May 2026 Performance Report
WPJ Heating, reports.wpjheating.co.uk, generated for May 2026
1. Month at a Glance
Headline numbers for May 2026, measured against April 2026 and the same month last year.
1.1 Headline KPIs
Sessions
2,709
↑ 12.0% MoM↑ 43.9% YoY
Users
2,487
↑ 11.2% MoM↑ 3.9% YoY
Avg. Session Duration
1m 34s
↑ 7.0% MoM↓ 31.1% YoY
Total Enquiries
74
↓ 8.6% MoM↑ 428.6% YoY
Book Appointment
38
↓ 9.5% MoM↑ 442.9% YoY
Boiler Quote
8
↓ 38.5% MoM↑ 14.3% YoY
Phone Link Clicks
28
↑ 7.7% MoM
Conversion Rate
2.7%
↓ 18.5% MoM↑ 267.4% YoY
1.2 The month in plain English
May was a strong month for traffic, with sessions up 12.0% month on month to 2,709 and up 43.9% year on year. The one thing to flag is that this growth in visits did not carry through to enquiries, which fell 8.6% to 74, and the conversion rate dropped 18.5% to 2.7%, so more people looked but a smaller share of them acted.
1.3 Key insights
Sessions climb sharply on the yearSessions reached 2,709 this month, up 12.0% on April and up 43.9% versus May last year. Enquiries overall are also up 428.6% year on year, showing the site is converting far more of its now-larger audience than it was 12 months ago.
Conversion rate slips as traffic growsConversion rate fell 18.5% month on month to 2.7%, and Boiler Quote submissions dropped 38.5% to just 8. Traffic is moving in the right direction but a smaller proportion of visitors are turning into enquiries than last month.
Average session duration recovering, still down on the yearAverage session duration rose 7.0% month on month to 1m 34s, a second consecutive improvement, but it remains 31.1% below where it stood a year ago. Worth watching whether this upward trend continues or stalls.
2. Traffic by Channel
Where May 2026's traffic came from, and how each channel's engagement pattern looked.
2.1 Channel breakdown
| Channel | Sessions | % of Total | MoM | YoY |
|---|---|---|---|---|
| Direct | 1,293 | 47.9% | ↑ 8.7% | ↑ 35.4% |
| Organic Search | 1,043 | 38.6% | ↑ 2.4% | ↑ 63.2% |
| 261 | 9.7% | ↑ 174.7% | n/a, 0 prior year | |
| Referral | 69 | 2.6% | ↓ 5.5% | ↑ 187.5% |
| Organic Social | 19 | 0.7% | ↓ 17.4% | ↓ 53.7% |
| Unassigned | 15 | 0.6% | ↑ 50.0% | ↓ 88.0% |
| Paid Search | 2 | 0.1% | ↓ 71.4% | ↓ 97.9% |
2.2 Engagement quality by channel
| Channel | Sessions | Avg. Duration | Pages/Session | Bounce |
|---|---|---|---|---|
| Direct | 1,293 | 1m 16s | 0.89 | 69.4% |
| Organic Search | 1,043 | 1m 23s | 1.26 | 79.9% |
| 261 | 20s | 1.06 | 88.5% | |
| Referral | 69 | 15m 31s | 5.26 | 42.0% |
| Organic Social | 19 | 1s | 1.00 | 94.7% |
| Unassigned | 15 | 20s | 0.73 | 100.0% |
| Paid Search | 2 | 1s | 1.00 | 100.0% |
Referral traffic stands out on qualityReferral sessions averaged 931.8 seconds on site with a bounce rate of just 42.0% and 5.26 pages per session, far ahead of every other channel despite only 69 sessions. This is a small but highly engaged audience worth understanding better, as the numbers suggest visitors arriving via referral links are genuinely researching rather than passing through.
Email traffic bounces fastEmail drove 261 sessions but with an 88.5% bounce rate and just 20.1 seconds average duration, the weakest engagement of any channel bar Organic Social. Volume from email is meaningful but the content or landing experience is not holding attention once people arrive.
3. Website Engagement & Content
3.1 Top landing pages
| Page | Sessions | MoM | YoY | Avg. Duration | Pages/Session | Bounce |
|---|---|---|---|---|---|---|
| / | 454 | ↑ 12.1% | ↓ 3.4% | 2m 58s | 1.77 | 74.9% |
| (not set) | 343 | ↑ 7.9% | ↑ 67.3% | 1m 21s | 0.00 | 50.7% |
| /air-conditioning/ | 196 | ↑ 102.1% | n/a, new page | 47s | 1.12 | 87.8% |
| /contact/ | 189 | ↑ 21.2% | ↑ 139.2% | 47s | 1.08 | 81.5% |
| /contact-wpj-heating/ | 172 | ↑ 8.2% | n/a, new page | 1m 05s | 1.23 | 77.3% |
| /boiler-service-london/ | 92 | ↑ 206.7% | ↑ 76.9% | 1m 23s | 1.13 | 81.5% |
| /boiler-service-wimbledon/ | 84 | ↑ 2700.0% | ↑ 2700.0% | 0s | 1.00 | 100.0% |
| /care-plans/ | 64 | ↑ 56.1% | ↑ 8.5% | 51s | 1.30 | 75.0% |
| /about-us/meet-the-team/ | 59 | ↓ 13.2% | ↑ 90.3% | 1m 05s | 1.24 | 66.1% |
| /the-complete-plumbing-glossary/ | 41 | ↓ 8.9% | ↓ 12.8% | 25s | 1.05 | 85.4% |
Homepage leads on volume and time on pageThe homepage drew 454 sessions this month, the most of any page, and held visitors for 178.6 seconds on average, comfortably the longest duration in the top 10. It still carries a 74.9% bounce rate, so a large share of that traffic is arriving and leaving without exploring further despite the longer dwell time.
Boiler service Wimbledon shows bot-like pattern/boiler-service-wimbledon/ recorded 84 sessions with an average duration of just 0.1 seconds and a 100% bounce rate, a combination that does not reflect real visitor behaviour and points to a tracking or bot anomaly rather than genuine interest in the page.
3.2 New vs Returning
85% of May 2026's sessions were new visitors.
3.3 Devices
| Device | Sessions | YoY | Bounce Rate | Avg. Duration |
|---|---|---|---|---|
| Desktop | 1,500 | ↑ 19.4% | 75.6% | 1m 55s |
| Mobile | 1,153 | ↑ 85.7% | 73.4% | 1m 10s |
| Tablet | 54 | ↑ 260.0% | 88.9% | 30s |
Desktop holds the edge on engagementDesktop sessions averaged 115.8 seconds against 70.3 seconds on mobile, despite mobile carrying a slightly lower bounce rate (73.4% versus 75.6%). Desktop remains the stronger engagement channel by time on site even though mobile visitors are marginally less likely to bounce immediately.
4. Search Visibility GSC
Google Search Console performance for May 2026.
4.1 Overview
Clicks
1,043
↑ 6.8% MoM↑ 35.3% YoY
Impressions
237,958
↑ 12.4% MoM↓ 25.2% YoY
Avg. CTR
0.44%
↓ 5.0% MoM↑ 80.9% YoY
Avg. Position
20.5
↑ 8.4% MoM↓ 43.6% YoY
4.2 Top queries
| Query | Clicks | Clicks MoM | Clicks YoY | Impressions | Impr. MoM | Impr. YoY | Avg. Pos. |
|---|---|---|---|---|---|---|---|
| wpj heating | 161 | ↓ 1.8% | ↑ 24.8% | 385 | ↓ 8.3% | ↓ 2.0% | 1.0 |
| wpj | 16 | ↑ 6.7% | ↓ 5.9% | 1624 | ↓ 14.2% | ↓ 26.0% | 6.8 |
| wpj plumbing | 15 | ↑ 25.0% | ↓ 21.1% | 30 | ↑ 7.1% | ↓ 37.5% | 1.9 |
| wpj heating and plumbing | 14 | ↑ 75.0% | ↓ 26.3% | 25 | ↑ 56.2% | ↓ 55.4% | 1.0 |
| plumbing terms | 9 | ↓ 10.0% | ↑ 125.0% | 337 | ↑ 0.6% | ↓ 11.5% | 26.8 |
| wjp heating | 9 | ↑ 200.0% | n/a | 14 | ↑ 27.3% | n/a | 1.5 |
| ideal vogue c32 gen 2 manual | 7 | ↑ 133.3% | n/a | 16 | ↑ 33.3% | n/a | 1.6 |
| ideal vogue c26 manual | 6 | ↑ 50.0% | n/a | 30 | ↑ 25.0% | n/a | 2.7 |
| worcester 30si compact manual | 6 | n/a, new to top 20 | n/a | 42 | n/a, new to top 20 | n/a | 4.7 |
| wpj services ltd | 6 | ↑ 500.0% | ↑ 200.0% | 12 | ↓ 14.3% | ↑ 71.4% | 1.2 |
| ideal vogue c40 gen2 manual | 4 | ↓ 33.3% | n/a | 12 | ↓ 14.3% | n/a | 2.2 |
| ideal vogue installation manual | 4 | n/a, new to top 20 | n/a | 13 | n/a, new to top 20 | n/a | 3.2 |
| plumbing quiz | 4 | ↓ 33.3% | ↑ 33.3% | 65 | ↑ 20.4% | ↓ 12.2% | 10.8 |
| plumbing terminology | 4 | ↓ 20.0% | ↑ 100.0% | 38 | ↑ 15.2% | ↓ 36.7% | 7.5 |
| wpj heating reviews | 4 | ↑ 33.3% | ↓ 33.3% | 41 | ↓ 28.1% | ↑ 10.8% | 4.7 |
| ideal vogue c40 manual | 3 | n/a, new to top 20 | n/a | 30 | n/a, new to top 20 | n/a | 4.0 |
| worcester greenstar 25si compact manual | 3 | ↑ 50.0% | n/a | 32 | ↓ 20.0% | n/a | 3.7 |
| wpj heating london | 3 | ↓ 40.0% | n/a | 9 | ↓ 30.8% | n/a | 1.0 |
| battersea plumbers | 2 | ↑ 100.0% | ↑ 100.0% | 171 | ↑ 46.2% | ↓ 14.5% | 8.5 |
| boiler repair merton | 2 | n/a | n/a | 13 | ↑ 0.0% | ↓ 87.6% | 11.7 |
4.3 Top 5 branded queries
| Query | Clicks | Clicks MoM | Clicks YoY | Impressions | Impr. MoM | Impr. YoY |
|---|---|---|---|---|---|---|
| wpj heating | 161 | ↓ 1.8% | ↑ 24.8% | 385 | ↓ 8.3% | ↓ 2.0% |
| wpj | 16 | ↑ 6.7% | ↓ 5.9% | 1624 | ↓ 14.2% | ↓ 26.0% |
| wpj plumbing | 15 | ↑ 25.0% | ↓ 21.1% | 30 | ↑ 7.1% | ↓ 37.5% |
| wpj heating and plumbing | 14 | ↑ 75.0% | ↓ 26.3% | 25 | ↑ 56.2% | ↓ 55.4% |
| wjp heating | 9 | ↑ 200.0% | n/a | 14 | ↑ 27.3% | n/a |
4.4 Top 5 non-branded queries
| Query | Clicks | Clicks MoM | Clicks YoY | Impressions | Impr. MoM | Impr. YoY |
|---|---|---|---|---|---|---|
| plumbing terms | 9 | ↓ 10.0% | ↑ 125.0% | 337 | ↑ 0.6% | ↓ 11.5% |
| ideal vogue c32 gen 2 manual | 7 | ↑ 133.3% | n/a | 16 | ↑ 33.3% | n/a |
| ideal vogue c26 manual | 6 | ↑ 50.0% | n/a | 30 | ↑ 25.0% | n/a |
| worcester 30si compact manual | 6 | n/a | n/a | 42 | n/a | n/a |
| ideal vogue c40 gen2 manual | 4 | ↓ 33.3% | n/a | 12 | ↓ 14.3% | 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 |
|---|---|---|
| /the-quietest-air-conditioning-units-for-w2-flats/ | 182 | n/a |
| /5-of-the-worlds-most-expensive-loos/ | 167 | n/a |
| /the-complete-plumbing-glossary/ | 127 | n/a |
| /how-much-does-a-boiler-cost-in-london-a-complete-guide/ | 118 | n/a |
| / | 100 | n/a |
| /whats-the-average-cost-of-putting-in-a-new-bathroom-in-london/ | 95 | n/a |
| /ideal-boiler-f2-fault-local-heating-engineers-near-you/ | 92 | n/a |
| /best-plumbing-companies-in-london-fast-affordable-and-professional/ | 87 | n/a |
| /a-hard-to-turn-tap/ | 85 | n/a |
| /boiler-manuals/ | 78 | n/a |
| /hard-water-and-soft-water-explained/ | 68 | n/a |
| /10-weirdest-things-found-in-the-river-thames/ | 66 | n/a |
| /new-boiler-installation-brixton/ | 62 | n/a |
| /commercial-service-repairs-pre-planned-maintenance/ | 59 | n/a |
| /f1-error-on-ideal-boiler-expert-advice-and-common-fixes/ | 58 | n/a |
| /should-i-buy-a-house-with-a-boiler-that-hasnt-been-serviced/ | 58 | n/a |
| /boiler-installation-place/ | 57 | n/a |
| /is-it-worth-replacing-a-10-year-old-boiler/ | 54 | n/a |
| /new-boiler-installation-chelsea/ | 53 | n/a |
| /worcester-bosch-boilers/ | 53 | n/a |
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 | 359 | ↓ 25.4% | ↓ 11.8% |
| Boiler Servicing | 245 | ↑ 82.8% | ↑ 109.4% |
| Air Conditioning | 227 | ↑ 124.8% | ↑ 22600.0% |
| Boiler Installation | 97 | ↑ 14.1% | ↓ 37.8% |
| Bathroom Installation | 45 | ↑ 28.6% | ↑ 28.6% |
| Heat Pumps | 19 | ↑ 0.0% | ↑ 280.0% |
| Boiler Repair | 19 | ↓ 38.7% | ↑ 137.5% |
5.3 Category movers
Air conditioning sessions more than doubleAir Conditioning sessions jumped from 101 to 227, up 124.8% month on month, the largest move of any category. The timing points squarely to seasonal demand as warmer weather approaches.
General plumbing continues to softenGeneral Plumbing fell 25.4% month on month, from 481 to 359 sessions, continuing a decline that has run since the start of the year. It remains the largest category by volume but is now the weakest performer in trend terms.
6. Local & Location Pages
6.1 Location performance, Top 20
| # | Page | Sessions | MoM | YoY | Duration | Bounce |
|---|---|---|---|---|---|---|
| 1 | /boiler-service-london/ | 92 | ↑ 206.7% | ↑ 76.9% | 1m 23s | 81.5% |
| 2 | /boiler-service-wimbledon/ | 84 | ↑ 2700.0% | ↑ 2700.0% | 0s | 100.0% |
| 3 | /plumbing-london/ | 30 | ↑ 100.0% | ↑ 87.5% | 21s | 86.7% |
| 4 | /new-bathroom-installation-london/ | 27 | ↑ 42.1% | ↑ 28.6% | 1m 39s | 70.4% |
| 5 | /boiler-installation-london/ | 16 | ↑ 14.3% | ↑ 6.7% | 4s | 93.8% |
| 6 | /boiler-repair-london/ | 14 | ↑ 55.6% | ↑ 133.3% | 2m 39s | 85.7% |
| 7 | /plumbing-putney/ | 9 | ↓ 25.0% | n/a | 14s | 88.9% |
| 8 | /plumbing-wimbledon/ | 8 | ↑ 700.0% | ↑ 700.0% | 0s | 100.0% |
| 9 | /plumbing-southwark/ | 7 | ↑ 250.0% | n/a | 6m 59s | 85.7% |
| 10 | /plumbing-lambeth/ | 6 | ↑ 20.0% | n/a | 6m 00s | 33.3% |
| 11 | /boiler-service-streatham/ | 5 | ↑ 25.0% | ↑ 400.0% | 0s | 100.0% |
| 12 | /new-boiler-installation-wimbledon/ | 5 | ↓ 16.7% | n/a | 0s | 100.0% |
| 13 | /plumbing-balham/ | 5 | ↓ 78.3% | ↓ 16.7% | 41m 41s | 80.0% |
| 14 | /plumbing-clapham/ | 5 | ↓ 58.3% | ↓ 50.0% | 6m 46s | 60.0% |
| 15 | /boiler-service-clapham/ | 4 | ↓ 42.9% | ↑ 100.0% | 8s | 75.0% |
| 16 | /boiler-service-wandsworth/ | 4 | ↓ 42.9% | ↑ 100.0% | 1s | 100.0% |
| 17 | /plumbing-brixton/ | 4 | ↓ 75.0% | ↓ 33.3% | 24s | 75.0% |
| 18 | /plumbing-dulwich/ | 4 | ↑ 0.0% | n/a | 1m 22s | 75.0% |
| 19 | /boiler-service-battersea/ | 3 | ↓ 40.0% | ↓ 57.1% | 1s | 100.0% |
| 20 | /boiler-service-merton/ | 3 | ↑ 50.0% | n/a | 0s | 100.0% |
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. /boiler-service-london//boiler-service-london/ session count more than tripled to 92, with a moderate 83.5 second average duration and a 81.5% bounce rate, suggesting a strong seasonal or search-driven uplift in visits.
2. /boiler-service-wimbledon//boiler-service-wimbledon/ shows 84 sessions but a 0.1 second average duration and 100% bounce rate, a pattern consistent with bot or tracking noise rather than genuine visitor engagement.
3. /plumbing-london//plumbing-london/ drew 30 sessions with a brief 21.6 second average duration and an 86.7% bounce rate, indicating visitors are leaving almost immediately without engaging with the page.
1. /boiler-service-battersea//boiler-service-battersea/ recorded only 3 sessions this month, each lasting around 1 second with a 100% bounce rate, showing negligible real engagement and very low visibility for this page.
2. /boiler-service-merton//boiler-service-merton/ managed just 3 sessions with an average duration of 0.8 seconds and a 100% bounce rate, indicating the page is barely being found or engaged with at all.
3. /boiler-service-clapham//boiler-service-clapham/ had only 4 sessions this month but held a comparatively lower 75.0% bounce rate and 8.8 seconds average duration, still too small a sample to draw firm conclusions from.
7. Blog & Content
7.1 New posts published in May 2026
| Date | Post |
|---|---|
| May 5 | What to Look for in a Boiler Company: Gas Safe, Pricing, and Guarantees Explained |
| May 5 | Registered Gas Boiler Engineers in South & West London: Safe and Certified Services |
| May 19 | F1 Error on Ideal Boiler: Expert Advice and Common Fixes |
| May 19 | Ideal Boiler F2 Fault: Local Heating Engineers Near You |
7.2 This month's post performance
| Post | Sessions | Avg. Duration | Bounce |
|---|---|---|---|
| Registered Gas Boiler Engineers in South & West London: Safe and Certified Services | 16 | 3s | 75.0% |
| What to Look for in a Boiler Company: Gas Safe, Pricing, and Guarantees Explained | 14 | 1s | 78.6% |
| F1 Error on Ideal Boiler: Expert Advice and Common Fixes | 6 | 1m 32s | 66.7% |
| Ideal Boiler F2 Fault: Local Heating Engineers Near You | 6 | 1m 01s | 83.3% |
7.3 Blog leaderboard, Year to Date Top 20
| # | Post | Sessions (YTD) | Duration | Bounce | Published |
|---|---|---|---|---|---|
| 1 | Worcester Bosch Greenstar Boilers Explained: 1000 vs 4000 vs 8000+ (expert review) | 30 | 1m 02s | 73.3% | Apr 24 |
| 2 | Office Window Logo Graphics by TheVinylBiz.co.uk | 20 | 2m 15s | 80.0% | Mar 15 |
| 3 | Registered Gas Boiler Engineers in South & West London: Safe and Certified Services | 16 | 3s | 75.0% | May 5 |
| 4 | The Best Boiler Companies in Battersea Reviewed & Ranked | 15 | 4m 34s | 60.0% | Apr 8 |
| 5 | What to Look for in a Boiler Company: Gas Safe, Pricing, and Guarantees Explained | 14 | 1s | 78.6% | May 5 |
| 6 | How Much Does a Boiler Cost in London? A Complete Guide | 7 | 4s | 85.7% | Apr 24 |
| 7 | What’s the lifespan of a boiler? | 6 | 1m 59s | 50.0% | Feb 28 |
| 8 | F1 Error on Ideal Boiler: Expert Advice and Common Fixes | 6 | 1m 32s | 66.7% | May 19 |
| 9 | Ideal Boiler F2 Fault: Local Heating Engineers Near You | 6 | 1m 01s | 83.3% | May 19 |
| 10 | Boiler Repair Kensington: High-rise vs. Low-rise Building Challenges | 5 | 3s | 100.0% | Jan 2 |
| 11 | Comparing Boiler Repair Clapham and Fulham for Tenant Occupied Homes | 5 | 1s | 100.0% | Mar 17 |
| 12 | Is a Bathroom Fitter the Same as a Plumber? | 5 | 29s | 80.0% | Apr 16 |
| 13 | Emergency Response Times: Plumber Earls Court vs Plumber Putney | 4 | 4m 06s | 25.0% | Feb 3 |
| 14 | Worcester Boiler EA Error: Why It Happens and What to Do | 4 | 7m 44s | 75.0% | Apr 13 |
| 15 | How to tell if a boiler needs replacing | 3 | 3s | 100.0% | Jan 11 |
| 16 | Seasonal Boiler Service Clapham: When to Book Before Winter Hits | 3 | 5s | 66.7% | Feb 18 |
| 17 | What are the most common problems with boilers in London? | 3 | 2s | 100.0% | Feb 25 |
| 18 | Boiler Repair Wandsworth: Common Problems in Semi Detached Homes | 3 | 18m 51s | 33.3% | Mar 3 |
| 19 | Essential Plumbing Considerations for a New Kitchen Installation | 3 | 5m 28s | 33.3% | Apr 2 |
| 20 | C6 Fault on Worcester Boiler: Fan Problems Explained | 3 | 7m 27s | 66.7% | Apr 13 |
Worcester Bosch guide leads the blog by a distanceThe 'Worcester Bosch Greenstar Boilers Explained' post leads the YTD leaderboard with 30 sessions despite only publishing on 24 April, ahead of every other post including several published earlier in the year.
Two Ideal Boiler fault posts tie at 6 sessionsThe F1 and F2 Ideal Boiler fault guides, both published on 19 May, have already reached 6 YTD sessions each in their first fortnight or so live, a promising early pace for the newest additions to the blog.
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
74
↓ 8.6% MoM↑ 428.6% YoY
Conversion Rate
2.7%
↓ 18.5% MoM↑ 267.4% YoY
8.2 Enquiries by type
| Type | May 2026 | April 2026 | MoM | Same month last year | YoY |
|---|---|---|---|---|---|
| Book Appointment | 38 | 42 | ↓ 9.5% | 7 | ↑ 442.9% |
| Boiler Quote | 8 | 13 | ↓ 38.5% | 7 | ↑ 14.3% |
| Phone Link Click | 28 | 26 | ↑ 7.7% | 0 | n/a |
8.3 Enquiries by channel
| Channel | May 2026 | MoM | YoY |
|---|---|---|---|
| Direct | 62 | ↑ 1.6% | ↑ 1966.7% |
| Organic Search | 9 | ↓ 50.0% | ↑ 50.0% |
| 3 | ↑ 50.0% | n/a, new |
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 Book Appointment enquiriesOf the 36 sessions leading to a Book Appointment, 11 originated on /air-conditioning/, more than any other page and nearly a third of the total, ahead of the homepage's 6.
Boiler Quote
Boiler Quote enquiries spread thinly across pagesWith only 8 Boiler Quote sessions total, the homepage contributed 2 and the remaining 6 were split one apiece across finance, installation and Battersea-specific pages, showing no single page is driving this low-volume enquiry type.
Phone Link Click
| Page | Sessions |
|---|---|
| / | 8 |
| /boiler-service-london/ | 2 |
| /contact-wpj-heating/ | 2 |
| /contact/ | 2 |
| /areas-we-cover/ | 1 |
| /boiler-repair-london/ | 1 |
| /boiler-service-clapham/ | 1 |
| /faq/ | 1 |
| /plumbing-and-heating-services/ | 1 |
| /plumbing-and-heating-services/ | 1 |
| /plumbing-heating-boiler-installation-in-streatham/ | 1 |
| /plumbing-london/ | 1 |
| /plumbing-putney/ | 1 |
| /plumbing-tooting/ | 1 |
| /reviews/ | 1 |
| /thank-you-book-an-appointment/ | 1 |
| /vaillant-boilers/ | 1 |
| /vauxhall-plumbing-heating-service/ | 1 |
Homepage dominates phone click sessionsThe homepage accounted for 8 of the 28 Phone Link Click sessions this month, close to a third of the total, with the remainder spread thinly across contact and service pages including /boiler-service-london/ and /boiler-service-clapham/ at 2 each.
9. Insights & Key Takeaways
Growth Insights
Sessions grew 12.0% month on month to 2,709, and year on year growth of 43.9% shows the site is pulling in meaningfully more traffic than the same point last year.
Enquiries overall are up 428.6% year on year to 74, with Book Appointment submissions up 442.9% to 38, a substantial improvement in lead volume compared with May last year.
Air Conditioning traffic has become a genuine growth story, rising from 5 sessions in January to 227 in May as the category has scaled through the year.
The blog added 4 new posts this month, and the two most recent Ideal Boiler fault guides published on 19 May have already picked up 6 YTD sessions each, an encouraging early signal.
Opportunities
Boiler Quote submissions fell 38.5% month on month to 8, the steepest drop of any enquiry type, and with sessions to that funnel spread across five different pages there is no single strong entry point to build on.
Search impressions rose to 237,958 from 211,784 last month, an 12.3% increase, but clicks only grew from 977 to 1,043, suggesting visibility is improving faster than click-through.
General Plumbing remains the top service category by sessions but is trending downward, giving scope to review whether its landing pages and messaging need refreshing given the contrast with Air Conditioning's growth.
/boiler-service-london/ is the top-performing location page this month, but nearby pages such as /boiler-service-battersea/ (3 sessions) and /boiler-service-merton/ (3 sessions) are barely registering, pointing to an opportunity to apply whatever is working in London to the weaker local pages.
Watch Points
Conversion rate dropped 18.5% month on month to 2.7% even as sessions rose, meaning the extra traffic this month is converting at a lower rate than April's smaller pool of visitors.
Average session duration, while up 7.0% on the month, is still 31.1% below where it stood a year ago at 1m 34s versus a longer baseline last May, suggesting engagement depth has not fully recovered even as visit numbers climb.
Boiler Quote enquiries are down 38.5% month on month to just 8, the weakest of the three tracked conversion actions, and worth monitoring given it is a higher-intent action than a general enquiry.
Book Appointment submissions fell 9.5% month on month to 38 despite sessions rising 12.0%, indicating that appointment booking specifically is not keeping pace with the broader traffic gain.
10. Year to Date
10.1 Sessions & Total Users
GA4, monthly totals
Sessions have declined steadily from 4,216 in January to a low of 2,421 in April before recovering to 2,698 in May, mirroring the pattern in total users which bottomed at 2,107 before rising to 2,339, suggesting May marks the start of a rebound after a soft spring.
10.2 Top 10 Landing Pages
GA4, sessions by month for the top 10 landing pages of the YTD period
The air-conditioning landing page has gone from just 5 sessions in January to 196 in May, the most dramatic riser among the top 10 pages and now rivalling the homepage's monthly volume.
The homepage has lost roughly half its January volume by April (405 sessions versus 866) before a partial recovery to 454 in May, while pages like /contact-wpj-heating/ have held a steadier range between 159 and 242 sessions across the same period.
10.3 Traffic by Channel
GA4, sessions by month, all channels
Direct has fallen every month from 2,288 sessions in January to 1,189 in April before recovering slightly to 1,293 in May, while Email traffic has surged from near zero to 261 sessions in May, emerging as a newly significant channel.
10.4 Enquiries, Book Appointment vs Boiler Quote
GA4, sessions by month
Book Appointment enquiries have held in a narrower band between 38 and 60 across the five months, while Boiler Quote has declined steadily from 32 in January to just 8 in May, a clearer and more persistent downward trend than its counterpart.
10.5 Traffic by Location, Top 10 Each Month + Other
GA4, top 10 locations recalculated fresh each month
Wimbledon traffic jumped from just 11 sessions in April to 97 in May, a sharp reversal against most other locations such as Wandsworth and Clapham which have continued to decline gradually across the year.
10.6 Performance by Service Category
GA4, YTD view of the category table
Air Conditioning has grown from 19 sessions in January to 227 in May while General Plumbing has fallen from 812 to 359 over the same period, meaning the mix of service demand has shifted substantially since the start of the year.
10.7 Search Visibility, Branded vs Non-Branded Queries
GSC, clicks by month
Non-branded search clicks have fallen from 1,214 in January to 815 in May while branded clicks have held closer to a steady range between 214 and 408, meaning the recent softness in search traffic is concentrated in non-branded terms.
10.8 Search Visibility, Clicks & Impressions
GSC, YTD view of the headline figures
Impressions and clicks have moved together across the year, both falling from January's peak of 301,728 impressions and 1,622 clicks to April's low before ticking back up to 237,958 impressions and 1,043 clicks in May.
10.9 Google AI Overview Impressions
GSC Generative AI features export, weekly impressions
AI Overview weekly impressions rose from 1,801 to 1,967 across the two weeks recorded, an early but limited data set that suggests growing visibility in AI-generated search results worth tracking as more weeks accumulate.