Fallen timber and regrowth making the paddock hard to use.
Stick rakingCE CONTRACTINGRural Earthworks Specialists
Rural work, clearly explained.
Visit CE Contracting websiteFarmers & graziersStations & feedlots
Overview
CE Contracting is a civil contracting business in Chinchilla serving rural properties across the region. Zelexis built its website, visual foundation, copy and search presence, with pages for the services and towns its customers search for, based on the work the business actually does.
Construction and buildingChinchillaWebsites and digitalMarketing and content
What we worked on
- Visual & messaging foundation
- Service & location content
- Website
- Google Business Profile & SEO
The engagement
First online presence, then later search refinement
The challenge
A big working area, explained in one place.
CE Contracting relied on Facebook and word of mouth. There was no single place to explain the work, where Neville travels, or how to talk through a property.
There was no developed visual identity to apply either. The direction had to suit a small, practical contractor and its customers: farmers, graziers and property operators looking for specific work. Clear language and useful evidence mattered more than sounding bigger.
- Before
- Facebook and recommendations, with little in one place.
- What customers needed
- The job, the area and a direct line to Neville.
One operator, one base, and a working area hundreds of kilometres wide. The website had to make that easy to understand.
One base. Nine districts.
Based in Chinchilla, travelling across regional Queensland.
Each area has its own page on the website, written around Chinchilla as the real base. No local offices are implied.
- ChinchillaBase
- Taroom147 km
- Goondiwindi204 km
- St George249 km
- Bauhinia Downs274 km
- Rockhampton374 km
- Charleville438 km
- Marlborough442 km
- Tambo483 km
Straight-line distances from Chinchilla, plotted from town coordinates. Road travel is further. The Bauhinia Downs position is approximate.
The thinking
Start with the job the customer needs done.
At this scale the detail matters. Specific job language, real coverage and connected search details help the right customer recognise the right work.
Use the customer’s language
Fallen timber and regrowth making the paddock hard to use.
Stick raking
cecontracting.com.au/services/stick-rakingPhotography as used on the CE Contracting service pages.
Use the customer’s language
Swipe
A silted dam holding less water than it should.
Dam construction and cleanouts
Scrub grown over the boundary fence.
Fence line clearing
Dry grass building up along the fence line.
Fire breaks
Wet, built-up pens that need cleaning out.
Feedlot yard cleans
Cleared ground, ready for pasture.
SeedingLanguage, filtered for accuracy
Use the market’s words. Only where they are true.
A later review compared real searches with the language competitors use. CE’s actual capability decided what stayed in.
What people searched
ce contractingrural earthworks servicesmarlborough earthworksrural earthworksearthmoving
Named queries in CE’s own Search Console, July to October 2026.
Language the market uses
stick rakingdam desiltingfence line clearingfirebreak clearingfeedlot cleaningservice + town pages
Terms and page structures found on relevant regional competitor sites.
Kept out
machinery hirecivil constructionroadbuildingfence installation
Broad terms that would attract the wrong enquiry or overstate CE’s scope.
From the documented SEO review, 12 October 2026. Search volumes were not measured and no ranking is claimed.
The expression
A grounded identity for practical work.
A considered palette, typography and voice gave CE a coherent digital foundation. Service and location content, real work and direct contact made it useful.
3.1A visual foundation
No logo to start from. A name, set with care.
Night-dark earth, warm paper and one ochre accent, taken from the country the work happens in. The name is set as a type wordmark; no new logo is claimed.
The business name, set in Archivo
CE CONTRACTINGRural Earthworks Specialists
Digital hierarchy
Selected by ZelexisDone properly.
ArchivoHeadings
Call Neville direct and talk through what your property needs.
InterBody
AaArchivoHeadings · 700–800
AaInterText
OchreCalls and emphasis
EarthNight-dark surfaces
PaperRoom for detail
Dark ochreHover and depth
Insight
Palette, type and tone were considered for the audience. No logo design is claimed.
3.2The first impression
Who, where, what work, and how to reach him.
The homepage answers a landholder’s first questions in the opening view, in the words they would use.
Inside the workOverviewAnalysis
1234
5Note 1 of 5Scroll
- 1
Owner-operated, with a real base.
Chinchilla is the base; regional Queensland is where he works.
- 2
The region, in the headline.
Rural earthmoving across regional Queensland, said plainly.
- 3
The jobs, named.
Stick raking, fire breaks, fence lines, dams, feedlot yards and seeding.
- 4
Call Neville direct.
The owner is the first contact, so the phone leads.
- 5
One tap on a phone.
Most search clicks came from phones, so the call sits under the opening.
Insight
Specific work, plainly explained.
3.3Service and location pages
A page for every job, and every area.
Six service pages and nine area pages give each search a specific, relevant place to land.
A service page
The job, the method and the region.
12
12- 1The heading names the job and the region in a landholder’s words.
- 2“The rake clears debris without stripping your earth” answers the real concern about topsoil.
- Insight
Relevance, then a direct next step.
An area page
Real coverage, from the real base.
12
12- 1Each area page names the district and the work done there.
- 2Call Neville Direct stays first on every page.
- Insight
Coverage that is accurate and honest.
3.4Connect the places people look
From a search to a call with Neville.
The website and Google Business Profile carry the same services and contact details, so every route ends in the same conversation.
1. A search
rural earthworks chinchilla
CE
CE ContractingRural earthworks · Chinchilla · Open now★★★★★
cecontracting.com.auRural earthworks, Chinchilla
2. The Business Profile
3. The website
4. The call
0428 130 822Neville, owner and operator
Talk through the job, the property and the timing, with the person who will do the work.
3.5Attention after launch
A later review, recorded like a service log.
Search information and a full-site audit guided improvements to the existing pages, while keeping the business true to what it does.
Website service logSEO and content refinement, 12 October 2026
54
FAQs rewritten
Across 18 pages, answering scope, method, coverage, access and quoting questions directly.
9
Area pages clarified
Each names its district without inventing a local office.
6
Enquiry buttons fixed
The form now asks for the nearest town, the work and preferred timing.
28
Photographs optimised
Real job photographs, about 63% lighter in total, with proper descriptions.
2
Actions now measured
Phone clicks, and enquiries only once they are accepted.
1
Consistent business record
One set of business details across the website’s structured data.
From the documented enhancement pass. These are delivered changes. Ranking results were not measured.
The work, in context.The response
The response
One place to understand the work and get in touch.
Recommendations and searches now have a clear destination, with services and contact details connected across the website and Business Profile.
A Search Console baseline was recorded before the later changes.
Later results can be compared like with like.
Phone clicks are now measured.
The most direct way to reach Neville.
Accepted enquiries are now measured.
Counted only once the server confirms them.
Google visibilityLast checked 18 October 2026
+113%More visible in Google search in two months, and still climbing.
60 search appearances in July 2026, rising to 128 in September. Google Search Console.
A new record
206Search appearances in the first half of October alone, more than any full month before it.
Google Search Console, 1 to 15 October 2026.
Times CE Contracting appeared in Google search
GOOGLE SEARCH CONSOLE
2×+and still climbing
Per month, 2026. *From 22 June. †1 to 15 October only.Google Search Console
Found for the work
3Service and area pages now found in Google.
The seeding, Bauhinia Downs and Marlborough pages appear in search results in their own right. Google Search Console.
Zelexis developed the website, visual foundation, copy and connected search presence, then carried out the documented later SEO refinement. CE Contracting’s rural capability and work remain its own.
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