Client snapshot
The Turf Man is a turf supply business operating in Perth, Western Australia. They sell and supply turf varieties to residential and commercial customers across the Perth metro area. The business depends almost entirely on local demand — customers searching for turf suppliers near them at the moment they are ready to buy.
The challenge
When The Turf Man came to us, the website was returning zero organic clicks. Not low traffic — zero. The site existed but was invisible to search engines and local customers alike. The business was getting no inbound enquiries from Google, despite operating in a market where buyers search online before calling anyone. The existing website was outdated and not structured for local discovery. The opportunity cost of this visibility gap was significant — every day without rankings was a day of enquiries going to competitors.
The diagnosis
- The website had no local SEO infrastructure — no consistent NAP (Name, Address, Phone) data, no LocalBusiness schema, and no structured service area signals.
- The Google Business Profile was either unclaimed, incomplete or unoptimised — none of the local ranking levers had been pulled.
- The site architecture had no location-specific pages or geo-targeted content. Every page was generic and not mapped to Perth-specific search queries.
- On-page optimisation was absent. Title tags, meta descriptions, H1 structures and image alt attributes were either missing or not aligned to any target keyword set.
- The website design was outdated and likely producing high bounce rates — visitors landing on the page were not converting because the site did not communicate trust or product clarity.
- There was no content strategy in place. Pages existed but were not structured to satisfy the informational queries that precede purchase decisions in this category.
- Internal linking was flat and did not pass any topical authority between pages.
What we built
- Rebuilt the website from the ground up with a conversion-focused architecture — product pages, service area pages, and a homepage that communicated the range, availability and local trust signals buyers need before enquiring.
- Optimised every page individually: title tags, meta descriptions, H1/H2 hierarchy, body content and image alt text — all aligned to Perth-specific turf search queries.
- Built and fully optimised the Google Business Profile — categories, services, service area, business description, photo uploads and Q&A seeding.
- Implemented LocalBusiness schema with correct NAP data, service area targeting and opening hours across all relevant pages.
- Created location-targeted content covering Perth suburbs and surrounding areas to capture hyperlocal search intent.
- Structured internal linking to concentrate authority on the highest-value commercial pages.
- Set up Google Ads campaigns targeting high-intent local queries to capture demand while organic rankings built.
- Built an email marketing foundation for customer retention and repeat purchase prompts.
- Set up social media presence to support brand signals and local awareness.
The results
| Metric | Before | After | Period |
|---|---|---|---|
| Google Business Profile enquiries per day | 0 | 10–20 | — |
| Keyword coverage | 0 | Ranking for nearly all relevant queries | — |
The business impact
Before this engagement, The Turf Man had no organic digital presence. The business was invisible to every Perth resident who searched for turf. After rebuilding the site and implementing a full local SEO strategy, the business now receives 10 to 20 enquiries per day directly from Google Business Profile alone — before accounting for direct website traffic and paid channels.
In a service category where a single sale can represent hundreds to thousands of dollars in product and delivery revenue, that daily enquiry volume represents a materially transformed revenue pipeline. The business no longer depends on word of mouth or offline channels to find new customers. Local search now works as a consistent, compounding demand source.
