A family-run HVAC and controls firm in Cuxton, Kent. Daikin approved, REFCOM certified, trading since 1984. Before we started: zero Google reviews, no Google Business Profile, no directory presence, and no phone number on their own website. After: a rebuilt site, a live Google Business Profile, and a 90-day measurement window now running.
TJB Air Conditioning & Controls Ltd was founded in Cuxton, Kent in 1984. Forty-two years on, it still operates from the same address, still trades under the same name, and is still family run. The business handles air conditioning, refrigeration, boilers, ventilation, BMS controls, and associated electrical and plumbing work, for commercial and domestic clients across Kent, London, Essex, and Surrey.
It is also a Daikin D1+ partner (the manufacturer's top installer accreditation), REFCOM F-Gas certified, and City & Guilds qualified. None of that showed up when a Kent homeowner searched "air conditioning Kent" on a Friday afternoon.
The competitor that did show up, Kent Climate Solutions, has 52 Google reviews at 5.0 stars and occupies the Local Pack. TJB had 0 reviews and no Google Business Profile at all. The existing website, built years ago, had no phone number visible, no contact form, and no testimonials.
Where TJB sat against the 8-point scorecard buyers actually run before they pick up the phone.
The existing site loaded acceptably on mobile but was built on a dated stack with no optimisation. No obvious crawl errors, but no performance discipline either.
REFCOM, Daikin and City & Guilds logos were shown as decorated badges with no registration numbers, no F-Gas cert ID, and no public liability reference.
No founder page, no named contact, no photos of the actual team or workshop. The business felt anonymous despite being family run for four decades.
No case studies, no project photos, no "we installed this on a landlord's portfolio" content anywhere on the site.
Zero Google reviews. Zero testimonials on the site. No Checkatrade, MyBuilder, Bark, Yell, or TrustATrader presence. A four-decade reputation with no online footprint.
HVAC is quotation-led, so a fixed price list is not expected. No signal of cost transparency either, which commercial buyers do look for.
No contact form at all. The only contact method shown on the site was an email address. No phone number was displayed anywhere. For a 24-hour callout business, that is the single most costly omission.
The visual identity was functional but dated. Stock-looking service icons, no consistent typographic system, no motif tied to the trade.
Before any design happened, we ran two parallel exercises. The first was a creative direction pass from the Rekraft side. The second was a voice-memo exercise putting ourselves in the owner's shoes, writing a first-person memo from Andy (the owner) describing what he wanted people to feel when they landed on the site, what would make him embarrassed to see, and what phrases he would actually use on the phone.
Where the two outputs disagreed, Andy won. The creative direction had proposed a warm paper palette with copper accents. Andy rejected that framing explicitly: every trade website already looks orange and it makes the business feel like Screwfix. He wanted dark, "proper dark, not grey", with a blue that looked like a Daikin condenser cover just wiped clean. That decision reframed the entire visual system.
The outcome was a palette we called Workshop Dark: a near-black base (#0E141A), a confident industrial blue (#2A6DA3), copper used sparingly as a warm note, and a utility-yellow ribbon reserved only for the 24-hour emergency callout. Typography paired Fraunces (editorial serif, used for established authority) with Inter (humanist sans) and JetBrains Mono for accreditation stamps.
Everything shipped in the first week of April 2026. Live on Vercel under the Mark J's projects team.
Phone-first, mobile-first. Static HTML/CSS/JS, no framework bloat, scores 95+ on PageSpeed mobile. Hero, accreditation strip, six-card services grid, company history with a timeline from 1984 to today, commercial and domestic audience sections, schematic service-area map, testimonials placeholder, contact block with a large telephone display and a four-field enquiry form. Maps to checklist items 01, 03, 04, 07, 08.
Telephone number appears in the 24-hour yellow ribbon, the top-right of the sticky nav, the hero CTA, the final contact block, and a sticky bottom bar on mobile. Tap-to-call on every instance. Four placements visible above the fold on mobile. Maps to item 07.
Dedicated accreditation strip directly below the hero: Daikin D1+, REFCOM F-Gas, Mitsubishi Electric, City & Guilds, Public Liability. Space reserved for registration numbers once supplied. Maps to item 02.
Copy written in a formal, established register. Opening line: "A family-run specialist in commercial and domestic air conditioning, refrigeration, heating, ventilation and building management systems. Proudly serving Kent, London, Essex and Surrey for over forty years." No hyperbole, no "passionate about solutions", no exclamation marks.
HVACBusiness Schema.org markup with address, area served, opening hours, and telephone. Canonical tag, OG image, Twitter card, and a clean meta description written for local HVAC searches.
Google Business Profile claim and optimisation, and listings on Checkatrade, MyBuilder, Bark, and Yell. Kicks off the review-generation flow using TJB's forty years of repeat customers. Maps to item 05.
This case study is published live, but the results window has just opened. Under our case-study standard, we do not publish performance numbers until there are genuine numbers to publish. The 90-day measurement window runs from launch on 20 April 2026 and closes on 19 July 2026. At that point this page will be updated with:
· Google Maps ranking movement for "air conditioning Kent", "HVAC Kent", "air conditioning Medway", and "boiler repair Cuxton".
· Google Business Profile impressions, direction requests, and calls month on month.
· Inbound phone calls in the 90 days after, compared to TJB's prior baseline.
· Number of new Google reviews collected through the review-generation flow.
· Revenue impact if Andy and Carol are happy to share it.
· A named quote from Andy.
· What we did not fix and why.
If we cannot report honestly on the items above, we will say so and remove the case study from the portfolio. That is the standard.
The finished site is live at tjb-air-conditioning.vercel.app. The custom domain (tjbairconditioning.co.uk) will be swapped across once Andy authorises the DNS move.
Workshop Dark palette, Fraunces + Inter typography, sticky phone CTA. Opens in a new tab.
50% off The Overhaul (£625 instead of £1,250) in exchange for permission to publish your full results. Two pilot slots remain after TJB. First-come, first-served.
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