Lani the Sparky SEO Case Study: Transforming a Static Website into a Business Growth Platform
From Static Website to Business Growth Platform
Lani the Sparky partnered with Shelley Marketing to transform an existing static website into a strategic marketing asset designed to generate qualified enquiries, improve online visibility and support long-term business growth.
Through a structured SEO strategy, content development and conversion optimisation, the website has evolved into a platform that not only attracts customers but also supports recruitment and business expansion.
Industry: Electrical Services
Services Provided
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Marketing Strategy
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Brand Positioning
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Professional Photography
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Website & SEO
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Google Business Profile Optimisation
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Social Media Strategy
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Print & Signage
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Customer Experience
The Challenge
Before partnering with Shelley Marketing, the website:
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Functioned primarily as a static online brochure
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Limited service information
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Minimal search engine optimisation
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Limited opportunity to rank for competitive electrical searches
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No historical Google Analytics data before March 2026
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No structured SEO strategy
The goal was to transform the website into a lead generation platform capable of supporting continued business growth.
Our SEO Strategy
Technical SEO
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Google Analytics
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Google Search Console
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Metadata optimisation
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Site structure
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Crawl improvements
Website Development
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Homepage optimisation
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Service pages
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Location pages
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Internal linking
Content Marketing
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SEO copywriting
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Blogs
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FAQs
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EEAT improvements
Local SEO
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Google Business Profile
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Local keyword targeting
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Melbourne optimisation
Conversion Optimisation
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Contact improvements
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Calls to action
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Trust signals
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Recruitment recommendations
Results at a Glance
19,100
Google Impressions
881
Organic Clicks
650+
Ranking Keywords
109%
Increase in Active Users
670
Monthly Active Users
4.6%
Organic CTR
Business Growth
SEO isn't simply about increasing rankings, it's about supporting measurable business growth.
As search visibility increased, Lani the Sparky experienced continued demand for electrical services, resulting in the successful appointment of a new team member.
With demand continuing to exceed current delivery
capacity, the business is now focused on recruiting experienced A-Grade Electricians to increase workforce capacity and reduce the average booking lead time from approximately three weeks to one week.
The website now supports both customer acquisition and recruitment through targeted SEO and conversion optimisation.
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Increased brand awareness
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Stronger online authority
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More qualified enquiries
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Growing commercial visibility
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Improved recruitment visibility
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Scalable digital marketing strategy
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Supports business expansion
Why This Strategy Worked
Most SEO focuses on rankings.
Our strategy focused on business outcomes.
Rather than simply increasing traffic, every recommendation was aligned with Lani the Sparky's business objectives:
✔ Generate qualified enquiries
✔ Improve local visibility
✔ Strengthen customer trust
✔ Support recruitment
✔ Increase operational capacity
✔ Reduce booking lead times
This ensures SEO becomes an investment in long-term business growth rather than a standalone marketing activity.
​Looking for Similar Results?
Whether you're a trades business, professional service or growing small business, Shelley Marketing develops SEO strategies that align with your commercial objectives, not just search rankings.
Additional
Marketing
Rather than focusing on a single marketing channel, we developed an integrated strategy that aligned the business's digital and physical presence.
Brand Photography
To create a more authentic brand, I coordinated professional photography that captured:
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Candid workplace moments
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Action shots of electricians on site
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Team portraits
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Lifestyle imagery
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Vehicle branding
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Customer interactions
This imagery provided a consistent visual identity across the website, Google Business Profile and social media.
Website & SEO
I developed SEO-focused service pages designed to improve visibility in Google Search, including:
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EV Charger Installation
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Switchboard Upgrades
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Electrical Fault Finding
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LED Lighting
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Safety Switch Services
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Induction Cooktop Installation
The website was further strengthened through keyword research, internal linking, metadata optimisation and customer-focused copywriting.
Google Business Profile
To increase local visibility and engagement, I optimised the Google Business Profile through:
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Updated business information
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Service descriptions
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Professional photography
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Ongoing content recommendations
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Search optimisation
Social Media Strategy
A tailored social media strategy was developed to showcase projects, educate customers and build trust through consistent, authentic content.
This included recommendations for ongoing content themes, photography direction and brand consistency.
Shop Relocation Marketing
During the relocation to the new Clifton Hill premises, I provided marketing recommendations to maximise customer experience and brand visibility.
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This included:
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Exterior signage recommendations
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Banner placement
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Promotional flyer design
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Business card design
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Enquiry forms
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Internal floor plan recommendations
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Customer journey mapping to improve the visitor experience
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The goal was to ensure every customer interaction from driving past the shopfront to making an enquiry inside supported the brand and encouraged conversions.
Results
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While SEO has been a key driver of online growth, the results achieved for Lani the Sparky are the outcome of an integrated marketing strategy rather than a single marketing activity.
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By combining search engine optimisation with consistent brand development, digital marketing and business support, Shelley Marketing has helped position Lani the Sparky as one of Melbourne's leading female-owned electrical businesses.
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Key initiatives delivered include:
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Development and execution of an ongoing SEO strategy
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Google Business Profile optimisation and local SEO
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Social media strategy and content planning
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Brand photography and onsite photoshoots
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Website redevelopment and conversion optimisation
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Creation of new service and location landing pages
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SEO blog articles and educational content
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Marketing communications and copywriting
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Printed marketing collateral
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Capability statement design
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Event and sponsorship marketing support
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Brand consistency across digital and print assets
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Together, these initiatives have strengthened brand awareness, increased online visibility and created a consistent customer experience across every touchpoint.
Key Deliverables
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Marketing Strategy
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Professional Photoshoot Direction
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Website SEO Copywriting
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Google Business Profile Optimisation
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Social Media Strategy
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Service Landing Pages
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Shopfront Signage Recommendations
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Customer Journey Planning
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Business Cards
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Promotional Flyers
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Banner Design
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Print Collateral
Why This Project Stands Out
This project demonstrates Shelley Marketings ability to think beyond digital marketing. By integrating SEO, professional photography, branding, print collateral, customer experience and physical space planning, I created a cohesive marketing strategy that strengthened every stage of the customer journey. The result is a consistent brand experience that builds trust, improves visibility and supports long-term business growth.
A Partnership Focused on Growth
My name is Alexa Young
Rather than delivering isolated marketing activities, Shelley Marketing works as an extension of the Lani the Sparky team.
Every recommendation is aligned with the business's long-term objectives, from increasing qualified enquiries and strengthening local visibility to supporting recruitment, enhancing brand recognition and improving operational capacity.
This integrated approach ensures that every marketing investment contributes to measurable business growth.
Lani, Director of Lani the Sparky
“Working with Shelley has been one of the best decisions we've made for our business. She took the time to understand our goals and created a marketing strategy that has transformed our brand and delivered real results.
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Shelley manages our social media content, has improved our website and SEO, optimised our Google Business Profile and coordinated our professional team photoshoot. She also designed our posters, flyers, banners, enquiry forms and business cards, while helping create a professional customer journey for our new storefront.
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The biggest difference has been the increase in enquiries. Since working with Shelley, we've seen a significant boost in leads, and there have been times when we've been booked out weeks in advance. It's made a real impact on our business and given us confidence that our marketing is working.
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The monthly reporting keeps us informed on our performance, and Shelley is always bringing new ideas to help us keep growing.
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Shelley genuinely feels like part of our team. She's proactive, easy to work with and truly cares about our success. We couldn't recommend Shelley Marketing highly enough to any business wanting a marketing partner who delivers real results.”
Client Review
Marketing is most effective when every channel works together. By combining SEO, local search optimisation, social media, brand photography, website improvements, content marketing, communications and brand collateral, Lani the Sparky has transformed its digital presence into a platform that supports customer acquisition, recruitment and long-term business growth.