Nailed It Creations came to us for a website. The website was the smallest part of the problem. We rebuilt the site around Ian Rae's paid, staged preconstruction process, structured it to be quoted by AI search, and put his own CRM and an AI agent behind the enquiry form.
Nailed It Creations is a family-owned Brisbane builder, trading since 2013 and QBCC licensed. Ian Rae owns the business and builds the homes.
They build custom homes, renovations, extensions, knockdown rebuilds, commercial fit-outs and NDIS housing across Brisbane and the bayside suburbs.
Their client is an established investor spending roughly $800K to $3M on a build. That client buys on trust, not price. Everything we built follows from that.
They came to us for a website. Three problems sat underneath it.
The old site sold against the business. It offered free quotes on every button. Ian runs a paid, staged preconstruction path. The site promised the one thing his process is built to filter out.
It said too much at once. Fifteen sections, forty-four images, two forms, and the same credibility claims repeated four times on one page.
Enquiries landed in an inbox. There was no system behind the form. Nothing qualified a lead, nothing answered it out of hours, and nothing told them how long a lead had been sitting.
Free-quote and consultation language was removed site-wide and replaced with a single call to action. The homepage was rebuilt around Ian's real staged path, so the site sets the same expectation his process does.
The hero leads with his sharpest differentiator: you don't need finished plans to start. Not knowing where to begin is the biggest fear his clients have, so the first line on the site answers it.
| Measure | Before to after |
|---|---|
| Calls to action | 9 to 4 |
| Homepage images | 44 to 3 |
| Sections | 15 to 11 |
| Homepage content | 26% less |
The brief was to be findable where people now ask: Google, and the AI assistants that answer before anyone clicks. A third-party audit of all 23 pages called it "one of the top sites we have reviewed for AI search".
Every gallery was rebuilt from CSS background blocks into real image elements, with a keyboard-accessible lightbox, focus management, swipe on touch, and a real description on every photograph replacing "photo 1".
| Measure | Before | After |
|---|---|---|
| Video weight | 17.4MB | 7.7MB |
| Hero image on mobile | 598KB | 119KB |
| Hero text contrast, desktop | 5.40 | 10.78 |
| Hero text contrast, mobile | 4.10 | 6.23 |
The enquiry form now lands in a system, not an inbox. It is built on Omega CS, our own platform.
The client is a builder, so we built it the way he builds. Measure first. Verify. Nothing hidden.
Every figure on this page is a measurement of the work, not an estimate. That includes the contrast numbers, which came from sampling the actual pixels behind the hero text rather than guessing at an overlay. The site and the CRM are new. Results will be reported the same way, once there is something real to measure.
Three things. A 23-page website rebuilt around Ian Rae's paid, staged preconstruction process, with one call to action site-wide. A search build structured to be quoted by AI assistants as well as ranked by Google: 87 questions in FAQ schema, an llms.txt file, published prices and answer-first pages. And a CRM on Omega CS with an AI agent, Rico, that answers every enquiry by SMS and qualifies it before it reaches the build management system.
Because a free quote on an undefined scope is the exact behaviour a staged preconstruction process is designed to filter out. Nailed It Creations runs a paid budget estimate and a paid design and detailed estimate before contract. A site that promises free quotes trains the wrong expectation. The rebuilt site offers one path: enquire, meet, then move into the paid stages.
Answer first. Every service and guide page opens with the direct answer, and headings are written as the questions people type. Structured data on every page: FAQ schema, breadcrumbs, canonical and Open Graph tags, and one shared business entity linked across the site. Every AI crawler is allowed in robots.txt, and an llms.txt file describes the business for AI assistants. Real prices are published instead of contact us for a quote. The full method is on our AEO Australia page.
Omega CS is Source Digital's own CRM platform. For Nailed It Creations it runs the inbox, pipeline and dashboard on desktop or phone, captures every website enquiry the moment it lands, tracks speed to lead, and holds job tracking, expenses and receipt capture in the one place. The client's team, permissions and data are their own.
Yes. Rico identifies itself as an AI assistant in every conversation. It answers by SMS the moment an enquiry arrives, day or night, asks the qualifying questions, writes the answers into the deal record, books the call into the calendar, and pushes only genuine, qualified enquiries into the build management system.
Yes. Source Digital is based in Perth and Nailed It Creations is in Brisbane. The website, the AI search build, the CRM and the agent were all delivered remotely, and the same approach works for builders and trades anywhere in Australia.
If your website promises what your process is built to filter out, we can rebuild it around how you actually sell, structure it for AI search, and put a system behind the form.