ATEC Electrics is a local electrician serving homes and businesses across Sydney’s Northern Beaches. Like many established trade businesses, the company had strong technical expertise and a loyal customer base, but it was not highly visible online in many of the suburbs it wanted to service.
This case study explains how Aus Tradie rebuilt the ATEC Electrics website and supported it with local marketing designed to increase visibility, attract relevant traffic and create new enquiries.
The project combined a conversion-focused website with dedicated service pages, suburb-specific location pages, local SEO and supporting marketing activity. Marketing fees were connected to performance, creating a clear link between the work delivered and the results achieved.
The new ATEC Electrics website and supporting marketing generated 27 enquiries in its first three months.
Understanding the business and opportunity
Getting clear on who ATEC Electrics is
ATEC Electrics wanted to win more work across the Northern Beaches, but simply launching a better-looking homepage would not have been enough. The website needed to reflect how people actually search for electricians: by service, urgency and location.
Before planning the site, we worked with ATEC Electrics to identify:
- The Northern Beaches suburbs the business most wanted to serve
- The electrical services that were most valuable or in demand
- The types of jobs the team wanted more of
- The questions and concerns customers have before contacting an electrician
These decisions shaped the website structure from the beginning. Rather than treating SEO as something to add after launch, we built the search strategy into the pages, navigation and content.
Designing for lead conversion and sales
Electrical customers often make decisions quickly, particularly when they need an urgent repair or after-hours service. The website therefore needed to establish credibility immediately and give visitors a clear next step.
We developed a bold red and black visual direction that felt confident, professional and recognisable. Strong contrast, direct messaging and prominent calls to action helped visitors understand what ATEC Electrics offered and how to request a quote without searching through the site.
Setting measurable objectives
The website was designed to do more than improve the appearance of the business. It needed to produce outcomes that could be measured.
Our initial target was 100 leads within 18 months. That objective influenced the keyword research, site structure, page content, calls to action and enquiry tracking used throughout the project.
Building a hyper-local SEO framework
Mapping the local search opportunity
We used Ahrefs and search data to understand how potential customers were looking for electrical services across the Northern Beaches.
The research covered:
- Core service searches such as “emergency electrician”, “LED downlight installation” and “switchboard upgrade”
- Searches combining a service with a location, such as “electrician Manly” and “local electrician Newport”
- Search volume and competition for different services and suburbs
- Opportunities where ATEC Electrics could build visibility in the short and medium term
This allowed us to prioritise searches that aligned with the work the business actually wanted, rather than attracting traffic with little commercial value.
Creating dedicated electrical service pages
We created a structured services hub for ATEC Electrics with individual pages for the company’s key services.
The site includes focused pages covering areas such as:
- Air-conditioning and AC installation
- LED lighting installations and retrofits
- Switchboard upgrades and safety switches
- Ceiling fan and exhaust fan installation
- Emergency and after-hours electrical work
- Appliance and hot-water connections
Each page gives customers more useful information about the specific service they searched for. It also gives search engines a clearer understanding of the work ATEC Electrics provides.
Creating location pages for the areas ATEC Electrics serves
Service pages explain what an electrician does. Location pages establish where the electrician does it.
We built a Northern Beaches locations hub supported by dedicated suburb pages. These pages allow ATEC Electrics to speak directly to customers searching for an electrician in a particular part of the Northern Beaches, instead of relying on one general service-area statement on the homepage.
The location-page strategy helped turn searches across the Northern Beaches into genuine enquiries for the business.
Cross-linking services and locations
The service and location pages were designed as one connected system. Where relevant, we:
- Linked service pages to the suburbs where those services are available
- Linked suburb pages back to the electrical services customers commonly need
- Used location language naturally in headings, page copy and calls to action
- Created clear routes from a Google search to the relevant service and enquiry option
This structure helps search engines understand the relationship between ATEC Electrics, a particular electrical service and a Northern Beaches suburb. For customers, it creates a quicker path from “I need an electrician near me” to the exact service they require.
Turning every page into a conversion-focused landing page
Treating service and location pages as entry points
Many potential customers will first enter an electrician’s website through a service or suburb page, not the homepage. Every important page therefore needs to work as a complete landing page.
For ATEC Electrics, each key page was designed to:
- Introduce the business and establish credibility
- Explain the relevant service or location clearly
- Address common concerns around responsiveness, safety and workmanship
- Show customer reviews and trust signals
- Provide clear options to call or submit an enquiry
Making it easy to enquire on any device
Customers contact tradies in different ways. Someone dealing with an electrical emergency may want to call immediately, while another customer researching a future installation may prefer to submit a form.
We included multiple conversion points throughout the site:
- Click-to-call buttons for customers who want an immediate conversation
- Website enquiry forms for quote requests and less urgent questions
These options remain easy to access on mobile, tablet and desktop, giving visitors a straightforward next step wherever they enter the website.
Tracking which pages create enquiries
The goal was not only to receive enquiries, but to understand which parts of the website were producing them.
Phone calls can be difficult to attribute accurately without dedicated call-tracking software. Website forms provide clearer information, so we configured each submission to capture the page URL where the customer converted.
This allows us to identify:
- The service pages producing enquiries
- The suburbs attracting customer interest
- The combinations of services and locations performing most effectively
- Opportunities to improve pages that receive traffic but do not convert
We also connected Google Analytics and Google Search Console to monitor search queries, impressions, clicks, visitor behaviour and potential indexing issues.
Supporting local visibility with a Google Business Profile
Local visibility beyond organic search rankings
For an electrical business, the Google Business Profile can be one of the first things a potential customer sees. It works alongside the website by showing the company’s location, services, contact details and customer reviews directly in Google Search and Maps.
For ATEC Electrics, we:
- Reviewed the profile categories, services and contact information
- Reinforced the company’s focus on Sydney’s Northern Beaches
- Aligned the profile with the services and locations featured on the website
- Created a clearer connection between local search visibility and the website enquiry journey
Building reviews into the customer process
Reviews strengthen trust with prospective customers and provide further evidence that the business serves its local area.
We helped ATEC Electrics plan a simple post-service review process, including:
- A natural way to ask after a successful job
- A short follow-up message for the customer
- A direct link to the Google review form
Making review requests part of the normal customer process helps the business continue building credibility without creating a large administrative task.
Connecting the website and marketing to measurable results
A performance-based approach
Small trade businesses need to understand what their marketing investment is producing. For ATEC Electrics, the website was treated as the foundation of the broader local marketing strategy.
The project included:
- The strategy, design and development of the new website
- Service and suburb pages built around local search behaviour
- SEO and lead-generation activity supporting the launch
- Performance-based bonuses connected to agreed results
This aligned the work with a measurable business outcome. ATEC Electrics paid for the website itself, while additional performance payments depended on the marketing producing leads.
By combining a conversion-focused website with SEO for tradies and digital marketing for tradies, we could measure the effect of the work and use real enquiry data to guide future improvements.
The result: 27 enquiries in three months
In approximately three months, ATEC Electrics received 14 tracked website enquiries and a similar number of phone calls. This produced a total of 27 enquiries from the new website and supporting marketing activity.
The early result put the project ahead of its original 18-month target trajectory and demonstrated that the service-and-location strategy was reaching customers with genuine electrical needs.
Using data to guide the next phase of growth
Identifying which services and suburbs perform best
The site now provides a foundation that can be refined as more search and enquiry data becomes available.
We can continue monitoring:
- Which electrical service pages produce the most enquiries
- Which Northern Beaches suburbs deliver the strongest opportunities
- Which search terms are gaining impressions but need better page content
- Where visitors leave before calling or submitting a form
- Which service and suburb combinations justify further optimisation
If a particular service and suburb combination consistently drives enquiries that becomes a signal for further optimisation.
What this means for other electrical businesses
ATEC Electrics did not need a website that simply listed services and displayed contact details. It needed a website structured around the way local customers search and make decisions.
The project demonstrates the value of:
- Choosing the services and locations most important to the business
- Creating dedicated pages instead of placing everything on the homepage
- Treating every service and suburb page as a potential customer entry point
- Making calls and forms easy to access on mobile
- Tracking enquiries back to the pages that produced them
- Supporting the website with local SEO, Google Business Profile and reviews
This is a repeatable framework for electricians and other tradies that rely on work from defined service areas.
Talk to Aus Tradie about your electrician website
Aus Tradie Websites specialises in website design for electricians and other trade businesses. We combine website strategy, service pages, location pages and local SEO to help tradies reach customers in the areas they want to serve.
If you want your website to become a more effective source of local enquiries, talk to Aus Tradie Websites about your business, services and target locations.