Four enquiries a month became twelve. In the first full month with everything switched on.
A 5.0-star crew
on a template
website.
Nick MacDonald runs TMT Concreting & Maintenance out of Sale, in Gippsland, Victoria. A small crew doing driveways, pool surrounds, exposed aggregate, slabs and epoxy across Sale, Traralgon, Bairnsdale, Stratford and Paynesville. The work speaks for itself: a 5.0 rating on Google from the people he’s poured for.
The website didn’t. A template site with a generic headline, one catch-all services list and a gallery. Nothing for someone searching “concrete driveway Sale” or “epoxy flooring Traralgon” to land on, and nothing measured, so no way of knowing what any of it was doing.
The work earned the reviews. The website didn’t earn the work.
Foundations first.
Then fuel.
The research came first. The pattern across Gippsland homeowners was clear: too many had been burned by concreters who don’t show up, don’t finish, or won’t give a straight number. So every page answers that hesitation in plain language. Measure up in person. Written quote you can compare. Workmanship warranty on every pour.
The new site went live in May: a page for each of the seven services, the towns named in plain text, real project photos with places and dates, a note from Nick in his own words, and a quote form wired so every enquiry is counted. Underneath it, the local layer: Business Profile, citations, and a 49-point ranking grid around Sale so we can see the map, not guess at it.
Only once that was standing did the ads go on. A small Google Ads search campaign on a modest daily budget, sending paid clicks to pages built to convert them. Foundations first is the point: the same budget works harder when the landing isn’t a template.
The site, before and after.
The old homepage and the new one, scrolled together. Hover the markers to see what changed and why.
What we focused on
- Research before design: what Gippsland homeowners actually worry about when hiring a concreter
- A page for each of the seven services, with the towns named in plain text
- Heavy SEO and GEO foundations: schema, structured data, internal linking, AI-search markup
- Conversion tracking wired end to end: every form, call tap and ad click counted, not guessed
- Google Ads switched on last, once the pages it pays to land on were standing
One month in,
the numbers
did the talking.
June 2026 was the first full month with all of it running together: the new site, the local layer, the ads. TMT took 12 enquiries for the month, up from 4 in May. Ten came through the quote forms, one from a phone tap on the site, and one call straight off an ad.
“Their communication has been excellent, they’re responsive, transparent, and genuinely invested in helping us grow. The quality of their work has exceeded our expectations, and we’ve already seen positive improvements to our online presence.”
Nick MacDonald, TMT Concreting & Maintenance
- Website: from a template site to a service-led home with a page for every job type and town.
- Local map: search “concreter near me” from anywhere around Sale and TMT comes up first.
- Google Ads: 7 of the 12 enquiries came straight off the ads, each at about a third of the cost we allowed for.
- Enquiries: 4 in May, 12 in June. Tracked end to end, so every one of them is counted, not guessed.
- Up next: hold the map, keep publishing, keep the ads inside their numbers.