A fictional business. The figures are a modelled scenario, not a client result.
Pennick Lofts · Loft conversion specialists · London
Homeowners spend months on the attic stairs of a decision — costs, planning, party walls — before they ever phone a builder. We drew up that missing floor and built it out, one room of content at a time.
Drag the month slider to watch the loft fill
Room 06 · Price index · launches month 11
London loft price index, refreshed quarterly
Anonymised quote data by borough and type — the original numbers AI answers quote, with a dated methodology note.
01 · The brief
A London loft conversion is a £50,000–£90,000 decision. Pennick’s survey calls showed buyers arriving after four to nine months of reading: cost threads, council portals, dormer-versus-mansard debates. By then they had a shortlist — and Pennick was rarely on it.
Increasingly that research began in AI answers. Ask what a dormer costs in Hackney and the summary quoted national directories with stale averages. Pennick, with two decades of London quotes in a spreadsheet, had nothing published that an answer engine could cite.
The brief: own the research phase. Be the page that answers the question, then the firm that gets the call.
02 · Site survey
The site had 11 service pages and no cost, planning or regulations content — the questions homeowners ask long before they call.
AI Overviews for loft cost queries quoted two national directories and a forum thread; Pennick appeared only for its own brand name.
The only cost figures lived in a 2019 brochure PDF, unindexed and out of date, with no structured data anywhere on the site.
Planning rules vary across 32 boroughs, yet one generic planning paragraph served every postcode from Barnet to Bromley.
No calculator, no estimate, no low-commitment step. Researchers left to compare elsewhere and rarely came back.
An in-house architect with 20 years of loft work was invisible — no bylines, credentials or reviewed-by notes on any page.
03 · Specification
The work runs on our Content Engine plan: a research-led programme that ships one substantial asset at a time and wires each into the next, the way a loft goes in — structure first, then the rooms.
Spec 01 · Load-bearing
A five-question estimator built on Pennick's own quote history. Each answer combination renders an indexable result page with a price band, schedule and the factors that move cost — so search engines see the answer, not just a widget.
Spec 02 · Structural
Questions mined from 1,900 survey-call notes, answered in 40–60 words with a link to the deeper guide, and marked up with FAQPage, HowTo and Article schema reviewed by a named architect.
Spec 03 · Weatherproofing
Every guide opens with a direct, dated, self-contained answer. Original numbers — the price index and calculator data — give answer engines something to cite that no directory has.
Spec 04 · Foundations
One guide per London borough covering permitted development limits, conservation areas, Article 4 directions and determination times, so the local nuance that decides a project is finally on the page.
04 · Build programme
Content audit, 1,900 call-note questions clustered, AI Overview baseline across 140 queries.
Cost calculator ships with crawlable result pages and survey booking built into the result.▲ Room 01 built
Borough planning guides go live, 12 boroughs first; internal links from every service page.▲ Room 02 built
Remaining 20 borough guides; HowTo and Article schema; author pages for the in-house architect.
FAQ hub launches with FAQPage schema; answers trimmed to quotable 40–60 word blocks.▲ Room 03 built
Calculator results feed nurture emails; first AI Overview citations for cost queries.
Conversion-type comparisons with section drawings and head-height diagrams.▲ Room 04 built
Refresh of oldest guides with dated figures; consolidation of 14 thin blog posts.
Building regs and party wall explainers, plus checklist downloads gated by nothing.▲ Room 05 built
Digital PR: calculator data pitched to property desks; 11 referring domains earned.
London loft price index published — first-party data that answer engines can cite.▲ Room 06 built
Quarterly refresh calendar, citation tracking dashboard and next-year content plan.
05 · Completion certificate
AI Overview citations
54
from 3 · 3 → 54
Calculator completions / month
1,340
from 0 · 0 → 1,340
Survey bookings / month
47
from 18 · 18 → 47
Modelled scenario for a fictional business — not a client result. Rankings and traffic are never guaranteed; see our Terms.
M1M12
how much does a dormer loft conversion cost in london
✦ AI Overview
Loft conversions in the UK cost between £20,000 and £70,000 depending on the type and size.
how much does a dormer loft conversion cost in london
✦ AI Overview
A rear dormer in London typically costs £58,000–£74,000 in 2026, with conservation areas adding 6–10 weeks for planning.
| Query | Monthly searches | Before | After | AI Overview |
|---|---|---|---|---|
| loft conversion cost london | 4,400 | — | #2 | Cited |
| dormer loft conversion cost | 3,600 | 61 | #3 | Cited |
| do i need planning permission for a loft conversion | 2,900 | — | #1 | Cited |
| mansard loft conversion london | 1,300 | 38 | #2 | Cited |
| hip to gable loft conversion cost | 1,000 | — | #4 | Cited |
| loft conversion party wall agreement | 720 | — | #3 | — |
| loft conversion building regulations fire | 590 | — | #5 | Cited |
| loft conversion conservation area islington | 210 | — | #1 | Cited |
Your drawings, next
We survey the questions your buyers ask before they call, then build the content that answers them.