PlanBE Planning — Full Digital Presence Build & Ongoing Growth

Project scope & goals
PlanBE needed a professional, search-friendly web presence that clearly communicates services (development applications, heritage, accessibility, planning statements) while supporting lead generation from councils across NSW/ACT. Ghioni Consulting delivered a complete build-and-grow program:

1) Website design & build (Wix)

Information architecture: service-led navigation with clear pathways for homeowners, architects, and developers.

- Clean, accessible UI using PlanBE’s teal palette; readable typography; mobile-first responsive layouts.

Structured “Case Studies” area (privacy-safe format) and “Insights/Blog” for thought leadership.

Forms connected to email and CRM workflows; spam protection; success/thank-you pages.

Legal & trust: SSL, cookie notice, privacy page, business details, and council-relevant language.

2) Content system & publishing

Reusable Wix CMS collections for Case Studies (with short intro, challenge, approach, outcome) and Blog posts.

Editorial guidelines to keep tone professional, evidence-based, and council-aligned (LEP/DCP terminology where appropriate, no site-identifying details).

Image handling standards: compression, descriptive alt text, consistent file naming for SEO.

3) SEO (on-page & technical)

Keyword strategy focused on regional intent (e.g., “town planner [region]”, “development application support”, “heritage planning report”).

On-page optimisation: page titles, meta descriptions, H1-H3 structure, internal linking across services/case studies.

Technical SEO: clean URL slugs, redirects to remove duplicates, 404 handling, sitemap and robots.txt checks.

Schema markup: Organisation/LocalBusiness, Article/BlogPosting for content; address and contact details aligned with GBP.

Performance tuning for Core Web Vitals: image optimisation, lazy-loading, script hygiene.

4) Local presence & Google Business Profile

GBP setup/optimisation: primary/secondary categories, services, service areas, hours, phone, and branding.

GBP content cadence: Posts, project highlights (privacy-safe), FAQs (council process basics), and photo updates.

Map integration on site; NAP consistency across citations to strengthen local discovery.

5) Google Ads (search)

Campaign structure aligned to services and regions (e.g., “Development Application Support,” “Heritage/Accessibility Planning”).

Responsive Search Ads with sitelinks, callouts, and structured snippets; location & call extensions linked to GBP.

Conversion tracking for form submissions and calls; UTM tagging to attribute leads back to campaigns.

Negative keyword maintenance to reduce irrelevant clicks (e.g., academic “planning degrees,” non-NSW/ACT queries).

6) Social media integration & shareability

Open Graph and Twitter Card tags for clean link previews.

Post templates for LinkedIn/Facebook to distribute new blogs/case studies; UTM parameters for analytics.

7) Analytics, reporting & maintenance (Ghioni Consulting $99/month plan as the base)

GA4 and Search Console connected; monthly review of queries, impressions, CTR, and landing-page performance.

Iterative SEO improvements (refreshing titles/meta, internal linking updates, adding FAQs).

Security and uptime checks; content edits, small feature updates, and media housekeeping.

Ongoing blog/case-study publishing support to keep the site fresh and ranking.

Impact (qualitative)

Stronger credibility signals for councils and clients via polished case studies and clear service pages.

Improved local search visibility through aligned GBP + on-site SEO.

More qualified enquiries via service-themed Google Ads and clear calls-to-action.

Repeatable publishing workflow that keeps content compliant, privacy-safe and on-brand.