Nu-Trend Plumbing: a tradie website rebuild that booked $100,000+ in jobs within weeks
Client location: Hurstville, Sydney NSW
- Over $100,000 in new jobs booked within the first few weeks of launch
- Average time on site up 57%, past 2 minutes per session
- 100+ keywords now ranking, up from effectively none
- 2,000+ Google Business Profile interactions and 160+ conversions
He gave us a brand new website design, new brand profile and even helped with things like how we quote clients, how to invest money and plan the steps to grow our business.
We got results within the first few weeks with phone calls, quote requests and jobs we won that we didn't get last year when we used an agency. The difference has been huge
Best of all he shows us proof of the results and pushes us to get more results."
I built a new website for Nu-Trend, a plumbing and bathroom renovation business, working closely with owner Rick Karagiannis. Rick had already paid an agency to build a site and spent thousands on Google Ads with little to show for it. Rather than lean on the fake discounts and generic differentiation typical of the trade, we built the new site around genuine points of difference.
What was actually wrong with the existing site
Rick had spent over $5,000 on a previous website build and Google Ads, and had no way to independently tell whether any of it was working. The site looked professional to him. The data told a different story.
- No quality leads in 12 months, in Rick’s own words: “It feels like every customer that is calling isn’t the type we are looking to service.” The site had been built around terms like “cheap bathroom renovation,” attracting exactly the wrong kind of enquiry
- Poor readability, text lost against busy backgrounds and low-contrast colour choices across multiple pages
- No sitemap ever submitted to Google
- Missing on-page SEO, despite paying an agency specifically for it, pages lacked proper metadata, titles and structured content
- Inconsistent branding across Instagram, Facebook, Service Seeking, hipages and other directories
- An unoptimised Google Business Profile, critical for a trade business relying on local search
- No real showcase of a decade of work, despite ten years in bathroom renovations, there was almost nothing to demonstrate it
What I actually did
- Migrated the site from Wix to WordPress
- Rebuilt the design and messaging around Nu-Trend’s actual strengths, not price
- Rewrote page titles, metadata and content for genuine SEO performance
- Built a real gallery of completed bathroom renovations
- Ran competitor keyword analysis
- Optimised the Google Business Profile
- Cleaned up and aligned every social and directory profile
- Built quoting templates for lead-generation platforms
- Created genuinely useful content, including a full guide to renovation costs, a “Satisfaction Guarantee” page, and a guide on avoiding plumber sales gimmicks
The results
- Over $100,000 in new jobs booked within the first few weeks, with immediately better lead quality: “The people coming through are really different,” in Rick’s words
- Average time on site up 57%, past two minutes per session
- Bounce rate down 16% compared to the old site
- 100+ keywords and phrases now ranking, against more than 24,000 monthly searches for bathroom renovation identified in the surrounding category
- Average keyword position dropped below 70 overall, with terms like “bathroom renovation cost” moving below position 30
- The new site outperformed 44 weeks of the old site’s results within its first 12 weeks, and by month four had generated more search clicks than the old site achieved in the previous 16 months combined
- 2,000+ Google Business Profile interactions and 160+ conversions via calls and website visits
- Over a three-month project, changes began delivering results before the new site had even fully launched.
What Rick actually said
“Loved working with Paul. Paul is simply a perfectionist and puts in 100 percent to his craft. I don’t like recommending anyone because it always backfires on me but happy to recommend Paul to anyone because I’m extremely confident of his skills and passion towards his craft! He gave us a brand new website design, new brand profile and even helped with things like how we quote clients, how to invest money and plan the steps to grow our business. We got results within the first few weeks with phone calls, quote requests and jobs we won that we didn’t get last year when we used an agency. The difference has been huge. Best of all he shows us proof of the results and pushes us to get more results.”
Rick Karagiannis, Director, Nu-Trend Plumbing and Bathroom Renovations
What every tradie should check on their own website
- Basic reporting: how many visitors a month, which city they’re coming from, and how that compares to previous months
- What people actually search for, not just what an agency promises to rank you for. Ranking first for a low-volume phrase is worth far less than ranking anywhere for a high-volume one
- Whether the Google Business Profile is genuinely optimised, a name and phone number alone isn’t enough to generate local search traffic
If your trade business is relying on an old website or an agency you can’t independently verify, get in touch and I’ll check it the same way.
An update, July 2022 to July 2026
Four years of real data tells a consistent story:
- 102,269 visitors to the site, 79% of it from organic search, a share that’s held steady the entire time, averaging 1 minute 12 seconds per visit, and more than 200,000 page views.
- Since tracking was refined on 30 October 2023, the site has generated 1,386 quote form submissions and over 3,600 visits to the contact page.
- In 2026, organic search is down 45% against that baseline, but the decline sits almost entirely in informational, generic explainer-style content, not the pages actually driving bookings. That’s the same pattern showing up on the Passion Built case study, a second, independent client confirming that AI Overviews are intercepting generic informational answers specifically, while the commercial content behind real enquiries holds up.
- In November 2024, Nu-Trend’s plumbing-related services were deliberately split onto a separate, dedicated website, so the main site could focus purely on bathroom renovations, the same single-topic-authority principle behind narrowing Passion Built’s own scope early on, and the same lesson HubSpot learned the hard way when unrelated content diluted their own topical authority.
- Worth being honest about how that second site has performed since: from launch to the end of July 2026, it’s had just over 9,085 visitors, with no content development added since it was built, and close to 200 visits to the contact page, a conversion rate to the contact page of roughly 2.2%. That’s a real, measurable sign of what a site without ongoing content investment looks like, even one built on a sound structural decision. The foundation is sound. It’s simply been left alone since.
I build every tradie website around real search demand and genuine points of difference, not price gimmicks or fake discounts. If your current site isn’t generating the quality of leads it should, see how I could help.
