From Invisible to Top-Ranked Electrical Company in Perth

How Willex Electrical went from zero search presence to ranking among the most visible electrical companies in
Perth, Western Australia — in six months.

Client
Willex Electrical
Location
Perth, Western Australia

Industry
Electrical Services

By
Jerin John

Background

Who is Willex Electrical?

Willex Electrical is a Perth-based licensed electrical company. They offer residential and commercial electrical services, EV charger installation, split system air conditioning supply and installation, and solar-integrated battery solutions. The business serves homeowners, builders, developers, and commercial clients across Perth metro and surrounding suburbs. The founder, Cormac Cumiskey, built the business on hard work and genuine expertise. He had real skills, real customers, and a solid reputation earned through quality work. The business was growing — but its digital presence had not caught up yet. Like many trade businesses, all the focus had been on delivering great work on the ground, and the online side simply had not been given the attention it needed. Competing electrical contractors in Perth had a head start online, and Willex deserved to be right there alongside them. That is when Cormac reached out to me.

The Audit

What we found when we looked under the hood

I ran a full audit on willexelectrical.com.au before touching anything. I checked technical performance, search visibility, Google Business Profile health, content quality, backlink profile, and competitor positioning across Perth.

The findings were not subtle. The site had serious problems at every level — technical, content, and trust.

Geo-Blocked Website

The website was configured to serve only Australian visitors. While the target audience is local, this created a critical crawling problem. Vast majority of Google’s crawlers operate from servers based in the United States. Because of the geo-restriction, Googlebot was getting blocked before it could access and index any page. A site Google cannot crawl is a site Google cannot rank — regardless of how good the content is.

Plugin Bloat & Speed Issues

The site was loaded with unnecessary WordPress plugins. Page load speed exceeded Google’s recommended threshold of under 2.5 seconds for LCP. On the front end the site looked decent, but it was inconsistent — some pages took significantly longer to load than others. Core Web Vitals scores were poor across the board. A slow, unpredictable website loses rankings and loses customers before they even see the content.

Heavy, Non-Converting Design

The site was built on WP Bakery with layers of custom CSS and JavaScript stacked on top. Visually it was decent, but the code underneath was heavy and added to the load time problem. More importantly, the site was not built to convert. There were no clear calls to action, no logical flow guiding a visitor toward an enquiry. It looked like a brochure rather than a tool for winning customers.

No Search Presence

When we ran the initial audit, Willex did not appear anywhere in the top 100 search results for any relevant keyword. The website had no domain authority, no backlink profile, no optimised content, and no indexable structure worth speaking of. Google essentially had no reason to surface it. The business was putting in real work every day but getting zero credit for it online.

Absent from AI Search

A growing number of people now ask AI tools directly before they even open a search results page. When we tested potential queries of Willex, Gemini was confidently recommending other businesses. It was a signal that the business had no entity presence, no structured information online that AI models could pull from, and no content that answered the kind of questions people were actually asking.

Weak Trust Projection

The site did have some Google reviews, project photos, and testimonials — but the presentation was letting them down. The testimonials were plain text written on the page with no way for a visitor to verify them. There was no live connection to the Google Business Profile. Real reviews existed but were not being shown as proof. That gap was quietly costing them credibility with every visitor.

The Plan

What we proposed — and why it made sense

After the audit, I put together a clear visibility and growth plan. I walked Cormac through every problem we found and explained what needed to be done and in what order. He understood the reasoning. He trusted the process. We moved forward.

The plan covered three areas: fix the technical foundation, build genuine authority and content, and then amplify through paid search and social.

Execution

How we worked through it, phase by phase

Phase 1 - Complete WordPress Website Rebuild

We did not patch the old site. We rebuilt it from scratch. The geo-blocking issue was resolved immediately. We stripped out all unnecessary plugins and kept only what was essential. The new design was clean, professional, and fast-loading. Every page was built with conversion in mind — clear headlines, click-to-call buttons, trust badges, and logical user flow. We also ran a Core Web Vitals optimisation pass to improve LCP, FID, and CLS scores. The new site communicated one thing clearly: Willex is a serious, licensed, trustworthy electrician in Perth.

Phase 2 - On-Page SEO and Technical Optimisation

We built a keyword map targeting the specific search terms Perth residents use when looking for electrical services, EV charger installers, air conditioning technicians, and solar-integrated battery systems. We optimised every service page with proper title tags, meta descriptions, header structures, schema markup, and NLP-aligned content. We followed Google’s EEAT guidelines — Expertise, Experience, Authoritativeness, and Trustworthiness — across every page. Internal linking was done carefully to pass authority between related pages and help Google understand the full scope of Willex’s services.

Phase 3 - Building Genuine Trust and Authority

A website without proof is just claims. We focused on making Willex look credible in a way visitors could actually verify. The old site had written testimonials with no way to confirm they were real. We replaced that with live Google review embeds connected directly to their Google Business Profile — placed at the bottom of every page so that trust followed visitors throughout the entire site. We encouraged satisfied customers to leave honest reviews on the GBP, which fed straight into those embeds. We added real project photos, before-and-after work galleries, and a dedicated Projects section. We published case studies based on actual jobs — EV charger installations, split system fit-outs, underground power jobs across Perth suburbs. We added their licence details, insurance information, and service area coverage. NAP (Name, Address, Phone) was made consistent across every directory listing and citation.

Phase 4 - Content Marketing and Community Visibility

We published informative blog articles answering real questions Perth homeowners ask — things like “how long does EV charger installation take”, “best split system brands in Perth”, “do I need a licensed electrician for solar battery installation in WA”, and dozens more. We participated actively in Reddit and Quora threads where people were asking electrical questions. These answers were helpful, genuine, and non-spammy. They pointed people toward Willex where appropriate. This approach built topical authority over time and also helped surface Willex in AI-generated responses.

Phase 5 - Generative Engine Optimisation and AI Search Presence

Getting found on Google is one thing. Getting recommended by AI is another. We did specific work to make Willex visible in generative search results — Gemini, Google AI Overviews, Bing Copilot, and voice search results. This involved structuring content using entity-based SEO so search engines understood exactly what Willex is, where they operate, and what they specialise in. We used clear, factual language, FAQ structures, and structured data markup. The goal was to make Willex the most obvious answer when AI is deciding which Perth electrician to recommend.

Phase 6 - Google Ads Search Campaigns and Landing Page

While organic results were building momentum, we launched targeted Google Ads search campaigns to capture high-intent leads immediately. We built a dedicated landing page separate from the main website, specifically designed for paid traffic. The page had one job: convert a visitor into a phone call or form enquiry. We used clear benefits, strong social proof, a prominent phone number, and a simple enquiry form. No distractions. The landing page was tested and refined for conversion rate optimisation. Ad copy was written around the exact keywords Perth residents search for when they need an electrician right now.

Phase 7 - Targeted Social Media Campaigns

We ran focused social media ad campaigns specifically targeting EV charger installation — and they delivered strong results. Perth is seeing growing demand for home EV charging as more residents switch to electric vehicles, and we positioned Willex right in front of that audience. The campaigns generated real enquiries from homeowners looking to install a charger at their property. It was a well-timed push into a service area with high demand and relatively low competition at the time. The results validated social as a genuine lead channel for Willex, not just a brand visibility tool.
What Made the Difference

The specific tactics that moved the needle

A lot of the work was methodical and unglamorous. These are the things that compounded into real results over six months.

 
Entity-focused SEO: We treated Willex Electrical as an entity, not just a keyword target. We made sure Google understood the business — its services, service area (Joondalup, Fremantle, Rockingham, Midland, Armadale and all Perth metro suburbs), its credentials, its owner, and its relationship to the broader electrical industry in Western Australia.
 
EEAT implementation: Every page on the site now demonstrates Experience, Expertise, Authoritativeness, and Trustworthiness. This is not a buzzword checklist — it shapes how content is written, what proof is included, and how the business is presented as a whole.
 
NLP-aligned content writing: Content was written the way people actually speak and search. We avoided keyword stuffing. Every service page reads naturally while covering semantically related terms.
 
Local SEO and suburb targeting: Perth has dozens of suburbs, each with its own search demand. We created suburb-relevant content and landing pages targeting areas like Subiaco, Cottesloe, Scarborough, Balcatta, Osborne Park, and the broader Swan Valley region where Willex operates.
 
Google Business Profile management: The GBP was fully optimised — correct categories, service descriptions, opening hours, photo uploads, and a steady flow of genuine customer reviews. A strong GBP is often what separates businesses that appear in the local pack from those that do not.
 
Voice search optimisation: We structured FAQ content in natural question-answer format. People asking their phone “who is the best electrician near me in Perth” or “how much does EV charger installation cost in Perth” now have a much better chance of hearing Willex as the answer.
 
Conversion rate optimisation throughout: Every page, every ad, every landing page was built to turn a visitor into a customer. CRO was not an afterthought. It was baked into the design, the copy, the form structure, and the call-to-action placement from the beginning.

Results

Where Willex stands today

The first signs of ranking improvement started appearing at the three-month mark. By month six, the transformation was clear.

Page 1

Rankings for core keywords.

AI Visible

Willex now appears in Gemini and Google AI Overviews.

4× Growth

Organic website traffic compared to baseline at the time of the first audit

↑ Reviews

Strong Google Business Profile with genuine five-star reviews.

30+ KW

Keywords ranking on page one and two of Google

Leads ↑

Consistent inbound enquiries from both organic search and Meta Ads.

Key Takeaways

What this project proved

 
Technical issues are the first thing to fix. A geo-blocked website and plugin bloat were silently killing everything. No amount of content or links would have helped until the foundation was clean.
 
SEO in 2025 is about trust, not tricks. Google rewards businesses that look legitimate and helpful. Every piece of work we did — reviews, case studies, EEAT content, structured data — was about making Willex look like the real, reliable business it actually is.
 
AI search is already here. Generative engine optimisation is not optional anymore. Willex now appearing in Gemini and AI Overviews is meaningful, real traffic with zero ad spend behind it.
 
Local SEO and entity SEO are the same thing for a trades business. When you teach Google what your business is, where it operates, and who it serves — rankings follow naturally.
 
Organic and paid work better together. Google Ads gave Willex immediate leads while the organic strategy built long-term equity. They served different purposes and both delivered.

Services Delivered

What this engagement covered

WordPress Website Redesign Technical SEO On-Page SEO Local SEO Perth Entity SEO Google Business Profile Optimisation Content Marketing Blog Writing Case Study Publishing Generative Engine Optimisation Voice Search Optimisation Conversion Rate Optimisation Google Ads Search Campaigns Landing Page Design Social Media Management Citation Building Core Web Vitals Optimisation EEAT Implementation NLP Content Strategy Schema Markup Internal Linking Architecture

The full plan was put together by Jerin John and his team as part of our SEO services in Australia — covering everything from technical fixes to content and paid campaigns.