Fibrestyle is an Australian-owned business that specialises in Fibretech pool resurfacing and restoration. Serving homeowners across Sydney and regional areas, Fibrestyle prides itself on providing high-quality craftsmanship for fibreglass and concrete pool transformations. As a trades-based business with an excellent reputation in the field, Fibrestyle came to X/O Digital with the goal of modernising their digital presence and capturing more leads online.

SEO Overhaul

A complete keyword and content audit was conducted to realign Fibrestyle’s website with high-intent search terms such as “pool resurfacing Sydney,” “fibreglass pool renovation,” and “concrete pool resurfacing.”

Meta descriptions and title tags were updated across key service pages, and blog content was introduced to support keyword clustering and topical authority. Technical SEO improvements such as image optimisation, internal linking, and schema markup were also applied.

Google Ads Realignment

Fibrestyle’s Google Ads account was underperforming and required a reset. We created new campaigns grouped by service and location, applied refined audience targeting, and introduced high-converting ad copy that clearly explained the benefits of their services.

Daily optimisations and budget adjustments ensured every dollar was spent efficiently, with specific emphasis on cost per lead.

Landing Page Rebuild

We rebuilt Fibrestyle’s main landing pages with clear visual hierarchy, mobile responsiveness, and direct CTAs (Call-to-Actions). The new structure featured trust signals (reviews, photos, guarantees), a simplified enquiry form, and better user flow.

These landing pages were A/B tested for conversion rate improvements over a 90-day period.

Results Achieved

The new digital foundation delivered a range of improvements across all key performance areas.

Key Performance Indicators:

• Achieved an average of 110 leads per month.

• 100% increase in lead volume while maintaining high quality in 30 days

• Substantial increase due to improved website flow and ad quality.

Successes by Milestone

A strategic roadmap showcasing key achievements across short-, mid-, and long-term initiatives. From stabilising ad performance and enhancing tracking to revamping website structure and preparing for advanced digital growth, each milestone reflects a step forward in driving measurable results and scalable success.

Short-Term Wins:

• Rebuilt and relaunched high-performing landing pages.

• Improved ad relevance and click-through rate through better targeting and messaging.

Mid-Term Achievements:

• Lead volume doubled while maintaining profitability.

• Conversion rate increases through improved design and simplified messaging.

Long-Term Plans:

• Continue scaling Google Ads performance with data-driven budget allocation.

• Regularly refresh content and landing pages to remain competitive.

• Further SEO expansion into adjacent services and regions.

Why This Case Study Matters

This case study highlights the importance of aligning digital channels with business goals. Trades-based businesses like Fibrestyle often rely on word-of-mouth and referrals but miss out on the high-converting traffic that well-optimised websites and Google Ads can deliver.

By pairing SEO with performance-driven ads and effective design, Fibrestyle was able to scale their leads and significantly improve cost-efficiency.

Final Thoughts

Fibrestyle’s transformation shows that even established, traditional businesses can reap huge rewards from digital optimisation. It’s not just about being online, it’s about being effective online.

Want to upgrade your digital marketing just like Fibrestyle did?  

Book a free discovery session with X/O Digital today.