Hi-Craft Home Improvements is one of NSW’s longest-standing outdoor living specialists, with more than 65 years of experience building patios, pergolas, decks, carports, and custom outdoor structures. They’ve completed over 70,000 projects, built a reputation for craftsmanship, and serve some of the state’s most competitive regions. As a long-term Click Click Media retainer client, Hi-Craft relies on us to keep their digital presence strong, stable, and aligned with how modern customers search.
During a strategic review of their website, we identified that their service pages, though valuable, weren’t structured or optimised to reflect their authority. Outdated layouts, thin content, and a deeper URL structure were limiting both visibility and conversions. Because our SEO, UX, design, content, and development teams operate together under one roof, we delivered a complete rebuild quickly and seamlessly.
The Challenge
Hi-Craft’s service pages held strong potential but were constrained by older design patterns and content that hadn’t kept up with current search behaviour. The pages were nested under a cluttered URL structure, loaded a heavy image slider at the top, and didn’t clearly communicate the depth of their services. Our goal was to modernise the content, refine the UX, and create a structure that both users and search engines could instantly understand.
Step 1. Discovery, Audit, and Strategy
We began by identifying exactly what was limiting organic performance. Despite Hi-Craft’s strong brand authority, the service pages weren’t signalling enough relevance or depth to Google. We analysed competitor approaches, search intent patterns, and user expectations to guide the rebuild.
Our SEO team performed competitor audits across NSW, researched 320+ keywords, built semantic clusters, reviewed existing assets, and ran crawl and performance audits. This mapped the pathway for a complete restructuring and content rebuild of all nine service pages.
Step 2. URL Structure Migration
Before touching content, we simplified the website hierarchy by moving all service pages from the outdated /what-we-build/ structure to a clean /services/ format. This aligned the site with modern expectations and clarified service intent.
We implemented 9 redirect URLs, updated 100+ internal links, refreshed the sitemap, and triggered reindexing via Google Search Console and via IndexNow submissions. The migration improved crawlability immediately and maintained ranking stability throughout.
Step 3. Full Content Rebuild Across 9 Services
Next, we rewrote every service page to reflect Hi-Craft’s expertise better. The previous content lacked depth and semantic variation, so we built long-form, high-intent copy that answered user questions, showcased capabilities, and clearly positioned Hi-Craft as a trusted leader.
Each page received a new content framework with improved value messaging, detailed service breakdowns, SEO-rich headings, authoritative external references, strong internal linking, and fully developed FAQ sections supported by schema.
Step 4. UX and Design Enhancements
Once the content strategy was established, our UX and design teams reshaped the presentation to improve readability, trust, and conversion behaviour. The previous design placed a large form on the left side of the page, dominating the layout and pushing key content out of balance.
We moved the enquiry form from the left to the right, reducing its size to feel more welcoming and less visually overwhelming. This repositioning improved user flow, created a more natural reading pattern, and made the form easier to interact with on both desktop and mobile.
In addition, we introduced a clean USP block, adjusted spacing and typography, reorganised the gallery to sit lower on the page, and improved section hierarchy. These refinements made every page easier to scan and significantly enhanced engagement.
Step 5. Development, Testing, and Deployment
Our WordPress development team implemented new templates across all service pages, ensuring the updated structure performed smoothly on all devices. We validated the schema, improved image loading, refined code quality, and ensured clean deployment across the entire site.
After launch, our SEO and development teams conducted thorough QA checks to confirm indexing, link functionality, rendering, and crawl performance. This collaborative approach avoided pitfalls such as broken links and indexing issues, ensuring a stable rollout.
Step 6. Ongoing Optimisation
Because Hi-Craft is an ongoing retainer client, optimisation didn’t stop at deployment. We monitored ranking movement, engagement patterns, scroll depth, and conversion pathways, refining the pages as Google reinterpreted the rebuilt content.
Our team strengthened semantic signals, added new internal links, adjusted layouts, and continued enhancing sections based on user behaviour. This ongoing optimisation helped the new structure continue gaining traction month after month.
The Results
The impact across traffic, rankings, and conversions was measurable and significant.
Organic Traffic Growth
January 1 – November 25, 2025
- 12,617 organic sessions
YoY (Jul 1 – Nov 25, 2025 vs 2024)
- Sessions: 8,175 vs 4,330
+88.8% growth (+3,845 sessions) - Key events: 568 vs 180
+215.56% growth (+388 events)
QoQ (Jul – Sep 2025 vs Apr – Jun 2025)
- Sessions: 4,896 vs 2,346
+108.7% growth (+2,550 sessions) - Key events: 330 vs 148
+122.97% growth (+182 events)
Keyword Ranking Gains
- Carports Blue Mountains: 4 → 1
- Patio Builders Emu Plains: 16 → 1
- Pergola Builders Sydney: Maintained 2
- Composite Decking Sydney: 31 → 6
- Outdoor Alfresco: 12 → 6
- Deck Builders Penrith: 22 → 13
- Aluminium Decks: 14 → 10
- Home Extension Sydney: 27 → 19
These improvements boosted Hi-Craft’s visibility across multiple suburbs and service categories.
Why It Worked
This project succeeded because every component — structure, content, design, and development — was executed in unison. With all teams working collaboratively inside Click Click Media, we avoided the delays and communication gaps that often slow multi-agency projects.
The rebuild wasn’t a band-aid. It was a holistic approach that simultaneously lifted every performance signal, creating a compounding effect across the entire website.
The Final Outcome
Hi-Craft now benefits from:
- A clean, search-friendly structure
- Deep, high-performing service content
- Improved UX and form placement
- Higher rankings across competitive areas
- Better engagement and conversion behaviour
- Faster load times and stronger hierarchy
- A future-proof foundation for long-term SEO growth
What began as a structural and content-focused SEO initiative ultimately transformed the entire service experience, delivering measurable results that continue to grow.
Ready to Strengthen Your Own Digital Foundations?
If your website is underperforming or your service pages aren’t keeping pace with how your customers search, our team can help you rebuild the foundations the right way. We combine strategy, content, UX, and development under one roof to deliver measurable, lasting improvement, just as we did for Hi-Craft. Reach out to book a discovery call and see what a fully integrated approach can unlock for your business.
