A failing 4-page brochure site. 148 words. A 54/100 health score. Rebuilt from the ground up in 3 weeks.
David Goodwin is one of Melbourne's finest heritage masonry specialists, 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. BrightPath Creative fixed that.
Client
Goodwin Bricklaying
Industry
Heritage masonry
Location
Camberwell, Melbourne
Delivery
3 weeks, full rebuild
Launching soon · goodwinbricklaying.com.au
The client
Meet Goodwin Bricklaying.
Heritage and architectural masonry, the kind of work most of the trade won't touch. Brilliant on the tools, invisible online. Until BPC stepped in.
Profile
Years in
the trade
Industry
Heritage and architectural masonry
Business
Sole trader, 25 years specialist
Scale
Camberwell and inner Melbourne
The trade
The brief
What they needed BPC to build.
- 01
Replace the failing brochure site
A 4-page Zyro site with a 148-word homepage swapped for a premium platform that matches 25 years of craft.
- 02
Attract high-end clients
Speak directly to heritage homeowners, architects and developers with the budgets to match the work.
- 03
Pre-qualify and filter leads
Position the business so small repair jobs and price-shoppers quietly self-select out.
- 04
Own SEO and AI search
Schema, location pages and an llms.txt so Google and AI tools can find and cite the business.
- 05
Automate lead capture
A CRM pipeline with missed-call text-back so no enquiry is missed once the site goes live.
The transformation
Before and after, by the numbers.
The site launched pre-CRM, so the numbers below reflect the build transformation. Lead and conversion data to follow 30 to 60 days post-launch.
0 pages
Built from just 4
54 → 95+
Site health score (out of 100)
3 wks
Kickoff to handover
0
Words on the old homepage
0 suburbs
Targeted location pages
0 pages
With schema markup
The old site
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 with a combined word count that would barely fill a single A4 page. The homepage had 148 words. There was no About page, no service pages, and his personal Gmail was listed publicly. It scored 54 out of 100 on a technical health audit, a failing grade by any measure, and was actively attracting the wrong jobs.
Scroll the full pageWhat it wasn't doing
- Four pages with a 148-word homepage
- No About page and no service pages
- No SEO, no schema and no llms.txt
- 25-plus images missing alt text
- Personal Gmail listed publicly
- 54/100 technical health score
- Incomplete SSL certificate chain
- Contact form asked only for an email
The right clients, architects, developers and heritage homeowners, were landing on a site that looked like a beginner's first attempt. David knew the work he was capable of. His website didn't.
The new site
21 pages.
Built to match the craft.
Not a patch job. A ground-up rebuild designed to feel like a luxury architecture studio, calibrated to attract the clients David actually wants and to quietly filter out everyone else.
Scroll the full pageWhat the new site does
- 21 pages of fully optimised content
- Five service pages and nine location pages
- Full SEO, schema markup and llms.txt
- Every image named, described and alt-tagged
- Professional email and CRM pipeline
- The Cairo Flats rebuild told as an editorial feature
- 2025/2026 technical standards compliant
- Luxury architecture-studio aesthetic
Behind the build
Six pieces. One premium platform.
Every page written from scratch, every image optimised, every technical box ticked, so the site reads like the level of work David delivers on site.
01
Website design and build
21-page premium site designed to feel like a luxury architecture studio, not a trades directory.
02
SEO foundation
Meta titles, descriptions, schema markup and nine suburb-specific location pages targeting inner Melbourne.
03
AEO and LLM optimisation
A complete llms.txt, self-contained FAQ answers and structured content built for AI search citation.
04
CRM and automation
Lead pipeline, missed-call text-back and a dedicated tracking number, activating on launch.
05
New domain and email
A new domain secured, with the personal Gmail replaced by a professional, branded email address.
06
Full copywriting
Every page written from scratch: services, locations, about, FAQs, legal and editorial project features.
How it happened
Kickoff to handover in 3 weeks.
Week 1
Onboarding and discovery. Kickoff call to map the business, the ideal clients and the landmark projects. David's wife Laura brought a considered brand vision, colour palette, tone and aesthetic, that shaped everything after.
Week 2
Copy, review and approval. All copy written and submitted for review. Project names and service groupings confirmed. Logo, extended palette and design references locked in.
Week 3
Build and polish. Full 21-page site built to preview. Photography placed, SEO and schema implemented throughout, llms.txt and legal pages created, every image named and alt-tagged.
Weeks 4+
Review and launch. Client review underway. CRM activation, domain go-live, Google Business Profile update and redirect of the old domain to follow on approval.
The outcome
A site that works as hard as David does.
A site that scored 54 out of 100 and contained fewer words than a single blog post has been replaced by a 21-page platform with comprehensive SEO, schema on every page, an llms.txt file and copy that finally communicates what David actually does. The Cairo Flats heritage wall rebuild alone is now told as a full editorial feature with before-and-after photography and historical context, more content than the entire old site ever held.
Beyond the technical lift, 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. What made it work was the people: David's clarity on the clients he wanted, and Laura's genuine creative vision and photographer's eye.
- 4 pages rebuilt into 21 pages of fully optimised content
- 148-word homepage replaced with comprehensive copy across every service and location
- 54/100 health score brought up to full 2025/2026 standards compliance
- Zero schema replaced with LocalBusiness and FAQPage structured data on all pages
- No llms.txt replaced with a complete AI-optimised map for LLM discoverability
- 25-plus images missing alt text corrected, every image named, described and alt-tagged
- Personal Gmail replaced with a professional email and CRM pipeline
- Generic contact form replaced with lead capture and missed-call text-back
"You have really outdone yourself, haha! It looks fantastic. You have done a great job, it's very clear, professional and easy to navigate around. You have really done your research and I can see you have put in a lot of time and thought into it, so thank you!"
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