Cheeky's

From a name on a whiteboard to ten live websites

The brief

Build trade brands people remember, on websites that win the local search in each city. Every decision came back to two questions: will a homeowner trust this on their phone, and will Google understand exactly what this page is for?

One family, four badges

Each trade has its own retro badge and colour palette: coral for plumbing, red for roofing, orange for electrical, red and purple for heat pumps. A cartoon dinosaur called Cheeky ties them together, along with one line, Cheeky name. Serious trades. The same badge carries through to the uniforms, the share cards and the icon in the browser tab, so the brand is recognisable before anyone reads a word.

A website for every city

One national site tries to rank everywhere and usually ranks nowhere. So every city gets its own site, on a domain built around the search: plumbers in Auckland, a Wellington plumber and Christchurch plumbing; Auckland roofers, roofers in Wellington and a Christchurch roofer; Auckland electricians, electricians in Wellington and a Christchurch electrician; and heat pump installation in Auckland. Splitting the work this way is the same thinking behind our guide to why one services page costs you jobs.

Pages built from search data

Each site started with keyword research for its own city, not a national template. Every service has its own page with the service and the city in the address, every region and suburb has a location page, and a page for a service in a particular suburb only exists where people actually search for that pair and there is enough to say. Each site also carries a library of guides answering the cost, rules and how-to questions New Zealand homeowners ask before they call.

It is the same structure we build for clients through local SEO, and it is laid out city by city in our pages on plumbing SEO in Auckland, roofing SEO in Wellington and electrician SEO in Christchurch.

Built to turn a visit into a call

A step-by-step quote form, online booking, a chat assistant and a click-to-call button on every screen, with call tracking on every number. Every enquiry lands in a shared Slack channel and a Google Sheet within seconds, tagged with the brand, the city and the page it came from, so nothing waits in an inbox. That is the conversion work we do for clients, built in from day one rather than added later.

Fast, and checked before it went live

The sites are static, so they load quickly on a phone at the end of a driveway. Every page carries structured data for Google, and every build is checked automatically before it ships: page titles, broken links, near-duplicate content, and the contrast and tap size of every button at phone width.