{"id":232,"date":"2026-10-11T07:31:49","date_gmt":"2026-10-11T07:31:49","guid":{"rendered":"http:\/\/adminlo"},"modified":"2026-10-11T07:31:49","modified_gmt":"2026-10-11T07:31:49","slug":"cj-riley-joinery","status":"publish","type":"case-studie","link":"https:\/\/impact.coding-mode.com\/index.php\/case-studie\/cj-riley-joinery\/","title":{"rendered":"Transforming CJ Riley Joinery\u2019s 40-Year-Old Website into a High-Performing Lead Generation Platform"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">Client Overview<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">CJ Riley Joinery is a trusted Melbourne-based joinery company with decades of experience in crafting high-quality timber windows, doors, and custom joinery solutions. With a strong reputation built over the years, the business needed a digital presence that reflected its craftsmanship, professionalism, and long-standing credibility.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">However, their website had not evolved with the business.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The existing website was over 40 years old in structure and approach\u2014outdated in design, difficult to navigate, lacking security, and not optimised for modern search engines. It was failing to attract new customers and did not represent the true quality of the business.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That\u2019s where we stepped in.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"http:\/\/impactmediaoz.com.au\/wp-content\/uploads\/2026\/03\/CJ-Riley-Joinery-website.webp\" alt=\"\" class=\"wp-image-1217\"\/><\/figure>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h1 class=\"wp-block-heading\">The Challenge<\/h1>\n\n\n\n<p class=\"wp-block-paragraph\">CJ Riley Joinery\u2019s old website faced several major issues:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Outdated and visually unappealing design<\/li>\n\n\n\n<li>Poor user experience and difficult navigation<\/li>\n\n\n\n<li>Lack of mobile responsiveness<\/li>\n\n\n\n<li>Security vulnerabilities and outdated infrastructure<\/li>\n\n\n\n<li>Weak search engine visibility<\/li>\n\n\n\n<li>No strategic SEO foundation<\/li>\n\n\n\n<li>Poor lead generation performance<\/li>\n\n\n\n<li>Content that was not aligned with customer search intent<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">The business needed more than just a redesign\u2014it required a complete digital transformation.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h1 class=\"wp-block-heading\">Our Step-by-Step Approach<\/h1>\n\n\n\n<h2 class=\"wp-block-heading\">Step 1: Understanding the Client\u2019s Business Goals<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Before starting the redesign, we took time to understand the business from the ground up.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We worked closely with Colin, the owner of CJ Riley Joinery, to identify:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Core services and highest-value offerings<\/li>\n\n\n\n<li>Target audience across Melbourne<\/li>\n\n\n\n<li>Customer pain points and buying behaviour<\/li>\n\n\n\n<li>Competitive advantages of the business<\/li>\n\n\n\n<li>Long-term business goals<\/li>\n\n\n\n<li>Preferred visual style and brand direction<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">This discovery phase helped us ensure the new website would not just look better\u2014but perform better.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Step 2: Planning the Website Structure &amp; User Journey<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Once we understood the business requirements, we drafted a strategic website layout focused on:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Clear service segmentation<\/li>\n\n\n\n<li>Better user flow<\/li>\n\n\n\n<li>Stronger call-to-actions<\/li>\n\n\n\n<li>Higher lead conversion opportunities<\/li>\n\n\n\n<li>Improved navigation across all devices<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">The goal was to create a professional website that builds trust immediately and guides visitors toward making enquiries.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We designed the structure around how customers actually search for joinery services in Melbourne.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Step 3: Modern Website Redesign with Brand-Aligned Visuals<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">We completely redesigned the website with a fresh, modern, and professional look.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This included:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Clean and elegant layout design<\/li>\n\n\n\n<li>Mobile-first responsive development<\/li>\n\n\n\n<li>Fast-loading pages<\/li>\n\n\n\n<li>Improved service pages<\/li>\n\n\n\n<li>Modern trust-building visuals<\/li>\n\n\n\n<li>Strategic placement of enquiry forms<\/li>\n\n\n\n<li>Strong CTA sections throughout the website<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">We also carefully selected and combined colours based on Colin\u2019s preferences to ensure the new design reflected both the brand identity and the premium craftsmanship of CJ Riley Joinery.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The result was a website that looked trustworthy, professional, and built for conversion.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Step 4: SEO-Friendly Content Creation<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A beautiful website alone does not generate leads.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We developed SEO-friendly content tailored specifically to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Timber joinery services<\/li>\n\n\n\n<li>Door joinery<\/li>\n\n\n\n<li>Window joinery<\/li>\n\n\n\n<li>Custom timber solutions<\/li>\n\n\n\n<li>Melbourne local search intent<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Our content strategy focused on:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Relevance to customer search behaviour<\/li>\n\n\n\n<li>Service-specific landing pages<\/li>\n\n\n\n<li>Location-based optimisation<\/li>\n\n\n\n<li>Clear messaging for conversion<\/li>\n\n\n\n<li>Strong keyword targeting without overstuffing<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Every page was written to serve both users and search engines.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h1 class=\"wp-block-heading\">SEO Strategy Implementation<\/h1>\n\n\n\n<p class=\"wp-block-paragraph\">After the website launch, we moved into the full SEO growth phase.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Our goal was simple:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To help CJ Riley Joinery reach the maximum number of potential customers across Melbourne searching for a trustworthy joinery company.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/server1.swifthost.in\/wp-content\/uploads\/2026\/03\/CJ-Riley-Joinery-search-console-report-on-how-clicks-improved.webp\" alt=\"\" class=\"wp-image-2129\"\/><\/figure>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Step 5: Complete On-Page SEO Optimisation<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">We implemented all critical On-Page SEO elements, including:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Keyword research and keyword mapping<\/li>\n\n\n\n<li>SEO-friendly page titles<\/li>\n\n\n\n<li>Optimised meta descriptions<\/li>\n\n\n\n<li>Header tag optimisation (H1, H2, H3)<\/li>\n\n\n\n<li>URL structure improvements<\/li>\n\n\n\n<li>Internal linking strategy<\/li>\n\n\n\n<li>Image alt tags optimisation<\/li>\n\n\n\n<li>Image compression for speed<\/li>\n\n\n\n<li>Schema markup implementation<\/li>\n\n\n\n<li>Content optimisation for search intent<\/li>\n\n\n\n<li>Local SEO optimisation<\/li>\n\n\n\n<li>Google Business Profile alignment<\/li>\n\n\n\n<li>NAP consistency (Name, Address, Phone)<\/li>\n\n\n\n<li>Conversion-focused call-to-actions<\/li>\n\n\n\n<li>FAQ optimisation<\/li>\n\n\n\n<li>Location-specific landing page enhancements<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">This created a strong SEO foundation for long-term growth.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Step 6: Technical SEO Fixes<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Technical SEO was essential because the old website had serious structural weaknesses.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We fixed:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Site speed issues<\/li>\n\n\n\n<li>Mobile usability problems<\/li>\n\n\n\n<li>Crawlability and indexing errors<\/li>\n\n\n\n<li>XML sitemap optimisation<\/li>\n\n\n\n<li>Robots.txt improvements<\/li>\n\n\n\n<li>Broken links and redirects<\/li>\n\n\n\n<li>HTTPS security implementation<\/li>\n\n\n\n<li>Core Web Vitals improvements<\/li>\n\n\n\n<li>Canonical tag issues<\/li>\n\n\n\n<li>Duplicate content risks<\/li>\n\n\n\n<li>Structured data validation<\/li>\n\n\n\n<li>Server and hosting performance optimisation<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">This significantly improved website health and search engine trust.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Step 7: High-Authority Link Building<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">To strengthen domain authority and improve rankings faster, we focused on high-authority link building.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Our strategy included:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Industry-relevant backlinks<\/li>\n\n\n\n<li>Local citation building<\/li>\n\n\n\n<li>High-quality business directory submissions<\/li>\n\n\n\n<li>Niche authority placements<\/li>\n\n\n\n<li>Local Melbourne business mentions<\/li>\n\n\n\n<li>Contextual backlinks from relevant websites<\/li>\n\n\n\n<li>Trust-building external signals<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">This helped improve Google\u2019s confidence in the website and accelerated ranking improvements.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h1 class=\"wp-block-heading\">The Results<\/h1>\n\n\n\n<p class=\"wp-block-paragraph\">Finally, CJ Riley Joinery ranked on the 1st page of Google for highly valuable commercial keywords such as:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Door Joinery Melbourne<\/li>\n\n\n\n<li>Timber Joinery in Melbourne<\/li>\n\n\n\n<li>Window Joinery Melbourne<\/li>\n\n\n\n<li>Custom Timber Windows Melbourne<\/li>\n\n\n\n<li>Heritage Timber Doors Melbourne<\/li>\n\n\n\n<li>Bespoke Joinery Melbourne<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">\u2026and many more.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The business now benefits from:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Increased organic traffic<\/li>\n\n\n\n<li>Higher-quality enquiries<\/li>\n\n\n\n<li>Stronger local visibility<\/li>\n\n\n\n<li>Improved lead generation<\/li>\n\n\n\n<li>Greater trust and authority online<\/li>\n\n\n\n<li>A future-proof digital presence<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Most importantly, the website now works as a true business asset\u2014not just an online brochure.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/server1.swifthost.in\/wp-content\/uploads\/2026\/03\/CJ-Riley-Joinery-ranking-on-the-1st-page-of-Google.webp\" alt=\"\" class=\"wp-image-2131\"\/><\/figure>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h1 class=\"wp-block-heading\">Final Outcome<\/h1>\n\n\n\n<p class=\"wp-block-paragraph\">This project was not just a website redesign.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It was a full digital growth strategy built around trust, visibility, and long-term lead generation.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">By combining strategic website design, SEO-focused content, technical optimisation, and authority-building SEO, CJ Riley Joinery now has a digital presence that reflects the quality of its craftsmanship and supports continued business growth.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">From an outdated, insecure website to a first-page Google performer\u2014this transformation delivered measurable business results.<\/p>\n","protected":false},"featured_media":231,"parent":0,"template":"","meta":{"_acf_changed":true},"catagorie":[25],"class_list":["post-232","case-studie","type-case-studie","status-publish","has-post-thumbnail","hentry","catagorie-services"],"acf":[],"_links":{"self":[{"href":"https:\/\/impact.coding-mode.com\/index.php\/wp-json\/wp\/v2\/case-studie\/232","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/impact.coding-mode.com\/index.php\/wp-json\/wp\/v2\/case-studie"}],"about":[{"href":"https:\/\/impact.coding-mode.com\/index.php\/wp-json\/wp\/v2\/types\/case-studie"}],"wp:attachment":[{"href":"https:\/\/impact.coding-mode.com\/index.php\/wp-json\/wp\/v2\/media?parent=232"}],"wp:term":[{"taxonomy":"catagorie","embeddable":true,"href":"https:\/\/impact.coding-mode.com\/index.php\/wp-json\/wp\/v2\/catagorie?post=232"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}