My Planning Appeal
Strategy, copywriting, design and build for a fixed-fee planning appeal service
My Planning Appeal is a fixed-fee planning appeal service for UK homeowners, led by chartered town planner Martin Gaine. We handled the project end to end, from positioning and copy through to design and the finished WordPress build.
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Overview
With the April 2026 planning reforms replacing the detailed appeal statement with a short summary, a lower-cost, higher-volume appeal service suddenly made sense again. The brief was to revive a dormant, dated site as a compelling, high-converting service positioned squarely around the new rules, with strong trust signals and an SEO strategy to move first before competitors caught up.
Our solution
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Strategy and conversion-focused copy
Positioned the whole site around the post-2026 rules and target keywords, and wrote every page as a structured persuasion journey, from a pain-point hero with Martin's credentials and press features through to the enquiry form.
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A refined brand and long-form homepage
Designed a green-and-charcoal brand direction with a gold price badge, and built a single long-form homepage covering the offer, how it works, why choose us, case studies, reviews and FAQ.
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A complete, SEO-ready WordPress build
Developed the site in WordPress and Elementor with reusable templates for blog posts, case studies and landing pages, wired up the lead-to-Stripe payment flow, configured SEO across every page, handled redirects from the old URLs, and delivered a prioritised content roadmap at handover.
Results
The finished site gives My Planning Appeal a sharp, trustworthy presence built entirely around the new appeal rules, ready to capture demand as the reforms land. The conversion-led homepage, clear pricing and strong trust signals give homeowners an easy, confident route to enquire, and the SEO foundations and content roadmap position the service to lead its niche before competitors update their own sites.