Since then, the business has grown considerably, expanding to three depots across Northern Ireland. With that growth came a wider range of services and a bigger team, and McAuley’s wanted a website that reflected where the business now stood. The aim was to present a larger, more experienced operation, while keeping the friendly, approachable feel that residential and commercial clients had come to know them for.
The new site was built to give equal weight to the three sides of the business: tree surgery, landscaping and environmental services, each split further into residential and commercial offerings. Clearer navigation and dedicated service pages replaced the more general structure of the original site, making it easier for visitors to find the specific work they needed, whether that was a garden hedge trim or a large-scale commercial site clearance.
Residential and commercial pages were built out individually for each service area rather than combined onto shared pages. This gave each audience its own dedicated content, written around the language and search terms that residential and commercial customers actually use, which strengthened the site’s SEO performance across a much wider set of relevant search terms while keeping each page focused and easy to read.
Real photography of the team at work was used throughout, alongside confident typography and structured layouts, to move the site away from a small local outfit feel and towards something that read as established and capable. Depot information was built in clearly across the site, reinforcing McAuley’s reach across Northern Ireland and their ability to respond quickly regardless of location. Trust markers such as insurance cover, accreditations and years of experience were given more prominence, supporting the positioning as a serious, professional operation without losing warmth in the tone.
We also carried the same structure through to individual service and location pages, keeping the site consistent as it scales and making it straightforward for McAuley’s to expand further as the business continues to grow.
The result is a website that feels considerably more established than the one we built in 2020, giving McAuley’s a digital presence that matches the size and professionalism of the business today, while still feeling like a company people can pick up the phone to.
