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
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.
