The challenge
Essential Installs needed a site that shows Gold Coast homeowners exactly what Jordy fits, proven with his own job photos, and makes calling him the easy next step.
Where they started
- A first concept built before any of their own job photos had arrived.
- 89 of Jordy's own job photos, which arrived in September 2026.
The research
On 14 September 2026 we audited the concept against Jordy's real photos, at phone and desktop width and through PageSpeed, and studied three Gold Coast kitchen and cabinetry businesses.
Sites we studied
What we tookProof a homeowner can check in one tap, such as a licence number and business number, and a process written as steps.
What we leftWe will show a licence or business number only once one is confirmed for this business, so none is shown yet.
What we tookThe gallery is the product, and the page title leads with the service and the region.
What we leftWe left out finance offers and supplier logos, because neither is on record as true for this business.
What we found
- Jordy's photos show cabinetry being installed: kitchens, walk-in wardrobes and floating TV units with LED lighting. They do not show demolition, tiling, plumbing or stone benchtops.
- The concept described a full renovation service that the photos did not support, so the words had to change, not only the pictures.
- The concept already scored 94 for mobile performance on PageSpeed, so speed was not the problem. Trust and accuracy were.
- The strongest sites in the set were specific rather than animated.
The strategy
Rebuild on what is true: describe only what the photos show, remove every claim that is not on record, and make calling Jordy the main action.
The first concept used stand-in content while real photos were on their way. On 14 September 2026 everything not yet true of this business was taken out, so nothing unproven could go live.
That is what the photos show. Whether Jordy also designs or manages other trades is not confirmed, so the site does not claim it.
Photos showing people, family pictures, house numbers or a client's belongings were left out, and captions name the cabinetry, never a suburb or a client.
On a phone, calling is the quickest way to start a job like this, so the call button sits in the first screen with the enquiry form second.
The build
A single-page React and TypeScript site on a preview address. It has not launched and has no custom domain yet.
The signature moment
The work gallery: 18 of Jordy's own photos with filters for Kitchens, Wardrobes, and Cabinetry and TV units. Each service card above it jumps to the gallery with its filter already set, and photos taken part way through a job are labelled that way.
An oak walk-in wardrobe on phones, where a tall photo fits, and a walnut TV unit with its LED glow on wider screens. Both are loaded early so the first view appears quickly.
Photos lit by LED strips use the original file, because colour correction washed out the glow.
Tap a photo to see it full screen. Arrow keys move between photos, Escape closes it, and focus returns to where you were.
Three steps, get in touch, talk through the project, installation, with no timeframes, prices or guarantees that are not on record.
Sends through C.E.A Forms on the business's own key, with a hidden trap field and a fill timer against spam.
Search
- Page title 'Essential Installs | Kitchen and Cabinetry Installation, Gold Coast', with a description naming kitchens, walk-in wardrobes and cabinetry on the Gold Coast.
- HomeAndConstructionBusiness schema holding only facts on record: the name, phone, email, web address, an image and a one-line description.
- A real robots file, sitemap and not-found page. In the concept, all three had returned the home page.
- Every page is served as finished HTML with its own title, description, canonical link and H1.
- Photos are served as WebP in three sizes, with location data stripped from every file.
Results
The site has not launched, so there is nothing to measure yet and this study makes no results claim.
Study last updated November 2026