Samphire Environmental

Samphire had the qualifications and a clear business plan, but nothing digital to stand on, and it was entering a compliance-driven market where the website has to close the credibility gap on its own.

• No digital presence at all -- Beyond a registered domain, there was nothing. No website, no Google Business Profile, no analytics, no CRM, and nothing to convert against like reviews, case studies, or client logos
• A credibility gap to close on day one -- BAL assessments and CEMPs are compliance purchases where builders and councils hand over regulatory risk, so they don't buy from a business that looks like a side hustle. The main incumbent has been trading since 2013 with offices in two states and years of built-up search authority
• A low category web standard -- Across the BAL, CEMP, and training competitors, the sites are dated and hard to use, with thin service explanations, no pricing, and buried contact paths. That was the opening: Samphire couldn't out-authority the incumbent in year one, but it could out-clarify and out-convert the whole category
• Three audiences, one small site -- One local consumer and trade service sat alongside two national B2B services, and all of it had to work on an eight-page site without the local BAL story diluting the national CEMP and training story

We ran the build in phases, starting with research and strategy before a single page was designed, then architected and built the site to out-convert a category that makes buyers work for basic information.

• Research and strategy first -- Before any design, we built a discovery brief from her business plan, ran competitor and SWOT analysis across all three service categories with Ahrefs baselines, and did keyword research clustered by service and mapped page by page
• Architecture around two market shapes -- We structured the site with BAL as a local, service-area page and CEMPs and training as national pages with no geographic framing, and designed the URL structure so Phase 2 suburb pages can slot in later without a rebuild
• Built on our premium stack -- We built on Next.js and Sanity, statically rendered rather than WordPress, so the site is fast, near-zero maintenance with nothing for a solo operator to babysit, and content she can edit without touching code
• A repeatable conversion pattern -- Every service page runs the same path: a trust-badge hero, intro, how-it-works steps, benefits, published pricing, FAQs, and an enquiry CTA, with reusable components like a plain-English BAL levels explainer so all three services read as one business
• SEO built in -- Per-page metadata, structured data, breadcrumbs, and a generated sitemap, plus GA4 and GTM tracking so lead sources are attributable from launch day, and a Google Business Profile set up for south-west WA visibility