- Trades
- Website
- Brand refresh
- Bright Path System
- SEO and AI search
21 years on the tools. 20 days to a site worthy of every one of them.
Jamie had spent two decades building some of the finest brickwork in Melbourne’s east. His website was three pages on Wix with placeholder copy and no way to capture or follow up leads. We refreshed the brand, rebuilt the site, set up the Bright Path System and laid a full SEO and AI search foundation in under three weeks.
- Client
- JC Brick and Blocklaying
- Industry
- Bricklaying and masonry
- Location
- Croydon, Melbourne
- Delivery
- 20 days, deposit to live
Deposit to live in 20 days.
- Days from deposit to live site
- Pages: services, about, gallery, FAQ and more
- Suburb pages for local search
- Google rating carried through every trust signal
The problem
A website that didn’t do him justice.
Jamie is the kind of tradesman who earns referrals by leaving a job site cleaner than he found it, and sending clients photos of the finished work before they have even asked. His Google reviews say it all.
His website said none of that. Three pages on Wix. Body copy with a literal placeholder: “over X years of experience.” A Wix watermark in the footer. No service pages, no suburb targeting, no reviews and no mention of his award.
He had first spoken to Sara, then tried a cheaper option. He saw the result before it went live and called back the same week. Once he saw what a proper multipage build looked like, there was no going back.
What it wasn't doing
- Three pages in total: home, about, contact
- “Over X years of experience” placeholder copy, live
- No service pages, no suburb targeting
- No reviews, no award, no trust signals
- No system for capturing or following up enquiries
- Wix watermark in the footer
Scroll inside the frame to see the full page
Scroll inside the frame to see the full page
What changed
Brand first. Then every page built to rank and convert.
We started with the brand, so the website had a foundation to build from. Then the copy, the build and the search layer. The Bright Path System tied it together so enquiries never sit unanswered.
- 12 pages, including 7 service pages
- 23 Melbourne suburb pages
- Structured data, metadata and llms.txt
- Bright Path System live with automations
- Client-approved copy on every page
- Award badge and 5-star reviews throughout
- Mobile-first, fast and accessible
What we built
Eight pieces. One system built to win.
Brand refresh
Logo refinement and a full style guide: colour palette, typography, spacing and tone of voice, formalised for the first time.
Website copy
Every word written from scratch: page copy, FAQs, metadata and suburb pages, all reviewed and signed off by Jamie before the build.
Website build
A 12-page, mobile-first site covering every service, with gallery and FAQ, structured for long-term search performance.
SEO foundation
Titles and descriptions on every page, structured data for the business and its services, and alt text on every image.
Ready for AI search
An llms.txt file and AI-ready page structure, so the business can be found when homeowners ask an assistant who to hire in Melbourne’s east.
Suburb pages
23 suburb pages from Croydon and Ringwood to Healesville and Balwyn. Each one unique, linked and built to rank.
The Bright Path System
Enquiries captured from the site, pipeline stages and automations, so new leads get followed up without chasing.
Build handover
Complete documentation: SEO spec, design tokens, copy files, system notes and asset status.
How it happened
20 days. Deposit to live.
Days 1 to 3
Brand and discovery.
Logo refined and style guide locked. Colours, type and tone of voice agreed before any copy began.
Days 4 to 8
Copy written.
All page copy drafted and sent to Jamie for review and sign-off.
Days 9 to 16
Website build.
Twelve pages and 23 suburb pages built, with metadata, llms.txt, gallery and search structure in place.
Days 17 to 20
Review and launch.
Jamie reviewed the preview. Final tweaks, enquiry forms and automations wired, and the site went live.
The outcome
Consistent quality leads. No tyre kickers.
The site went live 20 days after Jamie paid his deposit: twelve pages, 23 suburb pages, seven dedicated service pages, a full gallery, approved copy on every page and a brand that finally reflects the business. Every enquiry now lands in one place and gets followed up.
Because the site speaks to the jobs Jamie actually wants, from outdoor fireplaces to retaining walls and heritage work, the enquiries coming through are consistent and good quality. Stable, steady work, without the tyre kickers.
The results
- Brand refreshed: logo, style guide, colours and type
- 12-page website, live and taking enquiries
- 7 dedicated service pages, from fireplaces to retaining walls
- 23 suburb pages covering Melbourne’s eastern service area
- Every word researched, written and client-approved
- Structured data, metadata and alt text across every page
- llms.txt and structure ready for AI search
- Bright Path System running with automations for new enquiries
- Consistent, quality leads and stable, steady work
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