Case study
Soldani Projects
Three websites and no leads. The fourth brought in more than $100,000 of work in under five months.
Web DesignVenetian plaster and decorative finishes, Sydney
Results at a glance
A website that finally matches the quality of the work
Beautiful work, and a website that hid it
Soldani Projects is a family owned business led by Alfonso, who was born in southern Italy and trained in Venetian plaster from the age of 17. His Venetian plaster, microcement, limewash and decorative finishes go into homes and commercial spaces across Sydney and regional NSW, and his work has been featured in Belle and Vogue Living.
None of that came through online. Alfonso and Teresa had been through three websites before they came to us in January 2026. The most recent had been live for two years, and in that time it did not bring in a single lead. The two before it had not either.
The old site looked tidy enough, but it did not feel like the business. The main hero image on the home page was a stock photo rather than one of Alfonso’s own finishes. The magazine features were nowhere to be seen, and nothing told a designer, builder or homeowner why they should choose Soldani over any other painter.
For a business selling a premium, hand-applied finish, that is a real problem. People want to see the work before they pick up the phone, and they judge the quality of the work by the quality of the website.
The approach
Put Alfonso's craftsmanship front and centre
Soldani Projects signed on in February 2026 and the new website went live at the end of April. The brief was to make the website look and feel as premium as the finishes, and to make it easy for the right people to take the next step.
The old home page, led by a stock image.
The new home page, with the Vogue Living and Belle features and a free quote button in the first screen.
The old about page, with a photo of a commercial building.
The new about page introduces Alfonso and his Italian training.From generic to specialist. The old about page opened on a photo of a commercial building and described Soldani as painting and decorating specialists. The new site leads with Venetian plaster and microcement, Alfonso’s Italian training and his magazine features, which is what sets Soldani apart.
What we built
Every section of the new site has one job: show the quality of Alfonso’s work and give the right client a reason to get in touch.
Alfonso is the brand. His Italian training, the magazine features and the architects and designers he works with are introduced on the home page, so visitors know who they will be dealing with.
Venetian plaster and microcement lead, with limewash, French wash, painting and hand painted joinery beside them, each linking to its own page.
The Vogue Living and Belle features, the Soldani standard and the Porter’s and Dulux accreditations build trust before the first call.The results
More than $100,000 of work in under five months
The number that matters most is the one Alfonso and Teresa track themselves. Since the new website launched at the end of April 2026, the leads it has brought in have turned into more than $100,000 of work, won and invoiced.
That return came from a single website project. Soldani Projects has no ongoing SEO with us. The search foundations we build into every website did the work on their own.
| Work won and invoiced from website leads, May to mid-September 2026 | $100,000+ |
| Return for every $1 invested in the website | $14+ |
| Return on investment | 1,300%+ |
| Genuine website enquiries, end of April to 18 September 2026 | 14 |
Return figures use the full cost of the website project, including the online shop, measured against $100,000 of work. The work total is more than $100,000, so the true return is higher still.
From no leads to a steady flow
Website enquiries
Genuine enquiries through the website. Higher is better.
Lead counts for the earlier websites are Alfonso and Teresa’s own. The 14 on the new site are real enquiries from the website’s own form records, after removing test entries, a duplicate and a job application. Phone calls from the site are not counted, so the true number is higher.
The enquiries are the kind Soldani wants. They include an interior designer, an architecture practice working on heritage buildings and a commercial salon fit-out, from suburbs such as Mosman, Surry Hills, Freshwater, Greenwich and Crows Nest.
More people now ask AI tools who to hire, and the new site is set up so those tools can understand and recommend it. Analytics show ChatGPT sending visitors to the site every month since June 2026. The old site did not record a single visit from an AI assistant.
Search visibility
Found on Google, and now in AI answers
Soldani Projects also ran some paid advertising around launch, mostly in June 2026. The figures below are organic search only, so that spend does not inflate them.
| May to August | Organic visitors | Visits |
|---|---|---|
| 2025, old site | 142 | 240 |
| 2026, new site | 256 | 549 |
| Change | +80% | +129% |
In its first four months, the new website brought in 80% more visitors from Google organic search than the old site did over the same months a year earlier. ChatGPT sent another 22 visits between June and mid-September, a channel that did not exist for Soldani before the new site.
On page one of Google within months of launch
The site was built with a dedicated page for each finish, so it shows up for the finishes people search for, not just the business name. In the three months to mid-September it ranked on page one of Google for 33 different searches, and in the top three for 14 of them.
Here are some of the searches it now ranks for. A lower number is a higher position on the page.
| Search term | Google position |
|---|---|
| french wash finish | 1 |
| italian venetian plaster | 1 |
| limewash near me | 1 |
| limewash finish | 2 |
| limewash painters | 2 |
| exterior venetian plaster | 3 |
| limewash painters sydney | 4 |
| limewash painters near me | 4 |
| lime wash painter | 4 |
Positions are Google Search Console averages from 19 June to 17 September 2026, rounded to the nearest whole number. The position for limewash painters sydney is from a live Google search in Sydney on 18 September 2026. Search Console was set up with the new site, so there is no ranking data for the old one.
In Teresa’s words
What Soldani Projects says
Google review"After many attempts of getting our webpage redesigned we are so glad to have found Jordan and Simone."
Google review"After many attempts of getting our webpage redesigned we are so glad to have found Jordan and Simone we couldn’t be happier with our new website. The entire process was easy from start to finish. Our vision was understood perfectly would Highly recommend!"
Five star Google review for JS Website Design from Teresa Soldani.Why it worked
What made the difference
Three things, and none of them are complicated.
Next step
Does your website show how good your work really is?
If your website is not bringing in enquiries, the problem is rarely your work. It is usually that visitors cannot see it, do not understand why you are different, or do not know what to do next.
We will look at your website, your rankings and your Google Business Profile and tell you plainly where the gaps are and what they are costing you.