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W. Martin & Son

Equine cremation and farm services · Black Notley, Essex

Two websites.
One family firm.
Live in a day.

A family firm since 1890, with two businesses and two old websites. We rebuilt both, set up search and tracking, and put them live together on 11 Sep 2026.

See how
The new W. Martin & Son equine cremation website and the WMS Farm Services website on desktop, overlapping
ClientW. Martin & Son
WhereBlack Notley, Braintree, Essex
What we didWebsites · Search · Logos · The sites
2

Websites live on the same day

162

Google clicks to W. Martin in the first month

22%

Ads click through rate, up from 16%

Google Search Console, wmartinandson.co.uk, 2 to 30 Sep 2026: 162 clicks, 2,765 impressions, average position 8.6. Ads click through rate is Aug against Sep 2026, on the same spend.

The brief

A family firm,
run by my brother Charlie.

W. Martin & Son has looked after Essex families and their horses since 1890. Today it runs two businesses from Black Notley: equine cremation, and WMS Farm Services, which collects fallen stock and animal by-products. Charlie runs it, and he is my brother. We treated it like any other client. Both sites needed to be quick, clear and easy to find on Google.

What we did

Two sites rebuilt,
one launch day.

We started in early 2026 and the work is ongoing. Both sites went live on 11 Sep 2026, without touching the firm’s email.

01

W. Martin & Son, rebuilt by hand

An old Framer export became a fast, hand coded site with a heritage look in ivory, green and brass. 26 pages, including 11 county pages, clear prices and answers to the questions families ask at the worst time.

02

WMS Farm Services, kept and fixed

We kept the design and changed the orange to blue. Then we fixed what was broken: a fake US phone number, leftover template text, and 13 of 14 forms with nothing to receive them. About 22 pages, including 7 county pages and 10 service pages.

03

Forms, logos and signatures

Contact forms on both sites now reach all 5 staff. We drew vector logo packs for both businesses, including the WMS mark, which had no logo file before. Staff got matching email signatures.

04

Found on Google, then measured

Structured data, sitemaps and Search Console for both sites, with call, email and lead tracking on W. Martin. We also restructured the Google Ads account.

wmartinandson.co.uk
The W. Martin & Son equine cremation website homepage on desktop, built by The Sequence
9:41
The W. Martin & Son website on a phone
Website 1 · Equine cremation

Calm, clear
and easy to call.

  • 26 pages, 11 countiesEvery county it covers has its own page, set up for local search.
  • Prices up frontIndividual and communal cremation prices, in plain sight.
  • Call and email trackedSo the firm can see which pages bring the enquiries.
  • Built for a hard momentLarge type, one number, and no hunting for what to do next.
wmsfarmservices.co.uk
The WMS Farm Services website homepage on desktop, built by The Sequence
9:41
The WMS Farm Services website on a phone
Website 2 · Farm services

Same design,
fixed and in blue.

  • About 22 pages10 service pages and 7 county pages, from fallen stock to food waste.
  • Forms that arrive13 of 14 forms had no handler. Now every enquiry reaches all 5 staff.
  • A logo it never hadWe made the WMS mark as a vector pack for print, vehicles and screens.
  • Search set upStructured data, a sitemap and Search Console, as on the other site.
The work

Every page,
on every screen.

Real pages from both sites, on desktop and on a phone.

The W. Martin & Son homepage on a phoneW. Martin
The W. Martin & Son prices page on desktopPrices
The WMS Farm Services homepage on a phoneWMS
The WMS Farm Services Essex county page on desktopCounty page
The W. Martin Essex county page on a phoneCounty page
The WMS fallen stock collection service page on desktopService page
The W. Martin & Son process page on desktopThe process
The WMS Essex county page on a phoneCounty page
The W. Martin & Son homepage on desktopW. Martin
The WMS fallen stock collection page on a phoneService page
The WMS Farm Services homepage on desktopWMS
The W. Martin prices page on a phonePrices
About the project

A little more detail.

What went into the work, and where to find out more.

Is Charlie really your brother?

Yes. Charlie Martin runs W. Martin & Son and he is my brother. We treated it like any other client.

What did The Sequence build?

Two websites: a new W. Martin & Son site for equine cremation, and a rebuilt WMS Farm Services site. We also made logo packs for both, email signatures for staff, and set up search and tracking.

What changed after launch?

Both sites went live on 11 Sep 2026. In September wmartinandson.co.uk had 162 clicks from Google and 2,765 impressions, at an average position of 8.6, and about position 5 to 6 by late September. Google Ads click through rate rose from 16% in Aug to 22% in Sep, on the same spend.

Did the firm’s email change?

No. Both sites went live without touching the client’s email.

Can you build a site like this for us?

See our web design service, or book a call with Sam below.

Work with The Sequence

Your website should
work as hard as you do.

Book a free 20 minute call. Tell Sam about your business and he’ll show you what we’d build, with a clear price.

Free, no obligation. A 20 minute call with Sam. We’ll reply within 1 working day and never share your details.

W. Martin & Son