Stonemasonry Case Study

CR Stone

How an outdated website was flagged as a risk to a paid ad campaign, and how a rebuild turned CR Stone’s showroom into a genuine sales channel.

Book a Discovery Call
Ranking for “stone benchtops Swan Hill”
Monthly showroom bookings via site
Increase in quote requests
BEFORE

The Challenge

CR Stone is a family-owned stone fabrication business in Swan Hill, established since 2000 and well regarded locally. But the website hadn’t been maintained in some time, and the business had outgrown it: Outdated software had broken parts of the layout, messaging was unclear, and calls to action were easy to miss entirely.

The site still carried e-commerce functionality from a small side offering that had outlived its purpose, a bolt-on that diluted the site’s actual focus. Services were also structured around materials and manufacturers rather than what customers needed, making the site read like a catalogue rather than the work of craftsmen.

Garth had engaged a third-party agency to run paid ads, but their account manager flagged the risk directly. Sending traffic to a site in this state was unlikely to deliver a good return, no matter how well the ads themselves performed.

Our Approach

Rather than starting from scratch, we rebuilt the website on a lighter, more capable base while keeping CR Stone’s existing brand colours intact – a refresh, not a reinvention. Navigation was restructured around actual services, making it immediately clear what CR Stone offers and does, not just what it sells.

Technical and on-page SEO were applied throughout, alongside a broader look at how visitors were actually engaging with the site. Rather than just directing traffic to a contact form, we added an embedded calendar system that let visitors book a showroom viewing directly, giving paid traffic a clear, low-friction next step once it arrived.

With the ad agency now sending traffic to a site built to convert it, rather than one working against it, the paid campaign had a real foundation to perform on.

AFTER

What We Delivered

Web Design & Development

A rebuilt website on a lighter, faster, and more reliable base, keeping CR Stone’s existing brand colours and identity fully intact.

Local SEO

Technical and on-page optimisation carefully aligned to how customers actually search for stone benchtops, splashbacks, and wall cladding.

Service-Led Navigation

Restructured around what customers need, not a catalogue of materials and manufacturers, making the site read like the work of craftsmen, not a supplier list.

Showroom Booking Integration

An embedded calendar system giving visitors a direct, low-friction way to book a showroom viewing without having to pick up the phone.

The Results

Local search ranking

Ranking first for “stone benchtops Swan Hill,” plus visibility across other local search terms.

Monthly showroom visits

Visitors now booking showroom viewings directly through the site.

More quote requests

A meaningful rise in quote requests, supporting the paid ads running alongside the rebuild.

  • “Dean’s been a wonderful help to our team. He took an outdated website that was holding us back and turned it into something we’re proud to send customers to. We’re now ranking on page one for the searches that matter most. His strategic design and technical skills are incredible, and we couldn’t be more grateful for our new website.”
    CR Stone stonemasonry website design case study thumbnail
    Garth Perryman
    Director, CR Stone

Want results like these for your business?

Book a free discovery call to discuss your positioning, competitive landscape, and whether we’re the right fit.

Book a Discovery Call