The local expert, easy to call.
An independent Midlands pest control specialist
CounterPest Ireland is an independent, locally owned pest control company working out of the Irish Midlands. It looks after homeowners, landlords, farms and commercial premises across Laois, Offaly, Tipperary, Kildare, north Kilkenny, Carlow, Westmeath and south Dublin, covering everything from rodents and wasp nests through to bird and wildlife management and vehicle pest removal.
Brandstart designed and built the website behind that business. This page is our own account of the project: what the client needed, the decisions we made and what we handed over.
Standing out from the national chains
Pest control is an urgent, trust-led purchase. When someone finds a problem at home or in their business, they want a local expert they can call straight away, not a national call centre. CounterPest serves Laois, Offaly, Tipperary, Kildare and the surrounding Midlands, and needed a website that made that local coverage obvious and turned an anxious search into a phone call.
Being genuinely local is the advantage in this market, but only if a visitor can see it in the first few seconds. National operators and directory listings compete for exactly the same searches, and they compete on volume rather than on proximity. If a customer cannot quickly tell whether a company covers their town, whether its technicians are properly certified, or how to reach an actual person, they go back to the results page and ring the next name on it. That hesitation never arrives as a complaint. It simply arrives as a call that was never made.
The brief was a clean, conversion-focused site that positioned CounterPest as the trusted Midlands specialist and generated genuine local enquiries.
Designing for someone who wants this dealt with today
We started from the person on the other end of the search rather than from a page template. That visitor is usually on a phone, often standing in the room with the problem, and is looking for three answers in a hurry: do you cover me, do you know what you are doing, and how do I reach you now.
Every structural decision followed from those three questions. Services were split into their own pages so each type of work could be explained properly instead of being compressed into one long list. Coverage was given a section of its own, organised county by county so a reader in Portlaoise, Tullamore or Newbridge sees their own area named rather than a vague claim about the Midlands. Credentials were pulled up the page instead of being left in an About section. The phone number was treated as a permanent fixture rather than a footer detail.
Because the traffic for this kind of service is overwhelmingly mobile and overwhelmingly impatient, the build was kept light and fast, and the local search groundwork was laid at the same time so the site had a real chance of being found for the county and town searches that actually produce work.
A site engineered to convert a worried visitor
We designed around the single most important action: getting in touch, fast. The phone number and quote request sit front and centre on every screen, and the whole layout is built to reassure first and convert second.
A confident dark navy and gold identity gives the business the presence of a serious operator, while the hero names the service and the region straight away so there is no ambiguity about who the site is for. Below that, the page moves in the order the customer thinks in: what is the problem, can you handle it, where do you work, are you qualified, how do I get a price. The quote form asks for the service type and the county up front, so an enquiry arrives already sorted and can be answered with a real reply rather than a request for more information.
What we handed over
- A full website design and build on a fast, mobile-first front end.
- A prominent click-to-call number and repeated Get Free Quote buttons, so help is always one tap away on a phone.
- A confident dark navy and gold identity with a strong hero that names the service and the region straight away.
- Dedicated service pages covering residential and commercial work, wildlife and bird management, vehicle pest removal and wasp nest removal.
- A service areas section built around the counties and towns CounterPest actually covers, with its own navigation.
- Trust signals surfaced up front: NPTA membership, LANTRA certification, IASIS membership, Department of Agriculture compliance and full insurance.
- An emergency response promise placed where a customer in trouble will see it.
- A structured quote form capturing service type, county and a description of the problem.
- Customer reviews and an FAQ section answering the questions people ask before they pick up the phone.
- Local SEO groundwork targeting the Midlands counties and towns in the service area.
An obvious next step for every visitor
The finished website gives homeowners and businesses a clear, immediate way to act: call now or request a free quote. It reads as a credible local specialist rather than an anonymous chain, with coverage, credentials and contact details never more than a glance away.
Just as importantly, it gives CounterPest something solid to point at. A properly structured service and coverage site is the asset a local business builds everything else on, from a Google Business Profile to a review request to the number on the side of the van. Each of those routes now lands somewhere that can take the enquiry properly.
It is a good example of pairing considered web design with local SEO, so a business is both found by the right people and set up to convert them once they arrive. It is the same work we do for businesses across Laois and the Midlands, and you can see how the thinking travels across other sectors in the rest of our client projects.
