Chippenham councillors have called for road safety improvements after a cyclist died following a crash on Rowden Hill on Friday.

Terry Welch, 42, of Moorlands, Chippenham, died in the Royal United Hospital, Bath, the next day.

Flowers from loved ones have been left at the scene of the accident, including one from his family which read: “You will be with us forever Terry.”

Another from his mother said: “I love and will miss you so much. I know you knew that. With thoughts of you.”

It is believed Mr Welch had been cycling down the hill on the pavement towards the town centre.

He lost control of his bike just before 9.30am on Friday and went into the road where he was struck by a Ford Mondeo being driven by a 42-year-old man from Melksham.

Chippenham town councillor John Scragg, who lives nearby, said: “The path along there does get very narrow. It would be beneficial if it could be widened.

“If there is a need for changes and improvements it wouldn’t cost too much to get it right, like widening the path.

“I’m sure all the councillors and our mayor would like to express great sympathy for the family.”

Wiltshire Councillor Judy Rooke, who lives in Burleaze, close to where Friday’s accident took place, said: “It’s an extremely busy road.

“I have always, and still am, concerned about road safety around Rowden Hill because there is an enormous amount of traffic. It’s just horrendous now.”

She believes a plan to divert some traffic away from Rowden Hill is necessary and widening the pavement would only make traffic congestion worse.

A traffic survey conducted by police in 2009 found that 144,000 cars used Rowden Hill over a seven-day period.

In 2006 pensioner Ellen McCelland, 89, died after being hit by a van as she crossed Rowden Hill.

This resulted in a pedestrian crossing being installed.

A neighbour from Moorlands Mickeala Phillips, 41, described Mr Welch as a private, but polite, man.

She said: “He seemed all right.

I was doing a bring-and-buy sale for Westlea Housing and I went around asking if people had anything to donate and he seemed ever so polite when I spoke to him.

“He kept himself-to-himself.”