Local service structure
Services and relevant location information are organised so commercially important topics have clear destinations rather than forcing unrelated information into one page.
Service business case study
Charlie & Friends: a Manchester service website built around local visibility and enquiries
Charlie & Friends is an active Manchester service business run and managed by Scott, our founder. Its website is structured around local relevance, clear service information, customer confidence, internal navigation, and practical routes to enquiry.
Business context
A service website has a different commercial job from an ecommerce store.
Charlie & Friends provides local pet-care services in Manchester. The website therefore needs to help prospective clients understand the available services, decide whether the business is suitable for them, find information relevant to their location or requirement, and reach an enquiry route without unnecessary friction.
As with Charlie Scott’s, Charlie & Friends is run and managed by Scott. The case study can therefore explain the website and search decisions with first-hand commercial context rather than presenting the site as an unrelated external-client project.
The structure has developed around the practical questions people ask before choosing a local service, as well as the search journeys that can bring them to the website in the first place.
Work completed
Service structure, local relevance, and clearer routes to enquiry.
Clear customer-facing information
Pages are shaped around the information prospective clients need when assessing whether a service is relevant and suitable.
Mobile-friendly enquiry routes
The website needs to remain practical when somebody arrives from a mobile search and wants to understand a service or make contact.
Internal navigation between related services
Relevant pages connect to one another so visitors can move between related information without repeatedly returning to the homepage.
Content shaped around trust and suitability
Service information needs to answer practical questions and establish confidence without relying on generic promotional claims.
Ongoing social media planning, service content, and publishing
Ongoing content is planned and published around pet-care services, practical advice, customer-facing information, local business updates, and useful reminders for existing and prospective clients.
Website decisions
Local visibility works better when each page has a clear purpose.
A Manchester service business may need to be found for several related services and locations, but that does not mean producing large numbers of repetitive location pages.
The website structure should reflect genuine services, genuine areas served, and useful distinctions in what prospective clients need to know.
Related pages should support one another through clear navigation and internal links, while important service information should be accessible without making people search through long, unrelated pages.
That structure also creates clearer search intent. A page can answer a specific service or location requirement without every page competing for exactly the same broad Manchester terms.
Google Search Console
Sustained organic visibility in the local market.
Across the 28-day period shown, Charlie & Friends generated 18.4K Google Search impressions and 122 clicks, with an average position of 7.9.
Query-level data shows average page-one positions for “dog sitter manchester” and “dog sitters manchester”, alongside visibility across other Manchester service searches.
The evidence is presented as a current snapshot of organic visibility and supports the wider case study without implying that every enquiry or booking came from search.
Generative AI visibility
The website is also appearing in Google’s generative AI features.
Google Search Console’s separate Generative AI features report recorded 388 impressions for Charlie & Friends over the same 28-day period.
Google introduced the dedicated Generative AI performance report on 3 June 2026 and completed its rollout to all websites worldwide on 31 August 2026. Earlier flat or near-zero periods may therefore reflect when reporting became available for a property rather than an absence of visibility in generative AI features.
The report shows visibility across pages including Pet Taxi Manchester, the dog-walking cost article, the homepage, and other service content. It is presented separately because Google reports these impressions through a distinct beta data set.
Active business use
The website continues to support a live Manchester service business.
Charlie & Friends remains an active business, so the website is not being shown as an archived design project.
Its role is practical: explain the services, support local discovery, help prospective clients assess suitability, and provide routes into the business.
That commercial use is what makes it relevant to our work with other service businesses. The value of the case study is in the connection between the website structure and the real job the website needs to perform.
Relevant services
Services most closely connected to this work.
Web Design
For business websites that need clear structure, finished content, responsive design, and strong routes to enquiries, bookings, or sales.
View Web Design →SEO
For ongoing search work around commercially important pages, content, internal links, technical SEO, and reporting.
View SEO →Social Media Management
For planned service content, branded graphics, captions, publishing, and an agreed monthly rhythm across relevant social channels.
View Social Media Management →Service business websites
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