Meet WestOz Water Filters
Rob and Mavis Carruthers run WestOz Water Filters, a West Australian water filtration company dedicated to helping families access fresh, clean water straight from the tap. With a combined 80+ years’ experience in health and homes, this husband-and-wife team understands water filtration systems and the substantial benefits for family, home, and environmental health.
When they purchased the business, they inherited a website that came with it, but it was far from ideal. Despite having high-quality products at competitive prices, their digital presence wasn’t supporting their expertise or converting visitors into customers.
Rob and Mavis knew they had something special, but they needed the right digital partner to help them reach more families who could benefit from clean water solutions.
Navigating Challenges
WestOz Water Filters faced the classic struggle of expert service providers with poor digital representation:
Ineffective Website: Their inherited website was clunky and poorly designed, generating very few leads and almost no sales despite quality products and competitive pricing.
Low Online Conversion: Online conversion rates sat at just 5%, while face-to-face conversions reached 20%, showing the disconnect between their expertise and digital presentation.
Exhausting Traditional Marketing: Most business came from word-of-mouth, networking, and setting up stalls at home shows, caravan shows, and country town shows throughout Perth and regional areas.
Limited Digital Reach: Their expertise in water filtration wasn’t reaching families who desperately needed their solutions but were searching online.
Previous Agency Disappointment: They’d already invested in website improvements and marketing services with another agency, seeing only marginal results.
Resource Constraints: Operating on a limited budget while trying to compete in a crowded home improvement market.
As Mavis put it: “We know we have a high-quality product that’s priced well, but conversion from our online shop was poor. Whilst we were ‘doing ok’, we knew with the right team we could do better.”
Our Strategic Solutions – How Optimise Online Helped
We began with a strategic, budget-conscious approach that would grow with their success.
Lead Generation Focus: Starting with their limited budget, we prioritised immediate lead generation. As results improved, Rob and Mavis reinvested into expanded services.
The approach prioritised sustainable growth, automation for efficiency, and education-based marketing that built trust with potential customers.
Brand Strategy Development: Worked with them to clarify their mission, core values, and vision, creating clear differentiation in the competitive water filtration market.
Complete Website Transformation: We designed and developed a brand-new WooCommerce website with fresh branding and logo that truly reflected their expertise and the clean, fresh feeling their products deliver.
Customer Journey Automation: Built comprehensive Klaviyo systems, segmenting leads and customers while setting up automated filter replacement reminders across their entire product range, turning one-time buyers into long-term customers.
Multi-Channel Digital Strategy: Implemented Google Ads campaigns, Facebook Ads for awareness and engagement, and SEO strategies to dominate search rankings for water filtration keywords.
Content Marketing Partnership: Developed a content strategy where Mavis writes educational blogs with our guidance, ensuring articles address keywords and search queries their customers use.
Powerful Percentages
February 2023 to February 2024 (12-month transformation period, with ongoing partnership since 2022)
- Monthly leads increased from 16 to 100+ (525%+ increase)
- Monthly website traffic grew from 700 to 2,000+ visitors (185%+ increase)
- Time on site improved from under 30 seconds to over 2 minutes (300%+ increase)
- Conversion rates improved from 25% to 80% at field days and shows
- Doubled yearly revenue across the entire business
- Online shop orders went from zero to consistent purchases
Proud Partnership
The transformation extends beyond numbers, Rob and Mavis have built a sustainable business that works for their lifestyle. They’ve employed their daughter part-time to handle admin duties and can finally take well-deserved holidays.
As Mavis shared: “We look forward to having a holiday in May, our first in two years! Optimise Online has been an integral part of that reward we’re giving ourselves.”
The partnership demonstrates the power of combining expertise with strategic digital marketing. Rob and Mavis’s decades of water filtration knowledge now reaches families throughout Western Australia and beyond, while automated systems handle repeat customers and filter replacements.
After nearly three years of partnership, they continue to benefit from 90-day strategic reviews, responsive support, and a collaborative approach that respects their expertise while amplifying their reach.
Their success proves that when you have quality products and genuine expertise, the right digital strategy can transform both business results and quality of life.
