Rebuilt the website
Nine pages built around three project types, each with a real budget range, a typical timeline and a finished project.
Sample case study: Builder
Fewer tyre-kickers and four times the site visits for a renovator
A Queenslander renovation specialist was drowning in enquiries for jobs it did not want. A new website with honest price ranges and a qualifying form changed who picked up the phone.
+244%
qualified enquiries a month
9 to 31 in six months
-53%
cost per lead
$310 to $145 in six months
+325%
qualified site visits a month
4 to 17 in six months
Sample figures. Ironbark Renovations is a fictional client on a demo site.
Where they started
Ironbark's old site was a gallery and a contact form. It attracted plenty of messages, but most were for small repairs or budgets a third of what a raise-and-build-under costs.
The owner was spending two evenings a week on site visits that went nowhere.
Before and after
Calls a month
Before
9
Month 6
31
Cost per lead (lower is better)
Before
$310
Month 6
$145
Qualified site visits a month
Before
4
Month 6
17
What we did
Added a qualifying form
Four questions: suburb, project type, budget band and timing. Enquiries under the minimum get a polite referral list instead of a site visit.
Wrote suburb pages
Paddington, Red Hill, Bardon and Ashgrove pages with character-home detail, council overlay notes and local projects.
Ran small search campaigns
Ads only on high-intent terms such as 'raise and build under Paddington', pointed at the matching landing page.
Month by month
The three numbers on every monthly report. Hover, tap or tab through a chart for exact values, or open the table view.
Qualified enquiries a month
View as table
| Period | Calls |
|---|---|
| Start | 9 |
| Month 1 | 12 |
| Month 2 | 16 |
| Month 3 | 20 |
| Month 4 | 24 |
| Month 5 | 28 |
| Month 6 | 31 |
Cost per lead
Lower is better
View as table
| Period | Cost per lead |
|---|---|
| Start | $310 |
| Month 1 | $268 |
| Month 2 | $231 |
| Month 3 | $198 |
| Month 4 | $172 |
| Month 5 | $156 |
| Month 6 | $145 |
Qualified site visits a month
View as table
| Period | Booked |
|---|---|
| Start | 4 |
| Month 1 | 6 |
| Month 2 | 8 |
| Month 3 | 11 |
| Month 4 | 13 |
| Month 5 | 15 |
| Month 6 | 17 |
Sample figures for illustration only.
How it unfolded
- Weeks 1 to 6
Website project
Interview, photography day, copy, design and launch.
- Month 2
Suburb pages
Four suburb pages published, first page-one rankings in week ten.
- Month 3
Ads on
Search campaigns launched at $60 a day.
- Month 6
Booked out
Build calendar full for nine months. Ads paused to a holding budget.
I do half the site visits I used to and sign more of them. Putting real budgets on the website scared off exactly the people it needed to.
No lock-in contracts
Want numbers like these?
Every business is different, so we start with a free lead audit and an honest view of what is realistic for your trade and suburbs.