They spent 35 years earning a reputation in Melbourne. Online, you’d never have known. Here is what changed when the website caught up with the business.
Reporting period: February–August 2024 compared with February–August 2023.
OZ Roller Shutters is a Melbourne specialist in window roller shutters, security doors and outdoor blinds, trading for over 35 years. Optweb Digital rebuilt their website and ran a category-focused SEO campaign from January 2024. Comparing February–August 2024 with February–August 2023:
| Detail | Information |
|---|---|
| Client | OZ Roller Shutters |
| Industry | Home Improvement - Window Roller Shutters, Security Doors & Outdoor Blinds |
| Location | Melbourne, Victoria |
| Service | Website Rebuild & SEO |
| Reporting period | February–August 2024 vs February–August 2023 |
OZ Roller Shutters is a Melbourne specialist in window roller shutters, security doors and outdoor blinds, delivering custom-designed solutions that protect homes without compromising on style.
Australian-owned and operated, with over 35 years in the industry, the business is known for honest pricing, quality craftsmanship and a customer experience that keeps Melbourne homeowners coming back. In 2024, OZ Roller Shutters partnered with Optweb Digital to rebuild its website and turn that reputation into consistent enquiries from Melbourne homeowners searching online.
OZ Roller Shutters had 35 years of reputation and almost none of it visible online. Four specific problems:
The website needed a modern, conversion-first rebuild that worked for today’s mobile-first homeowners.
The site had poor rankings for the search terms that drive each product category.
Roller shutters, security doors and outdoor blinds competed on the same handful of pages, making each page’s focus unclear to Google.
Referrals had carried the business for years, but a stronger search presence was needed to build a more consistent enquiry channel.
We rebuilt the site around the way Melbourne homeowners search, giving each service its own clear structure and supporting the new pages with technical SEO and useful content.
| Metric | Feb–Aug 2024 | Feb–Aug 2023 | Growth |
|---|---|---|---|
| Organic Search Sessions | 33,045 | 5,740 | ↑ 476% |
| New Users | 24,352 | 4,508 | ↑ 440% |
| Enquiries | 389 | 127 | ↑ 206% |
| Revenue | $63,120 | $8,337 | ↑ 657% |
Source: Google Analytics 4
Organic sessions grew almost sixfold and enquiries more than tripled over the same seven-month window, a year apart. Because the site was rebuilt around how people actually search for each product separately, the extra traffic arrived on pages that matched what visitors were looking for, and enquiries followed.
Roller shutters, security doors and outdoor blinds are three different searches with three different buyers, so we tracked each separately.
| Category | Keyword | Search volume | Rank |
|---|---|---|---|
| Roller shutters | roller shutters repairs | 210 | #1 |
| Roller shutters | best roller shutters melbourne | 140 | #2 |
| Roller shutters | roller shutter installation melbourne | 210 | #2 |
| Security doors | security door price melbourne | 140 | #1 |
| Security doors | aluminum security doors | 70 | #1 |
| Outdoor blinds | outdoor alfresco blinds | 390 | #1 |
| Outdoor blinds | outdoor blinds for pergola | 260 | #2 |
Source: Google Search Console
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“Great team with highly professional experience!”
— OZ Roller Shutters
It helps if the SEO architecture is designed in from the start, and hurts badly if URLs change without redirects. OZ Roller Shutters grew organic traffic 476% after a full rebuild because the site structure was built around how people actually search for shutters, security doors and blinds separately.
OZ Roller Shutters’ results were measured twelve months after the engagement began. Home improvement is seasonal and considered, because people research for weeks before enquiring. Expect three to six months before rankings move meaningfully, and around twelve before enquiry volume changes shape.
Yes. Roller shutters, security doors and outdoor blinds are three different searches with three different buyers. Combining them onto one page means competing with specialists for all three and winning none. Splitting them was the single biggest structural change made for OZ Roller.
Rankings decay rather than vanish. Content and technical fixes keep working. What stops is new content, new links and any response to competitors. OZ Roller Shutters key positions have been held since 2024. Sites in competitive categories that stop entirely typically see meaningful decline within six to twelve months.
We’ll show you what people in your category are actually searching for, where you rank against the specialists, and whether your current site structure is working for you or against you. A thirty-minute call is all it takes.
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