Case Clean and Sweep
Leaving a locked website contract without losing traffic.
- Services
- Content, Logo, UX/UI Design, Website, WordPress Development
- Client
- Case Clean & Sweep Ltd
- Year
- 2025 - ongoing
- Website
- casecleanandsweep.co.uk
Challenge
A business that didn't own its own website.
Case Clean & Sweep is a HETAS-registered, Guild of Master Chimney Sweeps member doing chimney repairs, lining, stack restorations and stove installations across Leeds, Harrogate and Yorkshire. Established 2018. Proper trade, proper accreditations, real demand.
The website was on a Yell package. That arrangement is common in the trades and it works the same way every time: someone else builds the site, someone else hosts it, someone else owns it, and you pay monthly for the privilege. Want a change? Raise a ticket. Want to leave? You leave with nothing.
The site itself was doing a job. It ranked, it brought in work, and years of that had built up rankings worth real money. That's exactly what made it hard to walk away from. Leaving meant risking the one thing that was working.
So the problem wasn't “this site is bad”. It was: how do you take back control of something you don't own, without breaking the part of it that's paying the bills?
Rollover the image to preview the site
Goal
Get him out, keep the traffic, and set the site up so it can actually be improved later.
The North Star we set with Wayne of Case Clean & Sweep: should own everything about how it shows up online, and be the obvious choice for chimney and stove work across Leeds.
The first stage was deliberately conservative. Migration first, improvements second.
Move everything, lose nothing.
Every page rebuilt on WordPress with the content carried across intact. Where a page was ranking, we kept what made it rank. Same structure, same terms, same intent, rather than rewriting it and hoping.
Redirects mapped page by page.
Every old URL pointed at its new equivalent so the equity built up over years transferred instead of evaporating.
Ownership sorted properly.
Domain, hosting, site and analytics all in his name, on accounts he controls. No monthly fee for permission to exist.
A real improvement in how it looks and works.
Better photography, a navigation that reflects what he actually sells, clearer service pages, and a site that finally looks like the standard of the work.
Measurement from day one.
Analytics and Search Console set up so we could watch the migration in real time and catch anything that moved the wrong way.
Result
Out of the contract, still ranking, and finally able to move.
TODO: the live site still carries an unresolved placeholder here. Confirm the real migration numbers before this goes live.
He now owns everything. Changes happen the same day instead of going through someone else's support queue, and there's no monthly fee buying nothing.
And this is the honest bit: the site isn't finished. It couldn't be, not yet. When rankings are the asset you're protecting, you don't rebuild the message and the structure on the same day you change platform. You move carefully, let it settle, and confirm it's stable before you touch anything else.
That's what the next stage is for. Once the SEO has bedded in, we take on the bigger changes: sharpening the positioning around the higher-value stove and chimney restoration work, restructuring around the services worth winning, and building content that goes after demand the old site was never set up to catch.
Sometimes the right first move isn't the impressive one. It's the one that doesn't cost the client anything to make.
