CASE STUDY / GOOGLE BUSINESS PROFILE OPTIMISATION
JWL Drainage
Improving local search visibility for a Manawatū drainage contractor serving residential and commercial customers.
INDUSTRY
Drainage & civil works
MARKET
Palmerston North & Manawatū
OUR WORK
Google Business Profile optimisation
01 / IN DETAIL
About JWL Drainage
JWL Drainage provides drainage and civil-work services across Manawatū. Its published service range includes water, wastewater and stormwater connections, residential and commercial drainlaying, repairs, maintenance and earthworks. James Lover is the business’s named contact.
The company works on both planned projects and drainage problems that need attention. Those different customer needs create different search journeys: a homeowner with a blocked drain needs a direct response route, while a construction customer may be comparing a contractor’s capability for a larger job.
02 / IN DETAIL
The challenge: being found for the right drainage work
The original OnlineNZ project review found JWL Drainage outside the top three results for important local drainage searches. Its Google profile did not clearly represent the full range of work, and business information across directories was incomplete or inconsistent.
The brief was to strengthen local visibility for relevant services and create an ongoing improvement process. Searches such as drain unblocking, drainlaying and CCTV drain inspection needed to connect more clearly with the business, rather than relying on the customer already knowing its name.
03 / IN DETAIL
Our work: a more complete local presence
OnlineNZ audited the Google Business Profile and reviewed categories, listed services, coverage and the business description. The profile information was expanded and reorganised to better explain JWL’s drainage services, supported by updated media and consistent business details.
The project also included directory updates, regular Google posts and monitoring of relevant search terms. Monthly reporting and competitor checks created a repeatable review process. Those activities supported the profile after its initial optimisation, rather than treating the work as a one-time submission.
04 / IN DETAIL
Project results
The original case study reported movement from outside the local top three into first-position results for a group of drainage-related searches during the first month. It also described wider Maps coverage and more calls and drainage enquiries without increasing advertising spend.
Those outcomes describe the historical project period. They are not a current ranking guarantee or a forecast for another contractor. The lasting structural improvement was a clearer relationship between the work JWL offered and the information prospective customers could find about it.
05 / IN DETAIL
Why this project mattered
A drainage business needs more than general visibility: it needs enquiries that match its services and the area it can serve. Clear service descriptions help customers recognise whether they are contacting the right contractor.
For JWL, the work brought profile details, directory information and regular updates into a consistent programme. It provides a practical example of local search management for a trade business with both urgent service needs and planned residential or commercial projects.
Explore the business and the service
Project results describe the engagement reported in our original case study. They are not current rankings or a promise of results for another business.
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