I work Australia-wide, and I only write city pages for cities I actually work in.

Adelaide

My home market, and the one where a small business can still realistically own a category. Lower search volumes than the eastern capitals, and lower competition to match.

Proof: 7 live Adelaide client sites plus 5 written case studies, all clickable.

Melbourne

The most contested web-design market in the country. The capital-city head terms are effectively closed, which is exactly why a small business should not be chasing them.

Proof: Soft Cool (commercial refrigeration) and a Melbourne case study.

Sydney

Really a set of regional markets that behave like separate cities in search. A narrow, high-value service term here can be worth more than a broad term anywhere else.

Proof: Underpinning Sydney reached top 3 for its primary keyword in the hardest market in Australia.

Brisbane

Geographically dispersed across a very large council area, so suburb-level targeting matters more here than a single city term ever will.

Proof: Beyond Clean Living, serving Gaythorne, Enoggera and Mitchelton.

Sunshine Coast

A string of distinct towns rather than one city. People search Caloundra, Maroochydore, Mooloolaba or Noosa, and almost never the region.

Proof: Lucky Duck Mowing in Caloundra, with the first enquiry email published.

Miller's Plumbing Services

A licensed plumber and gas fitter working across the Adelaide Hills, where the searches split between emergency callouts, hot water and bathroom renovation plumbing. The site is built so each of those has somewhere to land.

Yardner

Landscaping is a considered purchase, so the site carries the design work at full width and puts the enquiry form where someone lands after looking at it, not three clicks later.

Lucky Duck Mowing

Rowan's previous site brought in nothing. The rebuild leads with the suburb and the service in the title tag, and the first quote request arrived the same day it went live.

SmartChoice SA

Domestic, office, end of lease, school and commercial cleaning are 5 different searches with 5 different buyers. Each one has its own page rather than a single services list.

Beyond Clean Living

A genuinely differentiated cleaning business (fragrance-free, chemical-free, founded by a naturopath) in a category where everyone else says the same thing. The site leads with the difference and the suburbs, not with the word cleaning.

Advanced Behaviour Support Services

A registered NDIS provider covering 4 regions. The registration number, the region list and the AASW membership sit where a support coordinator checking credentials will actually find them.

Babyskin Aesthetic Clinic

Pico laser, RF microneedling, laser hair removal, PRP and cosmetic tattooing are 5 separate searches, not one. The title tag leads with the category and the location rather than the business name, and the site had no way to take a booking before the rebuild.

Shakin Entertainment

Jacob's previous site had no organic traffic at all. The rebuild puts the 4 event types people actually search for into the title tag, and the first booking enquiry came through the Monday after launch.

JLM Studios

15 years of work and an award-winning cinematographer, on a site that previously said none of it above the fold. The credentials now sit in the first screen and in the meta description.

The Consultory Hub

A local search term and a national one in the same title tag, because the business genuinely serves both and there is no reason to pick one.

Luke Jones Architects

A specialist practice behind major Australian equestrian institutions. The work is the argument here, so the site is built to carry photography at scale without slowing down.

Amina Eastham-Hillier

A health practitioner in a space where credentials matter more than design. Qualifications, publications and scope sit up front, and the booking path is 1 click from anywhere on the site.

Technical Ceramics Australia

An Australian manufacturer established in 1996, selling into aerospace, defence and mining. Buyers search by material, so alumina, silicon carbide, zirconia and the nitrides each get their own page.

Allmat Plumbing

A licensed plumber and gas fitter with 20 years on the tools, which the site now puts in the first screen. Emergency plumbing, blocked drains, hot water and pipe relining each get their own page rather than a line in a list.

Kris Electrical Services

A facilities manager and a homeowner with a dead power point are different buyers, so the title names all 3 markets and the homepage leads with commercial and industrial work.

Target Antennas

The title leads with the service and the city and puts same-day repairs where Google shows it first, which is exactly what someone looking at a blank TV is searching for.

Trusted Mechanical

A diesel specialist whose old site read like a general workshop. The title now leads with diesel and the suburb, because diesel owners search for diesel.

Web Wealth Management

A boutique mortgage broker with offices in Putney and Miranda. The title names both, and the credit licence number sits in the first screen as text, because a borrower about to hand over their finances checks exactly that.

Heemskirk Motor Hotel

Travellers search by town, so the title names Zeehan and Tasmania, and the page leads with the rooms and the West Coast rather than a welcome paragraph.