Strategic Website Design: PremiAir Services WA’s Targeted Perth Market Expansion

For trades in competitive markets like Perth, a considered online presence is crucial. This case study details how Premiair Services WA, an air conditioning specialist, used effective website design and a focused localised SEO strategy to expand from their base in the South West into the Perth metro area. By implementing a tailored digital approach, they doubled their workforce within six months, proving that a localised focus can be very effective.

The Challenge: Getting Past a Basic Online Platform and Competing with Larger Businesses

PremiAir Services WA had built a solid reputation in the South West through the reliability, quality work and professionalism, all support by an impeccable review rating. They knew entering the Perth market required more than their existing website, which was based on a generic template within a trade-based marketing platform. They faced several challenges:

• Limited Ability to Showcase Local Expertise: Their existing site didn’t effectively highlight their expertise in specific Perth suburbs. This meant potential customers in areas like Sorrento or Balcatta weren’t necessarily going to find them easily.
• Suboptimal Search Engine Visibility in a Competitive Market: Competing with larger HVAC companies in Perth with broad “Perth air conditioning” keywords would be difficult. They needed a strategy to target more specific, less competitive search terms.
• An existing website that wasn’t resonating with their professionalism: The site lacked clear calls to action, didn’t match their branding and didn’t build trust effectively, resulting in missed opportunities for lead generation.

Our collective goal was to create a digital platform that represented their brand, showcased their local expertise, communicated the strong customer rapport that they had established, and drove targeted traffic and enquiries to the business.

Our Approach: A Tailored Digital Strategy Focused on Localised SEO and User Experience

To address Premiair Services WA’s goals, we developed a website design and SEO strategy centred around targeting specific areas:

• Custom Website Development for Local Impact: We built a bespoke website that reflected their professionalism. This was a strategic tool that achieved the following:
  • Clean, Modern Design for User Engagement: A visually appealing and easy-to-navigate design ensured visitors stayed on the site and found the resources.
  • Fast Loading Speeds and Mobile-Friendly Design: Speed and mobile responsiveness are essential for keeping potential customers engaged.
  • Content Tailored to Specific Services and Locations: We created dedicated pages for each service area, highlighting their expertise in suburbs like Trigg, Balcatta, Cottesloe, and others. This localised approach ensured they were reaching the right audience and able to compete for higher search engine rankings.
• Focused Localised SEO Optimisation: We understood that competing on broad keywords was difficult. Instead, we focused on targeting specific areas.
  • Keyword Optimisation for Suburb-Specific Searches: We targeted long-tail keywords like “air con service Trigg”, “air conditioning Alkimos”, and similar terms. This allowed them to rank highly for searches with less competition but higher conversion potential.
  • Optimising Meta data, Descriptions and Images: Compelling meta titles and descriptions increased click-through rates from search results.
• User Experience Improvements for Lead Generation: We prioritised user experience and information accessibility to turn visitors into leads.
  • Accessible Contact Forms and Clear Calls to Action: Making it easy for potential customers to get in touch was important and facilitated this with numerous locations throughout each page and the site.
  • Testimonials and Case Studies to Build Trust: Social proof is crucial in the trades industry. We included testimonials and Google Review feeds across the website to aid in communicating the professional service that the business offers.

Results: Market Expansion and Workforce Growth Through Local Specialisation

Our digital strategy delivered positive results for PremiAir Services WA:

• Workforce Expansion: They were able to double their team within six months, due to the increased workload generated by the new website.
• Improved Search Engine Rankings: They consistently rank in the top 3 for suburb-specific searches like “air con service Trigg,” and similar terms, as well as appearing in AI generated content from Gemini at the top of some search results. This targeted approach delivered better results than broad keyword targeting.
• Increased Online Visibility: More online visibility and organic traffic, leading to an increase in targeted enquiries.
• Market Expansion: Successful entry into the regional Perth market, complementing their existing presence in the South West of WA.
• Increased Conversions: A noticeable increase in online enquiries, especially in targeted areas, indicating higher quality and qualified leads.
• Continued High Ratings: The website has continued to complement their strong service delivery with continued five star review ratings. We realise that the continued 5 star ratings are mostly to do with the end service delivery by PremiAir Services WA, however, as your website is most often the first point of contact for new customers, it plays a vital role in setting the expectations regarding the quality of your business and its service delivery.