Our work
Some of this is client work, named with their permission. Some of it is ours. Where a client would rather not be named, we’ve left them out rather than describing them vaguely.
For every client site here, we did all of it: the brief, the concept, the design and the build. The client got on with running their business.
Affordable Aquarium and Reptile Supplies
Cherie’s aquarium and reptile supply business is moving from Doonside into a new warehouse and retail space at Mount Druitt, opening Sunday 1 November 2026, on a full custom ecommerce platform on Jamtable. Natural stone and driftwood are one of a kind, so the opening site’s job is to get people through the door or on the phone.
- Creating the brief
- Conception
- Design
- Implementation
What the site does
- A live countdown to opening day at the new warehouse.
- Calling Cherie is the first button on the page, and the number is tap-to-call wherever it appears.
- An enquiry form that asks which range the customer is after, so a question about driftwood and one about reptile bedding arrive already sorted.
- Spam protection on the form that a real customer never sees, with a plain note to call instead if it cannot load.
- Opening hours set out day by day with today picked out.
- Directions that open straight into Google Maps.
- A privacy policy and terms of use, with the ABN in the footer.
SEO and GEO
- Structured data for a pet store, carrying the address, phone number, ABN, a map link and the opening hours.
- The new hours are marked valid from 1 November 2026, so search engines and AI assistants are told when they start rather than quoting them early.
- A page title that names what is sold and where: aquarium and reptile supplies, Mount Druitt.
- The copy names the suburbs customers drive in from, Rooty Hill, St Marys, Blacktown and Penrith, which is how a local search is actually phrased.
- The depth of the driftwood and stone range, the thing that sets the business apart, is stated in specific terms an AI answer can repeat.
- A sitemap and an open robots policy.
SEO and GEO, built in rather than bolted on
Search engine optimisation is being found when someone types a question into Google. Generative engine optimisation is being the source when they ask ChatGPT, Gemini, Perplexity or Google’s AI Overviews instead, and get an answer rather than a list of links. The two overlap more than the acronyms suggest. Under each site below is what it does for both.
SEO · being found in search
- Pages built around what people actually search for, with a page per service where a business has more than one thing to sell.
- A title and description written for every page, naming the service and the place.
- Fast pages, because a slow one loses the visitor before it has finished loading.
- A sitemap, a robots policy and one canonical address, so the right pages are indexed and nothing else is.
- Real headings, real links and alt text on every image, which is accessibility and search at the same time.
GEO · being cited in AI answers
- Structured data stating who the business is, where it is, its phone number and its hours, in a form a machine reads without guessing.
- Answers written as answers: the question, then the plain reply. That is the shape an assistant lifts and cites.
- Specific, plain claims about prices, services and suburbs, rather than adjectives an assistant has nothing to quote from.
- Facts that carry a date. Opening hours marked with the day they start are not repeated early.
- An llms.txt file where a site is big enough to need one: a plain guide telling AI assistants which pages are authoritative and what not to assert.
Dr Mark Irving, stage by stage
Not in the copy deck, and kept because it is the only place on this site that shows how a result was reached rather than asserting one.
- Creating the brief
- Conception
- Design
- Implementation
What the site does
- A page for each procedure: wisdom teeth removal, tooth extractions, exposures and bonding, tongue tie release, oral pathology, biopsy, and enucleation of cystic lesions.
- Each procedure page answers the patient in order: what it is, the symptoms, consultation through to follow-up, recovery, and the honest questions about pain and risk.
- Post-operative care on a page of its own, for the night after surgery.
- A referral form for practitioners.
- Four locations: North Parramatta, Bella Vista, Liverpool and Dubbo.
- Book a consultation from every page, with the phone number in the top bar.
- Light and dark display modes.
SEO and GEO
- Structured data for a medical practice, naming the specialty as oral and maxillofacial surgery, with the practice address and phone number.
- On the first page of Google for wisdom teeth removal in Parramatta.
- One page per procedure in the sitemap, so each can rank for its own search instead of one page competing for all of them.
- Patients’ real questions, such as how painful wisdom tooth removal is, answered under their own headings in plain words, which is the format AI assistants quote.
- The referral form is kept out of search in robots.txt, with the reason written in the file: it carries patient health information.
Meet the client
A single conversation, and no brief asked of the client. We wrote it ourselves, because a client’s brief describes the website they think they need, which is rarely the business problem they have. We asked which procedure he performs most, where his patients come from, and what happens after a referral. The answer to the last one, that they go home and they search, was the whole business case.
Talk through the problems
Nobody could find him. The platform was the ceiling. The site was slow, and speed is trust. The content described the surgeon instead of answering the patient. There was no conversion path. And structurally, a specialist surgeon was losing surgical searches to general dental clinics with bigger budgets.
Identify the problems worth solving
The stage most agencies skip, because it is where you talk yourself out of billable work. Our filter is one question: does solving this change the number of patients through the door? Three things passed. Own wisdom teeth removal in the catchment. Get off the platform. Answer the patient’s real questions faster than anyone else.
Present a plan
One page, costed and sequenced, with the success criteria written down before a line of code existed, because a plan without a definition of success is a wish. Rebuild custom. Structure the site around procedures rather than the practice. Engineer the technical foundation properly. Build for the pain point. Make every page convert.
Implement
We built it. He went back to operating. Every page is a complete, self-contained answer: impaction, symptoms, the three stages from consultation to follow-up, recovery, and the honest questions about pain and risk. Performance was treated as a feature. Accessibility was built in rather than bolted on with an overlay. The migration lost nothing.
Measure
Claims without receipts are marketing. First page across the procedure set, near the top for wisdom teeth removal in the catchment, and top marks for speed, accessibility and search, with no further meetings required from the client.
What we talked him out of, because none of it changed the number of patients through the door:
Hawkesbury Motorcycles
A dealership that has traded at Windsor since 1970, running its whole business on Jamtable.
- Creating the brief
- Conception
- Design
- Implementation
What the storefront does
- Search across bikes, parts and gear from the header of every page.
- Menus for motorcycles, gear and accessories, and parts.
- Live stock rows, each card showing whether a unit is new, popular, or already reserved by a holding deposit.
- A wishlist, a cart and a customer account.
- Finance, trade-in valuation, test-ride booking, servicing and smash repairs, each with a page of its own.
- Echo chat on every page, and light and dark modes.
SEO and GEO
- An llms.txt file that tells AI assistants which pages are authoritative, asks them to cite the live page, and to say “check with the dealership” rather than assert a bike is in stock.
- Product and organisation structured data in every page’s markup.
- One canonical address. The older www. and shop. addresses redirect permanently to hawkesbury.motorcycles.
- robots.txt keeps the cart, checkout, customer accounts, the API and search results out of the index.
- Listing and category copy written against real searches and refreshed as stock turns over.
- A blog, The Workshop, answering riders’ questions about models, LAMS rules and ownership.
What we built underneath
Buy a motorcycle entirely online.
The complete purchase, end to end. Browse live inventory, compare pricing honestly, and secure any bike with a fully refundable holding deposit. Pay in full and the bike is prepped for collection or delivery. Finance applications, trade-in valuations and delivery across New South Wales and interstate run inside the same flow rather than as separate conversations.
Search that understands riders, not keywords.
Ask for the cheapest LAMS-approved learner bike on a budget, or an adventure bike with a low seat height, in ordinary English. The catalogue is tagged by capability rather than by marketing category, so the search answers the question the rider actually asked.
Every bike described, not just listed.
Supplier feeds arrive as fragments. Attributes, categories and descriptions are generated across every make and model, so a catalogue that would take months to write by hand reads consistently from the day it goes up, and the capability tags the search relies on exist for every unit rather than the popular ones.
Written to be found, not padded.
Listing and category copy is generated against what people actually search for, then kept current as stock turns over. A dealership catalogue changes weekly, and copy written once by hand goes stale in the places that matter most.
Priced with the market in view.
Comparable units are gathered and shown against the dealership’s own pricing, so a price is set with the evidence in front of you rather than from memory. The rider sees a straight comparison instead of being asked to go and check for themselves.
Recommendations that know what gets bought together.
Co-purchase intelligence on the storefront and at the counter, so the helmet, the gloves and the pannier rack are offered at the moment they are relevant rather than in an email three days later.
Each order sent the shortest way.
An order is routed on what is actually available and where it sits, rather than defaulting to one location and being unpicked by hand afterwards. The rules live in the platform, so the decision is the same at nine at night as it is at nine in the morning.
On the floor and in the workshop.
Stock, delivery, parts fitment and product questions answered instantly from live data. We also pointed it at a shelf of workshop manuals and turned decades of paper into something a mechanic can hold a conversation with.
Two assistants, and they cannot see each other’s data.
Staff get an assistant with access to the operational side. Riders get one that answers from the catalogue, availability and published content and has no path to customer records or finance data. That is a boundary in the platform rather than an instruction in a prompt, which is what makes putting an assistant on a public storefront reasonable in the first place.
The questions answered without a report request.
Stock, sales, service and web activity are queryable in plain English instead of waiting on an export or a spreadsheet. What gets asked most is itself worth reading, because it shows which answers the business keeps having to go looking for.
One version of the truth.
Point of sale, test rides, purchase orders, supplier feeds, inventory, service, document management, contract signing, deposit-to-settlement payment tracking and finance reconciliation. Personal information is encrypted at rest, contact details are masked by default and revealed deliberately, and exports are protected and logged.
The obligations the Act sets, met by the system that holds the facts.
The dealer register is written from the same records that ran the sale, so the statutory record and the deal cannot drift apart. The dealer guarantee is calculated against the Motor Dealers and Repairers Act 2013 at the point of sale rather than looked up or typed in. Where a sale involves linked credit, the one business day cooling-off period is set on the sale, and the sale cannot progress until it has run or been waived.
Hawkesbury, stage by stage
The order matters more than the list. Most of what went wrong at the start was fixable in a fortnight; what took the time was doing it in a sequence where each part could hold the weight of the next.
What was actually there
A brochure website that could not take a dollar. Stock living in spreadsheets and supplier PDFs. Enquiries landing in a shared inbox where some got answered and some quietly did not. That is not a failing dealership, it is the default, because the software sold to dealerships was built before ecommerce mattered.
The voice came first
Before any of the build, we settled how the dealership sounds, because everything downstream inherits it. Honda, Royal Enfield and Segway all supply good copy written for a national brand rather than a dealer in Windsor. Every piece of it gets reworded rather than pasted. Same facts, dealership’s mouth.
The data model before the features
Every model carries structured attributes, and every physical unit inherits them and adds its own. Getting that right once pays out over and over: the search reads the attributes, the recommendations read them, the statutory sale forms read them, and the assistant reads them. Build the features first and you do this for every one of them, differently.
One way in for supplier data
Price files and stock feeds from every franchise land through a single import layer and come out in one consistent shape, instead of a separate mess per supplier maintained by hand. Images are pulled in, resized and stored on the way through. Nobody uploads photos one at a time.
Every enquiry became a ticket
The customer gets an instant confirmation with a reference. Staff get one dashboard rather than an inbox. Replies thread back into the ticket rather than into somebody’s personal mail. The outcome is boring and valuable: nothing gets lost, and every conversation has a record behind it.
Then it could sell
A rider can secure a bike from their phone at nine at night with a deposit that is held rather than charged, against a deadline, instead of ringing in the morning and hoping. Parts and apparel became things you buy rather than enquire about. Test rides book straight into the diary of the people who run them.
The network, because software cannot outrun the wire
A site-wide wireless network at Windsor: new gateway, new switching, and five access points covering the showroom, the workshop, the offices and the outdoor yard. All active equipment supplied and configured by us, with the physical work done by a licensed electrician.
The audit, and what happened next
A full production security audit across every login, payment and AI path came back with a list of findings. All but one were closed the same day. The last was assessed and written up as an accepted risk with the reasoning recorded, rather than quietly left. Anyone can commission an audit. What happened next is the part worth judging.
Improve Your Space
Boutique home organising and decluttering, run by Elizabeth Price from Colebee and working across north-west Sydney.
- Creating the brief
- Conception
- Design
- Implementation
What the site does
- A before-and-after slider on the opening screen: drag the handle and the room changes in front of you.
- A gallery of before-and-after pairs, each labelled with the room and the suburb.
- Services from a single pantry to a whole-home edit or a move.
- The process set out step by step, so a first-time client knows what happens at each visit.
- Packages with the prices shown up front, and moves quoted on enquiry.
- The suburbs served, named one by one from Colebee to Castle Hill.
- A journal of practical articles and answers to common questions.
- An enquiry form with spam protection, tap-to-call, and light and dark modes.
SEO and GEO
- A title, description and canonical address written for home organising in Sydney, with Open Graph tags so a shared link shows a proper preview.
- A plain fallback carrying the main heading, a summary of the services and links to every section, for crawlers that do not run scripts.
- Prices, services and suburbs written as plain statements, which is what an assistant needs to answer “how much does a home organiser cost near me”.
- Locations listed suburb by suburb, matching how people search for a local service.
- A sitemap and an open robots policy.
Price Family Pet Sitting
A small, family-run dog sitting service in Western Sydney, for a single day or several weeks, specialising in Oodle breeds.
- Creating the brief
- Conception
- Design
- Implementation
What the site does
- A booking request form that captures the dog, the dates and the length of stay, so the first reply can be a yes or a no rather than more questions.
- A full-screen opening image with one clear action: request a booking.
- A gallery of a dog’s day, from walks and the beach to playtime and rest.
- Reasons to trust them, written as what actually happens: photo and video updates, a daily walk at the dog’s own pace, a fully fenced yard.
- Reviews from local owners, and a link through to their Instagram.
- The privacy policy and the full terms of service on the site, covering vaccinations, cancellations, emergencies and early collection, before anyone books.
- Tap-to-call from the header.
SEO and GEO
- Structured data for a local business, naming the areas served, Sydney, Parramatta, Blacktown and Penrith, with the phone number and social profiles.
- A page title that matches the search: dog sitting Sydney, long and short term stays.
- All of the content readable the moment the page loads, so search engines and AI crawlers read the whole thing without running a script.
- The specialism, Oodle breeds, stated at the very top, which is the detail that wins a specific question in an AI answer.
- A sitemap, an open robots policy and a share image for links.
Ask for a reference
If you want to talk to someone we’ve worked with, ask. Introductions are possible where the client is happy to speak.