Tommy Two Blades
Building the digital foundation for a local barbershop
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Buyers Collective
A rebuilt website that turns a buyer's agency reputation into booked calls
Buyers Collective is a buyer-side property agency in New Farm, Brisbane, representing home buyers across the Brisbane market from around $750k to multi-million. The owner, Jack, built the business on referrals, daily market activity, and a social media audience, but the website was working against all three. We were engaged to rebuild it as a funnel with one job: book a discovery call.
The Problem
A previous rebuild had left the site slower, harder to read, and worse at converting than the version it replaced, while the blog had grown into 72 posts that competed with each other and ranked for nothing commercial.
- A rebuild that went backwards -- Enquiries had fallen after a recent site rebuild, with murky internal analytics making it hard to see how far
- Long load times -- An online booking widget loaded ahead of the page content, so mobile visitors stared at nothing while a booking tool they hadn't asked for finished loading
- Every heading tagged as H1 -- There was no document structure for Google to read on any page, and broken suburb pages threw multiple 404s that dragged down their SEO reputation.
- A self-cannibalising blog -- Only 17 of the 72 posts had earned a single Australian impression in 16 months, and the blog had pulled about 7 clicks in total. Around ten topics had two to five near-identical posts splitting relevance between them.
- No conversion mechanics -- A single contact form asked for details up front, with nothing in between to earn the visitor's commitment first.
- Nothing the client could edit -- Success stories, testimonials, team, and suburb content were all locked into page templates, so publishing anything new meant going through a developer.
The Solution
We rebuilt the site on our tech stack, wrote the copy against their existing brand voice while pivoting toward a new owner-occupier tone, and manually audited the blog migration.
- Built a custom-designed site -- Server-rendered pages deliver the whole site in the first response, with first byte back in about 0.15 seconds. The booking tool now loads after the page instead of holding up everything else
- Designed on-brand and for conversion -- We built multiple distinct custom sections with clear messaging, large imagery, and strong social proof, all holding to their existing visual identity and photography
- Developed a progressive lead form -- Visitors answer what they're buying, their budget, and their timeline before they're asked for contact details, which lets us pre-qualify prospects
- Custom lead routing and attribution -- We worked with their internal CRM to build custom lead routing into both their lead lists and internal notifications.
- Audited the blog migration -- We audited all 72 live posts against 18 months of Search Console data, keeping 8 with proven organic value plus 30 that fit the new SEO strategy, and cutting duplicates and thin pages. Every lost URL was redirected to preserve SEO equity.
- Custom CMS for direct editing -- We built a custom CMS backend to manage every content section, from success stories and testimonials to media features, suburb guides, and team profiles. Their NAP is single-sourced from one place and feeds the LocalBusiness schema and site data, so it can never drift out of sync
The Results
SEO, email marketing and Google Ads results in-progress
See the Work
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