WestOz Water Filters
WestOz Water Filters is Mavis and Rob’s family business, built on a real commitment to family health and the environment. Their products were high quality, but the digital side was not: no CRM or automation, inconsistent lead follow-up, Facebook ads returning only 5% qualified leads, weak search visibility, and a website chat drowning in 80% spam.
Industry
Water Filtration & Eco Living
Expertise
Web Design & Development, Brand & Content Strategy, Paid Media Management, SEO & Search Visibility, CRM & Marketing Automation
The Problem
Mavis and Rob were struggling with a disjointed digital presence that did not reflect their deep commitment to family health and the environment. Despite having high-quality products, they faced significant “pains” in their daily operations.
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Manual Overload
A total lack of CRM or automation meant lead follow-ups were inconsistent and time-consuming.
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Low-Quality Leads
Previous Facebook ad attempts yielded only 5% qualified leads, wasting valuable marketing spend.
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Digital Invisibility
They were frustrated by a website that lacked "warmth" and felt invisible in search results due to poor SEO.
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Spam Interference
Their website chat was delivering 80% spam, hindering genuine customer connection.
The Solution
The products were never the problem — the digital experience was. We rebuilt the website with the warmth the brand was missing, fixed search visibility, lifted paid lead quality ten fold, and put CRM and automation behind every enquiry.
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System Integration
Prioritising a CRM and EDM setup to automate lead nurturing and replacement cartridge reminders.
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SEO First Approach
Revitalising their brand with a new website which targeted keywords like ‘perth water filters’ and ‘under sink water filter’ to drive organic traffic.
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Content Strategy
Refining the "Our Story" narrative to add the missing warmth and credibility that Mavis and Rob provide as WA locals.
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Precision Advertising
Moving away from broad "casting nets" to precision-targeted Google Ads, and Meta Ads campaigns to capture high-intent customers.
The Implementation
Audit & Alignment
We analysed their existing channels to see what worked (Trade Shows and Google Ads) versus what failed (previous agency).
Infrastructure Build
We began the priority task of setting up a CRM to handle their 90-day follow-up cycles and monthly newsletters.
Website Revamp
We delivered a brand-new website that was technically sound and enriched with content to engage and convert visitors. With a key focus making the shop more accessible and evolving the brand for a softer, more "caring" feel.
The Outcome
By "Optimising the Customer Experience®," we are helping WestOz Water Filters transform from a manual operation into a scalable, purpose-driven brand.
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Scalable Systems
The new CRM allows Mavis and Rob to focus on "conversations, not just sales," while automation handles the heavy lifting of reminders.
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Quality Connections
A focus on high-intent search terms ensures that the leads they receive are families genuinely seeking health benefits and "soft water" solutions.
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Clear Roadmap
With a 90-day action plan, they now have a clear path toward their 3-year goal of moving to a warehouse and hiring a manager.
WestOz Water Filters
Rob & Mavis Carruthers
Business Owners
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.
