Monthly AI impressions
12-month average across MFB-operated brands
01of 03 layers
visibility
visibility
Visibility for Home and Construction Businesses
As your marketing and technology partner, Made For Builders makes sure your business appears first when a customer searches for your trade in their area — on Google, and when they ask ChatGPT, Gemini, Perplexity, or Claude. We handle local SEO, Google Business Profile, review management, schema markup, and Google and Meta advertising. The full stack deploys within 14 days on top of your existing website or a brand-new one, with no disruption to your operations. Purpose-built for SMEs in the home improvement and construction sector across the United Kingdom.
Fact sheet
- Author
- edu-lopez-parada
- Published
- Last reviewed
- Sub-services
- 06
Typical results · first quarter
What happens when this layer enters your business
Average Google local position
after 90 days of deployment (n=12 brands)
Citations in ChatGPT and Perplexity
90-day average based on 240 baseline prompts
The problem we solve
What this layer fixes in your business
P/0174.1%
Calls are lost at the critical moment
Most end-customer searches are hyper-local with urgent intent: plumber near me, electrician 24h, locksmith Central London. A poorly maintained Google Business Profile loses those calls at the exact moment the customer decides who to hire.
Fuente: NextPhone dataset - n=130,175 calls - 7 months - 45 contractors USA
P/0214.3%
ChatGPT and Perplexity already recommend tradespeople
By end of 2025, one in seven B2C searches in the sector passes through generative engines. The business that does not appear when ChatGPT recommends a plumber loses its share of that traffic permanently. It cannot be bought the way Google Ads can.
Fuente: Semrush - 325k prompts - Q4 2025
P/0331%
NAP inconsistency penalises local rankings
Operating across multiple towns and cities with different phone numbers and opening hours, without consistency between your website, Google Business, and directories, kills the local pack. Fixing it manually every month is pure administrative overhead.
Fuente: MFB audit - 534 profiles analysed - January 2026
Services included
Everything inside this layer
Six blocks. Hire them together or one by one. Each has its own deliverable and a named MFB lead.
S/01
Sector local SEO
On-page and technical SEO focused on city + service + urgency queries. LocalBusiness schema with areaServed mapped to postcode districts.
S/02
GEO and AEO for AI engines
Appearances in AI Overviews, ChatGPT, Perplexity Pages, and Claude. Markdown mirrors, Answer Capsules on home and pillar pages, DefinedTerm schema.
S/03
Full schema markup
Organization, Service, FAQPage, HowTo, Review, BreadcrumbList, Person. CI validation with schema-dts on every PR.
S/04
Google Business Profile
Initial optimisation, weekly updates, posts, Q&A, photos, and monitoring for unauthorised edits.
S/05
Review management
Response within 24 hours in your brand voice. Detection of critical versus minor complaints. Post-job review requests to satisfied customers.
S/06
Google and Meta Ads for the sector
Only where the CAC justifies the spend. Offline conversion tracking for calls and in-person visits.
How we deploy
From audit to production in 4 weeks
- 01
WEEK 0 Initial audit
A 30-minute conversation plus a technical review of your website, Google profile, and current rankings. Within 24 hours you receive a document identifying the three highest-impact levers for your specific situation.
- 02
WEEKS 1-2 Technical setup
Full schema markup, profile optimisation, tracking configuration. Your team touches nothing. We operate on top of your existing website.
- 03
WEEK 3 Content activation
Publication of pillars, sub-pillars, and the first five blog posts. URL structure organised by market and language.
- 04
WEEK 4 Ads activation
Where applicable. Campaigns launch with a conservative initial budget and scale in line with tracked offline conversions.
- 05
MONTH 2+ Ongoing optimisation
Monthly one-page report covering what changed and why. Keyword iteration, schema adjustment, and content expansion.
Real comparison
Why this is not a traditional agency
MFB vs market alternatives
| MFB Visibility | Traditional SEO agency | Human call centre | |
|---|---|---|---|
| Monthly cost | Clear, agreed with you | Variable, per lead | Variable, commission-based |
| AI citations | Yes, with tracking | Rarely | Not applicable |
| Advanced schema markup | Full, with CI | Basic | Not applicable |
| Time to first result | 14 days | 90-120 days | Immediate but no SEO |
| Average ROI payback | 4-7 months | 8-14 months | Not measurable |
| Data ownership | Client | Shared | Agency |
We answer before we start
What people ask us
The questions our sales team gets every week. If yours is missing, we answer it in the free audit.
Direct help
Question not listed here?
Thirty minutes by video or phone. No decks, no jargon. The team answers with data from your case on the table.
Talk to the teamQ/01Which businesses does the Visibility layer work for?
SMEs in the home improvement and construction sector with a local presence: plumbers, electricians, locksmiths, kitchen and bathroom fitters, window installers, heating and cooling engineers, small builders, and painters and decorators. It works from sole traders through to companies with 40 employees. It is not designed for large national contractors or manufacturers.
Q/02Do I need a new website to get started?
Not necessarily. We carry out the audit first. If your existing site loads quickly, contains the right information, and can be modified, we keep it and add the local SEO, schema, and citability layer on top. If the site is from 2015 or is locked down, we rebuild it within two to three weeks.
Q/03How long before results show?
Google Business Profile: 14 days to begin appearing in the local pack. Organic rankings: 60 to 90 days for stable improvements. Generative AI citations: 90 to 180 days depending on sector and competition. The 30-minute audit produces an exact timeline for your specific situation.
Q/04Do you block Google? Why not block AI bots?
We block neither. The Rutgers/Wharton study published in December 2025 showed that blocking training bots reduces monthly visits by 23.1%. ClaudeBot, GPTBot, PerplexityBot, and Google-Extended are explicitly permitted in your robots.txt from day one.
Q/05What happens with negative reviews?
We respond within 24 hours in your brand voice, without sounding automated. AI classification distinguishes a genuine complaint requiring immediate human intervention from a minor issue that can be resolved with an empathetic reply. Your team only receives an alert for those that need a follow-up call.
Q/06What are our UK GDPR and ICO obligations when managing reviews and tracking calls?
All review-response workflows and call-tracking configurations are designed to comply with UK GDPR and ICO guidance. Personal data collected through tracking is processed on the basis of legitimate interests, documented in a ROPA entry we provide. Customers whose calls are recorded are informed via a standard disclosure. You retain data ownership at all times; we act as a data processor under a signed Data Processing Agreement.
Q/07Can the Visibility layer be purchased on its own, or must it be bundled with others?
It can be purchased on its own, but ROI improves significantly when paired with the Conversion layer (AI receptionist, WhatsApp). The reason is straightforward: Visibility brings the calls in, and if those calls are not handled well, the money invested in visibility is wasted.
Q/08Do you work with multi-location businesses and franchises?
Yes. If you operate across several towns or cities, each location receives its own Google Business Profile, localised content, and individual tracking. For franchise groups we manage all profiles with consistent NAP data and unified branding across locations such as London, Manchester, Birmingham, Leeds, and Glasgow.
Q/09How much does it cost?
We work with you as a partner, and we have several models depending on the stage your brand is at. There is no single fixed price: in the free 30-minute audit we look at what fits your specific situation — size of the business, number of locations, and the services you need.
Start with the audit
We audit your business in 30 minutes. Free.
We tell you which three levers in this layer move the most impact in your case, with data on the table. No decks, no jargon. Document in 24h.