Diamond Earthmovers

About Diamond Earthmovers

Diamond Earthmovers is a family-owned business that has worked across Melbourne and country Victoria for more than 30 years. It is a one-stop shop for residential, commercial and rural demolition, excavation, earthscaping, site cuts and civil contracting, with a certified, fully insured team.

The brief

The company runs Google Ads, and paid clicks are only worth it if the landing page converts. Working through an agency partner, I was asked to expand the website's service and content structure, then rework the Ads landing page so visitors immediately understand what Diamond does and can request a quote without hunting for it.

What I did

• Service pages. Built individual pages for the company's demolition and earthmoving services, each focused on one job and one search intent.
• Blog layout. Designed a clean blog template so the team can publish helpful articles that support the service pages.
• "Near me" page. Created a page targeting searches like "earthmoving near me" and "demolition near me" from people across Melbourne.
• Google Ads landing page rework:
  • A clear value line at the top that says exactly what Diamond does and where.
  • A 20-service grid that shows the full range at a glance, so visitors from broad ad keywords quickly find their job.
  • A layout that keeps the quote form in view while visitors scroll the services, so the next step is always one click away.

Why this approach works for paid traffic

Visitors from Google Ads arrive with a job in mind and very little patience. A landing page that states its value in one line, proves the company does the specific job they searched for and never hides the quote form removes the usual reasons people bounce. Meanwhile, the new service pages, "near me" page and blog build organic visibility, so the business relies less on paid clicks over time.

Platform

WordPress, with landing page layouts designed for both desktop and mobile visitors.