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case study · coolroom construction · sydney
A coolroom builder's website
quoted $299,521 in four days.
Select Coolrooms & Construction had a site Google could barely see, roughly three unpaid visits a month. We rebuilt it around a live quote calculator wired straight into their CRM, then put it on top of Google for the searches that actually spend money. In its first full month it stopped being a brochure and started being a salesperson.
the brief
A real trade,
an invisible website.
Select build coolrooms, freezer rooms and clean rooms for names like Woolworths, DHL, Arnott's and Aldi, with more than fifteen years in the trade. None of that reputation reached Google. The old site appeared for about eleven searches, pulled roughly three unpaid visits a month, and every quote was rebuilt from scratch by hand. A phone enquiry left no trace unless someone happened to write it down.
Quotes took hours
Every enquiry was re-keyed from nothing. There was no way for a customer to describe the room they wanted and no structured brief waiting for the estimator.
Leads leaked
Calls and form fills went nowhere measurable. Nobody could say how many enquiries came in, where they came from, or which turned into work.
Invisible on the money terms
Competitors were paying Google for clicks on "cool room builders Sydney". Select didn't appear on it at all, paid or unpaid.
what we built
A website that quotes,
and a CRM that remembers.
This is the part most "we make websites" shops don't do. The site isn't a set of pretty pages with a contact form bolted on. It's connected to the way Select actually win and price work.
- A live quote calculator, wired into the CRM.
A customer describes their room online and the enquiry lands in Select's CRM as a structured brief that pre-fills a quote. A quote now takes minutes instead of a rebuild from scratch, and the team started using the same tool for walk-in customers too.
- A new phone line that logs itself.
Their landline 02 4715 6610 runs through the site. Every inbound call now creates a CRM record automatically, with the recording attached. Before this, a phone enquiry left no trace at all.
- A Google Business Profile that was pointing 100 km away.
The map pin was set roughly 100 km from their actual base, quietly suppressing every local ranking. We found it and corrected it: the single biggest local-search fix of the project.
- Rebuilt for search and for phones.
Real project photography on 21 pages that had none, a fixed tap-to-call and quote bar that follows the visitor down every page, a corrected sitemap Google had been ignoring, and a full 36-page technical pass with everything green.
what happened next
The first month it
proved its worth.
Numbers below are measured, not estimated, pulled from Select's own CRM, Google Search Console and Analytics over the 38 days from launch on 7 July to 14 August 2026.
- 10quotes in four dayswas: none (no quoting tool existed)
- 16enquiries captured12 web + 4 phone calls, now in the CRM
- 261search terms rankingwas: about 11 on the old site
- 44×more unpaid visits167 in 38 days vs ~3 a month
- cool room builders Sydneynot ranking#1
- coolroom builders Sydneynot ranking#2
- coolroom cost Sydneynot ranking#2
- cool room builder~12#4
- cold room builders NSW~24 (pg 3)#7
the number that matters
#1 for a search that
costs $14 a click.
"Cool room builders Sydney" is a term competitors bid on in Google Ads at around $14 a click, and for high-intent commercial work like this, often more. Select Coolrooms now holds the top unpaid result for it. Every one of those clicks arrives for free, while a competitor pays to sit in the ad slot directly above, buying the traffic Select already owns.
Places
- 1Select Coolrooms & Construction★★★★★ 5.0 (9) · Construction company · Jamisontown NSW
- 2C & S Coolroom Services★★★★★ 5.0 (1) · Smithfield NSW
- 3Complete Coolroom Services★★★★★ 5.0 (6) · Ingleburn NSW
Coolroom, freezer room and clean room builders in Sydney. Penrith based, 15+ years experience, EPS-FR and PIR panel construction. Free site inspections.
Recreated from the live Google result, Sydney NSW (August 2026). #1 unpaid + #1 in the map pack for "cool room builders sydney", a term with a ~$14-plus Google Ads cost-per-click. Select pays $0 for the top spot.
why it works
We build the whole loop,
not just the front of it.
Most agencies stop at the website. We build the path from a Google search all the way to a quote in the client's CRM, and we host, secure and monitor it afterwards. That's why a coolroom builder can go from three visits a month to a quarter of a million dollars in quotes without changing anything about how they actually work. The site meets the customer and hands the estimator a finished brief.
- Design
- Rebuild
- Quote engine
- CRM integration
- Call tracking
- Local SEO
- Hosting
- Monitoring