For trade businesses in London, the digital landscape is just as competitive as the physical one. Current Electrical Services, a specialist firm providing domestic and commercial contracting across Islington, Hackney, and Camden, was struggling to standing out. Despite their 15 years of experience and "Gold Standard" certifications, their generic, slow-loading Wix site was buried on page four of Google. They were forced to rely on expensive, low-quality lead generation platforms that ate into their margins.
They turned to Custom Coded Websites to build a digital asset that they actually owned—a high-performance platform designed to turn local searchers into high-value clients. Here is how we used Django and Technical SEO to spark a 180% increase in monthly leads.
The Challenge: Invisible in a Crowded Market
Current Electrical was facing the classic "Trade Trap." Their existing website looked okay, but it was fundamentally broken under the hood:
- Poor Local Visibility: They weren't appearing in the "Map Pack" for critical searches like "Emergency Electrician Islington" or "EV Charger Installation London."
- High Bounce Rates: The site took over 5 seconds to load on 4G. For a customer with a power cut or a burning socket, that delay is an eternity. They simply clicked the next result.
- Lack of Trust Signals: Their certifications and reviews were buried in sub-menus, failing to convert the few visitors they did get.
The CCW Solution: A Lead-Generation Powerhouse
Our co-founders, Charlie Shortman and Louie Long, took a hands-on approach to rebuilding Current Electrical’s digital presence. We knew that for a trade business, the website needs to do two things perfectly: Load instantly and Convert immediately.
1. Bespoke Django Architecture & Speed
Charlie Shortman built the site using the Django framework, stripping away every unnecessary script. We hosted the site on a high-speed UK-based server to ensure sub-second response times. By moving away from template builders, we achieved a perfect 100/100 score on Google PageSpeed Insights. In the trades, speed equals trust; a fast site tells the customer you are efficient before they even speak to you.
2. Technical SEO & Structured Schema
To dominate the London local search results, we implemented advanced "LocalBusiness" and "Service" Schema Markup. This told Google exactly which areas Current Electrical served and what specific services they offered. We built dedicated, SEO-optimized landing pages for high-margin services like "EICR Testing" and "Smart Home Automation." This allowed them to capture specific, high-intent traffic rather than just generic "electrician" searches.
3. High-Conversion "Emergency" UI
Louie Long designed a "Mobile-First" interface with a prominent, sticky "Tap to Call" button and a simplified 30-second quote form. We positioned their NICEIC and SafeContractor badges prominently on every page to establish immediate authority. We also built a custom "Project Gallery" module that allows the team to upload photos of their work directly from their phones, providing social proof that they are active in areas like Shoreditch and Canary Wharf.
The Results: 180% More Leads
The transition from a "rented" template to a "custom-coded" lead engine transformed the business's bottom line within six months:
- Enquiry Volume: Monthly leads from the website increased by 180%, reducing their reliance on paid lead-gen sites by 75%.
- Local Rankings: They secured "Position 1" for 12 core keywords across North and East London.
- Conversion Rate: The percentage of visitors who called or filled out a form rose from 2% to 8.5%.
- Organic Growth: Total organic traffic grew by 240% as a result of the faster load times and cleaner site structure.
Why Tradesmen Are Moving to Custom Code
Current Electrical Services’ success proves that a website shouldn't just be an "online business card." It should be your best-performing employee. By investing in a custom Django build from Custom Coded Websites, they now own a marketing asset that consistently generates high-quality leads without the "platform tax" of Wix or Squarespace.
Based in London, we understand the local geography and the specific search habits of Londoners. We don't just build sites for electricians; we build the digital infrastructure that lets tradesmen focus on their craft while the leads take care of themselves.