Case study · Landscaping · Bayview
A Bayview landscaping and sandstone business with more than 15 years on the Northern Beaches, moved off an ageing WordPress site onto a fast, hand-built one without giving up a single ranking page.
The business had been building gardens, sandstone walls, stairs, paving and driveways across the Northern Beaches for years, and its WordPress site had grown old alongside it: a dated theme, slow pages, photos mostly from 2013 to 2020, and copy that still carried old prices.
The new site had to show one team doing the whole landscape, from excavation to the final planting, with the sandstone work front and centre, and turn phone visitors into calls and quote requests. It also had to keep every page that already ranked, because years of search history lived in those addresses.
Brand continuity mattered. A redesigned logo was tried first and the owner asked for the original back, so the 2015 "nbl" mark was rebuilt faithfully as a crisp vector rather than replaced. The name is set in lowercase everywhere, because that is how it reads on Google.
The palette, type and photography are drawn from the work itself: bush and garden greens, the honey colour of Hawkesbury sandstone, and real job photos from the business's own archive.
#1f3d2f
Green 800
Primary brand green: buttons, the header phone pill, the browser theme colour #13271d
Green 900
Footer and dark bands #3b6b54
Green 600
Hover states and secondary accents #d9b77e
Sand 500
Sandstone accent: highlights and calls to action on dark photos #8a6124
Sand 700
Darker sandstone for text-level accents that need contrast #18221d
Ink
Body text: a green-tinted near-black rather than pure black #fbf8f2
Background
Warm off-white, like pale sandstone #f3ede1
Background alt
Alternating sections Text is a green-black on a warm off-white, so long service pages feel natural rather than clinical. The sand tones carry the calls to action wherever they sit on a dark photograph.
Headings
Fraunces
A soft, slightly old-style variable serif that suits a craft trade and sits comfortably beside the serif "nbl" logo. Self-hosted and subset to Latin, about 31 KB.
Body text
System UI
The phone's own interface font: nothing to download, familiar on every device, set at a 17px base for easy reading.
Headings scale fluidly from about 34px on a phone to 60px on a desktop. A metric-matched fallback (Georgia, resized) means nothing on the page moves when the web font arrives.
The home page runs from a photo hero to "Why get three quotes when one team can do it all?", twelve service cards, the business's own machinery, recent projects, live Google reviews, service areas and a short FAQ.
Photo hero with breadcrumbs, a lead, sections, an options list, a gallery, its own FAQs and related services, so visitors and search engines always know where they are.
About 100 job photos from the business's archive, no stock, each with descriptive alt text and file name. Location data is stripped from every image before it goes online, because phone GPS would point to clients' homes.
The home hero is a slow crossfade between five photos with a visible pause button. Only the first photo loads up front, and under reduced motion it stands still.
A sticky call and free-quote bar on phones, 48px touch targets, compact horizontal service cards, and a full-screen menu that is laid out before the first paint.
Contrast checked over every photo hero, native accordions for FAQs, visible breadcrumbs, and everything works without JavaScript.
No CMS, no database and no third-party packages: every service, project, FAQ and suburb lives in simple structured content files that PHP renders on the server.
Pages are rendered on the server from plain content files, so they are fast to load and there is nothing to update or patch.
AVIF and WebP at four widths with a JPEG fallback, sizes that match the real rendered width, explicit dimensions and lazy loading below the fold.
About 3 KB of critical styles inline in the head, the rest in one cached stylesheet, and icons with intrinsic sizes so nothing flashes oversized.
Enquiries are delivered with the customer as Reply-To, so the owner just hits reply. Spam is stopped by a signed time token, a honeypot and rate limits, and every genuine enquiry is also kept on the server.
The rating and latest reviews are fetched on the server and cached, shown as published with initials in place of photos, so the browser loads nothing from Google.
A strict Content Security Policy, HSTS and the usual frame, referrer and permissions policies, visible to anyone in the response headers.
The site describes the business to Google and to AI answer engines exactly as its Google Business Profile does, character for character.
The twelve service pages and the About, Testimonials and Contact pages kept their addresses. Old project, slider and category URLs send a permanent redirect to their new pages, old image URLs redirect so Google Images keeps them, and WordPress login paths return 410 Gone.
The business entity points at the profile's Knowledge Graph entry, and the name, hours and service area match it exactly. The Google rating is shown as text, never as self-published review markup.
45 direct answers, 12 on the FAQ page and 33 across the service pages, each marked up once and written to stand alone with the business name, place and specifics.
An llms.txt summary, a sitemap with every page and 124 images, a robots.txt that welcomes the main search and AI crawlers, and IndexNow to tell Bing (which feeds ChatGPT search and Copilot) when a page changes.
{
"@context": "https://schema.org",
"@graph": [
{ "@type": "HomeAndConstructionBusiness" },
{ "@type": "WebSite" },
{ "@type": "WebPage" },
{ "@type": "BreadcrumbList" },
{ "@type": "Service" },
{ "@type": "FAQPage" },
{ "@type": "CreativeWork" }
]
}Lighthouse figures: mobile, live home page, measured 19 October 2026 (a single run; scores vary slightly between runs). Page, FAQ and image counts are from the live sitemap.
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The rebuild was planned so it would not. All twelve service pages and the About, Testimonials and Contact pages kept exactly the same addresses, and every other old page and photo address sends visitors and Google to its new equivalent with a permanent redirect.
Every photo has its hidden location data stripped before it goes online. Phone cameras record GPS coordinates in each image, and on a landscaping site those coordinates would point to clients' homes.
The rating and latest reviews are fetched on the server and cached, then shown as plain text with initials instead of reviewer photos. Visitors see current, unfiltered reviews, and the page loads nothing from Google, so it stays fast and private.
Each service has its own page with its own description, FAQs and structured data, and all twelve are listed in one catalogue on the business entity. That entity is linked to the Google Business Profile, so search engines and AI assistants treat the site and the profile as the same business.
The owner identified with the original 2015 mark, so it was rebuilt as a sharp vector from the old low-resolution image rather than redesigned. The favicon, app icons and share cards are all generated from that same vector.
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A WordPress site that search engines had been told not to index, rebuilt as a fast PHP site: ten service pages, nine case studies, a gallery of 84 photos and four guides that answer approval, cost and sealing questions for search and AI engines.
Property preparation & maintenance · Mona Vale
A WordPress site rebuilt for a Mona Vale property preparation business: all 18 service pages kept at their old addresses, suburb coverage maps for the Northern Beaches, North Shore and Central Coast, and live Google reviews beside the original testimonials.
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