September 2026 Performance Report
WPJ Heating, reports.wpjheating.co.uk, generated for September 2026
1. Month at a Glance
Headline numbers for September 2026, measured against August 2026 and the same month last year.
1.1 Headline KPIs
Sessions
4,611
↓ 1.2% MoM↑ 35.8% YoY
Users
4,347
↓ 2.3% MoM↑ 36.7% YoY
Avg. Session Duration
1m 12s
↑ 14.9% MoM↓ 84.5% YoY
Total Enquiries
118
↑ 7.3% MoM↓ 9.9% YoY
Book Appointment
31
↓ 29.5% MoM↓ 26.2% YoY
Boiler Quote
31
↑ 0.0% MoM↑ 29.2% YoY
Phone Link Clicks
56
↑ 60.0% MoM↓ 13.8% YoY
Conversion Rate
2.6%
↑ 8.5% MoM↓ 33.7% YoY
1.2 The month in plain English
September brought 4,611 sessions, essentially flat on last month (-1.2%) but up 35.8% on a year ago, so the longer-term growth story is intact even as the month-on-month trend levelled off. The standout move was phone link clicks, up 60% to 56, while Book Appointment submissions fell 29.5% to 31. Overall enquiries rose 7.3% to 118 and the conversion rate improved to 2.6%, though both remain below where they stood a year ago.
1.3 Key insights
Phone enquiries surge on the monthPhone link clicks jumped 60% month on month to 56, the single biggest mover in the KPI set and a clear sign visitors are increasingly calling direct rather than filling in forms this month.
Booked appointments down sharplyBook Appointment submissions fell 29.5% month on month to 31 and sit 26.2% below last September, even as overall sessions held roughly steady, pointing to a softening in that specific enquiry type rather than a traffic problem.
Engagement time recovering, still down YoYAverage session duration rose 15.0% month on month to 1m 12s, a welcome rebound, but it remains 84.5% below the same month last year, a gap wide enough to keep watching as it works through whatever changed in the underlying tracking or content mix.
2. Traffic by Channel
Where September 2026's traffic came from, and how each channel's engagement pattern looked.
2.1 Channel breakdown
| Channel | Sessions | % of Total | MoM | YoY |
|---|---|---|---|---|
| Direct | 2,548 | 55.3% | ↓ 11.3% | ↑ 44.4% |
| Organic Search | 1,780 | 38.6% | ↑ 13.4% | ↑ 54.1% |
| 94 | 2.0% | ↓ 13.8% | ↑ 4600.0% | |
| Referral | 69 | 1.5% | ↑ 50.0% | ↑ 30.2% |
| AI Assistant | 38 | 0.8% | ↑ 171.4% | n/a, 0 prior year |
| Unassigned | 35 | 0.8% | ↓ 12.5% | ↓ 68.5% |
| Organic Social | 28 | 0.6% | ↑ 3.7% | ↓ 70.5% |
| Paid Search | 18 | 0.4% | n/a | ↓ 88.5% |
| Paid Social | 1 | 0.0% | n/a | ↓ 97.6% |
2.2 Engagement quality by channel
| Channel | Sessions | Avg. Duration | Pages/Session | Bounce |
|---|---|---|---|---|
| Direct | 2,548 | 1m 07s | 0.90 | 74.2% |
| Organic Search | 1,780 | 1m 06s | 1.15 | 83.2% |
| 94 | 9s | 1.04 | 90.4% | |
| Referral | 69 | 7m 22s | 2.48 | 58.0% |
| AI Assistant | 38 | 2m 53s | 1.95 | 76.3% |
| Unassigned | 35 | 1m 51s | 0.34 | 97.1% |
| Organic Social | 28 | 17s | 1.07 | 67.9% |
| Paid Search | 18 | 0s | 1.00 | 100.0% |
| Paid Social | 1 | 4s | 1.00 | 100.0% |
Referral traffic wins on qualityReferral sessions averaged 442 seconds on site with a bounce rate of just 58.0% and 2.48 pages per session, comfortably the strongest engagement profile of any channel despite a modest 69 sessions.
AI Assistant visitors stay and readAI Assistant traffic, still a small channel at 38 sessions, produced a 173.4 second average duration and 1.95 pages per session, far ahead of Direct's 68.0 seconds and Organic Search's 66.2 seconds despite those two channels carrying the bulk of volume.
3. Website Engagement & Content
3.1 Top landing pages
| Page | Sessions | MoM | YoY | Avg. Duration | Pages/Session | Bounce |
|---|---|---|---|---|---|---|
| / | 1,070 | ↑ 24.1% | ↑ 19.2% | 1m 23s | 1.33 | 80.7% |
| (not set) | 661 | ↑ 19.7% | ↑ 52.7% | 1m 45s | 0.00 | 48.0% |
| /contact/ | 200 | ↑ 22.7% | ↑ 28.2% | 56s | 1.12 | 80.5% |
| /boiler-service-london/ | 156 | ↑ 246.7% | ↑ 212.0% | 29s | 1.04 | 92.3% |
| /quietest-air-conditioners-in-2026-for-bedrooms-and-homes/ | 105 | ↓ 49.3% | n/a, new page | 44s | 1.03 | 88.6% |
| /about-us/meet-the-team/ | 101 | ↑ 34.7% | ↑ 74.1% | 43s | 1.15 | 81.2% |
| /ideal-boiler-f2-fault-local-heating-engineers-near-you/ | 89 | ↑ 45.9% | n/a, new page | 1m 37s | 1.08 | 82.0% |
| /worcester-bosch-greenstar-boilers-explained-1000-vs-4000-vs-8000-expert-review/ | 86 | ↑ 22.9% | n/a, new page | 1m 36s | 1.06 | 75.6% |
| /care-plans/ | 80 | ↑ 175.9% | ↑ 6.7% | 1m 58s | 1.30 | 75.0% |
| /the-complete-plumbing-glossary/ | 56 | ↑ 9.8% | ↓ 40.4% | 18s | 1.02 | 92.9% |
Homepage dominates but bounces hardThe homepage led all pages with 1,070 sessions, but its 80.7% bounce rate sits well above the (not set) entry's 48.0% on a similar duration, suggesting a large share of homepage visitors leave without exploring further.
Glossary page shows weakest engagementNo page shows the near-zero-duration bot pattern this month. The weakest genuine engagement is the plumbing glossary page, just 18.8 seconds average duration against a 92.9% bounce rate from 56 sessions, the poorest combination in the table.
3.2 New vs Returning
89% of September 2026's sessions were new visitors.
3.3 Devices
| Device | Sessions | YoY | Bounce Rate | Avg. Duration |
|---|---|---|---|---|
| Desktop | 2,459 | ↑ 36.1% | 82.8% | 1m 11s |
| Mobile | 2,089 | ↑ 34.3% | 72.5% | 1m 14s |
| Tablet | 67 | ↑ 168.0% | 73.1% | 50s |
Mobile edges desktop on engagementMobile sessions (2,089) ran a lower bounce rate than desktop (72.5% vs 82.8%) and a longer average duration (74.4s vs 71.0s), despite desktop still bringing in more sessions overall at 2,459.
4. Search Visibility GSC
Google Search Console performance for September 2026.
4.1 Overview
Clicks
1,874
↑ 2.5% MoM↑ 89.5% YoY
Impressions
297,921
↓ 3.4% MoM↑ 21.6% YoY
Avg. CTR
0.63%
↑ 6.1% MoM↑ 55.8% YoY
Avg. Position
13.0
↓ 21.9% MoM↓ 62.2% YoY
4.2 Top queries
| Query | Clicks | Clicks MoM | Clicks YoY | Impressions | Impr. MoM | Impr. YoY | Avg. Pos. |
|---|---|---|---|---|---|---|---|
| wpj heating | 267 | ↑ 35.5% | ↑ 54.3% | 593 | ↑ 37.0% | ↑ 13.8% | 1.2 |
| wpj | 25 | ↑ 150.0% | ↓ 13.8% | 479 | ↓ 53.4% | ↓ 74.7% | 4.6 |
| wpj plumbing | 15 | ↑ 36.4% | ↓ 16.7% | 36 | ↓ 5.3% | ↑ 28.6% | 1.0 |
| wpj heating and plumbing | 12 | ↑ 33.3% | ↓ 60.0% | 23 | ↑ 35.3% | ↓ 65.2% | 1.0 |
| ideal vogue max 32 manual | 11 | ↑ 266.7% | n/a | 57 | ↑ 119.2% | n/a | 2.7 |
| ideal vogue max combi 32 installation manual | 7 | n/a, new to top 20 | n/a | 40 | n/a, new to top 20 | n/a | 3.5 |
| ideal vogue max 40 manual | 6 | ↑ 0.0% | n/a | 34 | ↑ 36.0% | n/a | 2.7 |
| plumbing terminology | 6 | ↑ 0.0% | n/a | 26 | ↓ 16.1% | n/a | 8.3 |
| plumbing terms | 6 | ↑ 50.0% | ↓ 33.3% | 236 | ↓ 18.3% | ↓ 24.6% | 19.9 |
| bosch climate 7000i review | 5 | ↑ 400.0% | n/a | 24 | ↓ 33.3% | n/a | 4.6 |
| ideal vogue installation manual | 5 | n/a, new to top 20 | n/a | 27 | n/a, new to top 20 | n/a | 3.2 |
| ideal vogue max combi 32 manual | 5 | n/a, new to top 20 | n/a | 23 | n/a, new to top 20 | n/a | 2.6 |
| boiler service | 4 | ↑ 33.3% | n/a | 3209 | ↑ 4.1% | ↑ 161.1% | 13.5 |
| boiler service london | 4 | ↓ 33.3% | ↓ 33.3% | 1544 | ↑ 7.7% | ↓ 11.7% | 9.4 |
| ideal vogue manual | 4 | ↑ 300.0% | n/a | 16 | ↑ 300.0% | n/a | 2.9 |
| plumbing glossary | 4 | ↑ 300.0% | ↑ 300.0% | 21 | ↓ 38.2% | ↓ 27.6% | 16.1 |
| plumbing toys for kids | 4 | ↑ 300.0% | ↑ 33.3% | 14 | ↑ 55.6% | ↑ 27.3% | 7.1 |
| quietest air conditioner uk | 4 | ↓ 66.7% | n/a | 131 | ↓ 54.2% | n/a | 3.4 |
| boiler repair london | 3 | ↓ 50.0% | n/a | 634 | ↑ 17.2% | ↓ 26.4% | 10.3 |
| boiler service clapham | 3 | n/a | ↓ 25.0% | 310 | ↑ 112.3% | ↑ 115.3% | 4.1 |
4.3 Top 5 branded queries
| Query | Clicks | Clicks MoM | Clicks YoY | Impressions | Impr. MoM | Impr. YoY |
|---|---|---|---|---|---|---|
| wpj heating | 267 | ↑ 35.5% | ↑ 54.3% | 593 | ↑ 37.0% | ↑ 13.8% |
| wpj | 25 | ↑ 150.0% | ↓ 13.8% | 479 | ↓ 53.4% | ↓ 74.7% |
| wpj plumbing | 15 | ↑ 36.4% | ↓ 16.7% | 36 | ↓ 5.3% | ↑ 28.6% |
| wpj heating and plumbing | 12 | ↑ 33.3% | ↓ 60.0% | 23 | ↑ 35.3% | ↓ 65.2% |
4.4 Top 5 non-branded queries
| Query | Clicks | Clicks MoM | Clicks YoY | Impressions | Impr. MoM | Impr. YoY |
|---|---|---|---|---|---|---|
| ideal vogue max 32 manual | 11 | ↑ 266.7% | n/a | 57 | ↑ 119.2% | n/a |
| ideal vogue max combi 32 installation manual | 7 | n/a | n/a | 40 | n/a | n/a |
| ideal vogue max 40 manual | 6 | ↑ 0.0% | n/a | 34 | ↑ 36.0% | n/a |
| plumbing terminology | 6 | ↑ 0.0% | n/a | 26 | ↓ 16.1% | n/a |
| plumbing terms | 6 | ↑ 50.0% | ↓ 33.3% | 236 | ↓ 18.3% | ↓ 24.6% |
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 |
|---|---|---|
| /ideal-boiler-f2-fault-local-heating-engineers-near-you/ | 3780 | ↑ 49.8% |
| /quietest-air-conditioners-in-2026-for-bedrooms-and-homes/ | 2868 | ↓ 33.7% |
| /worcester-bosch-greenstar-boilers-explained-1000-vs-4000-vs-8000-expert-review/ | 2049 | ↑ 62.7% |
| /wpj-vs-british-gas-homecare-which-boiler-cover-is-right-for-you/ | 1818 | ↑ 82.5% |
| /vaillant-boiler-reviews-top-models-explained/ | 1791 | ↑ 4.6% |
| /boiler-gurgling-noise-explained-common-causes-and-solutions/ | 1116 | ↑ 4752.2% |
| /whats-the-most-expensive-part-of-a-new-bathroom-remodel-in-london/ | 888 | n/a |
| /worcester-boiler-no-hot-water-pressure-diverter-valve-and-faults-explained/ | 669 | ↑ 604.2% |
| /radiators-not-working-but-hot-water-is-heres-how-we-can-help/ | 618 | ↑ 1044.4% |
| /a-hard-to-turn-tap/ | 442 | ↑ 23.1% |
| /no-hot-water-in-the-shower-boiler-thermostatic-valve-or-plumbing-issue/ | 403 | n/a |
| /worcester-boiler-ea-error-why-it-happens-and-what-to-do/ | 340 | ↑ 11233.3% |
| /c6-fault-on-worcester-boiler-fan-problems-explained/ | 336 | ↑ 236.0% |
| /how-much-does-a-boiler-cost-in-london-a-complete-guide/ | 329 | ↓ 43.5% |
| / | 290 | ↓ 8.8% |
| /why-does-my-hot-water-keep-going-cold-a-heating-engineers-guide/ | 284 | ↑ 1928.6% |
| /bosch-climate-7000i-review-specs-and-installation-costs-in-london-2026/ | 257 | ↑ 24.2% |
| /wp-content/uploads/2025/10/Ideal-Heating-Vogue-MAX-Combi-Installation-Servicing-09.2023-UIN-222378-A08.pdf/ | 254 | ↑ 135.2% |
| /the-complete-plumbing-glossary/ | 234 | ↑ 29.3% |
| /8-best-types-of-air-conditioners-for-the-uk-heat-wave/ | 201 | ↓ 40.7% |
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 | 515 | ↓ 8.2% | ↓ 24.5% |
| Boiler Servicing | 306 | ↑ 77.9% | ↑ 52.2% |
| Boiler Installation | 116 | ↓ 37.6% | ↑ 3.6% |
| Air Conditioning | 47 | ↓ 39.0% | ↑ 840.0% |
| Bathroom Installation | 26 | ↓ 44.7% | ↓ 35.0% |
| Boiler Repair | 22 | ↓ 35.3% | ↑ 120.0% |
| Heat Pumps | 5 | ↓ 50.0% | ↓ 72.2% |
5.3 Category movers
Boiler servicing jumps as season turnsBoiler Servicing sessions nearly doubled month on month, up 77.9% from 172 to 306, consistent with homeowners starting to think about servicing ahead of the colder months.
Air conditioning demand cools offAir Conditioning sessions fell 39.0% from 77 to 47, the sharpest seasonal pullback in the category table as summer-driven interest in cooling fades into autumn.
6. Local & Location Pages
6.1 Location performance, Top 20
| # | Page | Sessions | MoM | YoY | Duration | Bounce |
|---|---|---|---|---|---|---|
| 1 | /boiler-service-london/ | 156 | ↑ 246.7% | ↑ 212.0% | 29s | 92.3% |
| 2 | /plumbing-london/ | 43 | ↑ 48.3% | ↑ 7.5% | 1m 10s | 76.7% |
| 3 | /new-bathroom-installation-london/ | 17 | ↓ 39.3% | ↓ 10.5% | 1m 32s | 64.7% |
| 4 | /boiler-service-streatham/ | 16 | ↑ 433.3% | ↑ 220.0% | 1m 23s | 81.2% |
| 5 | /boiler-installation-london/ | 15 | ↓ 21.1% | ↓ 11.8% | 1s | 100.0% |
| 6 | /plumbing-balham/ | 14 | ↑ 75.0% | ↑ 55.6% | 0s | 100.0% |
| 7 | /plumbing-battersea/ | 12 | ↓ 36.8% | ↓ 25.0% | 1m 26s | 75.0% |
| 8 | /boiler-repair-london/ | 11 | ↓ 31.2% | ↑ 120.0% | 27s | 81.8% |
| 9 | /boiler-service-balham/ | 10 | ↑ 150.0% | ↑ 66.7% | 8s | 90.0% |
| 10 | /plumbing-wandsworth/ | 9 | ↓ 18.2% | n/a | 1s | 88.9% |
| 11 | /boiler-service-clapham/ | 8 | ↑ 100.0% | ↓ 46.7% | 47s | 87.5% |
| 12 | /boiler-service-tooting/ | 8 | ↑ 100.0% | ↑ 33.3% | 1m 51s | 75.0% |
| 13 | /boiler-service-wimbledon/ | 8 | ↓ 11.1% | ↓ 42.9% | 1s | 87.5% |
| 14 | /plumbing-brixton/ | 8 | ↓ 46.7% | ↓ 20.0% | 0s | 100.0% |
| 15 | /plumbing-southwark/ | 8 | ↓ 11.1% | ↑ 300.0% | 3m 23s | 87.5% |
| 16 | /plumbing-westminster/ | 8 | n/a | n/a | 2s | 100.0% |
| 17 | /boiler-service-battersea/ | 7 | ↑ 75.0% | ↑ 40.0% | 5m 01s | 85.7% |
| 18 | /boiler-service-putney/ | 7 | ↑ 40.0% | ↑ 0.0% | 2s | 85.7% |
| 19 | /boiler-service-wandsworth/ | 6 | ↑ 20.0% | ↓ 14.3% | 26s | 66.7% |
| 20 | /plumbing-clapham/ | 6 | ↓ 33.3% | ↓ 33.3% | 24s | 66.7% |
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/This page pulled 156 sessions, up strongly on prior months, but a 92.3% bounce rate and just 29.5 seconds average duration suggest most visitors leave almost immediately.
2. /plumbing-london/With 43 sessions, 70.4 seconds average duration and a 76.7% bounce rate, this page shows steadier engagement than many location pages, though still over three in four leave without a second action.
3. /new-bathroom-installation-london/Despite only 17 sessions, this page held visitors for 92.4 seconds with a 64.7% bounce rate, the strongest engagement balance of the top performers shown here.
1. /boiler-service-wandsworth/Just 6 sessions this month, with a 66.7% bounce rate and a brief 26.8 second average duration, this page remains a minor contributor with little visitor engagement to report.
2. /plumbing-clapham/With only 6 sessions and 24.0 seconds average duration, this page saw the same 66.7% bounce rate as Wandsworth's equivalent page, underlining how thin volume is at this location level.
3. /boiler-service-battersea/Despite just 7 sessions and an 85.7% bounce rate, the handful of visitors who stayed spent an average of 301.2 seconds on the page, far longer than any other location page in this report.
7. Blog & Content
7.1 New posts published in September 2026
| Date | Post |
|---|---|
| Sep 3 | How Long Does It Take to Fit a Combi, System or Regular Boiler? |
| Sep 3 | No Hot Water in the Shower: Boiler, Thermostatic Valve or Plumbing Issue? |
| Sep 3 | Vaillant Boiler F28 Error Code: Causes and How to Fix It |
| Sep 3 | How Long Does It Take To Get A Boiler Fitted? |
| Sep 24 | Common Myths About Boiler Installations Fulham Debunked |
| Sep 26 | Types of Boiler Thermostats: Which Is Best for Your Home in London? |
| Sep 26 | Boiler Finance Explained: Pay Monthly, 0% APR & No Deposit Options |
| Sep 26 | Worcester Boiler Fault 227: Repair and Reset Advice |
| Sep 26 | Vaillant F29 Flame Failure Error: Causes, Repair Costs and Boiler Repair |
| Sep 26 | Why Is My Toilet Constantly Running, and When Should I Call a Plumber? |
| Sep 26 | What Heating Systems Are Best for Reducing Energy Consumption? |
7.2 This month's post performance
| Post | Sessions | Avg. Duration | Bounce |
|---|---|---|---|
| No Hot Water in the Shower: Boiler, Thermostatic Valve or Plumbing Issue? | 12 | 1m 59s | 58.3% |
| How Long Does It Take to Fit a Combi, System or Regular Boiler? | 9 | 5m 29s | 77.8% |
| How Long Does It Take To Get A Boiler Fitted? | 6 | 19s | 83.3% |
| Types of Boiler Thermostats: Which Is Best for Your Home in London? | 2 | 12m 40s | 50.0% |
| Vaillant F29 Flame Failure Error: Causes, Repair Costs and Boiler Repair | 2 | 0s | 100.0% |
| Why Is My Toilet Constantly Running, and When Should I Call a Plumber? | 2 | 1m 31s | 50.0% |
| Vaillant Boiler F28 Error Code: Causes and How to Fix It | 0 | 0s | 0.0% |
| Common Myths About Boiler Installations Fulham Debunked | 0 | 0s | 0.0% |
| Boiler Finance Explained: Pay Monthly, 0% APR & No Deposit Options | 0 | 0s | 0.0% |
| Worcester Boiler Fault 227: Repair and Reset Advice | 0 | 0s | 0.0% |
| What Heating Systems Are Best for Reducing Energy Consumption? | 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 | 742 | 38s | 86.9% | Jun 4 |
| 2 | Worcester Bosch Greenstar Boilers Explained: 1000 vs 4000 vs 8000+ (expert review) | 286 | 51s | 81.8% | Apr 24 |
| 3 | Ideal Boiler F2 Fault: Local Heating Engineers Near You | 223 | 53s | 88.8% | May 19 |
| 4 | Vaillant Boiler Reviews: Top Models Explained | 130 | 19s | 88.5% | Jun 5 |
| 5 | Boiler Gurgling Noise Explained: Common Causes and Solutions | 62 | 28s | 87.1% | Aug 12 |
| 6 | Bosch Climate 7000i Review: Specs and Installation Costs in London (2026) | 58 | 1m 03s | 82.8% | Aug 4 |
| 7 | Worcester Boiler EA Error: Why It Happens and What to Do | 53 | 1m 35s | 90.6% | Apr 13 |
| 8 | Why does my hot water keep going cold? A Heating Engineer’s Guide | 51 | 27s | 90.2% | Jun 5 |
| 9 | How Much Does a Boiler Cost in London? A Complete Guide | 47 | 58s | 87.2% | Apr 24 |
| 10 | 8 Best Types of Air Conditioners for the UK Heat Wave | 44 | 14s | 86.4% | Aug 4 |
| 11 | How to Top Up a Worcester Boiler: Step-by-Step Guide | 43 | 1m 04s | 90.7% | Aug 17 |
| 12 | Air Conditioning Costs in London: 2026 Price Guide | 41 | 46s | 90.2% | Jun 5 |
| 13 | Worcester Boiler No Hot Water: Pressure, Diverter Valve and Faults Explained | 39 | 49s | 82.1% | Jun 30 |
| 14 | Radiators Not Working, but Hot Water Is? Here’s How We Can Help | 38 | 45s | 86.8% | Jun 4 |
| 15 | C6 Fault on Worcester Boiler: Fan Problems Explained | 36 | 1m 27s | 86.1% | Apr 13 |
| 16 | How to Re-Pressurise Your Worcester Bosch Boiler | 34 | 45s | 91.2% | Jul 21 |
| 17 | Office Window Logo Graphics by TheVinylBiz.co.uk | 23 | 1m 58s | 78.3% | Mar 15 |
| 18 | Worcester Boiler Fault Codes Explained for Homeowners | 21 | 35s | 95.2% | Apr 13 |
| 19 | WPJ vs British Gas HomeCare: Which Boiler Cover Is Right for You? | 20 | 56s | 65.0% | Jul 21 |
| 20 | What to Look for in a Boiler Company: Gas Safe, Pricing, and Guarantees Explained | 19 | 1s | 84.2% | May 5 |
Air conditioning post leads the packThe quietest air conditioners guide leads the YTD leaderboard with 742 sessions since its June 4 publish date, more than double the second-placed Worcester Bosch Greenstar comparison at 286 sessions.
Newest posts still finding their feetThe three most recently published posts, the boiler gurgling noise guide (Aug 12, 62 sessions), the Bosch Climate 7000i review (Aug 4, 58 sessions) and the re-pressurising guide (Jul 21, 34 sessions), all sit well down the table, a reminder that newer content needs time to climb against posts published months earlier.
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
118
↑ 7.3% MoM↓ 9.9% YoY
Conversion Rate
2.6%
↑ 8.5% MoM↓ 33.7% YoY
8.2 Enquiries by type
| Type | September 2026 | August 2026 | MoM | Same month last year | YoY |
|---|---|---|---|---|---|
| Book Appointment | 31 | 44 | ↓ 29.5% | 42 | ↓ 26.2% |
| Boiler Quote | 31 | 31 | ↑ 0.0% | 24 | ↑ 29.2% |
| Phone Link Click | 56 | 35 | ↑ 60.0% | 65 | ↓ 13.8% |
8.3 Enquiries by channel
| Channel | September 2026 | MoM | YoY |
|---|---|---|---|
| Direct | 84 | ↑ 2.4% | ↓ 16.0% |
| Organic Search | 32 | ↑ 100.0% | ↑ 146.2% |
| Unassigned | 1 | ↓ 66.7% | ↓ 75.0% |
| 1 | ↓ 66.7% | 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
Homepage and contact page lead bookingsOf 32 Book Appointment sessions, the homepage contributed the two largest single groups (7 and 4 sessions) and the contact page added 5, with the plumbing and heating services page also appearing twice (4 and 2 sessions), showing bookings are spread across a few core entry points rather than one dominant source.
Boiler Quote
Homepage drives most boiler quotesOf 31 Boiler Quote sessions, the homepage alone accounted for three separate groups totalling 19 sessions, well ahead of the dedicated /boiler-quote-2026/ page's 4 sessions, suggesting the homepage is doing more of the quote-generation work than the purpose-built landing page.
Phone Link Click
| Page | Sessions |
|---|---|
| / | 20 |
| /contact/ | 8 |
| /plumbing-and-heating-services/ | 2 |
| /about-us/ | 1 |
| /about-us/ | 1 |
| /air-conditioning-chiswick/ | 1 |
| /air-conditioning/ | 1 |
| /boiler-quote-2026/ | 1 |
| /boiler-service-balham/ | 1 |
| /boiler-service-clapham/ | 1 |
| /boiler-service-fulham/ | 1 |
| /boiler-service-streatham/ | 1 |
| /care-plans/ | 1 |
| /faq/ | 1 |
| /live-video-boiler-quote/ | 1 |
| /new-bathroom-installation-london/ | 1 |
| /new-bathroom-installation-peckham/ | 1 |
| /plumbing-and-heating-services/ | 1 |
| /plumbing-clapham/ | 1 |
| /plumbing-dulwich/ | 1 |
| /plumbing-heating-boiler-installation-in-southwark/ | 1 |
| /plumbing-heating-boiler-installation-in-wimbledon/ | 1 |
| /plumbing-london/ | 1 |
| /plumbing-wandsworth/ | 1 |
| /terms-conditions/ | 1 |
| /thank-you-book-an-appointment/ | 1 |
| /the-best-boiler-companies-in-wandsworth-reviewed-ranked/ | 1 |
| /the-wpj-difference/ | 1 |
| /tricky-boiler-installations/ | 1 |
Homepage drives most phone calls tooOf 56 Phone Link Click sessions, the homepage generated 20 and the contact page a further 8, together accounting for exactly half, while smaller contributions came from the plumbing and heating services page and individual air conditioning pages.
9. Insights & Key Takeaways
Growth Insights
Sessions reached 4,611 this month, up 35.8% year on year, and phone link clicks climbed 60% month on month to 56, showing the site is both growing its reach and converting more of it into direct calls.
Boiler Servicing sessions nearly doubled month on month, from 172 to 306, a 77.9% rise that lines up with growing demand as the year heads into the heating season.
The quietest air conditioners blog post has racked up 742 sessions year to date since its June 4 publish date, making it comfortably the best-performing piece of content on the site.
Google Search Console recorded 1,874 clicks this month against 297,921 impressions, continuing a steady climb in clicks from 1,622 in the first month of the year shown.
Opportunities
Boiler Quote enquiries sit flat month on month at 31, but the dedicated /boiler-quote-2026/ landing page only contributed 4 of those sessions against 19 from the homepage, suggesting the quote page itself is underused relative to its purpose.
Conversion rate improved 8.5% month on month to 2.6%, but it remains 33.7% below last September, leaving clear room to recover lost ground even as traffic volumes stay strong.
With 11 new blog posts published this month and several recent titles like the boiler gurgling noise guide (62 YTD sessions) still well behind older posts, there is scope to push this fresh content harder through internal links and search visibility.
Average session duration rose to 72.3 seconds, up 15.0% on last month, a signal that whatever drove the extended slump may be reversing and is worth reinforcing with continued content and page improvements.
Watch Points
Book Appointment submissions dropped 29.5% month on month to 31 and sit 26.2% down year on year, even though total enquiries overall rose 7.3%, pointing to a specific weak spot in that one enquiry type.
Average session duration is still 84.5% below last September despite this month's recovery, a gap wide enough that it should be confirmed as a real behavioural shift rather than a tracking artefact before drawing further conclusions.
Air Conditioning sessions fell 39.0% month on month to 47, continuing the seasonal decline from Boiler Installation (-37.6%) and Bathroom Installation (-44.7%), three categories now moving in the same downward direction simultaneously.
General Plumbing, the top service category by sessions at 515, is itself down 8.2% month on month, meaning the single largest contributor to overall traffic is currently shrinking rather than growing.
10. Year to Date
10.1 Sessions & Total Users
GA4, monthly totals
Sessions climbed from a low of 2,421 in the fourth month shown to 4,668 two months later, before easing slightly to 4,492 this month, tracking total users in the same pattern and suggesting the growth phase may be levelling off rather than reversing.
10.2 Top 10 Landing Pages
GA4, sessions by month for the top 10 landing pages of the YTD period
The homepage has grown from 405 sessions at its low point to 1,070 this month, consistently the largest single landing page and the main driver of the overall traffic recovery shown across the period.
Several content pages that didn't exist earlier in the year, including the quietest air conditioners guide and the Ideal Boiler F2 fault page, have grown from zero to over 100 sessions each, showing new content is increasingly supplementing the older core pages.
10.3 Traffic by Channel
GA4, sessions by month, all channels
Direct has remained the largest channel throughout the period, rising from 1,189 sessions at its low to 2,548 this month, while Organic Search has grown more steadily from 1,019 to 1,780 over the same stretch.
10.4 Enquiries, Book Appointment vs Boiler Quote
GA4, sessions by month
Book Appointment enquiries have trended down over the period, from 60 in the first month to 31 this month, while Boiler Quote has held closer to its earlier levels, sitting at 31 compared with 32 at the start.
10.5 Traffic by Location, Top 10 Each Month + Other
GA4, top 10 locations recalculated fresh each month
London itself has been the most volatile location, swinging from 391 sessions down to 87 and back up to 242 this month, while most surrounding areas like Clapham and Putney show gentler, more gradual declines over the period.
10.6 Performance by Service Category
GA4, YTD view of the category table
Boiler Servicing has climbed from 134 sessions to 317 over the period, while Air Conditioning has fallen back from a mid-year peak of 257 to just 49, the two categories moving in clearly opposite seasonal directions.
10.7 Search Visibility, Branded vs Non-Branded Queries
GSC, clicks by month
Non-branded search sessions have grown from 763 to 1,546 over the period, consistently outpacing branded search, which has moved more modestly from 214 to 328, showing most organic growth is coming from new prospects rather than existing brand awareness.
10.8 Search Visibility, Clicks & Impressions
GSC, YTD view of the headline figures
Clicks have risen from 977 to 1,874 over the period even as impressions have stayed roughly flat between 211,784 and 297,921, indicating click-through rate has improved more than raw visibility.
10.9 Google AI Overview Impressions
GSC Generative AI features export, weekly impressions
Weekly AI Overview impressions have more than tripled across the period, from 1,801 in the earliest week to 6,231 in the most recent, showing a steady and sustained rise in AI-generated search visibility.