Wurtulla Plumbing, local SEO plus CRO. Traffic value past $11k/month.

The brief

Wurtulla Plumbing was a well-run plumbing business on the Sunshine Coast spending too much on paid directory leads and not enough on their own site. The site itself was fine, clean, mobile-friendly, slow but not broken. The real issues were two: limited organic visibility across the service areas they covered, and an enquiry form that was leaking leads.

What I did

• Location page buildout: pages for each suburb they served. Mooloolaba, Buddina, Minyama, Warana, Kawana Waters. The lot. Genuinely useful content per location, not doorway pages with a ctrl-F on the suburb name.
• Backlink outreach to authoritative local sources: Chamber of Commerce, trade directories, industry associations. Slow, reputational link building that survives a spam update.
• CTA and contact form overhaul: reduced the form fields, added a phone-first CTA for mobile, split the enquiry flow by urgency (emergency vs booking). The form went from a conversion killer to a conversion driver.
• Google Business Profile optimisation: photos, services, posts, review cadence, Q&A management.

The outcome

Organic sessions grew 597% to 1,185/month. Ranking keywords up 312%. And the number that actually mattered, traffic value, climbed past $11,700/month, a 1,703% increase. For a local plumber, that’s a retainer that more than pays for itself in a month, let alone a year.

The CRO work was just as important as the SEO. You can rank for every keyword on the Sunshine Coast, but if the enquiry form is scaring off half your leads, you’ve just built a very expensive billboard.