
Website Design & Development
Social Media Marketing & Strategy
Transform your marketing with AI insights and exclusive strategies in our value-packed, outcome-driven Content & Marketing Workshop.
Transform your brand with AI insights and exclusive strategies in our value-packed, outcome-driven Brand Strategy Workshop.
Website Design & Development
Social Media Marketing & Strategy
Transform your marketing with AI insights and exclusive strategies in our value-packed, outcome-driven Content & Marketing Workshop.
Transform your brand with AI insights and exclusive strategies in our value-packed, outcome-driven Brand Strategy Workshop.
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.
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.”
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.
February 2023 to February 2024 (12-month transformation period, with ongoing partnership since 2022)
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.
We are now nearly three years on….and still with Optimise Online. Why? We are so well looked after in everything marketing. Our (new) website continues to evolve. One staff member assists with writing up blogs that reflect SEO words, set up by another staff member. We are allocated one staff member who liaises with others for our specific needs. Every 90 days we have a review of what’s worked, what hasn’t worked and What’s Next? in the overall business marketing plan.
The results? A constant stream of leads. An increase in customer conversions in the past 12 months. A gradual increase in online orders (used to be zero). Hannah has set up a leads management spreadsheet for us and we now have an efficient process for attending to each lead.
We are listened to. Our business is based on developing a relationship with our customer to establish why they need a water filter. So our CRM reflects that and is different to the other CRM’s that have automated responses as the initial contact. Our CRM effectively uses automation as a reminder system. This doesn’t start until after that relationship has been established and the initial purchase made. Then the customer is automatically reminded when to change their cartridges. This has been so effective with time management for us and the customer, resulting in an increase in cartridge change compliance.
Our business has evolved as we have implemented the suggestions of The Team at Optimise Online. The relationship is two-way. They work in our best interests: we work to help make that happen. The Result? A happy business with increased revenue and customers that benefit, even though they are totally unaware!
Highly recommend to take a look at these guys. They know their stuff and continually look to improve their services.
Results are based on WestOz Water Filters’ specific circumstances and may not be typical. Digital marketing outcomes depend on various factors including industry, competition, budget, and implementation. While we’re proud of these results, we cannot guarantee identical outcomes for other businesses. Individual results will vary based on business factors, market conditions, and client commitment to recommended strategies.
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