Long-time client James has run Instant Access Locksmiths for over 15 years; I have designed each iteration of his site for ten of them. The 2025 brief was to migrate from a slow WordPress build onto Next.js, engineered for local SEO with programmatic town-by-town landing pages.

Two distinct visitors: someone locked out at 2am, phone in hand, needing one clear action immediately; and a daytime homeowner researching security upgrades, comparing options, wanting to verify James is credible before calling.

The locksmith trade is notorious for inflated call-out scams, so every visitor arrives skeptical regardless of how good the operator is. Two visitor headspaces on one homepage: the 2am lockout reaching for a phone, and the daytime researcher comparing options.

Migrated off WordPress onto Next.js + Tailwind on Vercel. Static generation and edge caching land cold mobile loads inside Core Web Vitals. Service-area pages generated programmatically (Solihull, Knowle, Dorridge, Shirley, Earlswood, Coleshill, Sheldon, Hall Green) so each settlement targets its own long-tail query. Schema.org markup (LocalBusiness, Service, FAQPage, Review) for rich-result eligibility from day one.

James has held a ThreeBestRated top-3 position for Solihull locksmiths every year since 2019, currently ranked #1 ahead of Ko-Lock and CraftLock. 4.9/5 on QuoteQuant across 57 reviews, 4.9/5 on Google. Lighthouse 100 SEO, 100 accessibility, 100 best practices, 99 desktop performance.