When Wall Boulevard, one of Melbourne’s most trusted tile retailers, approached AX Digital, they needed more than just a website – they needed a digital transformation. With roots spanning three generations in the tiling trade, founder Luke Wall had turned a humble bricks-and-mortar store into a vibrant hub for tradies and D.I.Y. enthusiasts. But their one-page website didn’t reflect their rapid growth or extensive product offering. That’s where we came in.
Luke came to us through a trusted referral, seeking a chic, fully featured website that could represent the stunning quality of his tiles and growing brand reputation. The existing site was static, lacked a product catalogue, and offered little in the way of customer engagement. We jumped into action with a full suite of digital services: custom web design and development, SEO, and Google Ads – all tailored to elevate Wall Boulevard’s digital presence.
Craft a visually stunning, user-friendly website that showcased products, built a strong digital footprint, and attracted high-intent traffic.
- Launch a new multi-page website featuring the product range
- Implement on-page SEO to boost organic traffic
- Integrate Google Analytics for performance tracking
- Launch Google Ads campaigns
Our holistic strategy focused on developing a dynamic web presence backed by solid technical foundations and high-impact marketing. We aimed to create a seamless experience for customers, whether browsing tiles online or engaging through social media and ads.
Web Design & Development
Seamless technical improvements for a faster, more secure, and conversion-focused eCommerce experience.
SEO | Search Engine Optimisation
Boosting organic visibility through smarter keywords, clean site structure, and local search domination.
Google Ads Management
Our team designed a tailored Google Ads campaign targeting RSA's most valuable search terms.
Web Design & Development
Wall Boulevard needed a website that could do justice to their premium tile products
Their old single-page site lacked depth, personality, and any real call to action.
We designed and developed a fully responsive, multi-page website showcasing over 300 tile products in various shapes, sizes and finishes. Each product page featured high-resolution imagery and an easy-to-use contact form, omitting prices to encourage direct customer enquiries – a tactic that proved to be highly effective in growing the customer database.
Key features included:
- Intuitive navigation with distinct product and service pages
- Custom contact forms for enquiries on each product page
- Integrated database for lead generation and email marketing
- Optimised loading speeds and mobile responsiveness
The result? A professional digital storefront that mirrors the in-store experience and draws users further down the sales funnel.
SEO | Search Engine Optimisation
What we did:
- Keyword research targeting high-intent search terms like “tiles Melbourne”
- On-page SEO including meta titles, descriptions, alt text, and clean URL structures
- Google Search Console integration to track indexing and performance
- Sitemap submission for enhanced crawlability
The results were exceptional:
- 291% increase in site traffic
- 592% boost in impressions
- 5% growth in total keyword rankings
- 213 keywords generating 879 organic hits
- Notable top-10 placements for niche tile-related queries
Wall Boulevard now enjoys higher visibility and a consistent stream of organic leads.
Google Ads
To amplify reach and fast-track results, we launched highly targeted Google Ads campaigns. The focus: attracting quality traffic from Melbourne and surrounding regions.
Campaign highlights:
- Strategic keyword bidding focused on high-conversion search terms
- Geo-targeting to concentrate spend on Melbourne and nearby suburbs
- Continuous A/B testing of ad creatives and copy
- Custom landing pages to match ad intent and increase conversions
Performance at a glance:
- High engagement from mobile users
- Surged local actions – especially website visits and direction requests
- 1.0M conversions tracked via Google Analytics by year-end
Wall Boulevard quickly became a go-to name in Melbourne’s competitive tile market.
With a new website, strong SEO framework, and paid campaigns firing on all cylinders, Wall Boulevard is now thriving online. What started as a simple request for a better website evolved into a full-scale digital overhaul – and the results speak for themselves.
Luke and the team have not only seen growth in visibility and engagement but also rely on AX Digital to continue pushing them toward the top of the search results. This partnership reflects our mission: to empower brands with standout digital experiences that deliver lasting impact.