- Trades
- Website
- SEO and AI search
- Bright Path System
A failing 4-page brochure site. 148 words. A 54/100 health score. Rebuilt in 3 weeks.
David Goodwin is one of Melbourne’s finest heritage masonry specialists, with 25 years of landmark work, a 40-metre chimney stack and a 10,000-brick heritage wall rebuild to his name. His old website told none of it.
- Client
- Goodwin Bricklaying
- Industry
- Heritage masonry
- Location
- Camberwell, Melbourne
- Delivery
- 3 weeks, full rebuild
Before and after, by the numbers.
The site launched before the Bright Path System was switched on, so these numbers show the build itself.
- Pages, built from just 4
- Site health score, up from 54
- Words on the old homepage
- Suburb pages targeting inner Melbourne
The problem
25 years of craft. A website that told none of it.
David has spent 25 years becoming one of Melbourne’s most respected masonry specialists: heritage chimney stacks, vaulted ceilings, architectural brick tunnels and a landmark heritage wall rebuild at the historic Cairo Flats in Fitzroy.
His website was a basic four-page builder site. The homepage had 148 words. There was no about page, no service pages, and his personal email was listed publicly. It scored 54 out of 100 on a technical health audit, and it was attracting the wrong jobs.
Architects, developers and heritage homeowners were landing on a site that undersold the work. David knew the work he was capable of. His website didn’t.
What it wasn't doing
- Four pages and a 148-word homepage
- No about page and no service pages
- No SEO, no structured data and no llms.txt
- 25-plus images missing alt text
- Personal email listed publicly
- 54/100 technical health score
- Contact form that only asked for an email
Scroll inside the frame to see the full page
Scroll inside the frame to see the full page
What changed
21 pages. Built to match the craft.
A ground-up rebuild designed to feel like a luxury architecture studio, made to attract the clients David actually wants and quietly filter out everyone else.
- 21 pages of optimised content
- Five service pages and nine suburb pages
- SEO, structured data and llms.txt
- Every image named and described
- Professional email and enquiry pipeline
- The Cairo Flats rebuild as an editorial feature
What we built
Six pieces. One premium platform.
Every page written from scratch, every image optimised and every technical box ticked, so the site reads like the level of work David delivers on site.
Website design and build
A 21-page premium site designed to feel like a luxury architecture studio, not a trades directory.
SEO foundation
Page titles, descriptions, structured data and nine suburb pages targeting inner Melbourne.
Ready for AI search
A complete llms.txt, self-contained FAQ answers and content structured for AI tools to cite.
The Bright Path System
Lead pipeline, missed call text back and a dedicated tracking number, set up and ready to switch on.
New domain and email
A new domain secured, and the personal email replaced with a professional, branded address.
Full copywriting
Every page written from scratch: services, suburbs, about, FAQs and editorial project features.
How it happened
Kickoff to handover in 3 weeks.
Week 1
Onboarding and discovery.
Mapping the business, the ideal clients and the landmark projects. David’s wife brought a considered brand vision that shaped everything after.
Week 2
Copy, review and approval.
All copy written and approved. Project names, service groupings, logo, palette and design references locked in.
Week 3
Build and polish.
Full 21-page site built, photography placed, SEO and structured data throughout, every image named and described.
Launch
Go live.
Domain live, Google Business Profile updated, the old domain redirected and the System ready to switch on.
The outcome
A site that works as hard as David does.
A site that scored 54 out of 100 has been replaced by a 21-page platform with full SEO, structured data on every page and copy that finally says what David does. The Cairo Flats heritage wall rebuild alone is now told as a full editorial feature, with more content than the entire old site ever held.
The new site is built to filter: to attract heritage homeowners, architects and developers, and to quietly signal to everyone else that this is probably not the right fit.
The results
- 4 pages rebuilt into 21 pages of optimised content
- A 148-word homepage replaced with real depth on every service
- Health score lifted from 54 to 95+
- Structured data on every page, where there was none
- A complete llms.txt for AI search
- Every image named, described and alt-tagged
- Professional email and enquiry pipeline in place
In their words
“I couldn’t of wished for a better experience with Sara, she has been so accommodating through the process of my new website. She has been extremely professional and my website proves that. I’m so happy that I went with her. Value for money and stress free. I would give her 20 stars out of 5 if I could.. Thankyou so much!!”
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