Immaculate AV Installations. A website to show them off.
Ribble AV put cinema rooms, audio, lighting and smart building automation into homes and businesses across Lancashire and the North West. The website was a stock Squarespace template that ranked for one UK keyword, and that keyword was a competitor’s name, misspelt. We audited it, refreshed the brand and rebuilt the lot on Astro.
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The homepage, side by side. Squarespace on the left, Astro on the right - pull the handle.
Before After Faster, bigger, and findable by service and by town.
Ribble AV: the work was never the problem.
Tom and the Ribble AV team design, install and maintain high-end audio visual and smart building systems out of Clayton-le-Dale, for homes and businesses across Lancashire, Greater Manchester and the North West. Reference cinema rooms, multi-room audio, Lutron lighting, Control4 and KNX automation, plant rooms that look like furniture. The same systems go into bars, hotels and commercial spaces. Five stars on Google, every review.
The website was a stock Squarespace template with good photography on it. It did its job for anyone who had already been sent there, which is a different job from being found. We started with a paid audit before anyone mentioned a rebuild, because the honest answer might have been that the site was fine.
The best system in the house is the one you never notice.
Ribble AV’s work disappears into the architecture. Speakers behind plaster, lighting that anticipates, cinema rooms that read as drawing rooms.
So the brand recedes too. The black stayed and the logo stayed. Everything around them was rebuilt to behave like it came from one hand: warm near-black instead of pure black, limestone instead of white, and a single brass accent, rationed.
Cabinet Grotesk and Switzer replaced a three-typeface pile-up, with labels borrowed from an engineering drawing. When a page started to feel like a gadget shop, we took things out until it felt like a tailor’s.
A £50,000+ cinema room, sold from a page Google could not read.
The audit was blunt. One ranked keyword in the UK, no meta description anywhere on the site, and no structured data at all. Asked to name the best Control4 and Lutron installer in Lancashire, ChatGPT returned a shortlist of six and Ribble AV was not on it. The names that were had one thing in common: pages an answer engine could actually quote.
What the audit found
- One ranked keyword in UK Google, at position 41, and it was a London retailer’s brand name spelled wrong.
- Homepage title tag: “Ribble AV”. Nine characters, no service, no county. Not one meta description on the site.
- Three H1 headings on the homepage. None at all on the Home Cinema page. No alt text on the imagery.
- No structured data of any kind, so the only page ChatGPT could find worth quoting was the About page.
- A 26 MB homepage, roughly ten times a healthy page, almost all of it uncompressed photography.
- Seven service pages of roughly 200 words each. No location pages, no brand pages, and the projects stuck in an Instagram feed.
What Ribble AV wanted
- A site that looked like the calibre of the installs, not like a template with nice photos on it.
- To be found for what they sell and where they work, rather than only by people who already know the name.
- Somewhere proper to put the project photography, which is the most persuasive thing the business owns.
- Foundations worth running a marketing programme on, instead of publishing onto a site that nothing could read.
It started as an audit, not a rebuild.
The search visibility audit came first and was paid for on its own terms. The rebuild was what it recommended. Same Astro build we ran for TNT Scaffolding and Hoc Paid Media, run end to end by us.
Every page, redrawn.
The homepage side by side without the wipe, then how the services are presented, and what a service page became.
PageSpeed, before and after.
Real Lighthouse runs against the live homepage, a day apart across the cutover. Same photography, different platform underneath it.
Before · 39
After · 93
Before · 60
After · 99Lighthouse 13.4, mobile and desktop, run against the homepage on 3 and 4 September 2026. Agentic Browsing is Google’s new check for whether an AI agent can read and act on the page.
Forty-six pages, and structure that says what each one is.
Nobody asks an assistant for the finest audio visual solutions. They ask who fits a Lutron system in Wilmslow, or what a cinema room costs in the Ribble Valley. Answering that needs a page about Lutron, a page about Wilmslow, and the answer-shaped markup that ties them to a real business at a real address.
There is no traffic comparison on this page, because there is nothing worth comparing to. The old site ranked for one keyword and had no meaningful organic traffic to lose, so the honest baseline is roughly zero. Search Console and GA4 went on at launch, and the marketing programme that follows this build is the part that has to move those numbers: organic visibility, and citations in the AI engines buyers now ask first. We will put the figures on this page when there are some.