Line Marking Australia — High-Performance Business Website with Headless CMS
Designed and developed a conversion-focused business website for Australia's trusted line marking company, combining Next.js 16 server rendering, Sanity CMS for content control, and SEO-first architecture to drive fixed-price quote requests from facility managers and property operators nationwide.
A lead-generation website built to convert facility managers into quote requests
Line Marking Australia is one of Australia's most established line marking contractors, with over 5,000 projects completed since 2009 across carparks, warehouses, roads, schools, and airports. They needed a website that matched the authority they'd built on the ground — fast, professional, and engineered to convert visitors into fixed-price quote requests.
The previous web presence didn't reflect the company's scale or expertise. Service pages lacked depth, location targeting was minimal, and the content management process required developer involvement for every update. We were engaged to design and build a modern, CMS-driven website that would rank for high-intent local searches across all Australian states, showcase 15+ years of project evidence, and make it effortless for property managers to request a quote with site plan uploads.
An outdated web presence limiting visibility and lead generation for a national operator
Despite completing thousands of projects, the company's online presence didn't capture the trust signals, geographic reach, or service depth needed to compete for high-value commercial contracts found through search.
Weak local search visibility
No dedicated city or state pages meant the site wasn't ranking for location-specific queries like 'carpark line marking Melbourne' or 'warehouse marking Sydney' — the exact searches facility managers use when they need a contractor.
Content locked behind developers
Every text change, blog post, or project update required a developer to edit code and redeploy. This bottleneck meant the site's content was stale and didn't reflect recent work or service expansions.
No structured conversion path
The site lacked a clear quote request flow. There was no site plan upload capability, no service/state selection, and no structured form that would give the sales team enough context to return a quote within 48 hours.
Missing trust and compliance signals
With $20M insurance, VicRoads approval, and AS/NZS compliance as key differentiators, these trust signals weren't prominently surfaced. Client testimonials and project evidence were absent or buried.
Next.js 16 + Sanity CMS architecture built for local SEO and lead conversion
We built the new Line Marking Australia website as a server-rendered Next.js 16 application with React 19, Tailwind CSS 4, and Sanity CMS as the headless content backend. The architecture gives the marketing team full control over pages, blog posts, case studies, and project content — while the frontend delivers sub-second page loads, structured SEO markup, and a conversion-optimised quote request flow.
Every page was designed around two goals: ranking for location + service keyword combinations across Australia, and converting visitors through a frictionless quote form with file upload. The design language emphasises authority — real project evidence, specific compliance credentials, named client outcomes, and clear calls-to-action that reduce the distance between landing on a page and submitting a quote.
Headless CMS with Sanity Studio
Sanity CMS powers all dynamic content — services, blog posts, case studies, and project entries. The studio runs independently at its own URL, giving the team a visual editing experience with live preview, image CDN delivery, and zero-downtime publishing without touching code.
Multi-Location SEO Architecture
Dedicated pages for 8 major Australian cities (Sydney, Melbourne, Brisbane, Perth, Adelaide, Hobart, Canberra, Darwin) with dynamic slug routing. Each location page targets geo-specific search queries and surfaces locally relevant project evidence and testimonials.
Conversion-Optimised Quote Flow
A structured quote form with service type selection, state targeting, and site plan/photo upload (PDF, JPG, PNG, DWG up to 10MB). This gives the estimating team enough context to return a fixed-price quote within 48 hours — the company's core sales promise.
Structured delivery for a national service business website
Discovery & Content Strategy
Mapped the full service catalog (carpark, road, warehouse, playground, thermoplastic, removal, compliance), identified target cities, and defined the content architecture for service pages, location pages, blog, and case studies. Established SEO keyword targets for each page type.
Design & Component System
Designed the visual system in Tailwind CSS 4 — hero sections with quote forms, trust signal bars, service cards, testimonial carousels, project grids, FAQ accordions, and responsive navigation. Built reusable React 19 components with TypeScript for type safety across the entire frontend.
Next.js Frontend & Dynamic Routing
Implemented the Next.js 16 application with server-side rendering, dynamic [slug] routing for all CMS-driven pages, image optimisation via next/image, and Tailwind 4 with PostCSS. Connected the Sanity client for data fetching and image URL building.
Sanity CMS Studio & Content Modelling
Configured Sanity Studio with custom schemas for services, blog posts, projects, and page content. Built the content editing workflow with structured fields, image handling, and rich text blocks so the marketing team can publish independently.
SEO, Performance & Deployment
Implemented structured metadata, Open Graph tags, canonical URLs, and sitemaps across all page types. Performance-tuned image delivery, code splitting, and server rendering. Deployed the frontend to Vercel and the Sanity Studio to Sanity's hosted infrastructure.
A fast, CMS-driven business website engineered for search visibility and quote conversion
The new site gives Line Marking Australia a digital presence that matches their on-the-ground authority — with full content control and a clear path from search result to quote request.
Modern headless CMS architecture for service businesses
The new website finally reflects the scale of work we've done across Australia. The team can update content, add projects, and publish blog posts without waiting on developers — and the quote requests started coming in immediately.