Blackjack Constructions

The Challenge

Blackjack Constructions does fencing, landscaping and paving and patios across Mandurah and Peel. They had no website, so this was a build from nothing, and the first job was working out what the site needed to say before anything got designed.

That meant a competitor audit and keyword research before a single page was drawn, and two things came out of it.

Every credible competitor in Mandurah does one thing. The fencing companies fence and the landscapers landscape. Blackjack does all three, and nobody in the area had claimed that position. Three of the sites ranking locally weren’t even local businesses. Two were lead-generation sites run by a Victorian company, which says so in its own footers.

The market is small. Roughly 1,250 searches a month across every service Blackjack offers. You can’t win that on traffic. You win it by converting a high share of a small pool, against competitors who mostly publish no prices, no before-and-afters and no clear idea of what happens after you enquire.

The research also killed two ideas before they cost anything. Suburb pages were out, because every Mandurah suburb returned zero searches. A commercial section was out too, because “commercial fencing mandurah” returned zero, and that work comes through builders and tenders rather than Google.

The Solution

The whole site is built on one line: “One local crew. The whole yard.”

A route instead of a services grid

The homepage doesn’t open on three service cards. It opens on a route, fencing to landscaping to paving and patios, because that is the order a whole-yard job actually runs in. The fence goes in while machinery can still get through, the garden comes next, and the paving goes onto ground that’s already finished.

Below that is a sequence of three photos of one Mandurah backyard: boundary, garden, outdoor room. All three are the same property, shot on the same day. The site won’t render the band at all if one of the photos goes missing, so it can’t quietly end up showing one yard’s fence next to another yard’s patio.

Twenty-four pages, built for how people search

Three service hubs (Fencing & Gates, Landscaping, Paving & Patios) with ten service pages beneath them, from Colorbond and pool fencing to reticulation and retaining walls. Alongside them are three pages written to convert rather than to rank:

• What it costs: starting prices for the services Blackjack was ready to publish. Almost nobody in this market shows a price, so this is the cheapest advantage in the whole audit.
• Garden help for seniors: yard clean-ups and ongoing maintenance for older homeowners. Nobody searches for it, so it isn’t a traffic page. It’s a page you can send to someone, or their family, when they ask.
• Insurance claims: storm-damaged fencing, which spikes every June.

Real job photography, captioned honestly

Blackjack supplied 269 job photos spanning 2013 to 2026. 75 of them are on the site, and every one is captioned with only what you can actually see in it. No suburb is named on any photo, because none was supplied, and no shot is passed off as a “before” when it was taken the same afternoon as the “after”.

Where there isn’t a photo yet, the page says so rather than filling the gap with stock or AI imagery. The landscaping pages are lighter on photography than the fencing ones, and the next round of photos is aimed squarely at that.

Quote enquiries that land properly

The quote form delivers to Blackjack’s inbox and sends the customer a branded confirmation, with spam filtering that only appears when it’s needed. Analytics runs through Cloudflare, so there’s no tracking script in the site’s own code.

The build is Astro: static, no database and no admin login to attack.

The Results

The site launched on 6 October 2026.

• A whole-yard position in a market where every competitor sells one trade
• 24 pages, each written against researched search terms rather than guessed ones
• Published starting prices, in a market where hardly anyone shows one
• 75 real job photos, captioned with what they actually show
• No stock and no AI imagery anywhere on the site

It’s too early for enquiry or ranking numbers to mean anything. When there are some worth reading, I’ll add them here.