Xtreme Turf

Artificial turf · Melbourne

The client

Xtreme Turf is a Melbourne artificial turf and synthetic grass company with more than two decades of experience. They install turf for homes, schools, childcare centres, tennis courts, sports clubs and other commercial spaces across Melbourne.

The challenge

Xtreme Turf had an ageing WordPress website that was difficult to work with and wasn't doing a good job of turning visitors into enquiries. The site was restrictive, clunky and didn't properly showcase the range or quality of work the business provides.

The website also needed a much clearer structure for Google, with individual pages targeting important services and markets rather than relying on a small number of general pages.

What I built

I replaced the WordPress site completely and built a new hand-coded website focused on speed, usability and generating enquiries. The new site is lightweight, mobile friendly and doesn't rely on a large collection of WordPress plugins to function.

Dedicated pages were created for synthetic grass, tennis courts, soccer fields, childcare centres, schools, sports clubs, landscaping and repairs and maintenance. This gives customers a much clearer path to the service they need while also providing a stronger structure for SEO.

The website was structured for Google with clear headings, internal links and metadata, and connected to Google Analytics and Google Search Console so traffic and enquiries could be monitored properly.

The result

The improvement after launch was noticeable. Online enquiries increased by roughly four times compared with the previous website.

More importantly, the website has continued to generate a steady stream of genuine enquiries for the business rather than simply acting as an online brochure.

Xtreme Turf now has a fast, straightforward website that is easy to maintain, works well on mobile and gives the business a much stronger platform for both SEO and future marketing.

Project summary

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