Case study
A logo, brand voice and website for a Melton tiling business, rebuilt around the jobs its customers search for and refined since launch.
Visit the live website
Results
Growth over our first three months working with Dickson Tiling Services. Measured by our reporting tools, using data from Google Search Console and Cloudflare Analytics.
Run a trade business?
Talk to our Melbourne teamThe project
Dickson Tiling Services is a Melton tiling business that handles repairs and new tiling across Melbourne. Its work had already earned it a strong reputation, and it needed an online presence to match. We built its website, then spent the following weeks refining it around how customers search, adding a logo and brand voice along the way.
01The website
Our website design and development work started with a lightweight, mobile-friendly site that answers customers' questions before they call and makes asking for a quote straightforward.
From launch
02Identity
Soon after launch, we gave the business a logo designed around the trade itself: a D built from four tile pieces, with the gaps between them reading as grout lines.
Then we prepared it for everywhere the business appears:
A full logo for dark backgrounds and a version for light ones.
A standalone D monogram for small spaces, including a favicon drawn separately at each size so it stays sharp in a browser tab.
A palette of charcoal, limestone and clay, carried through the website and the image shown when a link to it is shared.
Simple rules for clear space and minimum size, so the logo stays consistent.
03Services rebuild
Search data from the weeks after launch showed a gap between how the business grouped its work and how customers looked for it. People search for the problem in front of them, such as a leaking shower or a cracked tile, rather than the trade's name for the fix.
Repairs were the clearest case: cracked tiles, failing grout and leaking showers are separate searches, but the site covered them all in one repairs category.
We reworked the services over several rounds, each guided by that data, until every service matched a job people search for while staying true to the work the business does.
The single repairs category became three services, so someone searching for a shower repair lands on a page about exactly that.
Specialist work such as waterproofing, shower screens and crazy paving gained its own pages.
The same thinking shaped our local SEO work for the business. Many trade websites repeat the same page for every suburb, changing only the name. Those pages read poorly, and search engines tend to treat them as low-quality content. Instead, the site names nearby suburbs once, in a clear service-area answer, and lets each service page focus on the job. Customers get pages that read naturally, and Google gets one consistent picture of where the business works.
04Voice
As part of the rebuild, we set a voice for the business that is professional, approachable and plain-spoken, and wrote every page in it. The copy favours honest advice over sales talk.
“Careful preparation. Clean finishes.”
“Keep the tiles. Replace the grout.”
The regrouting page shows how. After that opening line, it:
05Discoverability
We made sure the website is discoverable to Google and to AI tools such as ChatGPT, Claude and Perplexity.
Every page carries the details search engines rely on:
Written for the search each page answers, such as:
leaking shower repairs in Melton
Every page is open to AI crawlers, and the same structured data and service pages give them the facts Google sees. We also added a guide for AI tools: a summary of the business that links each service to its page and tells them not to guess at prices or qualifications.
06After launch
The logo, the services rebuild and the new copy all came in the weeks after launch. Each round of changes builds on what the search data tells us about the business's customers.
Today, the business has a recognisable brand and a website that reflects the full range of its work, from a single cracked tile to a new bathroom, and the site keeps improving as we learn more.
Our work
NDIS support · Melbourne
Brand and website for a new Melbourne NDIS provider, from a logo built on the building blocks of life to copy that makes reaching out for support feel easy.
Growth in our first three months
Counselling · Brisbane, International
A refreshed logo and a calm website for an online counselling practice, built so the people it can help find it and reach out on WhatsApp, its preferred channel.
Growth in our first three months
Your next project
Tell us about your business, the work you want more of and the areas you serve. We'll reply with practical next steps, usually within one Australian business day.
