Ed Hollis runs Lux Coastal Electrical from Erina, on the Central Coast. I rebuilt his website on custom code, meaning code written for his site. My portfolio write-up puts the challenge this way: a homeowner comparing electricians needs to understand the services, see that the business is local and legitimate, and reach a quote "without hunting for it". Everything below is on the live site.
What the rebuild set out to do
My portfolio write-up says the rebuild focused on clearer service structure, stronger trust built around Ed, more direct ways to enquire and a cleaner page flow.
A page for each job and each suburb
The live site has 12 separate service pages, plus a services overview. They cover switchboard upgrades, EV charger installation, lighting, smoke alarms, fault finding and repairs, safety switches, ceiling fans, power points, home rewiring, safety inspections, renovation work and emergency call-outs. Each job has its own page. There are also 20 separate suburb pages across the Central Coast, plus an overview.
What a visitor sees
The homepage carries the licence number, 10 years of licensed experience and a line saying Ed is on every job, and it offers ways to call him or request a quote. Those claims about the business are the page's own, and I haven't tested them.
The homepage and the contact page each carry a quote form. It asks for your name, phone, email and suburb, how many storeys your home has, whether there's roof access, and what you need.
The homepage also shows recent Google reviews, and states a rating of 5.0 from 75+ reviews. The reviews themselves are public on Google.
What I measured
I ran Google's PageSpeed Insights, a tool that tests how fast a page loads, on the homepage three times on 25 October 2026, about two minutes apart. The median, which is the middle score once the three are put in order, was 100 on mobile and 100 on desktop. The three mobile runs scored 100, 98 and 100.
What I'm not claiming
I'm not claiming rankings, traffic or enquiry numbers, and nothing was recorded of the old site to compare against. The PageSpeed scores come from a test and don't measure enquiries.
Where to start
If you run a trade business, look at your own homepage against the six things I look at.
What to read next
What makes a website generate leads
Six questions I ask of a local service website, what they can't see, and how I sort a fix from a rebuild.
Read articleHow Many Pages Does a Local Business Website Need?
The answer isn't a number. It's a set of pages that each do a specific job. Most local businesses need fewer pages than they think, but those pages need to work much harder.
Read articleWhy Brochure Websites Don't Work for Competitive Trades
A practical guide for tradies and trade-style local businesses that need more than a basic online brochure to win calls and quote requests.
Read articleQuestions local business owners usually ask next
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