$92k to $230k monthly revenue in 7 months.
What we did was look at where the money is left on the table and implement the fundamentals to get in front of people in inner west Sydney searching for a trusted local electrician.
Key Metrics:
- 140%
Growth in revenue
- 5.6x
Return on ad spend
- Top 10
Ranking for targeted search terms
At a Glance
Client Overview
Impulse Electrical Enterprise is a licensed electrical contractor based in Strathfield, servicing homeowners, businesses, and real estate agents across Sydney's Inner West, from Balmain and Rozelle to Burwood and Five Dock. With 24/7 emergency call-outs, 5,900+ completed jobs, and 400+ five-star Google reviews, the business has built a strong reputation.
What they lacked was a website that converted browsing visitors into calls and inquiries. They were also heavily reliant on referrals and that was never going to help them scale. We started running SEO (both local + website), Google Ads and Meta Ads campaigns that started delivering consistent inquiries at a predictable cost per lead.
From where I was before to where I am now, it's a day and night difference. For me, it was a no-brainer.
From where I was before to where I am now, it's a day and night difference. For me, it was a no-brainer.Matthew Neil
Director, Impulse Electrical Enterprise
The Challenges
- 01.Hyperlocal competition:
Electrical trades are dominated by local search. Ranking for one suburb wasn't enough — Impulse needed visibility across dozens of individual Inner West suburbs, each with its own search demand.
- 02.Service sprawl, one clear journey:
From switchboard upgrades to EV charger installs to emergency call-outs, the business offers a wide service range. The site needed to organise this without overwhelming visitors or diluting SEO relevance.
- 03.Trust at first glance:
Electrical work happens in people's homes. The site had to establish licensing, insurance, and credibility by featuring client reviews immediately, before a visitor ever picks up the phone.
- 04.Low-friction lead capture:
Homeowners searching in an emergency won't fill out a long form. The quote and contact flow needed to be fast, mobile-first, and frictionless.
Our Approach
Rather than treating the rebuild as a single website project, we approached Impulse Electrical Enterprise's challenge as a local search problem first and a design problem second. We started by mapping every suburb in the Inner West the business actually services, then built the site architecture, content structure, and design around making each of those suburbs a winnable search battle, not just refreshing the homepage and hoping rankings would follow. Every design decision, from page hierarchy to trust signals to the quote flow, was made in service of that local search strategy, not around it.
- 01.Map before we build
Identified every suburb Impulse actually services across the Inner West before touching design or content, so the site structure was built around real local search demand from day one.
- 02.Architecture as strategy
Designed the page hierarchy — hub page → suburb pages → service pages, to target local intent at scale, without duplicating content or competing against itself in search rankings.
- 03.Design in service of conversion
Built the visual design, trust signals, and quote flow around getting a local, high-intent visitor to a booked job as fast as possible, not around aesthetics alone.
- 04.Built for ongoing growth
Chose Webflow and a repeatable page structure so Impulse can expand into new suburbs and services without needing a developer for every update.
What We Built
The rebuild transformed Impulse Electrical Enterprise's website from a static brochure page into a structured local-search asset, purpose-built to capture demand across every suburb the business services.
- 01.A scalable local SEO architecture:
We built a dedicated service-area page structure (Inner West Sydney hub → individual suburb pages for Balmain, Leichhardt, Drummoyne, Five Dock, Burwood, and more), each targeting suburb-specific search intent without duplicating content or cannibalising rankings.
- 02.Service-led information architecture:
Core services, switchboard upgrades, EV charger installation, lighting, appliance installation, hot water servicing, CCTV, were structured into clear, individually indexable pages, each with its own booking path.
- 03.Conversion-focused design:
A prominent "Get Your Quote Now" flow, click-to-call throughout, and trust markers (licence numbers, review counts, jobs completed) placed above the fold reduced the distance between a search and a booked job.
- 04.Interactive tools for high-intent leads:
An EV Charger Installation Cost Estimator gives visitors an instant, personalised starting point, capturing high-intent leads earlier in the decision process than a standard contact form.
The Results
The new site and SEO structure repositioned Impulse Electrical Enterprise as the clear local authority across Sydney's Inner West.
- 01.Broader local reach:
Individual suburb pages mean the business now competes for search visibility in areas it previously had little to no organic presence in.
- 02.Stronger conversion pathway:
Clearer service pages, prominent trust signals, and a fast quote flow reduced friction between finding the business and booking a job.
- 03.A scalable content engine:
The site structure supports ongoing expansion, new suburbs, new services, and blog content can be added without restructuring the site.
- 04.A foundation for compounding SEO growth:
With technical SEO and local-page architecture in place, ongoing content and link-building efforts have a strong base to build on rather than fight against.
Conclusion
This project shows AT Digital's approach to local service businesses, pairing a conversion-ready website with an SEO structure built for how people actually search in their neighbourhood. For Impulse Electrical Enterprise, that meant turning a strong offline reputation into an equally strong digital one, suburb by suburb.
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