Fast Appliance Repair Pro — 150-page SEO site, Toronto

Project overview

Fast Appliance Repair Pro has repaired appliances across Toronto and the GTA since 2013 — 4,530+ jobs, same-day service, a 60-day parts-and-labour warranty. Its website was a single Tilda landing page: fine for a business card, useless for ranking on “dishwasher repair Scarborough” or “Sub-Zero repair Toronto”.

The brief was a production site that does three things at once: repeats the approved design pixel for pixel, sets the technical-SEO and AI-visibility bar for 2026, and converts — calls first, booking form second.

My role in the project

I personally worked on this project from the specification to launch and the SEO work that continues after it. The areas I owned and delivered directly:

• Information architecture for 150 pages: 10 repair services, 5 installation pages, 23 brand pages, 11 service areas (Toronto, the GTA and Muskoka), a 30-page service × city matrix, 26 brand × city pages, 15 guides, 10 case studies, trust and conversion pages
• Astro + Tailwind 4 build with a single data layer — phone, prices, warranty, hours, cities, brands and the service × city matrix live in typed data files, and every page is generated from them; changing the phone number is a one-file edit
• SEO layer: per-template title and meta generators, one H1 per page, self-referencing canonicals with trailing slashes, a JSON-LD graph (Organization, WebSite, Service with OfferCatalog, FAQPage, City, breadcrumbs), per-page OG images rendered at build time, sitemap, robots.txt with Content-Signal and explicit AI-crawler rules, llms.txt
• Anti-doorway content rules: every matrix page carries unique symptoms, local context and FAQs instead of a city name swapped into a template
• Conversion layer: a multi-step booking wizard at /book/, a short lead form in every hero, sticky call bar on mobile — all posting to a Cloudflare Pages Function with Cloudflare Turnstile, honeypot, Resend e-mail delivery and a Telegram copy for the owner
• Analytics: GA4 and Google Ads under Consent Mode v2 (advanced), events for phone clicks, Book Online clicks, form submits and booking-partner hand-offs; Bing and Search Console verification carried over so nothing was lost in the migration

What I built

• Home page with a hero booking card, live “technicians available today” strip, services grid, brand logos, process, reviews, service-area map and FAQ
• Service, installation, brand and city templates, each with an extended hero, photo backgrounds, symptom lists, pricing block ($120 + HST diagnosis, $250 + HST installation, $50 senior discount), warranty and insurance details
• 30 service × city pages (five appliances × six cities) and 26 brand × city pages, cross-linked hub-and-spoke so every page is reachable in three clicks
• 15 troubleshooting guides and 10 case studies as MDX content collections with honest lastmod dates from frontmatter
• Booking wizard: appliance → symptom → area → contact, with the HouseCall Pro online-booking link as the final option
• Cookie policy and a working consent banner; thank-you page as the only noindex URL
• Build pipeline that audits the data files, renders OG images and verifies every internal link before deploy — 0 broken links, 0 orphan pages

Self-hosted Montserrat, Inter and IBM Plex Mono, no page builder, no jQuery: a 150-page site that ships as static HTML on Cloudflare’s edge and is maintained from a handful of data files.