Who Are APHC?

APHC is a trade association that connects the public with vetted, approved plumbers.

Alongside its directory, APHC supports members with industry resources, including downloadable guidance, training courses, events and up-to-date sector news.

Every member is assessed against clear standards. That vetting process protects the public, reinforces trust and helps reputable plumbers stand out in a competitive market.

About the Project

APHC initially approached us for ongoing website maintenance after encountering the common challenges that come with a growing WordPress site.

Once we reviewed the platform in detail, it was clear that maintenance alone would not be enough. Performance issues, outdated components and an unclear homepage were limiting usability, engagement and long-term growth.

We started by stabilising the site. WordPress core and plugins were audited, updated and cleaned up, with security tightened to reduce the risk of breakages or attacks.

With a stable foundation in place, we moved on to page speed optimisation. The focus was not on surface-level scores, but on real-world loading performance across desktop and mobile, with the aim of passing Google Core Web Vitals (CWV) checks.

Finally, we redesigned the homepage to clarify APHC’s value. Key messages, trust signals and calls to action were brought above the fold so visitors could immediately understand who APHC is, who it is for and what to do next.

What APHC Benefit From

A faster website - Imagery, scripts and code were optimised to reduce load times across the site, improving usability, SEO performance and conversion potential.

A stable, low-risk platform - A full site health check removed broken links, unused plugins and unnecessary components, reducing the risk of errors during updates and day-to-day use.

Clearer messaging and stronger engagement - The redesigned homepage makes it immediately clear who APHC is, what it offers and how to become a member, removing friction for new visitors.

A more focused user experience across devices - The homepage was designed properly for desktop and mobile, with priority content and calls to action surfaced early instead of being buried further down the page.

Post Launch

With the updated homepage live, overall usability improved across the site. Visitors can understand APHC’s role and value more quickly, reducing confusion and unnecessary drop-off.

Member sign-ups continued to increase, alongside improvements in key engagement metrics such as time spent on site.

The performance work and usability improvements across desktop and mobile also contributed to a modest uplift in organic search visibility.

APHC continue to work with us on ongoing website maintenance and optimisation, keeping the site fast, stable and easy to use as the organisation grows.

What Our Clients Say

“When we decided to redo our website, we called quite a number of web designers and were provided with numerous addresses of sites created by each designer. We found that ALT Agency had the most sites that we thought were innovative, creative and professional. After speaking a few times with ALT Agency we decided to go with them. It’s the best decision we’ve made in quite some time.

Joe Sapak

“There are two important considerations when looking for a designer, work quality and reliability. Alt Agency offer both in spades.

Ben Stephenson

“Craig is 100% on it and I mean on it, I can’t recommend him and ALT Agency highly enough.

Al Gosling

“I found Craig & ALT Agency through the UKBF forums and I can honestly say its been a pleasure to work with Craig & his team. The end result is exactly what I wanted and more. The site is for my landscaping company with the aim of drumming up more business around our local area as well as somewhere to showcase our previous work to potential clients.

Will Crozier