The Grout Guy repairs showers in more than 2,500 Australian suburbs. Until May 2026 its website behaved as though it served none of them. A national business with more than 150 staff across eight cities was losing local search entirely, because nobody looks for a national shower repair company. They look for a leaking shower in their own suburb.
The rebuild reorganised the site around geography: 2,535 location pages, one for every suburb the company services, beneath state and city pages. The hard part was making 2,535 pages worth reading. Optimise Online encoded its copywriting frameworks and the client’s brand voice into a content production system, generated genuinely distinct copy for each location, then reviewed the output state by state. The full set was built in two weeks.
The Grout Visualiser, developed with The Grout Guy, lets a customer upload a photo of their own tiles and preview the finished result. It answers the objection that keeps people from booking: they cannot picture it.
The client discontinued more than $70,000 a month of television and radio advertising when it engaged Optimise Online. Organic search was rebuilt without it, holding between 3,507 and 4,578 clicks every month since January, and the location pages are visibly working: brand-plus-suburb searches for Perth doubled from 62 clicks to 127 and Sydney from 41 to 88. Replacing 2,535 pages in a single launch cost no traffic at all, and the site passes Core Web Vitals on real Chrome user data while scoring 100 for SEO.
