London Surrey Metal Recycling

The problem

Most enquiries for this trade come by phone, but the number was buried below the fold on mobile.

What I did

• Website for a licensed metal recycling company serving London and Surrey|Bold green brand identity with click-to-call built into the header|Trust badges: fully licensed and insured, industry-leading prices, fast service|Fully responsive with a matching mobile navigation

The brief

A scrap metal recycling business serving London and Surrey. Two audiences: trade customers with regular volume, and members of the public with an occasional load.

What each audience needs

A trade customer wants current prices, collection capability and confirmation that the operator is properly licensed. They are comparing on price and reliability, and they will check the licence.

A member of the public wants to know whether their material is accepted, roughly what it is worth and whether they need to bring identification. They have never done this before.

Those needs are different enough that a single page serving both would fail at both. The site separates them at the top level while keeping pricing visible to everyone, because hiding price behind an enquiry form is the fastest way to lose a trade customer who is comparing three yards.

Pricing

Scrap prices move with the commodity market, sometimes weekly. Prices are structured data with a last-updated date shown alongside them, not text typed into a page.

The date matters. A price with no date is either current or six months stale and the reader cannot tell, which makes the whole page untrustworthy. A dated price is credible even when it is a week old.

Compliance

Scrap metal dealing is licensed in the UK, and the rules on cash payment and identification are strict. The site states the licence details and explains the identification requirement clearly on the public route, because a customer who arrives without ID has wasted a journey and will blame the website.

Materials

Accepted materials are structured content with a description, a price band and any handling notes, rather than a list. That means the grades can be filtered and searched, and a customer unsure whether their material qualifies can find out without phoning.

Local search

Almost all traffic here is local and intent-driven: someone searching for a scrap yard near a specific place. Location, opening hours and service area are marked up as structured data so they appear correctly in search results and in map listings.

Each service area has a real page with genuine content about that area rather than a template with the place name swapped, which is a pattern search engines have penalised for years.

The build

WordPress with materials, prices and service areas as structured content. Prices update in one place and change everywhere they appear.

What the client can manage

Prices, materials, opening hours and service areas. Updating the price list is editing figures in a table.

The stack

• WordPress Development

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