Edwards Property Finishes

Renovations, property repairs & finishes · Metropolitan Melbourne

The problem

A new business built on four decades of hands-on trade experience, launching into a market where the work speaks for itself but nobody could see it. Everything had to be created: the brand, the website, the Google presence, the advertising and the way customers are reached and followed up.

What I identified

The offer is genuinely different — one accountable team for the whole finishing stage: renovations, plumbing, electrical, painting, plastering, property repairs, insurance reinstatement work and interior finishes, for homes, investment properties, offices, retail and body corporate across metropolitan Melbourne. That breadth is a selling point in conversation and a liability online, because a single "we do everything" page ranks for nothing.

The strategy

Launch the whole presence at once, but split the offer into the three ways people actually arrive: improving my home, arranging property repairs, and insurance repairs and claims — each with its own pathway, its own pages and its own enquiry route.

Implementation

The site opens with a choice of pathway rather than a list of trades, so a homeowner, a property manager and an insurer all land somewhere relevant in one click. Trust points that matter in this trade — 40 years of experience, insurance specialists, one point of contact, Melbourne wide within roughly 40km of Doncaster — sit high on the page, with quote requests and a click-to-call number available throughout.

Services completed