Absolute Property Surveys Fire Safety Website

We designed and built a conversion-focused WordPress site for Absolute Property Surveys, a UK fire safety and compliance provider. The brief was to make services simple to understand, build trust fast, and reduce the steps to a quote. The homepage sets out the value clearly, then moves visitors into the two flagship services, Fire Risk Assessments and Fire Door Assessments, with secondary services grouped in a way that works for users and search engines. Each service page follows a consistent pattern with what is included, who it is for, typical outcomes, and a clear Request a Quote call to action. Contact routes stay visible at all times with a quick quote form, phone, and email.
On the content side we built a clean information architecture and structured copy for search. Testimonials and accreditation blocks provide social proof in the right places without slowing the journey. Tone stays professional and approachable to suit a compliance-led sector where clarity matters. The design is mobile-first with readable typography, strong contrast, and large touch targets. Accessibility checks align with WCAG considerations so the experience remains inclusive.

Under the hood the site runs on a custom block-based theme using Gutenberg. We created reusable block patterns for hero sections, service summaries, FAQs, and testimonial rows so the client can compose new pages quickly without breaking design. Advanced Custom Fields powers structured data for services and testimonials, and custom post types keep content tidy and scalable. We kept plugins lean and performance-safe, using server and page caching, responsive images with WebP, native lazy loading, and minimal JavaScript to keep interaction snappy.

For SEO we implemented descriptive headings, internal links between related services, logical slugs, and optional location signals for future growth. We added JSON-LD schema for key blocks and configured an SEO plugin such as Yoast or Rank Math for titles and meta. Forms are built with a reliable forms plugin, using conditional fields and spam protection. GA4 via Google Tag Manager tracks the actions that matter like quote submissions and contact clicks so the team can see which pages convert best. Security hardening includes basic firewall rules, reCAPTCHA, and regular updates, with backups scheduled at the host level.

The result is a trustworthy, easy-to-edit WordPress site that communicates nationwide coverage while retaining a personable Cheshire identity. It helps new visitors find the right service quickly, builds confidence with social proof and clear explanations, and shortens the path to an enquiry. As the business grows the block library, custom fields, and content model make it simple to add new services, locations, and resources without redesigning the core experience.