July 2026 Performance Report
WPJ Heating, reports.wpjheating.co.uk, generated for July 2026
1. Month at a Glance
Headline numbers for July 2026, measured against June 2026 and the same month last year.
1.1 Headline KPIs
Sessions
4,074
↑ 7.7% MoM↑ 13.6% YoY
Users
3,874
↑ 7.5% MoM↑ 13.7% YoY
Avg. Session Duration
55s
↓ 16.1% MoM↓ 64.5% YoY
Total Enquiries
89
↑ 9.9% MoM↓ 27.0% YoY
Book Appointment
29
↓ 23.7% MoM↓ 29.3% YoY
Boiler Quote
24
↑ 71.4% MoM↓ 29.4% YoY
Phone Link Clicks
36
↑ 24.1% MoM↓ 23.4% YoY
Conversion Rate
2.2%
↑ 2.0% MoM↓ 35.8% YoY
1.2 The month in plain English
Sessions rose 7.7% month on month to 4,074, and 13.6% year on year, so the site is comfortably ahead of where it was this time last year. The standout move is Boiler Quote submissions, up 71.4% to 24, alongside Phone Link Clicks up 24.1% to 36. The one soft spot is Book Appointment enquiries, which fell 23.7% to 29, so overall enquiry volume grew (89, up 9.9%) but the mix shifted away from appointment bookings toward quotes and calls.
1.3 Key insights
Boiler quote requests surgeBoiler Quote submissions jumped 71.4% month on month to 24, the sharpest gain of any tracked action this month, while sessions and users both grew in double digits year on year (13.6% and 13.7% respectively).
Book appointment slips againBook Appointment enquiries fell 23.7% month on month to 29 and are down 29.3% year on year, making it the weakest of the three tracked conversion actions despite total traffic growing.
Time on site keeps shrinkingAverage session duration fell to 55 seconds, down 16.1% on last month and down a steep 64.5% year on year, a pattern that has persisted for several months and is worth tracking alongside the conversion rate, which itself is down 35.8% year on year despite a small 2.0% monthly uptick.
2. Traffic by Channel
Where July 2026's traffic came from, and how each channel's engagement pattern looked.
2.1 Channel breakdown
| Channel | Sessions | % of Total | MoM | YoY |
|---|---|---|---|---|
| Direct | 2,304 | 56.6% | ↑ 8.0% | ↑ 27.4% |
| Organic Search | 1,443 | 35.4% | ↑ 7.9% | ↑ 60.3% |
| 161 | 4.0% | ↓ 26.1% | n/a, 0 prior year | |
| Organic Social | 50 | 1.2% | ↑ 100.0% | ↓ 57.6% |
| Paid Search | 38 | 0.9% | n/a | ↓ 82.6% |
| Unassigned | 32 | 0.8% | ↑ 68.4% | ↓ 93.2% |
| Referral | 28 | 0.7% | ↓ 26.3% | ↓ 47.2% |
| AI Assistant | 16 | 0.4% | ↓ 15.8% | n/a, 0 prior year |
| Paid Social | 1 | 0.0% | n/a | ↓ 66.7% |
2.2 Engagement quality by channel
| Channel | Sessions | Avg. Duration | Pages/Session | Bounce |
|---|---|---|---|---|
| Direct | 2,304 | 1m 00s | 0.88 | 73.8% |
| Organic Search | 1,443 | 42s | 1.10 | 86.4% |
| 161 | 24s | 1.10 | 91.9% | |
| Organic Social | 50 | 46s | 1.12 | 94.0% |
| Paid Search | 38 | 0s | 1.00 | 100.0% |
| Unassigned | 32 | 57s | 0.28 | 100.0% |
| Referral | 28 | 8m 00s | 3.32 | 53.6% |
| AI Assistant | 16 | 2m 54s | 1.56 | 62.5% |
| Paid Social | 1 | 17s | 1.00 | 0.0% |
Referral traffic engages longestReferral sessions averaged 480.7 seconds on site with 3.32 pages per session and a bounce rate of just 53.6%, comfortably the best engagement profile of any channel this month, though the volume behind it is small at 28 sessions.
Direct traffic dominates by volumeDirect is the largest channel at 2,304 sessions, more than one and a half times Organic Search's 1,443, but its 73.8% bounce rate and 0.88 pages per session show that scale is not matched by depth of engagement.
3. Website Engagement & Content
3.1 Top landing pages
| Page | Sessions | MoM | YoY | Avg. Duration | Pages/Session | Bounce |
|---|---|---|---|---|---|---|
| / | 832 | ↑ 30.0% | ↑ 13.5% | 1m 03s | 1.22 | 82.9% |
| (not set) | 549 | ↑ 14.6% | ↑ 17.8% | 1m 22s | 0.00 | 48.5% |
| /quietest-air-conditioners-in-2026-for-bedrooms-and-homes/ | 251 | ↑ 40.2% | n/a, new page | 38s | 1.02 | 84.1% |
| /contact/ | 159 | ↑ 3.2% | ↑ 9.7% | 1m 29s | 1.15 | 76.7% |
| /new-bathroom-installation-london/ | 123 | ↑ 339.3% | ↑ 355.6% | 31s | 1.10 | 90.2% |
| /boiler-service-wimbledon/ | 111 | ↓ 7.5% | ↑ 1133.3% | 0s | 1.00 | 99.1% |
| /air-conditioning/ | 78 | ↓ 58.9% | ↑ 875.0% | 36s | 1.15 | 83.3% |
| /care-plans/ | 73 | ↑ 192.0% | ↓ 13.1% | 19s | 1.18 | 71.2% |
| /worcester-bosch-greenstar-boilers-explained-1000-vs-4000-vs-8000-expert-review/ | 64 | ↑ 77.8% | n/a, new page | 17s | 1.02 | 93.8% |
| /boiler-service-london/ | 59 | ↑ 15.7% | ↑ 136.0% | 1m 02s | 1.17 | 81.4% |
Homepage carries the traffic loadThe homepage drew 832 sessions, more than the next two pages combined, though its 82.9% bounce rate shows most visitors leave without exploring further.
Wimbledon boiler page shows bot signature/boiler-service-wimbledon/ recorded 111 sessions but an average duration of just 0.5 seconds and a 99.1% bounce rate, a combination that points to bot or tracking noise rather than genuine visitor behaviour.
3.2 New vs Returning
91% of July 2026's sessions were new visitors.
3.3 Devices
| Device | Sessions | YoY | Bounce Rate | Avg. Duration |
|---|---|---|---|---|
| Desktop | 2,199 | ↑ 28.7% | 82.4% | 51s |
| Mobile | 1,819 | ↑ 1.1% | 75.8% | 59s |
| Tablet | 62 | ↓ 11.4% | 80.6% | 47s |
Mobile visitors stick around longerMobile sessions (1,819) averaged 59.8 seconds on site with a 75.8% bounce rate, both better than desktop's 51.5 seconds and 82.4% bounce rate despite desktop carrying more sessions (2,199).
4. Search Visibility GSC
Google Search Console performance for July 2026.
4.1 Overview
Clicks
1,538
↑ 7.6% MoM↑ 115.1% YoY
Impressions
307,115
↑ 0.0% MoM↓ 5.2% YoY
Avg. CTR
0.50%
↑ 7.5% MoM↑ 127.0% YoY
Avg. Position
17.1
↓ 0.8% MoM↓ 55.2% YoY
4.2 Top queries
| Query | Clicks | Clicks MoM | Clicks YoY | Impressions | Impr. MoM | Impr. YoY | Avg. Pos. |
|---|---|---|---|---|---|---|---|
| wpj heating | 171 | ↓ 3.9% | ↑ 47.4% | 421 | ↓ 5.4% | ↓ 5.2% | 1.0 |
| quietest air conditioner uk | 20 | ↑ 17.6% | n/a | 466 | ↓ 0.9% | n/a | 4.3 |
| wpj | 11 | ↓ 21.4% | ↓ 35.3% | 1640 | ↑ 7.3% | ↓ 9.6% | 6.1 |
| wpj heating and plumbing | 11 | ↓ 15.4% | ↓ 26.7% | 17 | ↓ 26.1% | ↓ 60.5% | 1.0 |
| wjp heating | 10 | ↑ 25.0% | ↑ 100.0% | 13 | ↓ 7.1% | ↓ 18.8% | 1.0 |
| wpj plumbing | 9 | ↓ 18.2% | ↑ 12.5% | 23 | ↓ 14.8% | ↑ 0.0% | 1.0 |
| boiler service london | 8 | ↑ 33.3% | ↑ 700.0% | 1265 | ↑ 16.9% | ↓ 34.2% | 9.2 |
| plumbing terms | 8 | ↓ 27.3% | ↑ 300.0% | 324 | ↑ 67.0% | ↓ 13.8% | 17.8 |
| boiler service | 6 | ↑ 200.0% | ↑ 500.0% | 5163 | ↑ 83.2% | ↑ 265.4% | 12.1 |
| quietest air conditioning unit uk | 6 | ↑ 50.0% | n/a | 82 | ↑ 78.3% | n/a | 3.8 |
| quietest split air conditioner uk | 6 | n/a, new to top 20 | n/a | 39 | n/a, new to top 20 | n/a | 2.4 |
| wpj heating reviews | 6 | ↑ 100.0% | ↑ 20.0% | 70 | ↓ 10.3% | ↑ 89.2% | 4.0 |
| plumber clapham | 5 | ↑ 66.7% | ↑ 400.0% | 726 | ↑ 2.1% | ↑ 43.2% | 7.2 |
| plumbing trivia | 5 | ↑ 66.7% | ↑ 0.0% | 38 | ↑ 90.0% | ↓ 96.6% | 6.0 |
| ideal vogue c32 manual | 4 | ↑ 100.0% | n/a | 37 | ↑ 54.2% | n/a | 2.7 |
| boiler repair | 3 | ↑ 50.0% | n/a | 131 | ↓ 50.2% | ↑ 13000.0% | 11.6 |
| boiler service clapham | 3 | n/a | ↑ 200.0% | 148 | ↓ 5.7% | ↑ 1.4% | 3.3 |
| f2 fault on boiler | 3 | n/a, new to top 20 | n/a | 172 | n/a, new to top 20 | n/a | 9.2 |
| ideal vogue installation manual | 3 | ↓ 40.0% | n/a | 12 | ↓ 14.3% | n/a | 2.3 |
| plumber london | 3 | ↑ 200.0% | n/a | 28 | ↑ 64.7% | n/a | 22.2 |
4.3 Top 5 branded queries
| Query | Clicks | Clicks MoM | Clicks YoY | Impressions | Impr. MoM | Impr. YoY |
|---|---|---|---|---|---|---|
| wpj heating | 171 | ↓ 3.9% | ↑ 47.4% | 421 | ↓ 5.4% | ↓ 5.2% |
| wpj | 11 | ↓ 21.4% | ↓ 35.3% | 1640 | ↑ 7.3% | ↓ 9.6% |
| wpj heating and plumbing | 11 | ↓ 15.4% | ↓ 26.7% | 17 | ↓ 26.1% | ↓ 60.5% |
| wjp heating | 10 | ↑ 25.0% | ↑ 100.0% | 13 | ↓ 7.1% | ↓ 18.8% |
| wpj plumbing | 9 | ↓ 18.2% | ↑ 12.5% | 23 | ↓ 14.8% | ↑ 0.0% |
4.4 Top 5 non-branded queries
| Query | Clicks | Clicks MoM | Clicks YoY | Impressions | Impr. MoM | Impr. YoY |
|---|---|---|---|---|---|---|
| quietest air conditioner uk | 20 | ↑ 17.6% | n/a | 466 | ↓ 0.9% | n/a |
| boiler service london | 8 | ↑ 33.3% | ↑ 700.0% | 1265 | ↑ 16.9% | ↓ 34.2% |
| plumbing terms | 8 | ↓ 27.3% | ↑ 300.0% | 324 | ↑ 67.0% | ↓ 13.8% |
| boiler service | 6 | ↑ 200.0% | ↑ 500.0% | 5163 | ↑ 83.2% | ↑ 265.4% |
| quietest air conditioning unit uk | 6 | ↑ 50.0% | n/a | 82 | ↑ 78.3% | n/a |
4.5 Top 20 pages cited in Google AI Overview results
Pages that appeared as a cited source within Google's AI Overview search results, with the number of times cited (impressions) and month-on-month change. Sourced from GSC's Generative AI features export, no year-on-year comparison is available yet.
| Page | Impressions | MoM |
|---|---|---|
| /quietest-air-conditioners-in-2026-for-bedrooms-and-homes/ | 4377 | ↑ 19.1% |
| /ideal-boiler-f2-fault-local-heating-engineers-near-you/ | 1120 | ↑ 274.6% |
| /vaillant-boiler-reviews-top-models-explained/ | 982 | ↑ 98.4% |
| /worcester-bosch-greenstar-boilers-explained-1000-vs-4000-vs-8000-expert-review/ | 806 | ↑ 515.3% |
| /how-much-does-a-boiler-cost-in-london-a-complete-guide/ | 641 | ↑ 27.2% |
| /5-of-the-worlds-most-expensive-loos/ | 540 | ↑ 6.1% |
| / | 461 | ↑ 77.3% |
| /a-hard-to-turn-tap/ | 374 | ↑ 9.4% |
| /whats-the-average-cost-of-putting-in-a-new-bathroom-in-london/ | 318 | ↓ 29.5% |
| /boiler-service-london/ | 310 | ↑ 108.1% |
| /the-complete-plumbing-glossary/ | 278 | ↑ 23.0% |
| /boiler-manuals/ | 262 | ↓ 12.1% |
| /wp-content/uploads/2025/10/Worcester_Heatslave_12-14_15-19_20-25_26-32_CF_and_RSF_Operating_Instructions.pdf/ | 242 | ↑ 30.8% |
| /a-noisy-tap/ | 236 | ↑ 51.3% |
| /wpj-vs-british-gas-homecare-which-boiler-cover-is-right-for-you/ | 233 | n/a |
| /the-quietest-air-conditioning-units-for-w2-flats/ | 218 | ↓ 57.5% |
| /how-to-not-get-scammed-by-a-plumber/ | 200 | ↑ 42.9% |
| /best-plumbing-companies-in-london-fast-affordable-and-professional/ | 157 | ↓ 38.7% |
| /should-i-buy-a-house-with-a-boiler-that-hasnt-been-serviced/ | 152 | ↓ 24.0% |
| /plumbing-dulwich/ | 148 | ↑ 214.9% |
5. Performance by Service Category
Traffic split by service category, classified by URL pattern - see classify.py.
5.1 Traffic by category
| Category | Sessions | MoM | YoY |
|---|---|---|---|
| General Plumbing | 552 | ↑ 11.5% | ↓ 20.3% |
| Boiler Servicing | 246 | ↓ 7.2% | ↑ 127.8% |
| Bathroom Installation | 141 | ↑ 200.0% | ↑ 252.5% |
| Boiler Installation | 119 | ↑ 33.7% | ↑ 0.0% |
| Air Conditioning | 112 | ↓ 56.4% | ↑ 348.0% |
| Boiler Repair | 22 | ↓ 29.0% | ↑ 83.3% |
| Heat Pumps | 20 | ↓ 77.5% | ↑ 11.1% |
5.3 Category movers
Bathroom installation triples overBathroom Installation sessions tripled month on month, from 47 to 141, a 200% increase that is the largest swing of any category and likely reflects a seasonal pickup in home improvement enquiries over summer.
Heat pumps fall off sharplyHeat Pumps sessions dropped 77.5% month on month, from 89 to just 20, the steepest decline in the category table and a marked reversal after last month's spike.
6. Local & Location Pages
6.1 Location performance, Top 20
| # | Page | Sessions | MoM | YoY | Duration | Bounce |
|---|---|---|---|---|---|---|
| 1 | /new-bathroom-installation-london/ | 123 | ↑ 339.3% | ↑ 355.6% | 31s | 90.2% |
| 2 | /boiler-service-wimbledon/ | 111 | ↓ 7.5% | ↑ 1133.3% | 0s | 99.1% |
| 3 | /boiler-service-london/ | 59 | ↑ 15.7% | ↑ 136.0% | 1m 02s | 81.4% |
| 4 | /plumbing-london/ | 26 | ↑ 8.3% | ↓ 56.7% | 21s | 80.8% |
| 5 | /plumbing-battersea/ | 19 | ↑ 11.8% | ↑ 137.5% | 3m 10s | 63.2% |
| 6 | /boiler-installation-london/ | 14 | ↑ 100.0% | ↓ 12.5% | 1s | 100.0% |
| 7 | /boiler-repair-london/ | 13 | ↑ 0.0% | ↑ 8.3% | 3m 29s | 84.6% |
| 8 | /plumbing-clapham/ | 12 | ↑ 50.0% | ↑ 100.0% | 10s | 91.7% |
| 9 | /plumbing-putney/ | 12 | ↑ 140.0% | ↑ 500.0% | 1m 45s | 75.0% |
| 10 | /plumbing-brixton/ | 11 | ↑ 450.0% | ↑ 57.1% | 3s | 90.9% |
| 11 | /plumbing-wandsworth/ | 10 | ↑ 100.0% | ↑ 42.9% | 28s | 90.0% |
| 12 | /plumbing-balham/ | 8 | ↓ 38.5% | ↑ 60.0% | 4m 28s | 75.0% |
| 13 | /air-conditioning-clapham/ | 7 | ↑ 600.0% | n/a | 1m 03s | 85.7% |
| 14 | /boiler-service-clapham/ | 7 | ↑ 0.0% | ↑ 40.0% | 0s | 100.0% |
| 15 | /plumbing-southwark/ | 7 | ↑ 133.3% | n/a | 38s | 85.7% |
| 16 | /boiler-service-camden/ | 6 | n/a | n/a | 0s | 100.0% |
| 17 | /new-bathroom-installation-southwark/ | 6 | ↑ 200.0% | n/a | 0s | 100.0% |
| 18 | /plumbing-wimbledon/ | 6 | ↓ 14.3% | ↑ 50.0% | 4s | 83.3% |
| 19 | /plumbing-dulwich/ | 5 | ↓ 44.4% | n/a | 1s | 100.0% |
| 20 | /air-conditioning-richmond/ | 4 | ↑ 33.3% | n/a | 5s | 75.0% |
If any page shows near-0s duration with 100% bounce despite a meaningful session count, that is very likely bot/crawler traffic, not real visitors - check device + referrer breakdown for that specific page before trusting its rank (see README.md, this pattern has recurred).
6.2 Top and bottom performers
Both top 3 and bottom 3 are drawn from within the Top 20 table above, not from all location pages site-wide.
1. /new-bathroom-installation-london/Sessions more than quadrupled year to date to 123 this month, but a 90.2% bounce rate and just 31.4 seconds average duration suggest visitors are not engaging deeply with the page.
2. /boiler-service-wimbledon/111 sessions but a 0.5 second average duration and 99.1% bounce rate strongly suggest this traffic is bot or tracking noise rather than genuine visitor interest.
3. /boiler-service-london/59 sessions with 63 seconds average duration, the longest of the three top location pages, though an 81.4% bounce rate shows most visitors still leave after one page.
1. /air-conditioning-richmond/Just 4 sessions this month with a 5.8 second average duration, marking this as one of the quietest location pages, though its 75.0% bounce rate is not the worst on record.
2. /plumbing-dulwich/Only 5 sessions recorded, with a 1.5 second average duration and a 100% bounce rate, indicating negligible real engagement this month.
3. /boiler-service-camden/6 sessions with a 1.0 second average duration and 100% bounce rate point to minimal or non-genuine engagement on this page this month.
7. Blog & Content
7.1 New posts published in July 2026
| Date | Post |
|---|---|
| Jul 15 | How to Repressurise a Boiler: When to Call a Heating Engineer |
| Jul 15 | What Does F22 Mean on a Boiler? A Simple Troubleshooting Guide |
| Jul 15 | Boiler Quotes Explained: Everything You Need to Know Before You Compare Prices |
| Jul 15 | Boiler Replacement vs New Boiler Installation: Which Is Best for Your London Home? |
| Jul 21 | WPJ vs British Gas HomeCare: Which Boiler Cover Is Right for You? |
| Jul 21 | How to Re-Pressurise Your Worcester Bosch Boiler |
7.2 This month's post performance
| Post | Sessions | Avg. Duration | Bounce |
|---|---|---|---|
| What Does F22 Mean on a Boiler? A Simple Troubleshooting Guide | 3 | 0s | 100.0% |
| How to Re-Pressurise Your Worcester Bosch Boiler | 3 | 0s | 100.0% |
| How to Repressurise a Boiler: When to Call a Heating Engineer | 0 | 0s | 0.0% |
| Boiler Quotes Explained: Everything You Need to Know Before You Compare Prices | 0 | 0s | 0.0% |
| Boiler Replacement vs New Boiler Installation: Which Is Best for Your London Home? | 0 | 0s | 0.0% |
| WPJ vs British Gas HomeCare: Which Boiler Cover Is Right for You? | 0 | 0s | 0.0% |
7.3 Blog leaderboard, Year to Date Top 20
| # | Post | Sessions (YTD) | Duration | Bounce | Published |
|---|---|---|---|---|---|
| 1 | Quietest Air Conditioners in 2026 for Bedrooms and Homes | 430 | 30s | 86.5% | Jun 4 |
| 2 | Worcester Bosch Greenstar Boilers Explained: 1000 vs 4000 vs 8000+ (expert review) | 130 | 26s | 85.4% | Apr 24 |
| 3 | Ideal Boiler F2 Fault: Local Heating Engineers Near You | 73 | 40s | 90.4% | May 19 |
| 4 | Vaillant Boiler Reviews: Top Models Explained | 36 | 4s | 94.4% | Jun 5 |
| 5 | Air Conditioning Costs in London: 2026 Price Guide | 26 | 53s | 92.3% | Jun 5 |
| 6 | How Much Does a Boiler Cost in London? A Complete Guide | 25 | 38s | 88.0% | Apr 24 |
| 7 | Office Window Logo Graphics by TheVinylBiz.co.uk | 21 | 2m 08s | 81.0% | Mar 15 |
| 8 | What to Look for in a Boiler Company: Gas Safe, Pricing, and Guarantees Explained | 18 | 1s | 83.3% | May 5 |
| 9 | Registered Gas Boiler Engineers in South & West London: Safe and Certified Services | 17 | 3s | 76.5% | May 5 |
| 10 | The Best Boiler Companies in Battersea Reviewed & Ranked | 16 | 4m 17s | 62.5% | Apr 8 |
| 11 | The Best Boiler Companies in Fulham Reviewed & Ranked | 10 | 8m 49s | 80.0% | Jun 5 |
| 12 | What’s the lifespan of a boiler? | 9 | 1m 20s | 66.7% | Feb 28 |
| 13 | Worcester Boiler EA Error: Why It Happens and What to Do | 9 | 3m 27s | 88.9% | Apr 13 |
| 14 | Worcester Boiler Fault Codes Explained for Homeowners | 9 | 1s | 100.0% | Apr 13 |
| 15 | F1 Error on Ideal Boiler: Expert Advice and Common Fixes | 9 | 1m 01s | 77.8% | May 19 |
| 16 | Why does my hot water keep going cold? A Heating Engineer’s Guide | 9 | 1s | 100.0% | Jun 5 |
| 17 | What Is the F75 Fault Code on a Vaillant Boiler? | 9 | 0s | 100.0% | Jun 15 |
| 18 | What are the most common problems with boilers in London? | 8 | 2s | 100.0% | Feb 25 |
| 19 | Radiators Not Working, but Hot Water Is? Here’s How We Can Help | 8 | 2m 55s | 87.5% | Jun 4 |
| 20 | Comparing Boiler Repair Clapham and Fulham for Tenant Occupied Homes | 7 | 2s | 100.0% | Mar 17 |
Air conditioner guide leads by farThe Quietest Air Conditioners in 2026 post leads the YTD leaderboard with 430 sessions despite publishing only on 4 June, more than three times the next best performer, the Worcester Bosch Greenstar comparison at 130.
Fault code guides cluster at the bottomSeveral fault code explainers, including the Worcester EA Error, Worcester Fault Codes, and Ideal F1 Error posts, each sit at exactly 9 YTD sessions, suggesting this content type draws a small but consistent trickle of search traffic rather than any breakout interest.
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
89
↑ 9.9% MoM↓ 27.0% YoY
Conversion Rate
2.2%
↑ 2.0% MoM↓ 35.8% YoY
8.2 Enquiries by type
| Type | July 2026 | June 2026 | MoM | Same month last year | YoY |
|---|---|---|---|---|---|
| Book Appointment | 29 | 38 | ↓ 23.7% | 41 | ↓ 29.3% |
| Boiler Quote | 24 | 14 | ↑ 71.4% | 34 | ↓ 29.4% |
| Phone Link Click | 36 | 29 | ↑ 24.1% | 47 | ↓ 23.4% |
8.3 Enquiries by channel
| Channel | July 2026 | MoM | YoY |
|---|---|---|---|
| Direct | 74 | ↑ 17.5% | ↓ 26.7% |
| Organic Search | 9 | ↓ 30.8% | ↑ 80.0% |
| 2 | ↓ 50.0% | n/a, new | |
| Organic Social | 2 | n/a | n/a, new |
| Unassigned | 2 | ↑ 100.0% | ↓ 71.4% |
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. Self-referral sessions (thank-you page referring to itself, almost always a reload) are excluded from the chart and noted separately.
Book Appointment
Air conditioning page drives bookingsThe homepage supplied 9 of the 29 Book Appointment sessions, but /air-conditioning/ appears twice in the top sources contributing 6 and 5 respectively, meaning air conditioning pages together outweighed the homepage as the booking trigger this month.
Boiler Quote
Boiler quote demand spreads across pagesThe homepage generated 9 of the 24 Boiler Quote sessions, but /boiler-quote-2026/, /buy-now-pay-later/ and /new-boiler-installation-brixton/ each contributed 3, showing quote intent is fairly distributed rather than concentrated on one page.
Phone Link Click
| Page | Sessions |
|---|---|
| / | 16 |
| /contact/ | 6 |
| /boiler-quote-thank-you/ | 1 |
| /boiler-service-camberwell/ | 1 |
| /new-boiler-installation-wimbledon/ | 1 |
| /plumbing-and-heating-services/ | 1 |
| /plumbing-balham/ | 1 |
| /plumbing-battersea/ | 1 |
| /plumbing-clapham/ | 1 |
| /plumbing-earls-court/ | 1 |
| /plumbing-fulham/ | 1 |
| /plumbing-putney/ | 1 |
| /plumbing-wandsworth/ | 1 |
| /quietest-air-conditioners-in-2026-for-bedrooms-and-homes/ | 1 |
| /tricky-flue-installations/ | 1 |
| /vaillant-boilers/ | 1 |
Homepage drives most phone callsThe homepage generated 16 of the 36 Phone Link Click sessions, with /contact/ a distant second at 6, while the remaining calls were spread thinly across six different service and location pages with just 1 session each.
9. Insights & Key Takeaways
Growth Insights
General Plumbing sessions rose to 601 this year to date and remains the top service category, while non-branded search clicks climbed from 1,198 to 1,318 month on month, showing organic demand growth beyond the brand name itself.
The Quietest Air Conditioners blog post has generated 430 YTD sessions since publishing on 4 June, already outperforming every other post on the leaderboard by a wide margin.
Search Console clicks reached 1,538 this month against 307,115 impressions, both the highest figures recorded in the seven months shown, indicating growing visibility in search results.
/new-bathroom-installation-london/ sessions jumped from 28 to 123 month on month, a more than fourfold increase that makes it the standout individual location page this period.
Opportunities
Book Appointment enquiries fell to 29 this month even as total sessions grew to 4,074, so there is scope to review the booking journey on high-traffic pages like the homepage and /air-conditioning/ where most booking sessions originate.
Six new blog posts were published this month, yet none matches the 430 YTD sessions already built up by the Quietest Air Conditioners post, suggesting an opportunity to promote the newer posts more actively to replicate that performance.
AI Assistant referrals reached 16 sessions this month with the category still new to the channel mix, a small but growing source worth monitoring as AI-driven discovery tools gain traction.
Boiler Quote submissions from /boiler-quote-2026/, /buy-now-pay-later/ and /new-boiler-installation-brixton/ each sit at just 3 sessions, showing these dedicated conversion pages could likely convert more of the site's 4,074 monthly sessions with stronger internal linking.
Watch Points
Average session duration has dropped to 55 seconds, down 64.5% year on year, a persistent decline that predates this month and warrants investigation into page load or content engagement issues.
Conversion rate sits at 2.2%, down 35.8% year on year even though sessions are up 13.6% over the same period, meaning the extra traffic is not converting at the rate it once did.
Air Conditioning category sessions fell 56.4% month on month, from 257 to 112, reversing several months of strong seasonal growth in that category.
Enquiries overall, including phone clicks, quotes and bookings, sit at 89 this month, still 27.0% below the same month last year despite the recent monthly recovery.
10. Year to Date
10.1 Sessions & Total Users
GA4, monthly totals
Sessions have climbed for three consecutive months to 4,032 in the most recent period, recovering from the April low of 2,421, with total users tracking the same shape at 3,728 versus 2,107 in April.
10.2 Top 10 Landing Pages
GA4, sessions by month for the top 10 landing pages of the YTD period
The homepage has led every month of the year, peaking at 866 sessions in January and rebuilding to 832 by July after a spring dip to 405, showing it remains the most consistently visited entry point.
The quietest air conditioners page and the Worcester Bosch Greenstar comparison both show zero sessions before their launch months and then climb steadily each month since, 251 and 64 respectively by July, demonstrating new content can build momentum quickly once published.
10.3 Traffic by Channel
GA4, sessions by month, all channels
Direct has been the largest channel in every month shown, ranging from 1,189 in April to 2,304 in July, while Email traffic appeared from nowhere in April (95 sessions) and has sustained triple-digit sessions since, a genuinely new contributor to the mix.
10.4 Enquiries, Book Appointment vs Boiler Quote
GA4, sessions by month
Book Appointment enquiries have declined fairly steadily from 60 in January to 29 in July, while Boiler Quote has been more volatile, dropping to 8 in May before recovering to 24 by July.
10.5 Traffic by Location, Top 10 Each Month + Other
GA4, top 10 locations recalculated fresh each month
London sessions swung sharply across the year, from 391 in February down to 87 in April before rebuilding to 236 in July, while Wimbledon shows the opposite pattern, climbing from just 11 in April to 131 in June before settling at 120 in July.
10.6 Performance by Service Category
GA4, YTD view of the category table
Air Conditioning sessions grew from just 19 in January to a peak of 257 in June before falling back to 138 in July, a clear seasonal curve, while General Plumbing has stayed the largest category throughout, never dropping below 359.
10.7 Search Visibility, Branded vs Non-Branded Queries
GSC, clicks by month
Non-branded search clicks have consistently outpaced branded clicks all year and widened the gap further in July (1,318 versus 220), suggesting the site is increasingly found by people searching for services rather than the WPJ name directly.
10.8 Search Visibility, Clicks & Impressions
GSC, YTD view of the headline figures
Search Console clicks and impressions have moved together across the year, both dipping in April (977 clicks, 211,784 impressions) and both reaching their highest points in July (1,538 clicks, 307,115 impressions).
10.9 Google AI Overview Impressions
GSC Generative AI features export, weekly impressions
AI Overview impressions peaked at 5,630 in the fifth week shown before settling into a range of roughly 3,500 to 4,800 in recent weeks, still well above the 1,801 recorded in the first week.