A Lancashire driveway contractor added our calculator suite and lead-capture quiz to their existing website. No Checkatrade. No shared leads. No extra ad spend. Here's what happened.
* Results shown are typical of those experienced by existing customers and are not guaranteed. Individual results will vary.
A UK Driveway Contractor is a small but well-established driveway contractor based in Lancashire. They do quality work — resin bound, tarmac, block paving, gravel — and have a loyal local reputation. Their website was functional but passive. It showed photos and a contact number, but gave visitors no reason to stay, engage, or take action.
Like most local contractors, they relied on word of mouth and occasional Checkatrade leads — leads that arrived cold, were shared with 3–4 competitors, and cost £15–£40 each. Conversion rates were low. The return on each paid lead was unpredictable.
Average time on site under 45 seconds. Visitors browsed briefly then left with no interaction.
Checkatrade leads shared with up to 4 competitors. Low conversion, high cost per booked job.
Every Checkatrade lead cost money. There was nothing on the website itself working to generate enquiries.
We built and installed two tools on the contractor's website. Both were styled in the company's colours, featured their branding, and delivered leads directly to their inbox. No SaaS account. No ongoing developer involvement. Just HTML files on their existing WordPress site.
Cost estimator, area calculator, surface comparison, planning checker, parking planner, maintenance estimator, ROI tool, and finance calculator — all in one tabbed page. Leads captured when visitors request an official quotation.
A qualification quiz that recommends the right surface type for each visitor. Results are fully gated — visitors must leave their details to receive their personalised recommendation. That submission is the lead.
Received logo, brand colours, business details, and lead capture email address. Reviewed existing website and agreed page structure.
Built both tools with branding applied. Tested all 8 calculators and all 12 quiz questions. Verified lead capture submission with test data.
Uploaded HTML files to the WordPress site. Added navigation links. Pages indexed by Google within 48 hours.
23 qualified leads received. 47%* visitor engagement rate on the calculator page. Average time on page: 4 minutes 38 seconds* — vs site average of 42 seconds.
| Metric | Before | After (30 days) |
|---|---|---|
| Avg. time on site | 42 seconds | 4 min 38 sec (calculator page) |
| Website-generated leads | 0 per month | 23 in first 30 days |
| Cost per lead | £15–£40 (Checkatrade) | £0 (own website) |
| Lead exclusivity | Shared with 3–4 competitors | Exclusive — 100% theirs |
| Visitor engagement rate | ~8% (contact form only) | 47%* on calculator page |
Visitors looking for driveway prices come to research, not to contact someone. The calculator meets them exactly where they are in the buying journey.
4 minutes 38 seconds* means visitors are genuinely engaged — exploring surfaces, comparing costs, planning their space. By the time they contact, they're warm.
The quiz asks for contact details just before the personalised result. After 12 questions, visitors are invested — completion and submission rates are high.
"I used to dread checking my Checkatrade account because of the cost per lead. Now I get emails every few days from people who've already spent 4 minutes on our site. They know our prices, they've chosen a surface. They're ready to book."
— Director, A UK Driveway Contractor, LancashireWe can have your branded calculator suite and lead quiz live on your website within 3 working days.
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