case study · building & landscape supplies · penrith
Three businesses. Three websites.
Each one built for its trade.
Elite is a family group in Jamisontown, Penrith, building and landscaping supplies since 2013, with turf-construction and haulage arms grown alongside. Instead of one website trying to be everything, each business got its own purpose-built site: an e-commerce store for the supplies yard, a project showcase for the civil turf work, a fleet site for the trucks. When we took over search care on the store in June 2026, online ordering had only just reopened and nothing was being measured. Twenty-six days later it had its best sales run of the year, without a dollar of ads.
the brief
A working yard,
a stalled web presence.
Elite Sand & Soil sells bulk and bagged sand, soil, turf underlay, road base, blue metal, mulch and decorative stone, delivered across Penrith and Western Sydney. A real yard with real trucks and a 4.2★ Google profile built on 97 reviews. But when we took over on 24 June 2026, the online side of the group had stalled in three places at once.
Ordering was switched off
A fuel levy ran from mid-March to 22 June and the store took effectively no online orders through it. The records show just four came through the entire period. Ordering had reopened two days before we started.
Nothing was measured
No call tracking, no enquiry tracking, no purchase funnel. Nobody could say what the sites produced, so nobody could say what was worth fixing.
The old site was a liability
The group's old main site was down 62% over seven months and carrying two hidden malware packages plus a stranger's administrator account, while still holding Google standing the store needed.
what we did
Secure it, measure it,
then make it sell.
The order matters. A store that isn't safe gets blacklisted, and a store that isn't measured can't prove anything. Only after both were fixed did the search work start compounding.
- Made it safe and measurable first.
Removed two hidden malware packages and a stranger's administrator account from the old main site. Installed tracking on every call tap and enquiry form, the first time the sites recorded what they produce, then wired the full purchase funnel: product views, checkout starts, purchases.
- Merged the old site without losing Google.
The old group site now redirects permanently into the store, carrying its Google standing across. A domain move like this normally costs 20-40% of clicks for weeks; this one was verified click-neutral, then rose.
- Rebuilt the catalogue for search and Shopping.
19 thin product pages rewritten, search titles and descriptions set across the range, and 113 products live on free Google Shopping listings with zero disapprovals, up from 89 products carrying warnings. 261 Shopping clicks arrived in the first 17 days at zero ad spend.
- Wrote content for how tradespeople actually search.
Guides answering the questions a landscaper or civil contractor types in, like the difference between DGB and DGS road base, now rank #1 and get quoted inside Google's AI answers. 23 visits arrived from AI assistants in the period.
the group
One family,
three purpose-built sites.
A supplies yard sells products, a civil contractor sells proof, and a haulage fleet sells capacity. Those are three different websites, not three pages of one, so each Elite business runs a site shaped around how its customers actually buy, cross-linked as a group.
Elite Turf Projects is the landscape and civil construction arm: sports field construction, synthetic surfaces, irrigation, cricket wickets and sports turf management. Its site is built like a portfolio: drone footage of finished grounds and project write-ups for the council and club work it tenders on, because in civil construction the past project is the sales pitch.
Elite Haulage is the logistics and transport division. Its site leads with the thing a plant hirer or builder actually wants to see, the fleet, lined up and photographed from the air, backed by safety and compliance pages and the group's 1300 935 483 line kept front and centre on every screen.
what happened next
The best sales run
of the year, unpaid.
Numbers below are measured, not estimated: Google Search Console, site analytics and the store's own order records, over the 26 days from takeover on 24 June to 20 July 2026. Google Ads did not run at all: every visit, click and order below was unpaid.
- #1on Google Maps, "sand and soil penrith"was: #5 at the 9 July check
- 5,017search terms the store appears forwas: 2,414 at takeover, more than doubled
- 184enquiries tracked in 26 dayswas: 61 in the window before, tripled
- 47.3Google clicks a day, last week measuredwas: 21.6 a day at takeover
- penrith sand and soil#11#2
- sand and soil penrith (Google Maps)#5#1
- dgb20#5#2
- dgb20 road basenot ranking#3
- crushed marble#7#4
- softfall mulch#11-#20#6
the proof, live in google
Ranked #1, and quoted
by Google's AI.
Two live results tell the story. On the local money search, the store holds #1 with rich sitelinks, drawn from the site's structured data. And on a technical trade query, Elite's own guide is both the #1 result and the source Google's AI Overview quotes for its answer. That second one is the new battleground: when the AI answers, the cited source is the one a reader is most likely to click through to.
Bulk and bagged sand, soil, turf underlay, road base, blue metal, mulch and decorative stone. Delivered across Penrith & Western Sydney. Call 1300 935 483.
Recreated from the live Google result, Penrith (August 2026). #1 unpaid with rich sitelinks for "penrith sand soil", with a knowledge panel alongside carrying the 4.2★, 97-review profile. Sitelinks and panel are both drawn from the site's clean structured data.
DGB (Densely Graded Base) and DGS (Densely Graded Sub-base) are foundational aggregate layers used in road construction… DGB serves as the primary upper load-bearing base course (often DGB20), while DGS acts as the coarser, lower stabilizing sub-base layer (often DGS40).
DGB20 is the upper load-bearing base course; DGS40 is the coarser sub-base beneath it. What each layer does, and which one your project needs.
Recreated from the live Google result (August 2026). For "dgb vs dgs" Elite's guide ranks #1 and its content is quoted four times over inside Google's AI Overview. The answer a contractor reads is built from Elite's page. That is what genuinely useful, well-structured content earns: Google's own AI answering in your words.
why it works
Purpose-built beats
one-size-fits-all.
A brochure site can't take a soil order at 6am, and an e-commerce theme can't sell a council on a sports field rebuild. The Elite Group works online because each business got the site its customers needed, then the whole group got the same foundation underneath: security, measurement, local SEO and content that both people and AI systems trust.
- Design
- Three builds
- E-commerce
- Google Shopping
- Local SEO
- AI-search content
- Tracking
- Security
- Hosting