April 2026 Performance Report
WPJ Heating, reports.wpjheating.co.uk, generated for April 1 to 30, 2026
1. Month at a Glance
Headline numbers for April, measured against March 2026 and April 2025.
1.1 Headline KPIs
Sessions
2,421
↓ 22.8% MoM
↑ 36.5% YoY
Users
2,107
↓ 27.0% MoM
↑ 41.7% YoY
Avg. Session Duration
1m 28s
↓ 51.1% MoM
↓ 35.9% YoY
Total Enquiries
81
↓ 20.6% MoM
↑ 88.4% YoY
Book Appointment
42
↓ 6.7% MoM↑ 90.9% YoY
Boiler Quote
13
↓ 31.6% MoM↑ 18.2% YoY
Phone Link Clicks
26
↓ 31.6% MoM↑ 160.0% YoY
Conversion Rate
3.3%
↑ 0.1pp MoM
1.2 The month in plain English
April was quieter than March across the board: sessions, users, and enquiries all fell month on month, which lines up with a heavier March (higher seasonal boiler-service demand typically tails off into spring). Compared to April last year, though, the site is doing considerably better, with sessions up over a third and users up over 40%. The one number worth watching closely is average session duration, which dropped sharply both MoM and YoY, but this needs reading alongside pages-per-session and bounce rate together, not on its own (see Section 3.1 for why).
1.3 Key insights
Growth vs last year
Sessions and users are both up over a third versus April 2025, so the underlying trend for the site is upward even in a quieter month.
Quiet month vs March
Every headline metric fell from March to April. Worth checking whether this is normal seasonal drop-off (boiler servicing demand easing into spring) once a few more months of data exist to compare against.
Air Conditioning surge
AC page sessions jumped from 34 in March to 116 in April, by far the biggest mover of any service category this month. See Section 5.
2. Traffic by Channel
Where April's traffic came from, and how each channel's engagement pattern looked.
2.1 Channel breakdown
| Channel | Sessions | % of Total | MoM | YoY |
|---|---|---|---|---|
| Direct | 1,189 | 49.2% | ↓ 30.5% | ↑ 32.8% |
| Organic Search | 1,019 | 42.2% | ↓ 17.0% | ↑ 41.5% |
| 95 | 3.9% | n/a, 0 in Mar | n/a, 0 in Apr25 | |
| Referral | 73 | 3.0% | ↓ 51.7% | ↑ 160.7% |
| Organic Social | 23 | 1.0% | ↓ 34.3% | ↓ 36.1% |
| Unassigned | 10 | 0.4% | ↓ 54.5% | ↓ 58.3% |
| Paid Search | 7 | 0.3% | ↓ 79.4% | ↓ 86.3% |
| Paid Social | 0 | 0% | n/a | n/a |
| AI Platforms | 0 | 0% | n/a | n/a |
Paid Social and AI Platforms had zero recorded sessions in April 2026 specifically. Both channels exist and have driven small volumes in other months, just not this one.
2.2 Engagement quality by channel
| Channel | Sessions | Avg. Duration | Pages/Session | Bounce |
|---|---|---|---|---|
| Direct | 1,189 | 1m 01s | 0.95 | 68.8% |
| Organic Search | 1,019 | 1m 05s | 1.23 | 84.7% |
| 95 | 6s | 1.13 | 89.5% | |
| Referral | 73 | 15m 46s | 5.42 | 39.7% |
| Organic Social | 23 | 3m 38s | 1.70 | 73.9% |
| Unassigned | 10 | <1s | 0.20 | 100.0% |
| Paid Search | 7 | 1s | 1.00 | 100.0% |
Referral is the standout
Only 73 sessions, but they average nearly 16 minutes on site with 5.4 pages per session and the lowest bounce rate of any channel (39.7%). Small volume, exceptional quality: worth understanding exactly where this traffic comes from and whether it can be grown.
Unassigned and Paid Search are not real visits
Both show under a second of average duration, one page per session or less, and 100% bounce, meaning these sessions are not genuine engaged visits. Likely tracking/bot noise rather than real traffic worth reading into.
3. Website Engagement & Content
3.1 Top landing pages
| Page | Sessions | MoM | YoY | Avg. Duration | Pages/Session | Bounce |
|---|---|---|---|---|---|---|
| / (Homepage) | 416 | ↓ 27.5% | ↓ 34.3% | 3m 12s | 1.70 | 79.6% |
| /contact-wpj-heating/ | 159 | ↓ 32.1% | n/a, new page | 59s | 1.18 | 85.5% |
| /contact/ | 156 | ↑ 4.0% | ↓ 3.1% | 45s | 1.11 | 82.7% |
| /air-conditioning/ | 97 | ↑ 185.3% | ↑ 1,840% | 26s | 1.16 | 86.6% |
| /about-us/meet-the-team/ | 68 | ↓ 1.4% | ↑ 9.7% | 1m 00s | 1.16 | 76.5% |
| /the-complete-plumbing-glossary/ | 45 | ↓ 15.1% | ↓ 29.7% | 3s | 1.00 | 95.6% |
| /plumbing-and-heating-services/rates/ | 44 | ↓ 35.3% | ↓ 24.1% | 35s | 1.09 | 86.4% |
| /care-plans/ | 41 | ↓ 52.3% | ↓ 41.4% | 59s | 1.49 | 78.0% |
| /plumbing-and-heating-services/ | 38 | ↓ 47.9% | ↓ 67.0% | 32s | 1.21 | 89.5% |
| /terms-conditions/ | 33 | ↓ 8.3% | ↓ 60.7% | 19s | 1.18 | 90.9% |
/contact-wpj-heating/ shows "n/a, new page" for YoY because it did not exist as a distinct URL in April 2025 (traffic likely consolidated under /contact/ at the time).
Air Conditioning is the standout mover
/air-conditioning/ sessions nearly tripled month on month and are up over 18x year on year, the sharpest swing of any page in the top 10, and it lines up with the seasonal category trend in Section 5.
Broad, consistent decline elsewhere
Six of the ten pages fell both MoM and YoY, including the homepage itself (down 27.5% and 34.3%). This is a page-level view of the same site-wide softness covered in Section 1.
3.2 New vs Returning
86% of April's sessions were new visitors, consistent with a service business most people only search for when they have an active need, rather than one people browse repeatedly.
3.3 Devices
| Device | Sessions | MoM | YoY | Bounce Rate | Avg. Duration |
|---|---|---|---|---|---|
| Desktop | 1,357 | ↓ 26.3% | ↑ 18.8% | 77.5% | 1m 54s |
| Mobile | 1,037 | ↓ 20.4% | ↑ 71.1% | 73.1% | 57s |
| Tablet | 24 | ↓ 45.5% | ↓ 17.2% | 91.7% | 28s |
Mobile growing fastest
Mobile sessions are up 71% YoY, well ahead of desktop's 19%. The mix is shifting toward mobile even as overall traffic dipped this month.
4. Search Visibility GSC
Google Search Console performance for April 2026.
4.1 Overview
Clicks
977
↓ 23.9% MoM
Impressions
211,784
↓ 18.3% MoM
Avg. CTR
0.46%
roughly flat MoM
Avg. Position
19.0
↓ 2.3 pos MoM
4.2 Top queries
| Query | Clicks | Clicks MoM | Clicks YoY* | Impressions | Impr. MoM | Impr. YoY* | Avg. Pos. |
|---|---|---|---|---|---|---|---|
| wpj heating | 164 | ↓ 12.3% | ↑ 69.1% | 420 | ↓ 7.7% | ↑ 51.6% | 1.5 |
| wpj | 15 | ↓ 31.8% | ↑ 114.3% | 1,892 | ↑ 15.4% | ↑ 73.1% | 7.0 |
| wpj plumbing | 12 | ↑ 50.0% | ↑ 50.0% | 28 | ↑ 7.7% | ↑ 27.3% | 1.1 |
| plumbing terms | 10 | ↑ 100.0% | ↑ 100.0% | 335 | ↑ 25.9% | ↑ 105.5% | 25.7 |
| wpj heating and plumbing | 8 | ↓ 20.0% | ↓ 61.9% | 16 | ↓ 11.1% | ↓ 44.8% | 1.0 |
| ideal vogue c40 gen2 manual | 6 | flat | n/a | 14 | ↓ 17.6% | n/a | 2.0 |
| plumbing quiz | 6 | ↓ 25.0% | n/a | 54 | ↓ 27.0% | n/a | 9.0 |
| plumbing terminology | 5 | flat | n/a | 33 | ↓ 49.2% | n/a | 7.4 |
| wpj heating london | 5 | ↓ 16.7% | n/a | 13 | ↓ 27.8% | n/a | 3.2 |
| boiler service tooting | 4 | ↑ 300.0% | n/a | 200 | ↓ 24.5% | n/a | 9.0 |
| ideal vogue c26 manual | 4 | ↑ 33.3% | n/a | 24 | ↓ 33.3% | n/a | 2.5 |
| plumber brixton | 4 | n/a | ↑ 100.0% | 613 | n/a | ↑ 107.8% | 6.4 |
| ideal vogue c32 gen 2 manual | 3 | ↓ 50.0% | n/a | 12 | ↓ 33.3% | n/a | 1.1 |
| plumbers balham | 3 | ↑ 200.0% | n/a | 72 | ↑ 33.3% | n/a | 5.7 |
| wjp heating | 3 | ↓ 50.0% | n/a | 11 | ↓ 38.9% | n/a | 1.8 |
| wpj heating reviews | 3 | ↓ 50.0% | ↓ 40.0% | 57 | ↑ 3.6% | ↑ 72.7% | 5.0 |
| balham plumber | 2 | ↑ 100.0% | n/a | 118 | ↑ 31.1% | ↓ 15.1% | 4.1 |
| boiler repair brixton | 2 | n/a | n/a | 459 | n/a | ↑ 555.7% | 15.4 |
| boiler service streatham | 2 | flat | n/a | 219 | ↓ 22.3% | n/a | 4.1 |
| ideal vogue c32 manual | 2 | ↓ 77.8% | n/a | 47 | ↓ 31.9% | n/a | 2.7 |
4.3 Top 5 branded queries
| Query | Clicks | Clicks MoM | Clicks YoY* | Impressions | Impr. MoM | Impr. YoY* |
|---|---|---|---|---|---|---|
| wpj heating | 164 | ↓ 12.3% | ↑ 69.1% | 420 | ↓ 7.7% | ↑ 51.6% |
| wpj | 15 | ↓ 31.8% | ↑ 114.3% | 1,892 | ↑ 15.4% | ↑ 73.1% |
| wpj plumbing | 12 | ↑ 50.0% | ↑ 50.0% | 28 | ↑ 7.7% | ↑ 27.3% |
| wpj heating and plumbing | 8 | ↓ 20.0% | ↓ 61.9% | 16 | ↓ 11.1% | ↓ 44.8% |
| wpj heating london | 5 | ↓ 16.7% | n/a | 13 | ↓ 27.8% | n/a |
4.4 Top 5 non-branded queries
| Query | Clicks | Clicks MoM | Clicks YoY* | Impressions | Impr. MoM | Impr. YoY* |
|---|---|---|---|---|---|---|
| plumbing terms | 10 | ↑ 100.0% | ↑ 100.0% | 335 | ↑ 25.9% | ↑ 105.5% |
| ideal vogue c40 gen2 manual | 6 | flat | n/a | 14 | ↓ 17.6% | n/a |
| plumbing quiz | 6 | ↓ 25.0% | n/a | 54 | ↓ 27.0% | n/a |
| plumbing terminology | 5 | flat | n/a | 33 | ↓ 49.2% | n/a |
| boiler service tooting | 4 | ↑ 300.0% | n/a | 200 | ↓ 24.5% | n/a |
*April 2025 is a partial month (19 of 30 days, see Section 4.1). The non-brand top 5 leans heavily toward informational, low-commercial-intent queries (manuals, terminology, quizzes) rather than transactional service searches. That is a genuine finding: the site's strongest non-brand rankings right now are content pages, not service pages.
5. Performance by Service Category
Boiler Installation, Boiler Repair, Boiler Servicing, General Plumbing, Bathroom Installation, Air Conditioning, Heat Pumps.
5.1 Traffic by category
| Category | Sessions | MoM | YoY |
|---|---|---|---|
| General Plumbing | 527 | ↓ 14.0% | ↑ 30.1% |
| Boiler Servicing | 177 | ↓ 34.0% | ↑ 46.3% |
| Air Conditioning | 116 | ↑ 241.2% | ↑ 2,220% |
| Boiler Installation | 141 | ↓ 52.0% | ↓ 24.2% |
| Boiler Repair | 51 | ↑ 6.2% | ↑ 218.8% |
| Bathroom Installation | 52 | ↓ 41.6% | ↓ 26.8% |
| Heat Pumps | 24 | ↑ 26.3% | ↓ 22.6% |
5.3 Category movers
Air Conditioning: the story of the month
116 sessions vs 5 in April 2025 and 34 in March 2026. Almost certainly seasonal (early warm spell driving AC searches) rather than anything WPJ changed. Worth flagging for June to August coverage.
Boiler Installation down sharply
Down over half MoM and down YoY too, the only category falling on both comparisons. Worth checking whether this tracks industry-wide seasonal demand or is specific to WPJ.
6. Local & Location Page Performance
Top 20 location pages by sessions, aggregated from any URL containing a location name.
6.1 Location performance, Top 20
| # | Page | Sessions | MoM | YoY | Duration | Bounce |
|---|---|---|---|---|---|---|
| 1 | boiler-service-london/ | 44 | ↓ 8.3% | ↑ 10.0% | 1m 42s | 56.8% |
| 2 | plumbing-balham/ | 30 | ↑ 30.4% | ↑ 275.0% | 26s | 63.3% |
| 3 | new-bathroom-installation-london/ | 27 | ↓ 25.0% | ↓ 48.1% | 18s | 63.0% |
| 4 | plumbing-london/ | 25 | ↓ 28.6% | ↓ 59.0% | 1m 50s | 52.0% |
| 5 | plumbing-brixton/ | 23 | ↑ 155.6% | ↑ 475.0% | 30s | 73.9% |
| 6 | boiler-repair-oval/ | 20 | n/a | n/a | 5m 39s | 60.0% |
| 7 | boiler-repair-london/ | 19 | ↓ 20.8% | ↑ 35.7% | 2m 19s | 47.4% |
| 8 | plumbing-clapham/ | 14 | ↑ 7.7% | ↑ 100.0% | 1m 50s | 64.3% |
| 9 | plumbing-putney/ | 13 | ↑ 44.4% | ↑ 1,200% | 49s | 92.3% |
| 10 | boiler-service-clapham/ | 11 | ↓ 31.2% | ↑ 450.0% | 14s | 63.6% |
| 10 | boiler-service-tooting/ | 11 | ↑ 120.0% | ↑ 57.1% | 46s | 45.5% |
| 12 | boiler-service-balham/ | 9 | ↑ 50.0% | ↑ 80.0% | 32s | 55.6% |
| 12 | boiler-service-wandsworth/ | 9 | ↓ 40.0% | ↓ 25.0% | 25s | 77.8% |
| 12 | plumbing-battersea/ | 9 | ↓ 65.4% | ↑ 50.0% | 20s | 66.7% |
| 15 | pimlico-plumbing-heating-services/ | 8 | ↑ 300.0% | n/a | 3m 19s | 50.0% |
| 15 | plumbing-earls-court/ | 8 | ↑ 700.0% | n/a | 57s | 62.5% |
| 15 | plumbing-pimlico/ | 8 | ↓ 20.0% | ↑ 700.0% | 4s | 87.5% |
| 18 | boiler-service-brixton/ | 7 | ↓ 22.2% | ↑ 16.7% | 37s | 42.9% |
| 18 | new-boiler-installation-wimbledon/ | 7 | ↑ 600.0% | n/a | 3s | 85.7% |
| 18 | plumbing-dulwich/ | 7 | ↓ 36.4% | ↑ 133.3% | 21s | 71.4% |
Includes both borough-wide pages (e.g. "boiler-service-london") and neighbourhood-specific pages (e.g. "plumbing-balham"), both part of the same URL family and genuinely competing for different search intent, so both are kept in one ranked list. "n/a" means the page had 0 sessions in that comparison period.
6.2 Top and bottom performers
Bottom 3 are drawn from all location pages site-wide, not just the tracked Top 20, since the genuinely weakest pages are typically single-visit pages that don't make that list at all.
1. boiler-service-london/
44 sessions, the strongest location page this month, up both MoM and YoY.
2. plumbing-balham/
30 sessions, up 30% MoM and 275% YoY, the clearest sustained growth story of the top 5.
3. new-bathroom-installation-london/
27 sessions, though down both MoM and YoY, still the third highest volume page this month.
1. boiler-service-paddington/
A single session all month, 0 seconds on page, 100% bounce. As dead as a location page gets.
2. boiler-repair-lambeth/
A single session all month, 0 seconds on page, 100% bounce.
3. boiler-service-lambeth/
A single session all month, 0 seconds on page, 100% bounce. Lambeth appears twice in the true bottom 3, worth a look at whether that location's pages need attention across the board.
7. Blog & Content Performance
Publishing cadence, this month's post performance, and the wider content picture.
7.1 New posts published in April 2026
| Date | Post |
|---|---|
| Apr 2 | Essential Plumbing Considerations for a New Kitchen Installation |
| Apr 2 | Common Requirements for Installing a New Boiler |
| Apr 8 | The Best Boiler Companies in Battersea, Reviewed & Ranked |
| Apr 8 | Top Boiler Brands and Models, Best Options for SW London Homes |
| Apr 13 | Worcester Boiler EA Error, Why It Happens and What To Do |
| Apr 13 | Worcester Boiler Fault Codes Explained for Homeowners |
| Apr 13 | Low Boiler Pressure, Worcester A1 Error Explained |
| Apr 13 | C6 Fault on Worcester Boiler, Fan Problems Explained |
| Apr 16 | Is a Bathroom Fitter the Same as a Plumber? |
| Apr 24 | Worcester Bosch Greenstar Boilers Explained: 1000 vs 4000 vs 8000 |
| Apr 24 | How Much Does a Boiler Cost in London? A Complete Guide |
11 posts published, a strong month for the Worcester fault-code cluster in particular (4 posts published the same day, April 13).
7.2 This month's post performance
| Post | Sessions | Avg. Duration | Bounce |
|---|---|---|---|
| The Best Boiler Companies in Battersea | 19 | 5m 24s | 47.4% |
| Worcester Bosch Greenstar Boilers Explained | 17 | 1m 45s | 47.1% |
| Worcester Boiler EA Error Explained | 10 | 38s | 40.0% |
| Top Boiler Brands and Models for SW London | 9 | 57s | 11.1% |
| Common Requirements for New Boiler Install | 7 | 32s | 28.6% |
| Worcester Boiler Fault Codes Explained | 7 | 5m 45s | 14.3% |
| C6 Fault on Worcester Boiler | 6 | 3m 04s | 16.7% |
| Low Boiler Pressure Worcester A1 Error | 6 | 3m 07s | 0% |
| Essential Plumbing Considerations, New Kitchen | 4 | 5m 20s | 0% |
| Is a Bathroom Fitter the Same as a Plumber? | 2 | 4m 05s | 0% |
| How Much Does a Boiler Cost in London? | 1 | 3m 12s | 0% |
7.3 Blog leaderboard, Year to Date Top 20
| # | Post | Sessions (YTD) | Avg. Duration | Bounce | Published |
|---|---|---|---|---|---|
| 1 | Office Window Logo Graphics by TheVinylBiz | 29 | 1m 53s | 62.1% | Mar 15 |
| 2 | The Best Boiler Companies in Battersea, Reviewed & Ranked | 19 | 5m 24s | 47.4% | Apr 8 |
| 3 | Worcester Bosch Greenstar Boilers Explained: 1000 vs 4000 vs 8000 | 17 | 1m 45s | 47.1% | Apr 24 |
| 4 | Worcester Boiler EA Error, Why It Happens and What to Do | 10 | 38s | 40.0% | Apr 13 |
| 5 | Top Boiler Brands and Models, Best Options for SW London Homes | 9 | 57s | 11.1% | Apr 8 |
| 6 | What's the Lifespan of a Boiler? | 9 | 38s | 55.6% | Feb 28 |
| 7 | Comparing Boiler Repair Clapham and Fulham for Tenant-Occupied Homes | 8 | 1m 32s | 62.5% | Mar 17 |
| 8 | Common Requirements for Installing a New Boiler | 7 | 32s | 28.6% | Apr 2 |
| 9 | Worcester Boiler Fault Codes Explained for Homeowners | 7 | 5m 45s | 14.3% | Apr 13 |
| 10 | Plumber Westminster: Navigating Local Regulations for Plumbing Services | 7 | 5m 16s | 42.9% | Jan 15 |
| 11 | Seasonal Boiler Service Clapham: When to Book Before Winter Hits | 7 | 1m 05s | 42.9% | Feb 18 |
| 12 | What Are the Most Common Problems With Boilers in London? | 7 | 1m 26s | 57.1% | Feb 25 |
| 13 | Local FAQs: Boiler Installation Pimlico vs Kensington | 7 | 2m 03s | 42.9% | Mar 20 |
| 14 | Low Boiler Pressure, Worcester A1 Error Explained | 6 | 3m 07s | 0% | Apr 13 |
| 15 | C6 Fault on Worcester Boiler, Fan Problems Explained | 6 | 3m 04s | 16.7% | Apr 13 |
| 16 | Boiler Repair Kensington: High-Rise vs Low-Rise Building Challenges | 6 | 1m 01s | 83.3% | Jan 2 |
| 17 | How to Tell if a Boiler Needs Replacing | 6 | 1m 19s | 50.0% | Jan 11 |
| 18 | Emergency Response Times: Plumber Earls Court vs Plumber Putney | 6 | 23s | 16.7% | Feb 3 |
| 19 | Ultimate Checklist for Boiler Installation in Earls Court Victorian Homes | 6 | 2m 35s | 0% | Mar 27 |
| 20 | What Is the Best Time of Year to Buy a New Boiler? | 5 | 2m 49s | 20.0% | Jan 22 |
Office Window Logo Graphics leads the year so far
29 sessions since its mid-March publish date, ahead of every April post despite having roughly half the time live. Worth understanding what's driving this before assuming it's a one-off.
April's Worcester cluster already features twice in the top 4
The Battersea boiler companies post and the Greenstar comparison post are both in the top 3 within their first month live, a strong early signal for that content approach.
8. Enquiries & Conversions
Book Appointment, Boiler Quote, and Phone Link Click, the three confirmed, cleanly-tracked enquiry events.
8.1 Total enquiries overview
Total Enquiries
81
↓ 20.6% MoM
Conversion Rate
3.3%
↑ 0.1pp MoM
Conversion rate held roughly steady even though raw enquiry volume fell, because sessions fell at close to the same rate as enquiries did.
8.2 Enquiries by type
| Type | April 2026 | March 2026 | MoM | April 2025 | YoY |
|---|---|---|---|---|---|
| Book Appointment | 42 | 45 | ↓ 6.7% | 22 | ↑ 90.9% |
| Boiler Quote | 13 | 19 | ↓ 31.6% | 11 | ↑ 18.2% |
| Phone Link Click | 26 | 38 | ↓ 31.6% | 10 | ↑ 160.0% |
8.3 Enquiries by channel
| Channel | April 2026 | MoM | YoY |
|---|---|---|---|
| Direct | 61 | ↓ 30.7% | ↑ 281.3% |
| Organic Search | 18 | ↑ 125.0% | ↑ 5.9% |
| 2 | n/a, new | n/a, new |
Direct's YoY figure is large in percentage terms but comes off a small April 2025 base (16 enquiries), so treat the scale as directional rather than literal. Organic Search is the steadier comparison: up on both MoM and YoY, a genuinely consistent channel for enquiries.
8.4 Page the form was filled out on
The page immediately before the thank-you page loaded, in each individual session, taken from GA4's referrer data on the thank-you page event itself. This is the actual page hosting the form each visitor was on, not the session's landing page and not the thank-you page.
Book Appointment
39 of 42 sessions traced to a genuine originating page. The remaining 3 show the thank-you page referring to itself, most likely a reload rather than a new submission, so they're excluded from the chart above rather than assigned to a page they didn't actually come from.
Boiler Quote
All 13 sessions traced cleanly to a genuine originating page, no reload/self-referral cases this month.
Air Conditioning is the top Book Appointment source
10 of 42 sessions started on the /air-conditioning/ page (largely from the Brevo email campaigns), the single biggest originating page for this enquiry type this month.
Contact pages dominate Boiler Quote
7 of 13 Boiler Quote sessions started on one of the two contact pages, more concentrated than Book Appointment, which spreads across a wider mix of service and location pages.
Phone Link Click
| Page | Sessions |
|---|---|
| /contact/ | 3 |
| /plumbing-brixton/ | 3 |
| /contact-wpj-heating/ | 2 |
| /plumbing-and-heating-services/ | 2 |
| /plumbing-clapham/ | 2 |
| / (homepage) | 1 |
| /about-us/meet-the-team/ | 1 |
| /boiler-quote-thank-you/ | 1 |
| /boiler-repair-london/ | 1 |
| /boiler-service-london/ | 1 |
9. Insights & Key Takeaways
Growth Insights
Sessions and users are both up more than a third versus April 2025, so the underlying yearly trend is strongly positive even in a quieter month.
Air Conditioning traffic jumped over 240% month on month, almost certainly the start of seasonal demand. Worth being ready for it to keep climbing into summer.
The Office Window Logo Graphics post leads the year's blog traffic with 29 sessions since mid-March, ahead of every April post despite roughly half the time live.
Mobile sessions are up 71% year on year, well ahead of desktop's 19%, a real shift worth keeping in mind for any future page or form design decisions.
Opportunities
plumbing-balham/ is the strongest sustained growth story in the location Top 20, up 30% MoM and 275% YoY. Worth understanding what's driving it in case it's repeatable elsewhere.
Referral traffic is small (73 sessions) but by far the highest quality of any channel: nearly 16 minutes on site, 5.4 pages per session, lowest bounce rate site-wide. Worth understanding the source and whether it can be grown.
Four new Worcester fault-code posts went live the same day in April, a content cluster like this is exactly the kind of topic worth tracking for search visibility gains over the next few months.
The site's strongest non-brand search rankings are informational content (manuals, terminology, quizzes) rather than transactional service pages, a real opportunity gap worth addressing in future content planning.
Watch Points
Boiler Installation traffic fell over 50% month on month and is also down year on year, the only category negative on both comparisons, worth a closer look.
Unassigned and Paid Search sessions show under a second of average duration and 100% bounce, a strong sign of tracking noise rather than genuine traffic worth reading into.
The GA4 engagement metric break from around January 2026 is still unresolved, worth chasing with whoever manages GTM/GA4, since it affects every month's engagement reporting until fixed.
new-boiler-installation-wimbledon/ has the shortest average duration of any location page (3 seconds) and an 86% bounce rate, suggesting the page doesn't match what's bringing people to it.
10. Year to Date
10.1 Sessions & Total Users
GA4, monthly totals, January to April 2026
Both lines fall steadily every month since January, sessions down 43% and users down 44% from Jan to Apr. Worth watching whether May continues the slide or the seasonal low has been reached.
10.2 Top 10 Landing Pages
GA4, sessions by month for the 10 highest-traffic landing pages of the YTD period
The homepage's decline (895 to 416, over half) is the single biggest driver of the overall traffic dip, every other page in the top 10 is comparatively stable or mixed.
plumbing-london/ spiked to 308 sessions in February against 15 to 35 in every other month, a one-off, not a trend. Worth checking February's channel/source data for that page specifically if this matters.
10.3 Traffic by Channel
GA4, sessions by month, all channels including Unassigned as one line
Direct and Organic Search both trend down across the whole period and dominate the total by a wide margin, every other channel is a rounding error by comparison on this scale.
10.4 Enquiries, Book Appointment vs Boiler Quote
GA4, sessions by month
Book Appointment fell sharply from January to February (60 to 38) then recovered slightly before dipping again in April (42). Boiler Quote moved the opposite way early on, up from January to February (32 to 40), then fell for two months straight (19, then 13). Different shapes, worth watching separately rather than combined.
10.5 Traffic by Location, Top 10 Each Month + Other
GA4, the top 10 locations are recalculated fresh each month, not a fixed set. 14 different locations appear across the four months in total, each gets its own colour, used consistently everywhere it appears and nowhere it doesn't. Stack order is fixed by each location's combined Jan to Apr total (biggest overall at the bottom), Chart.js can't dynamically reorder the stack per individual month, so this is the closest practical approximation of "biggest at the bottom" month to month. Excludes citywide "-london" hub pages and non-location system/glossary pages.
Battersea, Clapham, Balham, Wandsworth, and Brixton are the only 5 locations that make the top 10 in every single month, everything else (Putney, Wimbledon, Fulham, Dulwich, Pimlico, Tooting, Streatham, Kensington, Camden) drops in and out. Streatham, Kensington, and Camden each only cracked the top 10 once across the whole period.
10.6 Performance by Service Category
GA4, YTD view of the Section 5.1 category table
General Plumbing dominates every month by a wide margin but has still fallen steadily since February's peak (976 to 527, down 46%). Air Conditioning is the one clear exception, flat and small in Jan/Feb (24, 4) before climbing sharply in Mar/Apr (34, 116), confirming this is a genuine seasonal turn rather than a one-month blip.
10.7 Search Visibility, Branded vs Non-Branded Queries
GSC, clicks by month. Branded means the query contains "wpj". Non-branded figure is the verified monthly total minus branded (see note below).
Non-branded clicks have fallen every month (1,223 to 768, down 37%) while branded clicks have fallen even faster in percentage terms (399 to 209, down 48%), both moving the same direction, non-branded just has more absolute volume to lose.
Methodology note: GSC's query-level API is capped at 1,000 rows per request, which fully captures the handful of high-volume brand queries but not the very long tail of one-off non-brand queries. Branded clicks are used as reported; non-branded is calculated as the verified monthly total clicks minus branded clicks, rather than the raw capped query sum, to avoid understating it.
10.8 Search Visibility, Clicks & Impressions
GSC, YTD view of the Section 4.1 headline figures
Impressions have fallen 30% since January (301,728 to 211,784) while clicks have fallen 40% (1,622 to 977), clicks declining faster than impressions means average CTR itself is also slipping, not just visibility.