Overview
Spectra
Fourteen years.
Then we really started.
Since 2012
We were introduced to Perry, who owns Spectra, through a client of ours around fourteen years ago, and we have built websites for them ever since. In late 2025 the conversation changed from keeping a site current to making it earn its keep.
Sector
Asbestos and enabling works
Relationship
Fourteen years, rebuilt in 2025
Scope
Website, SEO, content programme, ongoing marketing
The brief
A credibility site
for a business doing far more.
What they had was perfectly respectable. It showed some of the business, not the scope or scale of it, and somebody arriving from a search had no way of telling that the same company handles asbestos surveys, air testing and removal, soft strip demolition, land remediation, fire protection and the enabling works before a build starts.
There was no real search or lead generation behind it either. It was somewhere to point people who already knew the name, with a few extras bolted on. For a business of that reach it was doing a fraction of the work it could.
Website · home
The work
Start with the content.
Not the design.
Before anything was drawn we sat down and went through the content itself: the types worth having, the tone, every area of the business and which of them deserved the attention. That conversation set the whole shape of the site, and it is the part most agencies skip.
Search then hung off two things. Case studies, because the work is the proof, and news written around the sectors they operate in: a job somewhere in the country is handled badly, and there is a piece explaining what should have happened. Fourteen case studies and forty-two articles so far, and it is still going.
Website · asbestos services
Website · case study
The detail
One hour in.
Eight articles out.
The engine is a question and answer session. We send the directors and each sector lead a set of questions, give them time to think, then talk it through on a call rather than take written answers back. People say far more out loud than they will ever type, and we work from the transcript.
One session of twenty minutes to an hour rewrites the sector page in their own language, and yields eight to ten articles built on what was actually said rather than invented around a keyword. It also gives us soundbites to attribute elsewhere, so a piece carries a named view from someone who does the job. We run it every six months and they approve a batch. Their effort is answering questions about their own business.
Website · news
Website · article
