Timber wholesale and supplier
About Rustic World Timbers Hurstbridge
Rustic World Timbers, based in Hurstbridge, Victoria, is an emerging independent timber supplier in Australia. With a strong foundation in the construction industry and profound expertise in timber, Rustic World Timbers offers a wide range of reclaimed, recycled and premium hardwood timber to customers across all industries and regions in Australia.
Rustic World Timbers is driven by a deep commitment to recycling and transforming reclaimed timber into distinctive pieces imbued with timeless allure. Leveraging extensive experience as a registered builder in the housing sector and expertise in crafting Australian hardwood products, we prioritise delivering unparalleled quality and craftsmanship to our clients. As the preferred supplier for numerous Australian builders, architects and homeowners, we invite you to explore and appreciate the beauty of our recycled timber offerings.
Scope and Overview
Rustic World Timbers discovered Rubix Studios through a mutual business contact when they needed a new marketing partner. They sought our assistance due to a challenging situation with their previous marketing company. Upon our initial interaction, we encountered several significant hurdles, including issues with domains, web hosting and their existing website.
Upon closer examination, we discovered that Rustic World Timbers’ assets were effectively held hostage by their previous marketing company, which had delivered a website with numerous issues. These issues ranged from an excessive number of spammy backlinks to limited functionality, broken features, poor search engine optimisation and ineffective Google Ads campaigns.
The client approached us with a dual challenge: to regain control of their business’s online digital assets and enhance their digital presence. Recognising the complexity of the situation and the time constraints imposed by the ongoing issues between the marketing agency and Rustic World Timbers, we understood that the task ahead was substantial and required meticulous attention.
After a thorough examination and thoughtful evaluation, Rubix Studios presented a comprehensive plan. We proposed to recover the domain by engaging higher authorities and offering web hosting and domain services through our platform, Rubix Host. Additionally, we recommended a complete overhaul of their website, involving a redesign and enhancement from the ground up. This approach was deemed necessary due to the intricate challenges faced in reclaiming their digital asset, the existing website.
Upon the successful launch of the new website, Rubix Studios embarked on a comprehensive marketing strategy for Rustic World Timbers, leveraging various channels such as Google Merchant, Google Business, Google Ads and search engine optimisation (SEO). Our website planning process was simple: we aimed to enhance the customer experience by introducing e-commerce features, enabling users to seamlessly “add to cart” or “add to quote” for streamlined quotation requests. This customer-centric approach facilitated easy product additions and a smooth transition of viewers into customers. We took it further by assisting Rustic World Timbers in establishing an internal quotation workflow, enhancing their operational efficiency.
Our Approach
Website Design and Branding
Upon the initial assessment, it became apparent that the website in question was inadequately developed, with a lack of emphasis on critical elements like design and user experience. The website was built using WordPress and WooCommerce but relied on manual entry for quotation requests through basic contact forms, neglecting a customer-centric approach. Vital product information remained concealed behind multiple links, alongside the presence of low-quality content. The website’s notable lack of functionality hindered its overall effectiveness.
Our approach was simple: we aimed to design a highly functional website that prominently showcased the client’s products, allowing customers to effortlessly add items to their quotation list and submit their requests for the client to manage efficiently. The website’s user experience (UX) and user interface (UI) were meticulously customised to reflect a vision of e-commerce simplicity crafted by the Rubix Studios team. We aimed to ensure that Rustic World Timbers’ clients could access the necessary information swiftly and seamlessly transition into becoming customers through a smooth, intuitive process.
Historical Website
Search Traffic Optimisation
Rustic World Timber’s initial website suffered from critical SEO deficiencies, including repetitive and ineffective SEO practices that permeated each page and meta description. Content quality was subpar, with duplications across the site leading to issues of SEO duplicate content. Furthermore, the website had been associated with dubious offshore website directories, categorised as “Black Hat SEO” by reputable marketing and SEO experts.
During the website recreation, our mission was clear: to develop a comprehensive SEO plan that optimised both on-page content and product listings. Our strategy involved expanding the keyword volume and eradicating any remnants of black hat SEO. The removal process was intricate and required a substantial effort to identify and disavow thousands of spammy paid backlinks. Below is a comparison between the pre-SEO and post-SEO efforts. Before SEO improvements, there was a surge in impressions, but with a low click-through rate (CTR), indicating the presence of spammy backlinks and content.
Search engine optimisation is a long-term endeavour. When black hat SEO tactics are involved, repairing, recovering and enhancing a website’s presence becomes more challenging and time-consuming. The key distinction between pre- and post-SEO efforts lies in the results. Before October 2022, website traffic was primarily driven by bots and overseas paid traffic. Post-SEO efforts have effectively attracted genuine customers and facilitated valuable conversions and interactions with the desired clientele. The rise in clicks and click-through rate (CTR) has been substantiated by the recorded customer interactions on the website, underscoring its value and validity.
Upon the initial assessment, it became apparent that the website in question was inadequately developed, with a lack of emphasis on critical elements like design and user experience. The website was built using WordPress and WooCommerce but relied on manual entry for quotation requests through basic contact forms, neglecting a customer-centric approach. Vital product information remained concealed behind multiple links, alongside the presence of low-quality content. The website’s notable lack of functionality hindered its overall effectiveness.
The website also suffered from critical SEO deficiencies, including repetitive and ineffective SEO practices that permeated each page and meta description. Content quality was subpar, with duplications across the site leading to issues of SEO duplicate content. Furthermore, the website had been associated with dubious offshore website directories, categorised as “Black Hat SEO” by reputable marketing and SEO experts.
The Google Ads campaign delivered to Rustic World Timbers was inadequately configured, lacking essential conversion tracking and relying on overly broad keyword terms. This suboptimal setup severely impacted the campaign’s performance, essentially resulting in a wasteful allocation of the client’s budget.
Marketing and Conversions
During the initial marketing phase, Rubix Studios devised a strategy that harnessed the power of Google Ads and search engine optimisation (SEO) to bolster Rustic World Timbers’ online presence and attract traffic. We initiated an initial Google Ads campaign with a modest budget to assist the client in their recovery and budgeting efforts.
Our approach encompassed a variety of campaigns, including search ads, performance ads and display ads. Initially, we geofenced the campaigns to the local area, enhancing Rustic World Timbers’ visibility in their immediate market.
As the business expanded and regained its footing, we extended our efforts by implementing additional campaigns to target new focal regions, including Canberra, ACT, Sydney, New South Wales, Brisbane and Gold Coast, Queensland, Adelaide, South Australia, Perth, Western Australia and Darwin, Northern Territory.
Results
Website Design
While collaborating with Rustic World Timbers, we successfully established a robust market presence and facilitated significant growth for our client. Presently, Rustic World Timbers experiences a steady influx of website visitors, with hundreds of Australians browsing the site daily, resulting in consistent activities such as phone calls and quotation requests.
As previously mentioned, Rustic World Timbers has witnessed a notable shift in consumer traffic, an uptick in authentic leads and an expansion in sales and overall business. The company now boasts hundreds of keywords ranking within the top 3 positions in Google searches and thousands ranking within the top 100. This growth in traffic and the seamless flow of customers is unmistakably reflected in the increased sales and profits enjoyed by Rustic World Timbers.
Rustic World Timbers has exhibited remarkable growth within the timber industry, surpassing key competitors and solidifying its position as a leader in the field.
Roadmap
Rubix Studios has partnered with Rustic World Timbers to initiate the implementation of HubSpot and G Suite, facilitating the company’s growth in marketing and customer support operations.
