Client Success Stories
We worked with Mr Emergency to modernise their online presence and lead generation systems through a performance-focused website, SEO optimisation, and strategic PPC, positioning them to attract and convert high-intent service enquiries.
About
Mr Emergency
Mr Emergency is a national provider of urgent plumbing, electrical, and air conditioning services, operating across major cities and regional areas throughout Australia. Their core promise is rapid, 24/7 response, offering homeowners and businesses reliable solutions when time is critical. The company has built a reputation around availability, speed, and convenience, targeting customers at the point of need.
While their physical operations were well-coordinated and their brand visible through advertising and vehicle signage, their digital infrastructure had not evolved to meet current expectations. As more customers turn to online search in emergency scenarios, the lack of a streamlined, responsive, and SEO-informed website was limiting their ability to compete for high-conversion keywords and deliver consistent digital experiences across service areas.
The Challenge
Mr Emergency needed more than a general website refresh. They required a platform designed to perform under pressure, technically, visually, and strategically. Their previous website lacked page speed optimisation, content clarity, and scalable architecture to support the breadth of their services across dozens of locations.
The SEO structure was fragmented, with little visibility for key local queries such as “emergency plumber near me” or “after hours electrician.” There was also no cohesive paid advertising funnel in place, despite active interest in Google Ads as a channel for urgent service leads. The challenge was to rebuild their digital presence from the ground up, aligning SEO, user experience, and PPC tracking within a unified strategy tailored to urgency-based customer behaviour.
Our Approach
Our focus was on designing a high-performing digital foundation that could support fast-paced service delivery and local SEO dominance across multiple trades. The new website was built as a multi-page, modular platform with tailored service sections for plumbing, electrical, air conditioning, and heating. Each trade received its own landing experience, optimised for clarity, relevance, and speed.
To improve visibility, we carried out an extensive SEO audit and restructured the site around location-specific and trade-specific keyword clusters. We optimised metadata, on-page headings, internal linking patterns, and local schema for every major city and service type.
In tandem, we launched a PPC strategy focused on urgent-intent keywords, designing ad groups around common emergency search terms with tight geographic targeting. All campaigns were connected to on-site lead forms, call tracking integrations, and Google Analytics to measure return on ad spend and enquiry sources in real time.
The website also incorporated technical enhancements to minimise load time, reduce friction across devices, and support after-hours navigation. Given the nature of their business, performance under mobile conditions was prioritised heavily throughout the build.
What We Delivered
✔️ A fully custom, multi-service website with fast load speeds and mobile-first design
✔️ Localised landing pages structured for SEO visibility across multiple cities and service categories
✔️ Clean, conversion-focused content that guides users toward fast enquiries
✔️ On-page and technical SEO enhancements including schema, alt tags, and metadata structure
✔️ Integrated lead tracking through forms, call buttons, and analytics dashboards
✔️ Targeted PPC campaign buildout with location and intent-based keyword groups
✔️ Google Ads and conversion tracking setup for data-informed optimisation
✔️ UX refinements to support trust-building in urgent service contexts
✔️ Ongoing support for campaign performance review and SEO growth
The Results
Shortly after launch, Mr Emergency experienced an increase in qualified organic traffic across key metro locations. Landing pages began ranking for emergency-based search terms, and time on site improved significantly, particularly for users arriving via mobile. Call enquiries through the website became more consistent, supported by clearer CTAs and responsive form design.
PPC performance also began to stabilise within the first few weeks. Click-through rates improved as ads were fine-tuned based on location data and keyword performance. Lead quality increased as campaigns narrowed toward high-intent searches, and the client began seeing a more predictable cost-per-lead in line with their service margins.
Equally important was the sense of operational clarity the new system provided. With a scalable content structure and transparent campaign reporting, the internal team could make faster decisions and adjust targeting with confidence. The digital platform now performs as an integrated system, supporting visibility, lead generation, and real-time responsiveness across regions.
Conculsion
Through a combination of tailored website design, foundational SEO, and high-intent PPC strategy, Mr Emergency has gained a digital platform capable of supporting its national operations at scale. The project, delivered as a customised solution rather than a pre-set package, demonstrates how aligned performance and structure can drive qualified leads in high-pressure service industries.
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