Capability case studyLocal service marketing

Turning Services and Locations Into a Search-Led Website Structure

We developed a repeatable website architecture for service businesses that need to be found across multiple services, industries and Perth locations.

The challenge

Many local business websites rely on one general service page and a contact form. At the other extreme, near-duplicate suburb pages create a weak user experience. The structure needed enough detail for search engines and customers without turning into content sprawl.

What we built

Built a hierarchy connecting core services, industries and service areas.

Created search-focused landing page patterns with distinct titles, headings and intent.

Connected Perth and priority-area pages through useful internal links.

Developed industry content around real buying questions.

Added FAQ structures covering lead generation, SEO, Google Ads and ranking expectations.

Documented standards so future pages can follow the same structure.

Project outcome

The project produced a scalable framework in which each service, industry and location has a defined role in the search and conversion journey. Rankings, traffic and lead outcomes are intentionally excluded until verified performance data is available.

Relevant services

SEO strategy →Information architecture →Landing pages →Internal linking →Conversion-focused content →

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