Case study · Boat, car & caravan detailing · Ingleside
A one-person mobile detailer for boats, caravans and cars, working from Ingleside across Pittwater and the Northern Beaches. The new site puts every service on its own page and a call one tap away on any phone.
Shiny Detailing goes to the customer: their home, the marina, the boat ramp or their workplace. Most enquiries start on a phone, often from someone standing next to the boat or caravan.
The old WordPress site worked against that. It said little about the services actually sold, it carried a commercial theme's demo posts that Google had indexed as if they were the business, and it gave no clear way to call or ask for a quote.
The owner also wanted to keep the original chrome "SHiNY DETAILING" wordmark and the aqua of Greenclean, the business's earlier name, so long-time customers still recognise it.
Every colour has a reason: the water the boats sit on, the finish the business is known for, and the name customers knew it by first.
#0b1b2b
Navy 900
Header, footer and dark bands #0f2c47
Navy 800
Step numbers and deep panels #1a5c8a
Navy 700
Links and accents #2cc4a5
Aqua 500
Primary buttons on dark, highlights #0b7563
Aqua 700
Aqua that passes contrast on light backgrounds #8f99a4
Chrome
The wordmark's chrome gradient, from white to steel #0f1a24
Ink
Body text #f6f8fa
Background
Page, with #eaf0f5 for alternating sections Navy reads as calm and dependable, the chrome comes straight from the existing wordmark, and the aqua carries the Greenclean years forward. The header is dark because a chrome logo on a light background loses its edges.
Headings
Exo 2
A variable font with slightly technical, squared shapes that sit well beside a chrome automotive logo without looking like a racing brand. Self-hosted and subset, about 41 KB.
Body text
System UI
San Francisco, Segoe UI or Roboto, whichever the phone already has: nothing to download, native on every device.
A fallback face built from Arial Bold and resized to Exo 2's exact metrics means the page does not move when the web font swaps in.
Home, the services hub (kept from the old site because it ranked), six service pages at keyword-first URLs such as /boat-detailing/, About, Service areas, FAQ, Contact and Privacy.
Each opens with a slider of that service's own job photos beside the copy, then the options, the process as numbered steps, FAQs and related services.
The Service areas page shades each region on a small static map drawn from OpenStreetMap boundaries, with the harbours and lagoons drawn as water. No embedded Google Map.
No stock anywhere. Boat registrations and number plates are blurred, location data is stripped from every file, and file names describe the photo for image search.
A fixed bottom bar with Call and Free quote buttons, each at least 48px tall and clear of the iPhone home indicator, hidden where it would only repeat the page.
The right keyboards and autofill for phone, email and suburb, and a prompt for what makes a quote quick: the vehicle or boat, its size and condition, and what needs doing.
All copy, from business details to services, areas, FAQs and redirects, lives in a few content files, so a new phone number or new hours is one edit that updates every page, the structured data and llms.txt together.
Plain PHP 8 with no framework and no third-party packages: nothing to patch, nothing to slow the page down.
AVIF and WebP from 480 to 1600px, plus 2400px for the home slider on large high-density screens, with lazy loading for everything but the first hero photo.
A slow crossfade with a pause button, still under reduced motion, stopped when the tab is hidden. Only the first photo loads up front.
A honeypot, a signed time token that rejects forms filled too fast, an origin check, a link filter and a rate limit. A thank-you page invites a Google review.
The short /review/ link shows a proper "Leave us a Google review" preview in SMS and WhatsApp, then forwards to the review form. Common misspellings redirect to it.
An automated crawl tests every page for status codes, headings, titles, structured data, image alt text, internal links, legacy redirects and the contact form end to end.
There is no shop to visit, so the site publishes the suburb and the area covered, never a street address or a map pin.
Ingleside is the only address published. The real coverage, the Northern Beaches, Greater Sydney and about 25 named suburbs from Palm Beach to Manly, is in the structured data and on the Service areas page.
The theme's 31 demo posts and their archives return 410 Gone so they leave Google's index, while the home page and the services hub keep their original addresses.
The business entity points at its own Google Business Profile, with no self-published stars or review markup. The rating badge simply links to the profile.
25 general questions on the FAQ page and four on each service page, each answer written to stand on its own: who, where, what it costs and how long it lasts.
{
"@context": "https://schema.org",
"@graph": [
{ "@type": "AutomotiveBusiness" },
{ "@type": "WebSite" },
{ "@type": "WebPage" },
{ "@type": "BreadcrumbList" },
{ "@type": "Service" },
{ "@type": "AboutPage" },
{ "@type": "FAQPage" }
]
}Lighthouse figures: mobile, live home page, measured 19 October 2026 (a single run; scores vary slightly between runs).
Shiny Detailing works at the customer's home, marina or boat ramp, so there is no shop for anyone to visit. The site and its structured data publish Ingleside NSW 2101 and list the suburbs it covers, which matches how Google treats a service-area business and keeps the owner's home address private.
The old WordPress theme had installed 31 demo blog posts and archive pages, and Google had indexed them alongside the three real pages. The new site returns 410 Gone for those URLs so they drop out of the index, and keeps the two pages that already ranked at their original addresses.
It is a short, memorable link the owner can text or print on a QR code. It shows a proper "Leave us a Google review" preview in SMS and WhatsApp (a raw Google link shows a sign-in page instead), then forwards straight to the review form on the business's Google profile.
A map embed adds a heavy third-party script and, for a mobile business, would point at a pin customers cannot visit. The Service areas page uses small static maps drawn from OpenStreetMap boundaries that shade each region the business covers, so they load instantly and show the area rather than an address.
Every photo is a real job, not stock. Boat registrations and number plates were blurred, location data was stripped from the files, and each image is served in modern formats at several sizes so phones download only what they need.
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