The Objective
Our objective was to solve one problem: take a skilled local tiler with zero online presence and turn his business into a dominant force in his specific Melbourne service area. We did this by ranking him in the top positions of the Google Map Pack for his most profitable services, building an automated lead engine that would deliver a predictable stream of ideal customers.
The Website History
The business started from ground zero. There was no website to showcase their high-quality work and no presence on Google. They were completely invisible to potential customers searching online.
The Issues
Starting from scratch meant the business was handicapped by:
- A non-existent backlink profile and zero digital authority.
- A complete lack of SEO-optimised content designed to build trust and convert visitors.
- No Google Business Profile to appear in crucial local map searches where ready-to-buy customers are looking.
Course Of Action
When you build from the ground up, you can architect a powerful, lead-generating asset correctly from day one. There are no bad habits to fix; there is only the opportunity to build a perfect foundation for profit.
Here’s the strategic blueprint our strategists used to turn a local service business from invisible into an industry authority.
Architecting Your Digital Sales Engine: A Conversion-Focused Website
Your website is not an online brochure; it’s your #1 salesperson, working 24/7. To make it effective, it must be built for one purpose: to convert visitors into paying customers.
We started by building a brand-new website, focusing on two core principles:
- Create a Flawless Site Structure: A clean site structure is critical for both users and Google. We planned a logical hierarchy for the website’s URLs, making it effortless for ideal customers to find exactly what they need (e.g., /services/bathroom-tiling). This tells Google precisely what each page is about, helping you rank for those specific, high-profit services.
- Write Content That Builds Trust & Drives Action: We built the site to make it easy for website visitors to trust you and buy from you. Each service page was crafted to answer the questions your ideal clients have, showcasing expertise and building the confidence they need to pick up the phone.
Establishing Digital Authority From Day One
A new website has no reputation. To get high-value customers in the door, you must build authority and trust signals that Google understands. We implemented a two-pronged strategy:
- Foundational Link Building: We built a strong foundational backlink profile. Think of these as votes of confidence from other websites. By acquiring high-quality, relevant links, we signalled to Google that this new website was a trustworthy authority for tiling services in Melbourne.
- Local Citation Consistency: We ensured the business was listed with 100% accuracy across all major online directories. A consistent Name, Address, and Phone number (NAP) is a powerful trust signal that solidifies your connection to your service area, a key factor in local SEO success.
This foundational work set the stage for the single most powerful element of the campaign.
The #1 Thing That Moved The Campaign Forward: Hyper-Optimising the Google Business Profile
For any local service business, your Google Business Profile (GBP) is your most valuable digital asset for attracting high-intent customers. It’s your digital storefront, your reputation manager, and your direct line to customers searching for your services right now. For this client, transforming their empty profile into a hyper-optimised lead magnet was the catalyst for their explosive growth.
Simply creating a profile isn’t enough. You must treat it like your primary marketing channel.
Here is a step-by-step guide to turning your GBP into an automated lead machine:
Step 1: Master the Fundamentals
Obsessive detail is your secret weapon. You must fill out every single section of your profile. This includes your business name, address, phone number, website, and a comprehensive, keyword-rich business description. Select the most accurate primary category (e.g., “Tiler”) and then add all relevant secondary categories. This basic data forms the bedrock of your local ranking potential, making you visible to customers ready to spend.
Step 2: Turn Your Services into Search Magnets for Profitable Jobs
The “Services” section is one of the most underutilised features in GBP. Don’t just list “Tiling.” Break it down into every specific, high-value service you offer.
- Bathroom Tiling
- Kitchen Splashbacks
- Commercial Tiling
- Outdoor Tiling
- Floor Screeding & Levelling
Each service you add is another opportunity to rank for a specific, high-value keyword your ideal customers are searching for. Write a detailed description for each one, explaining the value you provide.
Step 3: Showcase Your Work with High-Quality Photos
High-value customers want to see proof of your work before they call.
- Upload Consistently: Regularly add high-quality photos of your completed projects. Before-and-after shots are incredibly powerful for demonstrating transformation.
- Categorise Your Images: Place photos in the relevant categories (At Work, Interior, etc.) to help customers see the work that matters to them.
- Geotag Your Photos: Before uploading, use a free online tool to add location data (geotags) to your images. This sends another powerful signal to Google about exactly where you do business.
Step 4: Build Unshakeable Trust with Reviews
Reviews are the lifeblood of a local business. They are the single biggest factor in building the trust required to win the job and are a major Google ranking factor.
- Actively Request Reviews: Make it simple for your happy customers to leave a review by sending them a direct link to your GBP review page.
- Respond to Every Review: Thank customers for positive reviews and professionally address any concerns in negative ones. A thoughtful response shows potential customers that you are a professional who cares about client satisfaction.
This relentless focus on optimising the Google Business Profile is what allowed the client to bypass established competitors and appear directly in front of customers ready to make a buying decision.
The Results
The impact of building a proper digital foundation was immediate and transformative, delivering higher profits and a higher return than relying on paid ads.
- $17,000 in new, additional revenue generated in just the second month of the campaign.
- A +3517% increase in revenue from the first month to the second.
- An automated, predictable flow of 25-30+ exclusive, high-intent leads every single month.
- All of this was achieved with ZERO ad spend, maximising the client’s profit margins.
“I was hesitant at first because you hear so many stories about marketing agencies. But the results speak for themselves. The phone just started ringing with good, serious jobs. I’m not wasting my evenings chasing quotes anymore; the work is just coming to me. It’s honestly changed how I run my business and given me my time back.”
“This is just insane!! I went from basically having no work lined up to being booked out for weeks in under two months. Best decision I’ve ever made for my business, hands down. If you’re on the fence just do it, you won’t regret it.”
Key Takeaway
You do not need to be trapped in the endless cycle of paying for ads or buying stale leads. By investing in a permanent digital asset that you own—a conversion-focused website and a hyper-optimised Google Business Profile—you build a predictable and profitable system for attracting your ideal customers for years to come. Owning your growth isn’t just a strategy; it’s the key to true business freedom and security.
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