Client: Harrington Furniture Transport
Industry: Interstate Furniture Removals (Adelaide-Melbourne)
Challenge: Outdated website, expensive lead costs, poor online visibility
Results: 1,500% increase in phone calls, 200% boost in Google profile clicks, dramatic keyword ranking improvements
The Story Behind the Struggle
When the team at Harrington Removals first reached out to us, they were frustrated. And rightfully so. Here was a family-owned business with over 20 years of rock-solid experience, specializing in the lucrative Adelaide-Melbourne furniture transport route. They knew their stuff; careful handling of antiques, reliable fixed-date deliveries, the kind of service that earns genuine 5-star reviews. But their website? It was telling a completely different story.
The site looked like it hadn’t been touched since 2015. Slow loading times. Confusing navigation. Worse still, it was optimized for cities they didn’t even service—Sydney, Brisbane—which meant Google had no idea what they actually did or where they did it. The real kicker? They were bleeding money paying up to $500 per lead through third-party lead brokers like MoveAll. Every few weeks, they’d have to swallow that cost just to keep the phones ringing. Something had to change.
What We Found Under the Hood
When we audited their digital presence, the problems became crystal clear:
- The website was actively working against them. Google PageSpeed scores in the 50s-60s meant potential customers were waiting forever for pages to load—and most weren’t waiting. They were bouncing straight to competitors.
- Their SEO strategy was all over the place. Keywords for routes they didn’t service, content that didn’t speak to their ideal customer, and a site structure that confused both users and search engines.
- Their Google Business Profile was basically invisible. Unverified, incomplete, and missing from the local search results that matter most for removalist businesses.
- No clear conversion path. Even the few people who did land on the site couldn’t easily figure out how to book or get a quote.
- The diagnosis was clear: they needed a complete digital overhaul, not just a Band-Aid fix.
Our Website Rebuild Plan
We approached this project with one clear goal: turn their website into a lead-generating machine that would make those expensive lead brokers obsolete.
1. Speed and Trust First
We rebuilt the site from scratch using modern, lightweight frameworks and optimized images. The result? PageSpeed scores jumped from the 50s-60s straight into the 90s. But speed alone doesn’t convert visitors. We redesigned the entire user experience around trust signals—highlighting their family-owned status, 20+ years of experience, and genuine customer reviews. Every page was designed to answer the question: “Why should I trust you with my valuable furniture?”
2. Getting Laser-Focused on SEO that Actually Matters
We threw out the old scattergun SEO approach and came up with a tactical strategy. Working closely with the Harrington team, we mapped out exactly who their ideal customers were: people moving furniture between Adelaide and Melbourne who valued reliability, care, and professionalism over rock-bottom prices.
Every piece of content was rewritten to speak directly to these customers and their concerns: “Will my grandmother’s antique dresser arrive safely?” “Can I trust them to show up when promised?” We stripped away all the irrelevant service areas and keywords, focusing the entire site on their core expertise: Adelaide-Melbourne interstate removals.
3. Claiming Their Territory on Google Maps
Their Google Business Profile had been sitting there, unverified and unloved. We claimed it, optimized every field, selected the right categories, and made sure local searchers could actually find them. This move alone would prove to be a game-changer.
4. Letting Their Reputation Shine
Harrington had built an impressive collection of genuine 5-star reviews over the years, but they were scattered across the web. We brought them front and center on the new site, turning their reputation into a powerful trust asset.
The Results: Better Than We Expected
We knew the new site would perform better. What we didn’t expect was just how quickly the results would come.
The First 30 Days
16 direct phone calls—a 1,500% increase compared to their previous baseline of 1. These weren’t tire-kickers either; these were high-intent leads from people ready to book interstate furniture transport.
150 clicks from the Google Business Profile to the website a 200% increase in engagement. People were finding them on Google Maps and actually clicking through to learn more.
Daily organic impressions surged from 30 to 130 a 333% jump. Google was finally showing their site to the right people at the right time.
Average keyword rankings climbed from position 80 to position 45 and they’re still climbing. They went from invisible to competitive in their core market.
What This Actually Meant for the Business
Here’s the part that mattered most to the Harrington team: they could finally stop buying leads. Based on their previous cost of $400-500 per lead, those 16 phone calls in the first month represented thousands of dollars in immediate savings. But more importantly, these were their leads—people who found them naturally, who already understood their value proposition, and who were more likely to convert. The quality was better. The cost was lower. And for the first time in years, they felt like they had control over their pipeline.
Where They’re Headed Now
The success of the redesign has done something even more valuable than generating leads—it’s given Harrington Removals confidence in their digital strategy. They’re no longer just trying to survive online. They’re ready to dominate their niche.
We’re now working on a lead growth strategy for:
- Long-term SEO growth to cement their position as the Adelaide-Melbourne removalist choice
- Strategic Google Ads campaigns to capture high-intent searches while the organic rankings continue to climb
- Content expansion to address every question and concern their potential customers might have
The foundation is solid. The results are proven. Now we’re scaling up.
The Takeaway
Harrington Removals came to us with a broken website and an expensive lead problem. Within 30 days of launching their new site, they had a lead-generating asset that’s transformed their business. This is what happens when you combine deep technical expertise with a genuine understanding of a client’s business. Not just a prettier website, a strategic tool that drives real, measurable growth.
If your website isn’t generating the leads your business deserves, maybe it’s time we talked.
Ready to see similar results for your business?
Let’s discuss how a strategic website redesign could transform your lead generation.
