When Peter Laskovsky stepped into his role as Business Development Manager at Melbourne Protective Coatings in 2022, the business was already doing solid work across commercial and specialty coatings projects.
But their online presence didn’t reflect that. They had a website. But like many trade businesses, it felt static.
Most of their work still came through referrals and networking. And while that had worked early on, it wasn’t scalable.
Their growth had stalled.
Nothing seemed broken with the website.
It looked “fine” on the surface. It had the basic information, a few images, and the services listed out.
But it wasn’t doing anything for the business. It wasn’t generating traffic or bringing in leads. There was no SEO or online marketing supporting it.
And it also didn’t reflect the quality of their work or capabilities. The website wasn’t helping the business grow—it was just sitting there.
At first glance, this looked like a website problem. But it wasn’t.
The real issue was that they had no clear positioning in the market, authority signals to build trust, or alignment with how clients actually search or evaluate providers.
They weren’t being seen as a clear, go-to option. And when that’s the case, businesses end up competing on price or missing out on bigger opportunities.
So improving the design alone wouldn’t fix the problem. The entire approach needed to change.
The business needed to stand for something specific, not just be another painting company. Clear positioning makes it easier for clients to understand what you do and why they should choose you.
They went from targeting anyone with a property and wallet, to becoming the obvious choice for their ideal clients.
Each key service was broken out into its own page. This allowed clearer messaging, better targeting from ads, and stronger relevance in search.
Instead of a general website, visitors could now land on exactly what they were looking for.
Stock imagery was removed and replaced with real project photos and case studies. This helped communicate the true scale and quality of their work and built trust immediately.
As the business expanded, the website structure allowed new services to be added properly. Not just as extra pages, but as clearly positioned offerings.
Instead of chasing quick wins, the focus shifted to building strong foundations.
That meant clarifying the brand’s identity, fine-tuning their messaging, and creating high-value service pages that support all these.
This made the business easier to understand, not just for search engines, but for AI tools as well.
As the structure, messaging, and content improved, the business became more visible in search and more likely to be recommended when potential clients were looking for solutions.
Once the positioning and structure changed, the results followed.
The website went from a passive presence to an active driver of growth.
But the biggest shift wasn’t just more leads; it was the quality of those opportunities.
When we started working with TunedWP, a large job was $30,000.
With the help of Justin and his team, we are now winning projects around $5 million.
Same business. Same team.
But with clearer positioning, stronger authority, and a website built to support growth, the type of clients they attract has completely changed.
"The team at Tuned WP are amazing, couldn't recommend them high enough, super quick response, reasonable rates and great knowledge, they saved us from another terrible company who dragged a supposed "6 week project" into over 6 months. Tuned WP had us up and running and with a much better site in under 4 weeks!!!!"
Peter Laskovsky
Business Development Manager
Melbourne Protective Coatings
