About the Client
Hammer & Shine is a professional structural landscaping company that specialises in retaining walls and large-scale fencing projects throughout Moreton Bay and Brisbane. They’re known for unmatched quality, expert advice, and industry-leading communication.
The Brief
After creating their own website initially, Hammer & Shine were keen to update the design and add to the content. So, they contacted me via my other business, The Digital Brew.
Their goals included standing out from the competition, showcasing their professionalism, increasing their qualified leads from Google, and promoting their services (which had recently changed).
The Work
My role for this project focused on SEO strategy, brand voice, and copywriting. I started the project with local keyword research because I knew that this would influence the direction of the site — particularly the services pages.
After discussing the options with the client, we opted to create one main services page that would talk about their overall expertise in structural landscaping, and two subpages for the services they most wanted to focus on (with the potential to add more down the track). My focus for these pages was clearly outlining the company’s capabilities and how their services work.
In addition to the services pages, I wrote copy for the Home Page, and About Page, with microcopy for the Contact page and Quote Form. Because it was important to build trust I incorporated testimonials wherever possible, and put a lot of focus on telling the brand’s story.
Once the copy drafts were completed, Stew (my husband and web designer at The Digital Brew) created the design mockups for client approval before developing the site(s) in WordPress and bringing all the functions to life. The design took cues from the existing logo with its golden hued gradient, balancing this with a dark background and white fonts. He also incorporated Hammer & Shine’s photos throughout the site to visually showcase their capabilities.
