John Wray Range Cookers
Yorkshire's number 1 reconditioned Aga specialists
- Sector: Premium home appliances
- Services: Strategy, brand architecture, UX, copy, SEO, site build, analytics, launch
- Focus: Entity & topical authority for AI Overviews
The challenge
The original website was built on a custom framework that was hard to update, slow to iterate, and difficult to migrate. The brand also covered two distinct offerings under one roof: range cookers and country stoves. This diluted topical focus and made it harder for customers to find what they needed quickly.
Objectives
- Separate the range cooker proposition from country stoves to improve clarity and topical authority.
- Build a site that reflects the standard of a Yorkshire specialist in reconditioned Aga cookers.
- Create a modern, fast, and maintainable platform that supports SEO and conversion.
- Preserve and grow organic visibility without disruption.
What we did
Brand and domain architecture
- Launched a dedicated site on johnwrayrangecookers.co.uk to focus on range cookers.
- Kept country stoves on the original domain to avoid mixed signals and content cannibalisation.
- Introduced clear cross links where it helps users, so both sites support each other without overlap.
Build and UX
- Rebuilt on a modern, SEO friendly CMS with a lean stack for speed and easy content updates.
- Designed a clean IA that mirrors how customers shop: Buy a Reconditioned Aga, Electric Aga Conversion, Refurbishment, Re-enamelling, Running Costs, and Costs pages.
- Added clear calls to action, including Request a Callback and free delivery messaging within 100 miles.
Content and positioning
- Rewrote copy to emphasise trust, workmanship, and Yorkshire expertise.
- Standardised terminology and British English throughout.
- Showcased core services: reconditioned Aga sales, installation and relocation, Electrickit and eControl conversions, servicing, flue lining, repair, renovation, and re-enamelling.
Technical SEO
- Implemented scalable URL structure, metadata, headers, and internal linking hubs.
- Added schema where appropriate to support rich results and AI driven summaries.
- Set up analytics and tracking with clear event naming for enquiries and calls.
Performance and QA
- Optimised Core Web Vitals with image compression, code splitting, and caching.
- Hardened security and set up sensible CDN rules.
- Ran pre and post launch checks for crawlability, indexation, and redirect hygiene.
How we built authority for AI Overviews
Entity and brand signals: Consolidated NAP, Organization/LocalBusiness schema with sameAs links, and a strengthened "Why us" narrative to solidify the entity graph.
Topical depth and structure: Pillar pages with support content around conversions, re‑enamelling, refurbishment, installation, and running costs, each with FAQ clusters.
First‑party evidence and E‑E‑A‑T: Before/after imagery, workshop process shots, testimonials, author bios, and accountable technical content.
Structured data for summarisation: FAQPage, HowTo, Product/Service schema with attributes customers actually search for.
Citations and corroboration: Credible local/trade mentions and consistent data across profiles to reinforce authority.
Answerability and freshness: Direct answer sections atop deeper explanations, plus ongoing updates to cost/technology pages.
Results and impact
- Clearer proposition for reconditioned Aga buyers; improved paths to callback, service booking, and purchase enquiries.
- Stronger topical authority by separating stoves; fewer mixed signals and less content cannibalisation.
- Faster publishing cadence with a maintainable stack and modular content system.
- Improved eligibility for AI Overviews via entity clarity, structured data, and answer-first content.
Why it works
A single site focused on range cookers aligns brand promise, navigation, and content with how people search and buy. The new build removes the constraints of the custom framework, improves speed, and gives John Wray room to grow the content that matters most. Authority is engineered across entity clarity, topical depth, first‑party proof, and answerable content — the ingredients that also drive visibility in AI Overviews.
Next steps
- Expand expert content on ownership, running costs, care, and conversion trade‑offs.
- Build richer before/after galleries and location‑tagged installation stories for social proof and local relevance.
- Continue optimisation sprints (internal links, FAQ expansion, schema) to compound organic and AI Overview gains.
Thinking about a similar rebuild or domain split?
We’ll map the strategy, handle the migration, and launch a fast, authoritative site that wins the right customers — and shows up where it counts, including AI Overviews.