SEO # Local SEO # Technical SEO
Nexform is an engineering and product development firm in Essex. It scans, reverse engineers, prototypes and designs products for businesses across the UK, and makes them too, from one-offs to small production runs.
We've run its SEO since February 2025, after we named the business, designed its brand and built its Webflow site.
Nexform came to us in December 2024 under another name, with no real brand and no presence in search. We renamed it, designed the brand and built the site, which went live in April 2025. In May, its first full month, Google sent it 20 clicks.
Nexform's work comes from all over the UK, and buyers look for it town by town: 3D scanning in Leeds, prototyping in Bristol, reverse engineering in Glasgow. A site with a handful of service pages can't show up for searches like those. The budget couldn't cover search ads and SEO together for long either, so when a three-month Google Ads trial ended in July 2025, Nexform kept the SEO and paused the ads. From then on, the work had to come through organic search.
Success meant a steady run of enquiries from towns Nexform had never worked in, without a word on any page the business couldn't stand behind. Every claim about what Nexform makes had to come from the owner's own list.
Programmatic SEO builds many pages from one design and a set of fields. Maximillian set up six location collections in Webflow, one for each service, with 38 fields a page: its own problem, solution and result copy, 14 real places nearby, six FAQs, a region and its own search title and description. The pages went out Essex first, then the London boroughs, the big cities and the university towns. Today 1,882 are live.
Every page is written for one buyer's problem in one town. The copy goes out in batches of six towns from a written brief, with keyword groups, rotating buyer problems, a list of banned phrases and rules against inventing projects or clients. Each batch is checked for repeated wording and house style before it goes in through the Webflow API, and anything too close to another page goes back to be rewritten.
A site this size needs looking after. Publishing slowed from 12 pages a day to between six and eight, so Google could keep up. Every town page carried 1,824 footer links, so we swapped them for a regional block and links to the six service hubs, which cut each page from about 494 KB to 165 KB. Product schema runs on every service and town page, and an llms.txt file points AI crawlers to the right pages.
Buyers now ask ChatGPT and Google's AI answers who can scan a part or make a prototype, and the answers name the sites they draw on. Ahrefs found Nexform's site cited 25 times in AI answers on 10 November 2026, up from seven on 1 August, mostly in ChatGPT and Google's AI Overviews. AI tools sent the site 109 visitors from August to October, and from 1 September to 4 October, seven enquiries came in through ChatGPT.
October 2026 was Nexform's best month for clicks yet: 857 from Google, 42 times May 2025's 20. That month Nexform showed on Google's first page for 1,004 searches, against 102 across its first three months, and almost nine in ten clicks landed on the town pages. In all, Google has sent the site 8,395 clicks since April 2025. On 3D scanning alone, first-page searches went from 31 to 90 over the year. Enquiries through the site went from 14 in January 2026 to 60 in July and 51 in September, 369 in all from January to September. Since September, every form records where each enquiry came from, and Nexform gets a plain-English report every month.
The figures come from Google Search Console, all countries, 9 April 2025 to 31 October 2026. The first three months run to 8 July 2025. Enquiries are website form submissions from January to September 2026, counted one by one with tests, spam, duplicates and job seekers taken out. The AI figures come from Ahrefs.
"It's been amazing to build Nexform from the ground up, from the name and the brand all the way to the SEO, and to take a company nobody had heard of onto Google's first page in towns right across the UK."
Maximillian Giddens, Lead Developer + SEO Specialist, Cold
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