The situation
TJ launched Just Dollars and Sense as a small offering and quickly grew. Like a lot of Aussie service businesses, the website was the first thing built and the last thing updated. As the services grew, the site lagged behind, describing an older version of the business, with no real SEO foundation and no good way to launch new offerings without re-doing the whole thing.
What I built
Iterative work on WordPress over four years, building, rebuilding, and extending as the business changed shape.
- The initial website rebuild, a faster, cleaner site that actually reflected where the business was going, not where it had been.
- SEO foundation: keyword targeting, on-page work, structured data, sitemap submitted to Search Console. Built so that future pages slot into the same structure cleanly.
- Dedicated landing pages for each new service as it launched, designed to convert, A/B-testable, with conversion tracking wired in from day one.
- Ongoing tweaks as the business kept moving, copy updates, new sections, small structural changes. Iterations rather than rebuilds.
The outcome
The website kept pace with the business instead of holding it back. TJ could launch a new service knowing the marketing infrastructure would catch up the same week, not the same quarter.
The SEO groundwork paid off where it counts: Just Dollars and Sense sits on page one of Google for “Adelaide bookkeeping”, the search their customers actually make.
“Dan has been fantastic to work with. He built and rebuilt our website as our business evolved, helped with SEO and landing pages, and brought our vision to life.”
