# By George Investments Case study by [Eoin Villarin](https://amvprosox.com/about). WordPress ยท Trade Services, 2023, Role: WordPress Developer. Canonical: https://amvprosox.com/case-studies/by-george-investments An experienced Melbourne builder with a razor-sharp specialty: drilling ceramic and porcelain tiles without cracks. A niche WordPress and Breakdance site that owns its niche. ## Key results - **99.9%** Uptime record - **0** Security incidents - **24/7** Site monitoring - **100%** Pages loading clean ## The challenge By George Investments is run by George, a qualified and registered Melbourne builder with more than 25 years of experience and a very specific specialty: drilling holes into ceramic and porcelain tiles that are already installed, without cracks or damage. The By George Investments WordPress website had to own that niche. Tile hole drilling is the definition of a niche search. Tilers do not want the risk, plumbers avoid it and builders would rather hand it off, so whoever ranks for it wins the job. The people searching are builders, renovators and commercial fitout teams who need a fixture installed in a finished bathroom or kitchen without replacing a tile. The site had to demonstrate the crack-free technique convincingly, establish George's building experience and dominate Melbourne tile drilling queries, all while staying small, simple and easy to act on. ## The solution I built the site on WordPress with Breakdance using a tightly focused page structure aimed squarely at tile drilling SEO. The menu is short: Tile Hole Drilling, About Us and Contact Us, with a projects gallery supporting the story. The homepage headline says exactly what the business does: experienced Melbourne builder specialising in ceramic and porcelain tile drilling, drilling holes into tiles without cracks or damage. It is followed by Get a Quote and Explore Our Tile Drilling Process buttons, a 25+ years of building experience highlight and an introduction to George. The dedicated tile drilling page puts proof of technique front and centre, with a video showing the drilling process, a list of benefits including zero tile damage, on-site service and fixture installation, and a workmanship guarantee. The service area, up to 40km from the Melbourne CBD, is stated clearly. I maintain the site continuously: small site, zero cracks, in the tiles or the security. ## A Melbourne builder with a crack-free tile drilling specialty George has worked on new homes, renovations, extensions and hard landscaping for more than two decades. Alongside general building, he has become the person builders call when a hole needs to go through a finished tile without breaking it. His customers include builders preparing for handovers, renovators finishing bathrooms and kitchens, and commercial fitout teams. After drilling, he also installs fixtures such as towel rails, mirrors, toilet roll holders and TV brackets. The website's job is to make that specialty unmistakable. It explains the problem in the customer's terms, shows the solution working and makes it easy to request a quote for a specific job and location. ## Focused service page structure for tile drilling in Melbourne Instead of a broad builder website, the site is built around one main service page, which keeps relevance high for the searches that matter. - **Tile Hole Drilling:** the core page, covering ceramic and porcelain drilling after installation, fixture installation and the guarantee. - **About Us:** George's background as a registered builder, which supports trust. - **Projects:** a gallery of bathrooms, extensions, landscaping and renovations across Melbourne. - **Contact Us:** a quick quote form and phone number. Every page links back to the tile drilling page and quote form. The footer lists the builder licence details, which reassures builders and project managers checking credentials. ## Proof of technique: video, guarantee and finished projects In a niche where the fear is a cracked tile, proof matters more than claims. The tile drilling page includes a video showing exactly how George drills through tiles with precision, so visitors can see the process before they book. The benefits are listed plainly: zero tile damage on porcelain or ceramic, fast on-site service, drilling after tile installation with no mess, suitability for commercial fitouts and bathrooms, fixture installation included, and a workmanship guarantee. A projects gallery shows finished work without filters, and the copy names suburbs across the service area, such as Richmond, Doncaster, Glen Waverley and Werribee, so builders know George will come to their site. ## Niche SEO for tile hole drilling searches on the By George Investments WordPress website The By George Investments WordPress website is built to rank for a small set of high-intent phrases, such as tile drilling Melbourne, porcelain tile drilling and drilling holes in tiles without cracking. Page titles, headings and descriptions use those phrases naturally, guided by keyword research in Semrush. Because the site is small, every page reinforces the same topic, which helps search engines understand exactly what the business offers. The 40km service radius and suburb names support local relevance. Niche service businesses can outrank much larger competitors this way. I explain the approach further in my playbook on [local SEO for tradies in Australia](https://amvprosox.com/blog/local-seo-mechanics-tradies-australia). ## Continuous maintenance for a small but busy site Small sites still need care, because one outdated plugin can undo years of search visibility. I maintain By George Investments with WordPress, Breakdance and plugin updates, 24/7 uptime monitoring, security hardening and scheduled backups, plus checks on the quote form. The results row reflects that: a 99.9% uptime record, zero security incidents and every page loading clean. For another bathroom-focused trade business I have worked with, see [Bathroom Renovations King](https://amvprosox.com/case-studies/bathroom-renovations-king). If you offer a specialist trade service and want a focused site that owns your niche in local search, [get in touch](https://amvprosox.com/#contact-form). ## Tech stack WordPress, Breakdance, PHP, CSS Live website: https://bygeorgeinvestments.com.au