Project Completed
Website Build
OVERVIEW
Celtic Glass has been a valued DESC Designs client for many years. We first designed Michael's website in 2019, followed by a complete redesign in 2022. As the business continued to grow, it became clear that the website once again needed to evolve to reflect the high-quality workmanship, professionalism and extensive range of glass services Celtic Glass now offers throughout Geelong and the surrounding region.
While the previous website had served the business well, changing web design trends, advances in search engine optimisation and the rise of AI-powered search meant it was time for a complete refresh. The site required a more modern user experience, improved navigation, stronger local SEO and content that better showcased the expertise and craftsmanship behind the Celtic Glass brand.
Our goal was to completely rebuild and modernise the website, creating a contemporary online presence that not only reflected the quality of Michael's work but also improved search visibility, enhanced the customer experience and provided a solid foundation for ongoing SEO and Large Language Model Optimisation (LLMO). The result is a future-ready website designed to generate more enquiries and support the continued growth of the business.
THE BRIEF
Having partnered with Michael on two previous Celtic Glass websites, this latest project was focused on taking the business to the next level. As online expectations, search engine algorithms and customer behaviours have evolved, it was time to modernise the website once again to ensure it remained competitive and continued to generate quality enquiries.
The brief was to completely refresh the existing website with a modern design, improved user experience, stronger branding and professionally written content that better reflected the premium quality of Celtic Glass's workmanship. A major focus was creating a website that would support long-term SEO growth while showcasing the full range of residential and commercial glass services.
Another key objective was to introduce dedicated service area pages targeting customers throughout Geelong, the Bellarine Peninsula and the Surf Coast, while optimising the website for both traditional search engines and emerging AI-powered search through comprehensive SEO and Large Language Model Optimisation (LLMO).
THE APPROACH
Rather than simply updating the existing website, we strategically rebuilt and modernised the entire online presence while retaining the strong foundations established over our long-term partnership with Celtic Glass.
The website was redesigned with a clean, contemporary layout that provides an exceptional user experience across desktop, tablet and mobile devices. Every page was rewritten to improve readability, strengthen keyword relevance and clearly communicate the quality, experience and professionalism that Celtic Glass is known for.
We expanded the website by developing dedicated pages for each core service, including shower screens, splashbacks, mirrors, balustrades, pool fencing, glazing services and window repairs. Each page was uniquely written and optimised to maximise search visibility while providing genuine value to prospective customers.
To strengthen local SEO, we implemented a scalable service area strategy featuring suburb landing pages across Geelong, the Bellarine Peninsula and the Surf Coast. This creates a strong internal linking structure while positioning Celtic Glass to compete for highly targeted local search terms as the website continues to grow.
Comprehensive SEO and LLMO best practices were incorporated throughout the site, including optimised page titles, meta descriptions, heading structures, internal linking, image optimisation, structured content and AI-friendly copy designed to improve visibility in both search engines and AI-generated search experiences.
The final stage focused on refining every detail, from updated imagery and stronger calls to action through to improved navigation, performance optimisation and a streamlined content structure that makes the website simple for visitors to use and easy for the client to maintain.
THE OUTCOME
The finished website represents the next evolution of the Celtic Glass brand and demonstrates how an established website can continue to grow and improve over time.
With a modern design, professionally written content, expanded service pages and a comprehensive local SEO strategy, Celtic Glass is now better positioned to attract customers throughout Geelong, the Bellarine Peninsula and the Surf Coast.
Beyond the visual transformation, the website has been future-proofed with a solid SEO and LLMO foundation, ensuring it is well placed to perform in both traditional search engines and AI-powered search. The result is a professional online presence that reflects the quality of Michael's work, strengthens the Celtic Glass brand and is designed to generate enquiries for many years to come.
Site Creation
Celtic Glass – 2022
