Case study · Mobile detailing · Northern Rivers
A mobile detailer near Pottsville, working across the Tweed, Byron Bay, Ballina and Lismore, and the sister business of Shiny Detailing in Sydney. Its Squarespace site was rebuilt with every ranking page kept, a look of its own, and quotes that start with a photo.
The owner ran Shiny Detailing in Sydney for 20 years before moving north. The Northern Rivers business had a Squarespace site that ranked for "Northern Rivers mobile detailing", but it carried template leftovers (an unedited "services-1" page, a "new-page-1", placeholder testimonials) and showed its Google reviews as screenshots.
The owner asked to keep all of the old content, testimonials and videos, only better. The business mostly does cars, caravans, ceramic coating and upholstery up here, while the boat pages still bring in marina work.
Most jobs are priced from a photo, so quoting had to be easy from a phone.
The owner's logo is a circular emblem on a black night sky, so the site is dark first to match it, with warm paper sections for long reading.
#060d16
Night
The emblem's sky: heroes, header, footer #10243a
Night raised
Night sections and panels #1b4a73
Navy
The emblem's blue: rings and borders #6cc4f0
Glacier ice
Links and highlights on night #f3a447
Sunset amber
Calls to action, with night-dark text #c6d4e1
Mist
Body text on night backgrounds #f7f6f2
Warm paper
Long-form sections such as the guides #eaf1f6
Ice
Alternate light sections Sunset amber is the colour of a Northern Rivers coast sunset and the only warm colour on the dark pages, so the Call and Text buttons stand out. The body greys were chosen after contrast checks, because the light-theme greys failed on night.
Display
Fraunces
A variable serif whose soft, slightly flared letters echo the emblem's lettering. Italic emphasis words carry a chrome gradient, like light on fresh paint.
Body text
System UI
Instant, native-feeling reading text on every device.
A metric-matched Georgia fallback means headings do not reflow, and italic glyphs that overhang their box were padded so the gradient never clips them.
Drawn as exact geometry, 19 circles on a hex lattice, in sunset gold over thin concentric rings behind the heroes. Its seven-circle core marks section labels, taking each label's colour.
Four arched photos in the home hero link straight to Cars, Caravans, Ceramic and Upholstery, beside a five-slide hero whose slides share one grid cell, so switching never moves the page.
Two photos of a restored hull in one frame, switched by Before and After tabs built from radio inputs: it works without JavaScript and with arrow keys.
An inline SVG with true 25, 50 and 100 km rings from Pottsville and the coastline from the Tweed to the Clarence.
A vector redraw was tried and dropped at the owner's request. The emblem's black background was made truly transparent instead, so it sits on the night header with no box.
A fixed phone bar with Call and "Text a photo", which opens the messages app with a note already written. Attach a photo of the car, boat or caravan, and the quote request is done.
Plain PHP 8.2, server-rendered, with no CMS, database or packages. Services, towns, reviews, areas, FAQs and redirects are content files, and every page, schema node, share card and llms.txt line comes from them. It shares its engineering base with its Sydney sister site.
The two customer videos from the old site are served by the site itself, set to load nothing until someone presses play, with only one playing at a time.
Each video has a full written transcript on the page and VideoObject markup, so search engines and AI assistants can read what customers said.
The old site showed four Google reviews as images. They are now readable text, labelled as reviews of the owner's Sydney business and linked to that profile.
The /review/ page opens the new Northern Rivers profile's review form, checked so it can never point at the Sydney listing.
AVIF and WebP at four widths with a JPEG fallback, and all EXIF data, including phone GPS, stripped. Dimensions are always set.
A crawl of every page, link, asset, video field and old Squarespace URL, plus a real form submission and HTML validation.
The phrase the site already ranked for, "Northern Rivers Mobile Detailing", stays in the home title, description and lead.
Every service page keeps its exact slug. Template leftovers redirect to their real pages, and Squarespace system paths such as /config and /commerce return 410 Gone.
The structured data names the base suburb and every region travelled to, never a home address, with a Service node for each service and each town.
Four town pages and a service-areas page, matched to how people search, such as "upholstery cleaning Byron Bay". Titles are held to 50 to 60 characters by the tests.
The Northern Rivers Google Business Profile is linked as the same entity, with matching hours, and kept distinct from the Sydney business.
{
"@context": "https://schema.org",
"@graph": [
{ "@type": "AutomotiveBusiness" },
{ "@type": "OfferCatalog" },
{ "@type": "Service" },
{ "@type": "VideoObject" },
{ "@type": "FAQPage" },
{ "@type": "BreadcrumbList" }
]
}Lighthouse figures: mobile, live home page, measured 19 October 2026 (a single run; scores vary slightly between runs).
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Every page that ranked kept its exact address, so Google saw the same URLs with better pages behind them. Old addresses without a trailing slash redirect once, leftover template pages redirect to their real equivalents, and Squarespace's own system paths return 410 Gone so they drop out of the index quickly. The phrase the site already ranked for stayed in the home page title.
On a phone it opens the messages app addressed to the business with a note already written, asking for your name and suburb, so you only need to attach a photo of the car, boat or caravan. Most detailing jobs are quoted from a photo, so this turns the website into a quote request in two taps.
On the old site the videos depended on Squarespace. Now they are compressed copies served by the site, set to load nothing until someone presses play, so they cost nothing on page load. Each has a full transcript on the page and VideoObject markup, so search engines and AI assistants can read what customers said.
From the owner's own emblem, a circular logo on a night sky, which was kept exactly as it was. The night navy and glacier blues come from the emblem, a sunset amber from the Northern Rivers coast marks every call to action, and a Flower of Life pattern gives the site a motif of its own, distinct from the Sydney sister business.
The Northern Rivers Detailing site describes it as a service-area business: the base suburb (Pottsville), the regions it travels to, and a page for each main town, without publishing a home address. Its own Google Business Profile is linked as the same entity, and reviews from the owner's Sydney business are labelled as such rather than claimed for the new listing.
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