Case study 01 · HVAC
TJB Air Conditioning.Forty-two years, made visible.
A family-run HVAC and controls firm in Cuxton, Kent. Daikin approved, REFCOM certified, trading since 1984. Before we started: zero Google reviews, no Google Business Profile, and no phone number on their own website.
Visit the live site ↗
The brief
Four decades of trust, invisible online.
TJB was founded in Cuxton in 1984. Forty-two years on it trades from the same address, under the same name, still family run. Air conditioning, refrigeration, boilers, ventilation and building controls, for commercial and domestic clients across four counties.
It is also a Daikin D1+ partner, the manufacturer's top installer accreditation, and REFCOM F-Gas certified. None of that showed up when a Kent homeowner searched for air conditioning on a Friday afternoon. A competitor with fifty-odd reviews owned the map instead.
Before
The scorecard on day one.
Where TJB sat against the 8 checks buyers run before they pick up the phone.
- 01Partial
Site loads in under 3 seconds on a phone
Loaded acceptably on mobile, but on a dated build with no performance discipline.
- 02Failed
Insurance and accreditations visible in 10 seconds
REFCOM, Daikin and City & Guilds shown as badges, with no registration numbers or insurance reference.
- 03Failed
A named, photographed person behind the business
No founder page, no named contact, no photos of the team or workshop. Anonymous despite four decades of family ownership.
- 04Failed
Real project photos with dates and places
No case studies and no project photos anywhere on the site.
- 05Failed
Recent, specific reviews from named people
Zero Google reviews, zero testimonials, no directory presence at all.
- 06N/A
Some pricing signal, a "from £X"
HVAC is quote-led, so a price list is not expected. No signal of cost either.
- 07Failed
You reply to enquiries within a business day
No contact form. An email address was the only contact route, and no phone number was shown anywhere.
- 08Partial
A brand that looks like you care
Functional but dated: stock-looking icons, no consistent type, nothing tied to the trade.
- 0Google reviews across 42 years of trading. No Google Business Profile. Invisible on Maps.
- 0phone numbers on the old site. For a 24-hour callout business, email only.
- 0directory listings. Not on Checkatrade, MyBuilder, Bark, Yell or TrustATrader.
Mobile first
Phone number, four times above the fold.
A 24-hour callout business had no phone number on its site. Now it appears in a yellow emergency ribbon, in the sticky header, in the hero button and in a sticky bottom bar. Tap to call from every one.
TJB's own logo anchors the header, and the copy reads the way the owner talks on the phone.
The approach
A brief built by the owner, not by an agency.
Before any design, we ran two exercises side by side: a creative direction from our side, and a first-person memo written from Andy's point of view. What he wanted people to feel on the site, what would embarrass him, and the phrases he actually uses on the phone.
Where the two disagreed, Andy won. The first direction proposed warm paper and copper. Andy rejected it: every trade site already looks orange. He wanted proper dark, not grey, with a blue like a Daikin condenser cover just wiped clean. That one call reframed the whole look.
The site went live in April 2026. A 90-day window is now measuring calls, enquiries and Google ranking. We'll publish the numbers when it closes, good or bad.
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