ClearAIR PIV
A new website and full digital marketing strategy for a growing PIV installation business — built around location-led SEO and a content architecture designed to generate leads across a rapidly expanding service area covering 40+ towns and cities.
The
Challenge.
Clear Air PIV is a NAPIT-accredited Positive Input Ventilation installation business founded by Steven, a specialist in indoor air quality, condensation control and mould remediation. The business installs PIV units in homes, rental properties and businesses across a wide geographic footprint — covering Derbyshire, Yorkshire, Greater Manchester, Cheshire, Lincolnshire, Leicestershire, Nottinghamshire, Staffordshire, the West Midlands and the Peak District.
PIV is a growing market. More homeowners are becoming aware of the health implications of poor indoor air quality, and landlords are increasingly required to address damp and mould under UK housing regulations. The demand is there — but capturing it requires visibility in the right places at the right time, across a very large number of local search markets.
Steven came to Web & Roll with a clear ambition: build a digital presence that could scale with the business, generate a consistent flow of inbound leads, and establish Clear Air PIV as the go-to provider across their service area.
Key challenges
No established online presence
Starting from scratch in a competitive local services market with no existing domain authority or search visibility.
Wide geographic coverage
Visibility required across 40+ towns and cities simultaneously — a challenge no single generic page could address.
Unfamiliar product
PIV is not widely known. Content needed to educate prospective customers as well as convert them.
Multiple customer types
Homeowners, landlords and property managers each have different motivations and need different messaging.
Seasonal demand patterns
Damp and condensation issues peak in winter — the strategy needed to sustain lead flow year-round.
Our
Approach.
The project was built around three interconnected priorities: a conversion-focused website, a location-led SEO architecture and a content strategy designed to educate prospective customers and build trust at every stage of the decision.
The approach
Web design
Built on Next.js with Payload CMS. Separate page templates for homeowners and landlords — different messaging, trust signals and CTAs for each audience. A PIV suitability checker tool built into the site qualifies visitors in 20 seconds and routes them into a free home assessment. A standout conversion mechanism that reduced pre-qualification call time significantly.
Location-led SEO architecture
Dedicated, individually optimised location pages for 40+ towns and cities — Sheffield, Chesterfield, Nottingham, Derby, Rotherham, Mansfield, Leeds, Manchester, Leicester, Lincoln and beyond. Each page written to be genuinely locally relevant, not a template with the place name swapped in. Proper internal linking strategy and on-page optimisation throughout.
Content & trust strategy
Educational content covering conditions PIV treats — condensation, black mould, indoor air quality, allergens — alongside installation type pages. Serves both SEO and conversion: attracts visitors searching for solutions, then builds the confidence needed to enquire. 28 five-star Google reviews surfaced prominently throughout the customer journey.
The
Results.
Clear Air PIV launched with a digital presence designed to scale, and the results have reflected that ambition.
Outcomes
Strong organic visibility across 40+ locations
First-page rankings across a significant proportion of target locations, competing effectively with national providers who have substantially larger marketing budgets.
Organic search as primary lead source
The combination of location pages, condition-specific content and educational material captures demand at every stage — from early research through to ready-to-book.
Suitability checker driving qualified enquiries
Visitors who complete the checker are significantly more likely to convert to a booked assessment, and it has reduced time spent on pre-qualification calls.
28 five-star reviews and growing
The site’s review integration and prominence given to testimonials has supported ongoing reputation-building. Clear Air PIV has a level of social proof that is hard for newer competitors to match.
Platform ready to scale
The modular location page template means adding new locations as the business expands is straightforward — no rebuild required.
Client
Feedback.
I knew I needed a proper website and a strategy to get found online, but I wasn’t sure where to start. Web & Roll built everything from scratch and really took the time to understand the business and how our customers find us. The location pages in particular have made a massive difference - we are now getting enquiries from all over the region from people who found us on Google. The suitability checker was a great idea and it has made our whole enquiry process much smoother. I couldn’t be happier with how it has all come together.
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