Bio UK Fuels

The problem

Waste cooking oil collection is a compliance purchase before it is a commercial one. A restaurant manager choosing a collector is personally responsible for Duty of Care paperwork, and picking an unlicensed carrier is a legal problem rather than a bad deal.

The business had two commercial advantages that the old site was not making obvious. It pays rebates on collections over 100 litres, and it collects smaller volumes free. That is the entire reason to switch supplier, and it was buried.

The third problem was search. This is a local service sold nationally. Someone in Leeds searches for oil collection in Leeds, not for a national provider, so a single national page was competing for none of the searches that actually generate calls.

In shortA compliance purchase with a commercial hook buried underneath it, sold nationally but searched locally.

What we did

We led with the money and the licence together. The hero states the rebate on volumes over 100 litres and free collection below it, immediately supported by licensed waste carrier status and full Duty of Care paperwork. The commercial hook and the compliance reassurance arrive in the same glance, because a manager needs both before they will call.

Compliance detail was made verifiable rather than claimed. The waste carrier licence number and environmental permit reference sit in the footer of every page, so a cautious buyer can check them without asking.

For search, we built a location architecture: a locations hub with individual pages for London, Manchester, Leeds, Birmingham, Cambridge, Liverpool, Leicester, Bristol, Nottingham, Newcastle, Hull and Stoke, cross-linked from the homepage and the footer. Each city page can rank on its own rather than competing with the others.

A four-step how it works section removes the unknowns for a first-time buyer: book, we confirm the time, we collect, you receive the documentation. Phone, email and a 24 hour contact line sit in the header on every page, since this is a phone-led trade.

In shortRebate and licence in the same glance, verifiable permit numbers on every page, and a separate page for every city served.

The outcome

The rebate offer and the licence now do their work in the first screen rather than being found by accident.

The location structure gives the business a page to rank and a page to send to for every city it serves, instead of one national page fighting a dozen local searches. Compliance references are published rather than promised, which shortens the trust conversation with a manager who is personally liable.

The team updates locations, blog posts and service pages in house on WordPress.

In shortOne page to rank and one page to send for each city, with compliance published rather than promised.