Pro Fire Safe WordPress Web Design and SEO Case Study

Name: DCP Web Designers
Price range: ££

Fire Safety Website Design and Search Engine Optimisation

Pro Fire Safe approached DCP Web Designers to create a professional WordPress website for its fire safety and compliance services in London.

The project required more than a new website design. The site needed a clear structure for a large number of specialist services, detailed search-friendly content and a strong technical foundation for ongoing organic search growth.

DCP designed and developed the website using WordPress and Elementor Pro, creating dedicated pages for fire door services, fire risk assessments, fire safety services, PAT testing, EICR testing, emergency lighting and other compliance services.

The project also included SEO content writing, internal linking, Google Analytics, Google Search Console, image compression and technical SEO setup.

Since launch, the website has shown clear improvements in Google Search visibility. Comparing the latest three months with the previous three months, Google Search Console recorded 272 clicks compared with 120, while impressions increased from 57.8K to 116K. Average position also improved from 51.4 to 35.5.

Several targeted London search terms now rank prominently in Google, including Fire Door Testing in London at position 1, Fire Door Reports in London at position 2, and Fire Safety Evacuation Planning in London at position 2.

Amazing work, thank you for building me a custom website for me at a great price. It looks and runs fantastic, cant recommend enough!!

Daniel Burridge

Project Overview

Client: Pro Fire Safe
Industry: Fire Safety and Compliance
Location: London
Project: WordPress Business and Lead Generation Website
CMS: WordPress
Page Builder: Elementor Pro
Services: Website Design, SEO Content Writing, Search Engine Optimisation and Lead Generation
Analytics: Google Analytics and Google Search Console
Website Structure: Multi-service website with location-focused SEO potential
Agency: DCP Web Designers

Understanding the Project Requirements

Pro Fire Safe operates in a specialist sector where visitors need clear information about fire safety responsibilities, inspections and compliance requirements.

The website needed to make a large number of services easy to understand while providing clear routes to enquiry.

The main project requirements included:

Create a professional WordPress website
Build dedicated pages for individual fire safety services
Create search-friendly written content
Target London-based service searches
Organise a large number of related services clearly
Provide clear contact and enquiry routes
Create responsive layouts for desktop, tablet and mobile
Set up Google Analytics
Set up Google Search Console
Compress and prepare website images
Provide a platform for future GEO pages and blog content

Website Structure and SEO Architecture

A major part of the project involved planning a website structure that made sense to both users and search engines.

Rather than grouping all services onto a small number of pages, individual pages were created for specific fire safety requirements and search intent.

The website includes dedicated sections for:

Fire Door Testing
Fire Door Maintenance
Fire Risk Assessments
Communal Area Fire Risk Assessments
HMO and Rental Fire Risk Assessments
Floor Plans
Fire Safety Services
Fire Evacuation Planning
Fire Extinguisher Services
Fire Alarm Testing
PAT Testing
EICR Testing
Emergency Lighting Testing
Legionella Testing
Asbestos Management

This structure gives each major service a dedicated page that can target relevant searches while allowing related pages to support one another through internal links.

Technologies Used

WordPress

The website was built using WordPress to provide flexibility, reliability, and long-term control. WordPress allows Pro Fire Safe to manage content easily, publish new pages, and expand the site without relying on developers for everyday updates.

It also provides a stable platform for SEO, performance optimisation, and future integrations.

Elementor Pro

Elementor Pro was used to design and build all page layouts. This allowed for:

Fully responsive layouts across desktop, tablet, and mobile
Custom section designs for service pages
Clear visual hierarchy for long-form content
Easy future edits without breaking design consistency

Elementor Pro also supports fast development while maintaining clean structure, which is essential for both usability and SEO.

Yoast SEO

Yoast SEO was used to manage on-page optimisation across the entire website. Each service page includes:

Optimised page titles and meta descriptions
Proper heading structure from H1 through to H4
Clean URL structures
XML sitemap generation for search engines

This ensures that every page is correctly indexed and aligned with best practice search optimisation from launch.

FileBird

FileBird was implemented to manage the website media library efficiently. With a large number of service images, social graphics, and blog visuals, structured media organisation was essential.

FileBird allows images to be grouped by service, page, or purpose, keeping the WordPress backend tidy and easy to manage as the site continues to grow.

Google Analytics and Search Console

Google Analytics and Google Search Console were configured to measure website usage, search visibility, impressions, clicks and keyword performance.

Search Console now provides measurable evidence of how the website’s organic search visibility has developed since launch.

SEO Content and Service Page Development

A large part of the project involved creating detailed SEO content writing for users searching for specific fire safety and compliance services.

The original project specification included search engine optimised written content, with individual pages planned around specific services and user requirements.

Content development included:

Clear service introductions
Explanations of fire safety requirements
Information about who each service is for
Details about inspections and assessments
Clear next steps
Relevant calls to action
Search-focused headings
Internal links between related services

Creating dedicated content for individual services gave Pro Fire Safe a much broader search footprint than relying on a small number of general pages.

Search Engine Optimisation

SEO was built into the website structure and content from the beginning.

Our SEO services focused on helping Google understand the relationship between Pro Fire Safe’s different services while creating pages that matched specific London-based searches.

SEO work included:

Keyword-focused service pages
SEO titles and meta descriptions
Clear heading hierarchy
Clean URLs
Internal linking
Image filenames and alt text
XML sitemap setup
Google Search Console
Google Analytics
Mobile responsive layouts
Search-focused written content
Technical SEO setup

The website was also built so new GEO pages, service pages and supporting content could be added over time.

Organic Search Growth

Google Search Console shows a clear improvement in Pro Fire Safe’s organic search visibility.

Comparing the latest three months with the previous three months:

272 Google Search Clicks
Previous period: 120

116K Google Search Impressions
Previous period: 57.8K

35.5 Average Google Position
Previous period: 51.4

0.2% Average Click-Through Rate
Previous period: 0.2%

This means clicks increased by about 127%, while search impressions increased by about 101%.

The average search position also improved by 15.9 positions, moving from 51.4 to 35.5.

Google Keyword Ranking Results

Search engine optimisation is a long-term goal for Pro Fire Safe and the SEO campaign is ongoing. DCP continues to develop the website’s organic search visibility through service page improvements, content development, internal linking, GEO pages and ongoing SEO work.

The campaign is already producing positive results, with Pro Fire Safe achieving strong Google positions for a growing range of targeted fire safety searches in London.

Current ranking examples include:

Keyword	Google Position
Fire Door Testing in London	1
Fire Door Reports in London	2
Fire Safety Evacuation Planning in London	2
Fire Risk Assessments for Floor Plans in London	6
Emergency Lights Testing in London	7
Fire Safety Assessment Services in London	11
Fire Door Assessment and Surveys in London	13
Fire Alarm Testing in London	13
Fire Door Maintenance in London	18
Fire Door Installation in London	23
Fire Risk Assessments for Communal Areas in London	24
Fire Extinguisher Servicing in London	24
Fire Risk Assessment Services in London	26

Supporting Continued SEO Growth

Search engine optimisation for Pro Fire Safe is an ongoing process. The website has been built so new location pages, supporting content and technical improvements can continue to strengthen its organic search presence over time.

GEO Location Pages

DCP has already started creating dedicated GEO location pages for London boroughs. These pages provide locally relevant information about Pro Fire Safe’s services while targeting searches from businesses, landlords and property managers in specific areas of London.

Location pages have already been created for areas including Barking and Dagenham, Barnet, Camden, Ealing, Greenwich, Islington, Kensington & Chelsea, Southwark, Tower Hamlets and Westminster.

Further London location pages can be developed over time, building a broader geographic structure across the website and supporting relevant local searches.

Blog and Supporting Content

Regular blog content can support the main service and location pages by answering specific fire safety questions and covering subjects related to regulations, testing, inspections and compliance.

New articles also provide opportunities to target longer search queries and create useful internal links to relevant service and location pages.

Internal Linking

Internal links connect related service pages, GEO pages and blog articles, helping visitors discover relevant information and helping search engines understand the relationship between different areas of the website.

As new content is published, the internal linking structure can continue to be expanded.

Technical SEO Maintenance

Ongoing technical SEO work can include monitoring indexing, XML sitemaps, broken links, redirects, page metadata, website performance and Google Search Console.

Search performance can then be reviewed alongside keyword rankings to identify pages that may benefit from further content or technical improvements.

This continued work supports the long-term SEO goal of increasing Pro Fire Safe’s visibility across fire safety services and locations throughout London, building on the ranking and Search Console progress already achieved.

Website Performance and User Experience

Website performance was considered during the development of the Pro Fire Safe website, with attention given to page structure, image compression, responsive layouts and efficient page delivery.

Performance work included:

Lightweight Hello Elementor theme
Image compression
Responsive page layouts
Reduced unnecessary page elements
Mobile and desktop compatibility testing
PageSpeed monitoring
NitroPack implementation in development
Cloudflare implementation in development

Current PageSpeed Performance

Google PageSpeed Insights testing carried out on 12 August 2026 recorded a desktop performance score of 88/100 and a mobile performance score of 59/100.

The desktop test also recorded:

96/100 for Best Practices
92/100 for SEO

Further website performance work is currently in development using NitroPack and Cloudflare, with particular attention being given to improving mobile loading performance.

These PageSpeed scores provide a snapshot of the website’s current performance. Further testing will be carried out as the NitroPack and Cloudflare implementation progresses.

88/100
Desktop Performance

59/100
Mobile Performance

96/100
Best Practices

92/100
SEO

Pro Fire Safe Desktop PageSpeed Performance Score of 88

Pro Fire Safe Mobile PageSpeed Performance Score of 59

Project Results

The Pro Fire Safe project delivered a specialist WordPress website with a clear service structure, detailed SEO content and a foundation for continued organic search development.

The completed project included:

Custom WordPress website design
Elementor Pro development
Dedicated fire safety service pages
Search-focused written content
Internal linking
Google Analytics
Google Search Console
Responsive layouts
Image compression
Technical SEO setup
Future GEO page structure
Blog content capability

The strongest measurable outcome is the improvement in Google Search visibility.

Over the latest three-month period, Search Console recorded 272 clicks and 116K impressions, compared with 120 clicks and 57.8K impressions in the previous three months.

Several target terms also achieved strong Google rankings, including positions 1, 2 and 2 for key fire safety searches in London.

Project Summary

The Pro Fire Safe project shows how a well-structured WordPress website can support both user experience and organic search visibility in a specialist service sector.

DCP Web Designers created a multi-service WordPress Web Design solution with dedicated pages for fire safety assessments, fire doors, emergency lighting, fire alarms and other compliance services.

SEO content writing, internal linking, Search Console and technical SEO were included as part of the project, providing a foundation for continued search visibility.

Google Search Console now shows clear growth, with clicks rising from 120 to 272 and impressions increasing from 57.8K to 116K between the two three-month comparison periods.

The website also ranks prominently for several targeted London searches, including Fire Door Testing in London at position 1 and Fire Door Reports in London at position 2.

DCP Client Reviews

      
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