Most Sites Miss These Simple Things 🚨

Описание: Real-World Case Studies
Case Study 1: Melbourne Wedding Photographer – From Invisible to Indexed
The Challenge:
A talented wedding photographer in Melbourne had a beautiful Wix portfolio showcasing stunning work—but zero service-specific pages. The homepage said "I do photography" with a generic gallery. When brides searched "newborn photographer Hawthorn" or "engagement photographer Fitzroy," our photographer didn't even appear in the top 50 results. The site had been live for 18 months with fewer than 5 organic enquiries total.
The Strategy:
We conducted a 30-minute competitor audit using three established Melbourne photography businesses. We extracted their service structure: Wedding Photography, Engagement Photography, Newborn Photography, Maternity Photography, Family Portraits, Corporate Headshots, Event Photography. We then built individual pages for each service on the existing Wix site, using the permalink structure /newborn-photography-melbourne, /wedding-photography-yarra-valley, etc. Each page included 400-600 words of unique content, 8-12 portfolio images from that category, client testimonials, pricing starting points, and a clear enquiry form.
The Results:
Within 3 weeks: 4 pages indexed and appearing on pages 2-3 for their target keywords
Within 8 weeks: First organic enquiry from "newborn photographer Hawthorn" (page 1, position 8)
Within 6 months: 23 monthly organic enquiries, average $2,800 booking value, estimated $15,600 monthly organic revenue
Still on Wix. Platform didn't stop success because the foundation was right.
The Lesson:
You cannot rank for services you don't explicitly state you offer. Google is not reading between the lines. Neither is Claude, Gemini, Perplexity, or any AI tool your potential customers are using. If your competitor has a page titled "Newborn Photography Melbourne" and you have a gallery with three newborn shots buried in 200 mixed images, they win. Every single time.
Industry Application:
Accountants: Individual pages for Tax Returns, BAS Lodgement, Business Advisory, Self-Managed Super Funds, Tradie Accounting, Medical Practice Accounting
Plumbers: Emergency Plumbing, Hot Water Installation, Blocked Drains, Gas Fitting, Bathroom Renovations, Leak Detection
Cafés/Restaurants: Functions & Events, Catering, Dietary Menus (Vegan, GF, Keto), Private Dining
Gyms: Personal Training, Group Classes, Strength Training, Injury Rehabilitation, Youth Programs

Case Study 2: Geelong Accounting Firm – The Invisible Expert
The Challenge:
A 15-year accounting practice in Geelong had excellent client retention but struggled to attract new clients online. Their About Us page was 3 sentences: "We've been helping businesses for 15 years. We offer comprehensive accounting services. Contact us today." No photos of the team. No information about the founder's background. No mention of industries served or specific problems solved. When AI tools like ChatGPT or Perplexity were asked "find me an accountant in Geelong who understands construction businesses," this firm never appeared—despite having 30+ construction clients.
The Strategy:
We used Google's Search Quality Rater Guidelines (available as a free PDF) to generate 25 interview questions. The founder spent 90 minutes recording video responses to questions like: "How did you get into accounting?", "What's the biggest financial mistake you see tradies make?", "Walk me through what happens in our first meeting," "What industries do you specialise in and why?", and "How do you handle the shoebox of receipts problem?" We transcribed the videos, edited them into a 2,000-word About Us page with photos, and repurposed 60-second clips for LinkedIn and Instagram.
The Results:
About Us page became the 2nd most-visited page on the site (after homepage)
8 social media posts generated from one 90-minute recording session
First AI-referred client within 4 weeks (ChatGPT suggested the firm when asked for construction accountants in Geelong)
6-month result: 40% increase in organic enquiries, with prospects specifically mentioning "I read your About Us page" or "I saw your video about tradies"
The Lesson:
Your About Us page is not about you—it's about proving to your potential customer that you understand their specific problem and have solved it before. AI tools are now cross-referencing your website, your Google Business Profile, your social media, and review sites. Consistency and detail win. Vagueness loses.
Industry Application:
Dentists: Interview questions about nervous patients, cosmetic vs. general dentistry, payment plans, emergency procedures
Builders: Questions about council approvals, budget blowouts, project timelines, favourite builds
Personal Trainers: Questions about injury recovery, training philosophies, client transformations, nutrition approach
Florists: Questions about seasonal flowers, wedding flower timelines, preservation, budget-friendly options