BASI Heating is a long-standing client of ours — we’ve looked after their marketing for years. The site at basiheating.co.uk is the latest, biggest iteration of that work: not a one-off rebuild, but the cumulative result of a business that has grown into more services, more locations and more reasons for people to find them online.
The brief, this time round, was scale done properly. BASI cover a real spread of work — boiler installations, repairs, annual servicing, plumbing, heating upgrades — across a real spread of locations. That kind of business has two failure modes online. Either it hides most of what it does behind a single all-purpose homepage and loses to whoever bothered to be specific, or it builds a thin “page per keyword” sprawl that reads like SEO spam and helps no one. We weren’t doing either.
So we built it out properly: over two hundred pages, each one with a job to do. Every service has its own page, written for what someone actually wants to know when they search for it. Every location has its own page, written for that area — not the same body of text with the town name swapped in. Together that gives Google a clear, honest answer to “what does BASI do, and where?”, and it gives a customer a page that feels like it was written for them.
Layered on top of that, we built two pieces of self-service that change how the site actually works for people. The first is a simple online booking system: pick a service, pick a slot, done. Most people booking a boiler service don’t need a conversation; they need it in the diary. The booking flow handles the predictable, repeatable bookings and lets the office spend its time on the calls that genuinely need a human.
The second is a pair of online calculators — one for finance, one for quoting. A new boiler is a four-figure decision, and most websites in this space leave the customer to guess what that looks like. The finance calculator turns a price into a monthly figure they can sense-check against their household budget. The quoting calculator asks a few sensible questions about the property and the system and returns an indicative price on the page. Neither replaces the engineer’s survey — they’re there so the first proper conversation starts with someone who already knows roughly where they are.
Underneath, the site is built on Astro with custom development and served from Cloudflare’s edge — static HTML where it can be, dynamic where it needs to be for booking and the calculators. The result on a content-heavy, 200+ page site is a 100 Performance, 96 Accessibility, 100 Best Practices, 100 SEO Lighthouse profile on mobile at basiheating.co.uk. That score matters more here than on a small brochure site: at this scale, the SEO baseline and the page-speed baseline compound, so every service page and every location page benefits from the same fast, accessible, well-structured shell.
The bit that surprised the client was the visual cohesion. Jas Singh, BASI’s MD, made the point that until he saw all of the pages together — the service pages, the location pages, the booking flow, the calculators — he hadn’t appreciated how much of the work the site was doing to explain the brand. Years of retainer work, decisions taken one at a time, suddenly sitting side-by-side in one consistent system. That’s the moment a site stops being “the website” and starts being how the business shows up.
What this case study is really about is the long game. Single-project rebuilds get attention; consistent retainer work rarely does. But this is the kind of site you only end up with after years of looking after the marketing — the page count, the local depth, the booking system, the calculators, the brand cohesion. None of it would have been built well in a one-off engagement, and that, more than anything else, is what BASI has paid for.
