-plus-location searches that bring in building, roofing and renovation enquiries from across Greater Manchester. Six service pages give us six genuine ranking opportunities rather than one, which is a large part of why that site was structured the way it was.
Google Ads
We ran paid search alongside the SEO to capture the summer peak, when roofing, extensions and exterior work all come into season at once and organic rankings alone can’t move quickly enough. Google Ads let us bid on the highest-intent searches during the months that matter most, then ease off and let the optimised service pages carry the traffic through the rest of the year.
