Information Density: ASW Pest Control Specialists LTD – Signal Evidence & AI Readability

ASW Pest Control Specialists LTD

(https://aswpestcontrol.co.uk) 📸 Data Snapshot: June 21, 2026
Information Density — The Lens

Classify each sentence as substantive or hollow. Grounding markers — numbers, currencies, dates, technical units, named entities — outweigh marketing adjectives. When fluff sits right next to hard evidence, the fluff is forgiven.

Info Density Power-words vs. Substance ratio.
24 Impact Weight: 30 / 100
80% Reputation

The site exhibits high substance, particularly on the About page which identifies 11 staff members by name and professional background. While the homepage H1 Expert Solutions for Pest Freedom uses power words, the body text quickly pivots to technical specifics such as RSPH level 2 certification and BASIS PROMPT membership. The ratio of generic marketing to technical protocol is low, with specific mention of drainage surveys for rodent activity and large-scale proofing work.

Information Density is read straight from the body copy: how much of the text carries grounded, checkable substance versus hollow filler. Below is the clean text the engine analyzed, then the industry’s known generic-claim patterns to weigh it against.

📝 The Narrative — clean text per page (the substance-vs-filler signal)
HOMEPAGE (https://aswpestcontrol.co.uk) Wiltshire Pest Control Services | ASW Pest Control
[H2] Testimonials

"On time, polite and informative offered valuable advice ahead of any potential treatments. Thanks Bob."

Carl Spence

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"Craig was super-knowledgeable and dealt with my issue quickly and efficiently. Great backoffice too, each time I called, they answered and organised a callout within 24 hours. Would recommend highly."

Craig Avent

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"ASW is a very professional company. We contacted them regarding a bed bug issue and they sent their technician very promptly. Rob was very kind and knowledgeable and gave us a very straightforward and well informed judgement of how best to proceed. With his help and experience we were able to successfully treated the apartment and have not seen any bed bugs since. Would recommend!"

Daniel Marchand

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"Very responsive, punctual, effectively eradicated the hornets, and their service includes a guarantee, so if not completely eradicated they will return to site -unnecessary in our case."

Steve Darling

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"I was really impressed with the service, I contacted them on a Sunday afternoon and was contacted within the hour!! I mentioned it was not urgent , however, they were out the following morning and got rid of the wasp nest that was bothering us. The wasps have gone!! Service was very professional and friendly and it was explained exactly what was going to happen - if needed again would definitely use. Highly recommend."

Joanna Lindsay

See Review

"On time, polite and informative offered valuable advice ahead of any potential treatments. Thanks Bob."

Carl Spence

See Review

"Craig was super-knowledgeable and dealt with my issue quickly and efficiently. Great backoffice too, each time I called, they answered and organised a callout within 24 hours. Would recommend highly."

Craig Avent

See Review

"ASW is a very professional company. We contacted them regarding a bed bug issue and they sent their technician very promptly. Rob was very kind and knowledgeable and gave us a very straightforward and well informed judgement of how best to proceed. With his help and experience we were able to successfully treated the apartment and have not seen any bed bugs since. Would recommend!"

Daniel Marchand

See Review

"Very responsive, punctual, effectively eradicated the hornets, and their service includes a guarantee, so if not completely eradicated they will return to site -unnecessary in our case."

Steve Darling

See Review

"I was really impressed with the service, I contacted them on a Sunday afternoon and was contacted within the hour!! I mentioned it was not urgent , however, they were out the following morning and got rid of the wasp nest that was bothering us. The wasps have gone!! Service was very professional and friendly and it was explained exactly what was going to happen - if needed again would definitely use. Highly recommend."

Joanna Lindsay

See Review

[IMG: 5 Star Rating]

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SUB-PAGE (https://aswpestcontrol.co.uk/contact/) Contact – ASW Pest Control
[H2] We have technicians in your area today!
ASW Pest Control Specialists LTD is Avon, Somerset and Wiltshire’s leading provider for all your pest control needs.
We are a reasonably priced and genuinely reliable business. We are passionate about the service we offer so give us a call today!
ASW have a technician covering your area daily, providing immediate and ongoing Pest Solutions against all manor of Pests.
Whether your property is in the town or country; Domestic, Commercial or Agricultural, we have a solution to meet your needs and protect your property, health or business.
Our core team work in and around Trowbridge, Bath, Chippenham, Salisbury Warminster and Swindon, meaning we can easily come and assess the pests that you have problems with.  You can call us using the FREE telephone number or leave us a message and someone will call you back asap.
[H2] Tel: 01249 447377 /07825 997 471
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SUB-PAGE (https://aswpestcontrol.co.uk/about/) About – ASW Pest Control
[H2] Here at ASW Pest Control Specialists Ltd, we run a small but effective team.
With over 60 years combined experience and 7 technicians working in the field, we are well equipped to resolve your pest issues. We carry out a discreet, professional and effective service for all our customers, new and old and aim to attend all call outs within 24 hours of your call (Monday-Friday).
Working as a team helps us ensure you get the best service possible, drawing on a wealth of knowledge and experience from all our qualified staff. As a company, we are members of the NPTA (National Pest Technicians Association), Safe Contractor Approved, Check-A-Trade registered and support the Think Wildlife Campaign for Responsible Rodenticide Use.
Each of our technicians are fully DBS checked (formerly CRB), RSPH level 2 certified and are members of the Basis Prompt scheme ensuring their Continuous Professional Development every year through courses and workshops to ensure they are up to date with the latest regulations, equipment and methods of control.
[H3] Derek Strawson – Founder
Learn More About Derek
Derek founded the business back in 1995, laying the foundations and establishing a professional and reputable business for Jamie to build on.
With around 10 years experience under his belt before starting ASW, he hit the ground running and is a key part in ASW being the successful company it is today. He began his journey in pest control with a vision to provide unparalleled service and protect homes and businesses from unwanted pests.  Under his guidance, ASW grew from humble beginnings into a trusted name know for reliability, professionalism and customer satisfaction.
Sadly, Derek passed away in 2021 but his knowledge, dedication, passion and commitment to excellence have left an indelible mark on the company and the pest control industry.  Derek leaves behind a legacy of knowledge and expertise that has shaped ASW’s approach to pest control.
Beyond his professional achievements, Derek was a beloved family member, friend and mentor and was well liked by everyone in the industry.
In memory of Derek, we pledge to honour his legacy by upholding the values he installed in ASW and by continuing to deliver exceptional service rooted in his expertise and wisdom.
[IMG: Derek Strawson]
[H3] Jamie Hallett – Director

07825 997471

Email Jamie
Learn More About Jamie
Jamie is not only the company Director but also a member of the technician team. With 15 years of in the field experience, all of which served with ASW, he has a vast knowledge and understanding of both the pest control industry and the pests he deals with.
Taking over the company from his father-in-law in 2014, Jamie has not only continued the success of the company but pushed it forward to further its reputation and keep ASW a key player in the industry for the area we cover. Based in Trowbridge, Jamie carries out a great deal of the behind the scenes work for ASW, however he is still a key member of the technician team carrying out the majority of the large-scale proofing work we take on as well as drainage surveys for blockages, rodent activity and drainage defects, and you may well find him attending your call out or routine inspection!
[IMG: Jamie Hallett]
[H3] Heidi Hallett – HR Administrator

07415 819604

Email Heidi
Learn More About Heidi
Heidi has been around pest control her whole life, being the daughter to Derek.
She is responsible for the smooth running of our personnel operations, ensuring that all our behind the scenes processes are handled with the utmost care and precision. She manages a wide range of essential tasks, from handling phone calls and emails to inputting new jobs into our system. Heidi is also the friendly point of contact for our team’s logistics, carefully managing employee holidays and keeping our internal HR systems perfectly up to date.
Known for being exceptionally friendly and helpful, Heidi is a key pillar of the business who consistently goes above and beyond to support our staff and ensure everyone feels looked after. Her warmth and dedication make her a mainstay of the office, and she is highly valued for her ability to build positive relationships across the entire team. Whether she is managing complex admin tasks or offering a helping hand, Heidi’s proactive spirit and approachable nature make her a truly vital part of the ASW family.
[H3] Karen Kenward – Finance Administrator

07506 360931

Email Karen
Learn More About Karen
Karen is responsible for managing all aspects of our accounts payable process. From processing invoices and reconciling statements. Karen always communicates effectively and resolves any issues promptly and always maintains positive relationships that are so important to our business. She is very friendly and helpful and is a valued member of our team and is known for her approachable manner and ‘nothing is too much trouble’ attitude. She is a highly cherished member of the team who consistently goes above and beyond to support the business and ensure our customers are always looked after.
[H3] Liz Harris – Administrative Assistant

07557 023940

Email Liz
Learn More About Liz
Liz plays a fundamental role in ensuring our office runs with clockwork precision, acting as the essential support system that keeps our daily operations moving forward. From the first phone call or email, Liz is there to manage communications and schedule jobs to keep us on track. By handling everything from new customer proposals and software setup to the finer details of billing and purchasing, she ensures a seamless experience for our clients and a smooth-running office. Liz’s warmth and professional spirit make her an essential part of our team.
[H3] Paul Woods – Sales / Technician

07475 677717

Email Paul
Learn More About Paul
Paul has been a member of the ASW team since 2014, with over 20 years’ experience in the field. With a background in game and wildlife management as well as pest control activity, Paul has built a wealth of knowledge and understanding of the pests he treats and the best methods of controlling them. Whether it’s dealing with common household pests or tackling more complex infestations, he approaches each situation with professionalism and care.
Paul is a valued member of ASW technician team. Holding his RSPH / BPCA Level 2 award in Pest Management, he is a fully trained technician equipped with the tools and the know-how to deal with any situation presented to him.
In addition to his technical skills, Paul also serves as a sales technician, offering valuable insights and recommendations to meet your pest control needs.
Based in Swindon but covering a large area within Avon, Somerset and Wiltshire, you may see him attending your call out or carrying out your contract visit.
[H3] Simon Notman – Technician

07535 995714
Learn More About Simon
Simon has years of experience in the industry, contributing to the development and success of the business.
Well known and liked with all his customers, he is a valued member of the ASW technician team. Equipped with an RSPH Level 2 award in Pest Management and safe use of Rodenticide this gives him the tools, knowledge and experience, to continues to carry out a professional and efficient service.
Simon will take the time to address your concerns, answer your questions and ensure that you feel informed and empowered throughout the whole process.
Based in the Calne area, Simon regularly visits his surrounding areas, though attends call outs throughout the ASW coverage, giving every customer a first-class service be it his first job of the day or the last.
[H3] Craig Walker – Technician

07930 341256
Learn More About Craig
Craig has many years of pest control knowledge and experience, ensuring that pests are effectively identified treated and prevented from returning, whether it’s dealing with common household pests or tackling more complex infestations, he approaches each situation with professionalism and care.
With a keen eye for detail and a thorough understanding of pest behaviour, Craig is adept at customizing treatment plans to suit your specific needs. Craig will take the time to address your property / premises, identify potential entry points and recommend proactive measures to prevent future infestations.
Craig is a valued member of the ASW team. Holding his RSPH / BPCA Level 2 in Pest Management and safe use of Rodenticide he is a fully trained technician to deal with any situation presented to him.
Based in the Trowbridge area, Craig regularly visits all the surrounding areas and is well known and liked with all his customers.
[H3] Adam Haylett – Technician

07538 475299
Learn More About Adam
Adam brings extensive pest control expertise, ensuring effective identification, treatment, and prevention of pest issues. From handling common household pests to managing more complex infestations, Adam tackles each situation with professionalism and care.
With a strong attention to detail and deep knowledge of pest behavior, Adam skillfully tailors treatment plans to meet your unique needs. He’ll thoroughly assess your property, pinpoint entry points, and recommend proactive steps to help prevent future infestations.
A valued member of the ASW team, Adam holds his RSPH/BPCA Level 2 in Pest Management and is certified in safe rodenticide use, equipping him to handle any challenge. Based in Frome, Adam is well-regarded by clients throughout the area.
[H3] Robert Mandy – Technician

07940 730245
Learn More About Robert
Robert is a key member of the ASW team with nearly ten years of experience in the industry. Before joining us, he spent two years as a field biologist, which gave him a deep understanding of pest behaviour that he now uses to solve even the trickiest problems for our customers.
Robert is a true people person who prides himself on being approachable and easy to talk to; he understands that a pest issue can be stressful, so he takes the time to explain his process clearly and put your mind at ease. Whether he’s working in a family home or a local business. He doesn’t just treat the problem; he looks after the person, ensuring every customer feels supported. Robert combines his professional RSPH Level 2 qualifications with a friendly, “can-do” attitude to ensure every job is finished to the highest standard.
Based in Bristol and the surrounding areas, Robert has earned a fantastic reputation for being both reliable and easy to talk to.
[H3] Robert Budgell – Technician

07940 406953
Learn More About Robert
Robert is a well-respected member of the ASW team. He’s a people person through and through, bringing a unique blend of technical expertise and a genuinely caring nature to every home and business he visits.
He knows that discovering a pest problem can be a stressful experience, which is why he prides himself on his ability to put customers at ease from the moment he arrives. With Robert, you aren’t just getting a technician; you’re getting a friendly expert who genuinely wants to help. He takes the time to listen. He understands the stress of an infestation and makes sure you’re comfortable and informed every step of the way.
He is a highly trained technician, holding his RSPH Level 2 in the Safe Use of Rodenticides along with a suite of other essential pest control certificates. You can rest assured that every job is handled with total professionalism and safety.
Based in Salisbury and surrounding areas Robert is highly regarded by all our customers.
[IMG: Robert Budgell]
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SUB-PAGE (https://aswpestcontrol.co.uk/testimonials/) Testimonials – ASW Pest Control
[H2] Google Reviews
5.0Based on 455 reviewspowered by Googlereview us onJoanne Lindsay09:49 04 Jul 25I was really impressed with the service, I contacted them on a Sunday afternoon and was contacted within the hour!! I mentioned it was not urgent , however, they were out the following morning and got rid of the wasp nest that was bothering us. The wasps have gone!! Service was very professional and friendly and it was explained exactly what was going to happen - if needed again would definitely use.Highly recommend.Amy Harris18:20 22 Jun 25We were incredibly happy with the faultless service we received. We had a prompt appointment and they came the same day to sort and remove our wasp nest. Thank you so much Paul and Craig. We would highly recommend to anyone.Andrew Ellis17:37 17 Jun 25I had a problem with wasps building a nest in my front outdoor porch roof cavity. They were getting in through a small gap. Called ASW Pest Control Services & couldn't have had a better service. Through a phone call in the morning & a call back within 20 minutes from Adam who then arrived promptly to deal with the issue. Fully explained what he would do & said once completed to call him back if any wasps were still causing problems. I did not have to call back. Very courteous & professional service. Definitely recommend.Andrew Peirce11:47 08 May 25Good, quick & efficient. I was rather shocked to have a rat problem occur in our brand new house . Adam was reassuring, checked thoroughly & had the problem sorted in 2-3 days. He was punctual in arranging follow up appointments and was very pleasant to deal with. I recommend ASW without hesitation.Tessa Corney15:39 08 Apr 25I reported a wasp nest via the website. Within a couple of hours I had been contacted, an appointment made, wasp removed and invoice received. Very efficient company and lovely to deal with.Nigel Pearce17:44 26 Sep 24ASW Pest Control dealt with our problem quickly and efficiently, very friendly chap, gave us some good advice too, will use again if the need arises.Arnie Bragg11:02 26 Sep 24I received a five star service from Jamie at AWS pest control to investigate scratching noises in the roof space. They responded very quickly, clearly explained what they were looking for & what measures they would take & provided a follow up visit to make sure the problem was resolved. Highly recommended.Dom Dececio17:28 20 Sep 24Top service, will highly recommend.Ian Rowland11:53 18 Sep 24ASW Pest Control who were employed by us have been very efficient and cooperative.Craig the representative who attended our home problem was very reliable and competent.So far the rat problem we did have has been rectified and we have not seen any evidence of them in over 2 weeks.Sophie Scruton09:09 31 Aug 24Very impressed by Paul's knowledge and excellent advice about the small changes we could make to prevent problems.Kip D'Aucourt19:30 26 Aug 24The hornets nesting above the ceiling chewed down into the room so although I love the creatures I had to call a Pest Controller to destroy them. Excellent service, arriving the next morning (earlier than expected), friendly, quick, answered all my questions. Not much more expensive than the council service which would have taken another 10 days. I would have no hesitation in recommending this company.Katy Rhodes19:11 17 Aug 24Came promptly to deal with a rodent problem. Very thorough. Had to lift some decking for access & remove kick boards in kitchen but put everything back as it had been . Can recommend using this companySara Harris11:24 04 Aug 24Craig from ASW came out incredibly quickly after my phone request for an appointment at the end of a working day. We needed help with a wasps nest in our roof space that was leaking dying wasps into our house. The deed was done quickly and efficiently and no more wasps in the house and nest sorted. Thank you so much Craig! I can certainly recommend ASWHugo17:02 11 Jul 24Great Service, Wasp nest was dealt with immediately as soon as Jamie was on site.Friendly, professional service and reasonably priced.I wouldn't hesitate to use ASW Pest Control Specialists Ltd in the future,Thanks againSee All Reviews
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[H2] Checkatrade Reviews

"ASW arrived within a few hours of our phone call to them, and subsequently dealt with our problem very efficiently. I highly recommend them."

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"Rather alarming scrabbling noises in our loft were investigated by Craig who was reassuring, efficient, and knowledgeable. Appreciated the three-visit process which dealt with the problem. Wouldn't hesitate to recommend ASW."

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"I called ASW on a Sunday as we found evidence of mice intrusion under our stairs on returning from holiday. I got a call back the same day and then Simon visited the next day. He was very friendly, professional and quickly diagnosed the problem. He explained how he would go about treating the intruder(s) and put our minds to rest. Highly recommended."

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"ASW arrived within a few hours of our phone call to them, and subsequently dealt with our problem very efficiently. I highly recommend them."

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"Rather alarming scrabbling noises in our loft were investigated by Craig who was reassuring, efficient, and knowledgeable. Appreciated the three-visit process which dealt with the problem. Wouldn't hesitate to recommend ASW."

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"I called ASW on a Sunday as we found evidence of mice intrusion under our stairs on returning from holiday. I got a call back the same day and then Simon visited the next day. He was very friendly, professional and quickly diagnosed the problem. He explained how he would go about treating the intruder(s) and put our minds to rest. Highly recommended."

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🧭 Industry Context — common generic-claim patterns in Cleaning, Maintenance & Janitorial Services to weigh the text against
Generic Claims: spotless results every time, reliable and trustworthy, no job too big or too small, we treat your space like our own, the cleaning company you can trust, satisfaction guaranteed…
Red Flags: no insurance documentation mentioned, no staff vetting or background check information, pricing too vague to compare, stock photos of cleaning instead of real staff, claims eco-friendly without naming products, no service area boundaries defined…
Semantic Drift Patterns: homepage claims eco-friendly but products page shows chemical solutions, claims specialist deep cleaning but services are basic housekeeping, homepage targets commercial clients but services are residential, claims trained staff but no training or certification details…
Proof Expectations: public liability and employer liability insurance details, DBS/background check documentation for staff, specific cleaning product brands and safety data, named commercial client references, health and safety certifications, staff training and accreditation details…
Explore the other reputation pillars for ASW Pest Control Specialists LTD