Edinburgh Builder Fills Extension Pipeline for the Next 8 Months

The Challenge

Heritage Builders Ltd, an FMB member based in Edinburgh, had completed dozens of extensions and loft conversions over the years — genuinely excellent work that nobody outside their existing referral network ever saw. Owner Callum Reid knew that a single-storey extension in the UK typically runs £36,000–£68,000, meaning even one or two additional projects a year represented a substantial revenue opportunity — but his only “website” was a single static page with a phone number and no photos of past work.

Prospective clients considering a project of this size almost always research extensively online before committing — and Callum had nothing for them to find.

What We Built

We built a considered, photography-led website over seven weeks, centred around a detailed project gallery showing real extensions and loft conversions with before-and-after images and short project write-ups. We built dedicated pages for extensions, loft conversions, and full renovations, prominently featured Callum’s FMB membership, and included a simple, low-pressure enquiry form.

Given how considered a decision an extension is for most homeowners, we focused heavily on trust signals — client testimonials, project timelines, and a clear explanation of Callum’s process from initial consultation through to completion.

The Results

Within seven weeks, the site reached the top 3 for “extension builder Edinburgh.” Organic traffic grew by 195%, and while enquiry volume for large-scale building work is naturally lower than for emergency trades, the quality was transformational — Callum’s new enquiries were now filling his project pipeline eight months in advance, rather than the roughly six weeks of lead time he had grown used to. Annual revenue increased by an estimated £120,000.

“I always relied on word of mouth and it worked, slowly. Now people call me having already seen three finished projects and read my reviews.”

Callum Reid, Edinburgh