Website SEO for small business

Small Business Website Development and SEO.

We helped Scope Security, an independent locksmith, update their website. It is another example where we mix our expertise in marketing, brand development and website design. The changes we made lead to a major increase in exposure for this business who had just 69 website visitors in the previous 6 months.

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Tom and Tony merged their independant locksmith businesses to form a new company called Scope Security. Their aim is to expand their range of services and grow their business together. Their initial request was to help with Google Ads placement, although after a deeper review of their current marketing efforts we recommended a more thorough approach to take before money was spent on advertising. 

With a limited budget, the brief was to work with what was already in place to deliver improvements where possible, with a focus on the website & getting their old Google My Business listing active again.


"My business partner and I hired Paul to help set up and build the brand of our new company 12 weeks ago. Since day one we felt we had a huge amount of support, guidance and an I.T guru in the team.

Paul's extensive knowledge about business marketing, advertising, social media platforms and website development is outstanding. His determination to see us reach our goals is most appreciated.

Thanks for being a part of our team and we will be sure to call on you again."

Tom Russo, Co-Director of Scope Security Pty Ltd.

Our website development

Scope Security Website Update for small business by La Lente Photography

Scope Security’s initial marketing efforts included a website built through freelance website Fiverr that;

  • The business owners couldn’t make their own changes to the site.
  • Elements that assist with delivering strong seo results were missing like correct page headings, titles or descriptions.
  • Each page of the site was created literally from what the owners of Scope provided. There was no interpretation or assessment if those requests related to consumer search behaviour for their category.
  • The site wasn’t set up to be tracked or have data performance reporting.
Like many small business owners, Scope chose to pay as little as possible to have a website thinking that it would be found by thousands of people and help promote their business. It is important to understand that placing a site on the internet will not guarantee traffic and new Customers.


We identified there were over 1,000 competing locksmith services in Sydney and Scope’s current website wasn’t even appearing in the top 100 search results for any query related to their business. Even if they did manage to have someone visit their website, there wasn’t enough information to convert them to potential leads.


The website freelancer on Fiverr had technically fulfilled their brief which was ‘Create a website for us’ but no other work was done to make it relevant, credible or set up to deliver search traffic results. We presented our findings to Scope Security and a list of suggestions to improve their brand positioning to increase customer aquisition and retention. 


Our contracted period was March, April & May in 2019 to redevelop their marketing execution with the bulk of work being spent on updating their website.  These are the key areas we worked on & their profiles below

  • Industry keyword research and consumer insight analysis.
  • Website development
  • Transition to WordPress CMS to aid local management.
  • Review of previous company websites that were still live.
  • Removal of toxic backlinks set up to create 'fake' traffic.
  • Brand story and unique selling proposition development.
  • Facebook and LInkedIn social media profile updates.
  • Restoration of their Google My Business listing.
  • Google My Business optimisation.
  • Service Seeking quote template set ups.
  • Google Analytics, Search Console & Bing directory listing set ups.
  • Set up of shared calendar across IOS, Android & Windows for job tracking.
  • Set up of review links and methodology for collecting new reviews.
  • Basic staff and service photography.

The results we delivered.

Scope Security mobile phone friendly website update for small business by La Lente Photography

From 6 months with just 69 visitors to 110 in 2 weeks.

We delivered immediate results that were all tracked and reported on via Google Analytics, Google Search Console & Google My Business data. Most significantly we managed to resolve a 6 month dispute related to their Google My Business listing to re-enable their profile and online visibility.


Huge improvements were made to not only the volume of visitors to the website, but the number of relevant search terms they began being ranked for. To help reduce long term costs, our website development including a transition from raw bootstrap coding to WordPress CMS to enable local updates without relying on 3rd party contractors. 


The trend was set and the early results and data showing the right changes had been made to put their website performance on the right path for long term gains.


Here are some highlights from our marketing development for this small business;

  • New website search engine optimised content and pages.
  • 48,000 Google Search listing impressions vs 1,000 prev 6 months.
  • An average Google listing position of 43 within 2 weeks.
  • 110 site visits in a few weeks vs just 69 prev 6 months and 2+ minutes per session.
  • Over 2,200 page views with newly created pages over 30% of volume.
  • Google My Business listing approval, over 1,100 impressions .
  • New FAQ and Special Offer pages on 1st page of Google searches.
  • Major improvement in relevant search queries for locksmith related terms.
  • Bounce rate reduced from over 40% to below 2%
  • New brand and service photography used on all digital platforms.
  • Revised Service Seeking quote templates to better promote the brand.
  • Refreshed Facebook and LinkedIn profile set ups.
  • Creation of photo repository for all jobs completed.
  • Job booking calendar set up synchronised across devices.

Our recommendations.

While it is always easy to highlight the great marketing achievments delivered we also make sure we provide recommendations for our clients to follow after our contract is completed. For Scope Security we had suggested they focus on the following areas;

  • Use short bursts of Google Ads in the local area.
  • Capture and share before and after photos from each job.
  • Reach out to all previous Customers requesting reviews.
  • Present all offers as Inc-GST pricing to make it easier for Consumers.
  • Create a guarantee for all work done to help provide peace of mind.
  • Share content across all platforms especially Google My Business.
  • Establish a lead conversion tracking process.
  • Review Customer database to identify regular vs new clients.

Reviews of our marketing work

Here are some reviews of our marketing services that have been written by people we have worked closely with.

I engaged Paul to help tighten up my website. He was quick and gave good advice on where I could improve my sites language to be better found and more accessible.

Adam Beaumont
Director - With Purpose Consulting

I engaged Paul to provide marketing inputs to help our brand generate more leads. In a very short time he uncovered a number of marketing execution gaps, especially with our digital marketing. What impressed us was his ability to very quickly grasp lots of technical information and deliver a marketing audit that gave us a framework of practical steps across our sales & marketing teams to improve our results. 12 months on and Paul’s mix of website and seo development has seen the brand enjoy record visitor numbers, our highest ever organic search volumes & a constant flow of quality, Australian leads. His common sense, data driven approach to marketing has given us results that previous (very costly) agencies failed to deliver.

Michael Larobina
Chief Executive Officer - Realserve

“I’ve just navigated the website and gotta say I’m really blown away….looks Modern…jumps out at you and is so consumer informative…not to mention all the examples of work and case studies. Kudos to you for a mammoth effort.

We engaged Paul D’Ambra to revitalise our tired old website. Paul worked with our team diligently ensuring he educated himself on all aspects of our business and then went to work on creating an amazing website – Fresh – Interactive and Consumer informative.

I’m amazed at his professional work ethic and attention to detail.

Blown away by the end result and very grateful.”

Tony Hrvatin
Director - Genesis Retail Displays

“Contacted Paul after getting pushed around the ringer with other companies, straight from the start he told me what i needed to do to improve my company and gave me a detailed quote explaining this. very! very! happy with my new website and look forward to working with you further to develop my marketing strategies.”

Dylan Doncevski
Director of Passion Built

“Paul, thank you so much for the on-line marketing audit. Volumes of insight and practical examples of what needs to be done. Paul provides value well beyond expectations. We now have The Playbook!”

Andrew Mansfield
Director Genesis Retail Displays

“I feel like you have gone above and beyond what we were expecting. Really appreciate your efforts, also as an engineer loved the science backed nature of the whole process as well.

When above and beyond to ensure we got the best possible service. Paul also has great technical insights into the backend of SEO which really helped us to boost our profile.”

Shem Richards
Founder - Goldilocks Suit Pty Ltd

“Paul did a full website overhaul for us….in 10 days! Not only was he able to hit this timeline but he produced a very rich site. Our website gives our customers confidence, attracts far more prospective customers and provides a space that lives up to our mission. Impressive work Paul!

The process has been detailed, which has resulted in a very impressive site. The depth of the website is the key positive feedback from a lot of people who I’ve already shared it with.”

Jamin Richards
Director - Goldilocks Pty Ltd

“Paul at La Lente has recently been helping us with some backend website audits and it’s been a huge help to the company. Paul peels back the layers of secrecy around the backend of websites and tells you what works and what doesn’t – simple! So much easier and yet, his work is detailed and we’re already seeing the benefits. Would recommend Paul to anyone who’s not sure if they’re website is working at its optimum!”

Social Media Manager, Ozone Clinic

“The audit is like nothing I have ever seen before! Can’t wait to get through all of the points and dominate online with your help!”

James Becerra
Director - Switch Health Group