IceDry.
A dormant domain turned into a working local-SEO asset for dry ice blasting. Seven location pages, six industry pages, and an AI assistant, all feeding authority back to the parent business.
Visit live site →A domain doing nothing.
Sentrex Services UK branched into dry ice (CO₂) blasting cleaning alongside its main business. Someone had bought icedry.co.uk years earlier with that in mind, but it sat untouched. No site, no content, no search presence. Meanwhile the core business, sentrex.co.uk, could use all the domain authority it could get.
I was asked to turn the domain into something real. Not just a brochure page, but a genuine information hub explaining what dry ice blasting is, who it's for, and why it beats the alternatives.
An explainer first, a sales page second.
The homepage leads with what the service actually does and why it's different. No water, no chemicals, and often no need to strip equipment down. A four-step science section breaks the process into plain steps. CO₂ pellets, kinetic impact, thermal shock, sublimation. Each one gets a short, visual explanation rather than a wall of technical copy.
Below that sits a before-and-after results section and a video walkthrough of the process running on a real production line. A visitor can see the result before they ever pick up the phone.
Content structured around who's searching.
Rather than one generic page trying to rank for everything, the site is broken into six industry sections. These cover manufacturing, food and beverage, electrical and utilities, heritage and restoration, automotive and aerospace, and fire and smoke damage. Each one names the specific problem that sector has, then answers it directly. What's commonly cleaned, why the method suits that environment, and what makes it safer than the alternative.
On top of that sit seven dedicated location pages. These cover Manchester, Bolton, Bury, Oldham, Liverpool, Preston, and Birmingham. Each one targets the same service for a different regional search, instead of leaving one homepage to compete for every location at once.
An assistant that answers before a call is needed.
An AI assistant sits on the site to answer visitor questions about suitability, process, and coverage, any time of day. Nobody at Sentrex has to be online for it to work. The enquiry form also accepts photos of the equipment or area in question, so a quote can be more accurate before a site visit is even booked.
Built to feed the parent domain.
The whole site works as a content and authority hub. Every page links back to sentrex.co.uk. The structure itself, industry pages plus location pages, targets exactly the kind of specific search terms a single homepage never could. It's the same idea as a satellite site done properly: real, useful content, not a thin page built purely for links.
From dormant to a working part of the funnel.
A domain that had done nothing for years is now a live site with a real content structure behind it. That means six industry verticals, seven regional pages, an always-on AI assistant, and a direct authority link back to the core Sentrex business. It's an active part of how the wider business gets found now, not a forgotten side project.