Brand Development and Business Management

The Challenge

PlanBE required a complete digital and operational overhaul that accurately reflected their expertise while reducing internal workload and improving enquiry quality.

Key challenges included:

• An outdated or fragmented digital presence

• No centralised marketing or SEO strategy

• Limited visibility across search engines and local directories

• Manual and time consuming enquiry handling

• Lack of streamlined intake and client onboarding systems

• Increasing workload across multiple councils and regulatory environments

• The need to scale without compromising professional standards or service quality

The business required a calm, capable operator who could manage multiple moving parts while allowing the planner to focus on technical planning work.

Digital Foundation and Website Development

Ghioni Consulting designed and delivered the entire PlanBE website on Wix, including every public facing and compliance related component.

This included:

• Full website build and page architecture

• Information hierarchy and user journey design

• All website copywriting across service pages, informational pages, blog content, and calls to action

• Drafting and publishing of Terms and Conditions and Privacy Policy

• SEO configuration across every page including metadata, structured headings, image optimisation, and internal linking

• Ongoing content updates and refinements as the business evolved

The website was designed not only to look professional but to function as an active lead generation tool that educates potential clients and filters enquiries effectively.

SEO, Search Visibility, and Content Strategy

A comprehensive SEO and visibility strategy was implemented across multiple platforms to ensure PlanBE could be found where clients were searching.

This included:

• On site SEO optimisation across all pages

• Ongoing blog strategy focused on planning education, risk mitigation, and regulatory clarity

• Local and regional SEO targeting multiple geographic areas

• Google Business Profile setup, optimisation, and ongoing management

• Search presence across Google, Bing, Yellow Pages, and other directories

• Consistent business information and citation management

As a result of these combined efforts, PlanBE experienced approximately eighty percent growth in client enquiries, with thirty percent of enquiries coming from outside their originally targeted geographic areas. Around ten percent of new enquiries were generated through word of mouth referrals from past clients and professional networks, indicating strong brand trust and reputation growth.

Marketing, Brand Positioning, and Lead Generation

Ghioni Consulting developed and managed PlanBE’s broader marketing ecosystem to ensure consistency, credibility, and conversion.

This included:

• Brand tone refinement to position PlanBE as calm, knowledgeable, and solutions focused

• Service page optimisation to clearly communicate value and scope

• Streamlined contact forms and enquiry pathways

• Social media strategy and content support

• Lead funnel refinement to reduce unsuitable enquiries and improve client fit

Marketing was approached strategically rather than reactively, ensuring visibility supported business capacity rather than overwhelming it.

Business Management and Systems Development

Beyond marketing, Ghioni Consulting supported the internal operations and systems that allowed PlanBE to scale sustainably.

This included:

• Client intake forms and onboarding processes

• Customer service agreements

• Internal planning templates and documentation frameworks

• Workflow and admin process development

• MYOB integration to support financial operations and visibility

• Strategic support around scaling, workload management, and operational decisions

Pricing decisions remained with the PlanBE directors, however Ghioni Consulting provided market research and operational insight to support informed decision making.

Operational and Administrative Support

As the relationship matured, Ghioni Consulting became an embedded part of the business, managing ongoing operational tasks across multiple areas.

This included:

• Inbox and communications management

• Scheduling and coordination

• Project management support

• Stakeholder liaison including council contact for information requests and DA updates

• Administrative support to reduce planner workload

This allowed the planning team to focus on technical work while ensuring clients and stakeholders received timely, professional communication.

Evolution of the Partnership

After the first twelve months, the role transitioned from external contractor to embedded business partner. Responsibilities expanded organically as trust was established and business needs evolved.

Rather than a rigid scope, Ghioni Consulting operates as a flexible business all rounder, managing marketing, operations, systems, and administrative tasks as required to support the overall health of the business.

This model has provided continuity, reduced friction, and created a stable operational backbone for PlanBE’s ongoing growth.

Why This Matters for Small Businesses

This case study demonstrates what is possible when business owners stop trying to do everything themselves.

Ghioni Consulting provides more than isolated services. It offers continuity, context, and calm. By embedding into a business and managing the moving parts behind the scenes, small businesses gain the space to focus on what they do best while still growing sustainably.

If your business is growing faster than your systems, or your admin and marketing are pulling focus from your core work, Ghioni Consulting can help.

Get in touch to discuss how a tailored, long term support model could work for your business.