Case study
Laser Landscapes and Excavation
From a two person start-up to an eight person civil contractor, with $2 million of work through the website.
Web DesignSEOLandscaping and civil, Blue Mountains and Penrith
Results at a glance
Three years, one website, $2 million of work
It started with two people and a new business
Andrew Vasiliev came to us in July 2023. Laser Landscapes and Excavation was brand new, the team was Andrew plus one, and the work was residential landscaping in the Blue Mountains. Word of mouth had got the business started, and Andrew had already worked out it was not going to be enough on its own.
A new trade business has a specific problem. You are competing against companies that have been around for years, and the first place most people check is your website. If it looks like a start-up, you get treated like one.
So the brief was simple. Build a website that makes a new business look established, gets found on Google for landscaping in the Blue Mountains, and turns visitors into enquiries.
We built a WordPress site with a home page, an about page and dedicated pages for landscaping, retaining walls, decks, concreting and paving, each written for the Blue Mountains. Search engine optimisation was built in from the start, as it is on every site we build, so the pages were structured and written to rank from day one.
There was no retainer at that stage. Andrew had a website, we hosted and looked after it, and the enquiries started coming in.
The approach
The website grew as the business grew
This is the part most case studies leave out. A website built for a two person landscaping business is not the right website for an eight person civil contractor, and Andrew’s business changed a lot in three years.
As residential work came in through the site, Andrew started winning larger jobs, including sandstone walls for councils, commercial car parks and park upgrades. The website needed to catch up, so we changed it in stages rather than starting again.
The home page leads with landscape, civil, excavation and concrete, and the quote form asks whether the job is residential or commercial so the right enquiries land in the right place.
The about page puts Andrew front and centre, which is what a council or a homeowner is looking for before they hand over a job.
Project spotlights with the real scope and location, so a council can see the standard of work before the first phone call.
The Insights section answers the questions homeowners and councils actually ask, and it is what the monthly SEO work builds on.The site launched with ten pages. It now has more than 50 pages and articles, and every one of them is there for a reason.
The results
$2 million of work from one website
The number that matters most is the one Andrew tracks himself. Since the website launched, it has generated $2 million of work for Laser Landscapes and Excavation, across residential, commercial and civil jobs.
Over the same period, Andrew has invested $38,000 with us in total. That covers the original build, every page added since, the SEO retainer, hosting and maintenance. It works out to about $1,000 a month over three years.
| Measure | Figure |
|---|---|
| Total invested with JS Website Design, July 2023 to September 2026 | $38,000 |
| Work generated through the website | $2,000,000 |
| Return for every $1 invested | $52.63 |
| Return on investment | 5,163% |
Across the 268 website enquiries received in that time, the all-in cost works out to about $142 per enquiry, including the website itself.
Enquiries kept climbing every year
These are enquiry form submissions recorded on the website. Phone calls straight to Andrew are not counted, so the real number is higher.
Website enquiries per month
Average enquiry form submissions per month, by year. Higher is better.
| Year | Website enquiries | Average per month |
|---|---|---|
| 2023, launch year, from June | 14 | 2.3 |
| 2024 | 34 | 2.8 |
| 2025 | 99 | 8.3 |
| 2026, January to August | 121 | 15.1 |
The step change came once ongoing SEO started. In the twelve months before the retainer, the site averaged 3.6 enquiries a month. In the sixteen months since, it has averaged 12.6, which is three and a half times as many. Comparing the last twelve months with the twelve before them, enquiries went from 59 to 172, an increase of 192%.
Enquiry figures are Elementor form submissions on laserlandscapes.com.au from June 2023 to August 2026, from all traffic sources. Paid social advertising has run on the site since mid-2025, so some of these enquiries will have come from that rather than search.
The Google Business Profile followed
Laser Landscapes now has 54 Google reviews at an average of 4.9 stars. Profile views on Google Search and Maps are up 39% year on year for March to August, and clicks through to the website from the profile are up 22%.
Search visibility
More of the right people finding the site on Google
Laser Landscapes has also run paid social advertising since mid-2025. The figures below are organic search only, so they are not affected by that spend.
| Twelve months to August | Organic search visits |
|---|---|
| 2024, the first year | 513 |
| 2025 | 1,135 |
| 2026 | 2,558 |
Organic search visits are up 125% year on year and five times what they were in the site’s first year. In Search Console, comparing June to August 2026 with the same three months in 2025, clicks from Google are up 56%, and the site’s average position across everything it ranks for moved from around 35 to around 17.
Page one for the searches that win work
The number of searches Laser Landscapes ranks on page one for went from 142 to 336 in twelve months, an increase of 137%. The number in the top three went from 58 to 92.
Here is where the searches that matter most sat in mid-2025, and where they sit now. A lower number is a higher position on the page.
| Search term | Mid-2025 | Now |
|---|---|---|
| landscapers penrith | 28 | 6 |
| landscaping penrith | 22 | 7 |
| penrith landscaping | 32 | 6 |
| landscapers blue mountains | 13 | 6 |
| landscaping blue mountains | 14 | 8 |
| landscape design blue mountains | 38 | 8 |
| landscaping katoomba | 50 | 6 |
| paving penrith | 12 | 5 |
| sandstone block retaining wall | 69 | 11 |
| retaining walls blue mountains | 1 | 2 |
Positions are Google Search Console averages for June to August 2025 and June to August 2026, rounded to the nearest whole number.
The Penrith terms are the ones to notice. Two years ago the site was built entirely around the Blue Mountains. Penrith and the Nepean are now a core market, and the site ranks on page one for it.
In Andrew’s words
What Andrew says
Google review"They’ve now built two websites for me, and both have delivered an exuberant return on investment, far exceeding my expectations."
Andrew on what the website has done for the business, in his own words.
Google review"Jordan and Simone from JS Website Design have been fantastic to work with. They’re local to Penrith, professional, and really understand what drives results online. They’ve now built two websites for me, and both have delivered an exuberant return on investment, far exceeding my expectations. I highly recommend them to anyone looking for a reliable, talented, and results-focused web design team."
Five star Google review from Laser Landscapes and Excavation Pty Ltd. Reproduced word for word.Why it worked
What made the difference
Three things, and none of them are complicated.
The $2 million of work and the team growing from two to eight are Andrew’s own numbers. Everything else on this page comes from Search Console, Google Analytics, the Google Business Profile and the website’s own enquiry records.
Next step
Is your website doing this for you?
If your business has grown and your website has not, you are probably being judged on a site that no longer describes what you do.
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