Client Overview
CJ Riley Joinery is a trusted Melbourne-based joinery company with decades of experience in crafting high-quality timber windows, doors, and custom joinery solutions. With a strong reputation built over the years, the business needed a digital presence that reflected its craftsmanship, professionalism, and long-standing credibility.
However, their website had not evolved with the business.
The existing website was over 40 years old in structure and approach—outdated in design, difficult to navigate, lacking security, and not optimised for modern search engines. It was failing to attract new customers and did not represent the true quality of the business.
That’s where we stepped in.
The Challenge
CJ Riley Joinery’s old website faced several major issues:
- Outdated and visually unappealing design
- Poor user experience and difficult navigation
- Lack of mobile responsiveness
- Security vulnerabilities and outdated infrastructure
- Weak search engine visibility
- No strategic SEO foundation
- Poor lead generation performance
- Content that was not aligned with customer search intent
The business needed more than just a redesign—it required a complete digital transformation.
Our Step-by-Step Approach
Step 1: Understanding the Client’s Business Goals
Before starting the redesign, we took time to understand the business from the ground up.
We worked closely with Colin, the owner of CJ Riley Joinery, to identify:
- Core services and highest-value offerings
- Target audience across Melbourne
- Customer pain points and buying behaviour
- Competitive advantages of the business
- Long-term business goals
- Preferred visual style and brand direction
This discovery phase helped us ensure the new website would not just look better—but perform better.
Step 2: Planning the Website Structure & User Journey
Once we understood the business requirements, we drafted a strategic website layout focused on:
- Clear service segmentation
- Better user flow
- Stronger call-to-actions
- Higher lead conversion opportunities
- Improved navigation across all devices
The goal was to create a professional website that builds trust immediately and guides visitors toward making enquiries.
We designed the structure around how customers actually search for joinery services in Melbourne.
Step 3: Modern Website Redesign with Brand-Aligned Visuals
We completely redesigned the website with a fresh, modern, and professional look.
This included:
- Clean and elegant layout design
- Mobile-first responsive development
- Fast-loading pages
- Improved service pages
- Modern trust-building visuals
- Strategic placement of enquiry forms
- Strong CTA sections throughout the website
We also carefully selected and combined colours based on Colin’s preferences to ensure the new design reflected both the brand identity and the premium craftsmanship of CJ Riley Joinery.
The result was a website that looked trustworthy, professional, and built for conversion.
Step 4: SEO-Friendly Content Creation
A beautiful website alone does not generate leads.
We developed SEO-friendly content tailored specifically to:
- Timber joinery services
- Door joinery
- Window joinery
- Custom timber solutions
- Melbourne local search intent
Our content strategy focused on:
- Relevance to customer search behaviour
- Service-specific landing pages
- Location-based optimisation
- Clear messaging for conversion
- Strong keyword targeting without overstuffing
Every page was written to serve both users and search engines.
SEO Strategy Implementation
After the website launch, we moved into the full SEO growth phase.
Our goal was simple:
To help CJ Riley Joinery reach the maximum number of potential customers across Melbourne searching for a trustworthy joinery company.
Step 5: Complete On-Page SEO Optimisation
We implemented all critical On-Page SEO elements, including:
- Keyword research and keyword mapping
- SEO-friendly page titles
- Optimised meta descriptions
- Header tag optimisation (H1, H2, H3)
- URL structure improvements
- Internal linking strategy
- Image alt tags optimisation
- Image compression for speed
- Schema markup implementation
- Content optimisation for search intent
- Local SEO optimisation
- Google Business Profile alignment
- NAP consistency (Name, Address, Phone)
- Conversion-focused call-to-actions
- FAQ optimisation
- Location-specific landing page enhancements
This created a strong SEO foundation for long-term growth.
Step 6: Technical SEO Fixes
Technical SEO was essential because the old website had serious structural weaknesses.
We fixed:
- Site speed issues
- Mobile usability problems
- Crawlability and indexing errors
- XML sitemap optimisation
- Robots.txt improvements
- Broken links and redirects
- HTTPS security implementation
- Core Web Vitals improvements
- Canonical tag issues
- Duplicate content risks
- Structured data validation
- Server and hosting performance optimisation
This significantly improved website health and search engine trust.
Step 7: High-Authority Link Building
To strengthen domain authority and improve rankings faster, we focused on high-authority link building.
Our strategy included:
- Industry-relevant backlinks
- Local citation building
- High-quality business directory submissions
- Niche authority placements
- Local Melbourne business mentions
- Contextual backlinks from relevant websites
- Trust-building external signals
This helped improve Google’s confidence in the website and accelerated ranking improvements.
The Results
Finally, CJ Riley Joinery ranked on the 1st page of Google for highly valuable commercial keywords such as:
- Door Joinery Melbourne
- Timber Joinery in Melbourne
- Window Joinery Melbourne
- Custom Timber Windows Melbourne
- Heritage Timber Doors Melbourne
- Bespoke Joinery Melbourne
…and many more.
The business now benefits from:
- Increased organic traffic
- Higher-quality enquiries
- Stronger local visibility
- Improved lead generation
- Greater trust and authority online
- A future-proof digital presence
Most importantly, the website now works as a true business asset—not just an online brochure.
Final Outcome
This project was not just a website redesign.
It was a full digital growth strategy built around trust, visibility, and long-term lead generation.
By combining strategic website design, SEO-focused content, technical optimisation, and authority-building SEO, CJ Riley Joinery now has a digital presence that reflects the quality of its craftsmanship and supports continued business growth.
From an outdated, insecure website to a first-page Google performer—this transformation delivered measurable business results.
