Challenges.

When WRC embarked on the next stage of its growth strategy, the leadership team knew digital marketing had to play a bigger role, but they did not have the capacity or specialist skills in‑house to make that happen. Commercial Lead Stephanie Johnston found that delivering a full SEO review and overhaul, alongside managing three separate websites – recycling, shredding and skip hire – was more than a small internal team could realistically handle.

A particularly sharp pain point was how enquiries were coming in. The skip hire website had no online enquiry form, so domestic customers typically phoned the office and admin staff captured details manually. As WRC’s skip and roll‑on/roll‑off business grew, this process became less efficient, with the team struggling to keep up with demand while also fulfilling their wider roles.

This made it harder to see clearly how digital activity translated into leads and to keep up with enquiries. At the same time, the skip and recycling landscape in Glasgow and the central belt is fiercely competitive, and WRC needed to improve visibility for high‑intent searches like “skip hire Glasgow” without putting extra pressure on a small, busy team.

Choosing a partner to own digital

Having previously seen strong results from PR activity with The Herald, one of Scotland’s best‑known national newspapers and a Newsquest Media Group publication, WRC turned to LOCALiQ on their recommendation. They were looking for a reputable, self‑sufficient partner that could take ownership of digital without leaning heavily on internal resource.

LOCALiQ began by conducting a thorough review of WRC’s online presence across its three websites, before focusing SEO and UX work on the skip hire site, where most domestic web enquiries would naturally land.

Redesigning the skip hire site for easier enquiries

Working alongside WRC’s existing web developer, LOCALiQ supported a broader redesign of the skip hire site to make it more user‑friendly and better aligned to the size and ambitions of the business. A key change was the introduction of a prominent online enquiry form, allowing domestic customers to submit all necessary details in one go.

This made life significantly easier for the admin team, who could now see everything they needed at a glance, instead of piecing information together from multiple calls.

Strengthening SEO with content‑led improvements

On the organic side, LOCALiQ focused on practical, content‑led improvements. This included refreshing and rewriting key location pages, with particular emphasis on Glasgow and Edinburgh, plus skip size information and FAQs to better match search behaviour around competitive terms such as “skip hire Glasgow”.

The team also expanded and tidied the blog area, added schema and handled technical maintenance on the WordPress site to ensure the groundwork was solid and future‑proof. Throughout, regular monthly updates and reporting gave Stephanie a clear picture of what was happening, fitting around her schedule and that of the wider team.

Services provided

• Full review of WRC’s digital presence across three websites
• SEO and UX support for a skip‑hire‑focused site redesign
• Creation and implementation of a domestic skip hire enquiry form
• Content refresh for location pages, skip size pages, FAQs and blog
• Local SEO targeting for high‑value areas such as Glasgow and Edinburgh
• Ongoing technical maintenance, schema implementation and monthly reporting

Key results

• More inbound web enquiries from domestic customers, shifting from mostly outgoing to more incoming sales activity
• Sales team freed to focus on higher‑value contracts, with confidence that smaller jobs are captured via the website
• High‑intent local rankings improved, including “skip hire Bearsden” moving from position 86 to 9
• Top‑3 Google ranking achieved for “skip hire Greenock” in a highly competitive local market
• Google Map Pack visibility secured across multiple priority areas (e.g. Greenock, Paisley, Dumbarton)