Hale's Carpentry & Joinery
Joiner · Winsford, Cheshire
Case study · AI search
When a homeowner asked ChatGPT, Perplexity or Gemini for a reliable joiner in Winsford, none of them mentioned Hale’s. We built a website made for Google and for AI, and the Search Agent wrote about his work every three days. Within a month, all three were recommending him.
Watch the story · 1:34“Who’s a reliable joiner in Winsford?”
ChatGPT
Day 1: none
#2
on day 27
Perplexity
Day 1: none
#2
on day 27
Gemini
Day 1: none
#4
on day 27
Day 33: first on Perplexity
26 days
from not mentioned to recommended
13
local articles, one every three days
20/25
top-three spots on Google Maps for “joiner winsford”
100
SEO score in Google’s Lighthouse test
The question that matters
Same question. Three new answers.
More people now ask an AI assistant who to call. So every month we ask ChatGPT, Perplexity and Gemini the question a homeowner in Winsford would ask, word for word, and see who they recommend.
ChatGPT
Not mentioned- 1Another local joiner
- 2Another local joiner
- 3Another local joiner
- 4Another local joiner
- 5Another local joiner
Perplexity
Not mentioned- 1Another local joiner
- 2Another local joiner
- 3Another local joiner
- 4Another local joiner
Gemini
Not mentioned- 1Another local joiner
- 2Another local joiner
- 3Another local joiner
The same question, asked of each assistant at each check. Other businesses are hidden; their positions are real.
Also asked on day 33
“My fence panels blew down in Winsford — who can repair them?”
Gemini named Hale’s first, ChatGPT fourth
Also asked on day 33
“Who can build a pergola or other garden structure near Northwich?”
Perplexity named Hale’s first
Also asked on day 33
“Can you recommend a fencing contractor in Winsford for a new fence and gate?”
ChatGPT and Gemini both named Hale’s
How it happened
26 days, start to finish.
Hale’s is a young business that does careful, made-to-measure work. It had no real website, so there was nothing for Google or an AI assistant to read about it. Here’s what changed, and when.
Before launch
Joins LocalQuiver
A young joinery business with no real website, and nothing for Google or AI to read.
Launch day
The new website goes live
Five service pages, written for the towns he works in, plus the first three articles.
Day 1
First AI check
ChatGPT, Perplexity and Gemini each recommend other joiners. Hale’s isn’t mentioned.
Every 3 days
A new local article
The Search Agent publishes on his own journal: fence repairs, fitted wardrobes, alcoves, gates.
Day 17
The first website enquiry
A side gate and a shed door. Three more follow by day 32.
Day 27
Recommended by all three
Same question. ChatGPT names Hale’s second, Perplexity second, Gemini fourth.
Day 33
First on Perplexity
And named first for fence repairs on Gemini, and for garden structures near Northwich.
What we built
A website made for Google, and for AI.
Built from his Google profile and his own photos of real jobs, in his colours and his typefaces. Every page answers a question someone in Winsford or Northwich is actually asking, in words an AI assistant can quote.
Five service pages
Fencing & Gates · Fence Repairs · Sleeper Borders · Bespoke Joinery · Garden Structures
Written for his towns
Each page names the places he works, like “Fence Repairs in Winsford & Northwich”.
Enquiries with photos
The contact form takes photos and files, so a customer can show him the job.
Mobile first
Designed for the phone a customer is holding when the gate falls off its hinges.
Under the bonnet
Marked up, top to bottom.
Search engines and AI assistants read a page’s structured data to understand who a business is, what it does and where. Every page of Hale’s site carries it, and the site scores 100 for SEO in Google’s Lighthouse test.
Google Lighthouse, on a phone
SEO
Best practices
Accessibility
Home page1 page
Service pages5 pages
Articles13 and counting
- An XML sitemap listing all 22 pages, and robots.txt pointing to it
- A canonical tag on every page
- A unique title and description for every page
- Open Graph and Twitter share cards
- Descriptive alt text on images
- Opening hours and area served in the business data
- Zero ms of blocking time, and virtually no layout shift
- Built mobile first
The Search Agent at work
An article every three days, about his patch.
Our Search Agent writes for Hale’s own journal, built on his keywords and his towns: the fence repair after a storm, the alcove that flat-pack won’t fit, the gate that’s dropped. Each one links to the others and to his contact form, so readers, Google and AI can follow the thread.
13
articles in the first month
1,500
words each, give or take
37
links between them
- Launch0Alcove Units in Winsford & Northwich: Why Off-the-Shelf Shelving Never Fitsalcove units winsford
- Launch0Door Fitting in Northwich: How to Eliminate Gaps, Draughts & Misalignmentdoor fitting northwich
- Launch0Storm-Damaged Fences in Cheshire: When to Repair, When to Replacestorm damaged fence cheshire
- Day3Fence Repairs vs Replacement: When a Single Panel or Post Fix Saves Money in Winsfordfence repairs winsford
- Day6Fitted Storage for Older Winsford Homes: Why Bespoke Joinery Beats Flat-Packfitted storage winsford
- Day9Fitted Wardrobes & Alcove Storage in Northwich: Bespoke vs Flat-Packfitted wardrobes northwich
- Day12Made-to-Measure Shelving for Sloping Ceilings & Uneven Walls in Northwich Homesmade to measure shelving cheshire
- Day15Bespoke Garden Fencing for Sloping Gardens in Winsford & Northwichgarden fencing winsford
- Day18Fitted Shelving for Alcoves in Hartford & Davenhamfitted shelving cheshire
- Day21Internal Doors & Door Hanging in Winsford: Fixing Gaps, Sticking & Misalignmentdoor fitting winsford
- Day24Garden Structures in Cheshire: Pergolas, Screening & Bin Storesgarden structures cheshire
- Day27Dropped Gates & Sagging Hinges in Northwich & Weaverhamdropped gate repair cheshire
- Day30Carpenter vs Joiner: What’s the Difference & Which One Do You Need in Winsford?carpenter vs joiner
- NextThe Search Agent is writing the next one
On Google Maps
Top three across Winsford.
We check where Hale’s shows on Google Maps for “joiner winsford” at 25 points across the town, the way a customer standing on each street would see it.
20/25
points in the top three
2.6
average position
“joiner winsford”, checked on day 30 after launch. Each dot is a point in town; the number is Hale’s position there.
And the enquiries started
Real jobs, through the website.
Four enquiries came in through the new website between day 17 and day 32 after launch, each one a real job in and around Winsford.
- A side gate and a shed door that need repairingNew enquiry · Day 17
- Retro 1950s sliding doors in a living roomNew enquiry · Day 24
- Fitting two bathroom vanity unitsNew enquiry · Day 28
- A door, with photos attachedNew enquiry · Day 32
Website page views each week (UK), from the launch week
From four page views in the launch week to 34 in the fifth, and still climbing.
The work behind the website
Gates, fences, sleeper borders and fitted joinery, made to measure in Winsford.
Indoors, made-to-measure joinery: fitted wardrobes, alcove units, shelving and doors. Outdoors, fencing and gates, repairs, sleeper borders and garden structures, across Winsford, Northwich and the villages around them.
Every one of those jobs now has a page, and articles, behind it.
Why it works
AI recommends who it can read about. So give it something to read.
The full write-up is on the blog: How a Winsford joiner went from invisible to recommended by ChatGPT in 26 days. AI answers change from month to month, which is why we check every month and show the dates.
Questions
About this case study.
How did Hale’s get recommended by ChatGPT?+
AI assistants answer from what they can read on the web. Hale’s had nothing for them to read. We built a website with a page for every service, written for the towns he works in and fully marked up, and the Search Agent added a useful local article every three days. 26 days after the first check, ChatGPT named Hale’s second when asked for a reliable joiner in Winsford.
How long did it take?+
The first AI check ran the day after the new website launched. Nobody named Hale’s. On day 27, 26 days later, ChatGPT and Perplexity named Hale’s second and Gemini fourth. By day 33 Perplexity put Hale’s first. AI answers change from month to month, so we check every month.
What did LocalQuiver build for Hale’s?+
A mobile-first website with five service pages, an about page and a journal, built from his Google profile and his own job photos, with structured data on every page. It scores 100 for SEO and best practices in Google’s Lighthouse test. Then 13 local articles in the first month, about 1,500 words each, all linked together and to his contact form.
Is Hale’s on Google Maps too?+
Yes. For the search “joiner winsford”, Hale’s shows in the top three at 20 of 25 points we check across Winsford, with an average position of 2.6.
Could you do the same for my business?+
Every business and area is different, and nobody can promise what an AI assistant will say. What we can do is give you the same foundations: a website made for Google and AI, and fresh local articles. Start with a free visibility report to see what ChatGPT, Gemini and Perplexity say about you today.
Get a free visibility report: what ChatGPT, Gemini and Perplexity say when someone asks for what you do, where you show on Google Maps, and what we’d do first.
