A full-viewport, photography-first home page
Logo-only header, the credentials that matter to a Brisbane owner in a proof strip (QBCC licence, Houzz rating, financial transparency) and the suburbs the team builds in.
CASE STUDY / CUSTOM BUILDING
A word-of-mouth builder, now found by the people with a block and a budget.
Flascon builds bespoke homes, knock-down rebuilds and duplexes across Brisbane. Before the rebuild the site drew almost no organic traffic at all. In its first full month after launch it averaged position 46.5; nine months later organic clicks are up 212%, impressions are up more than five times and the site ranks in the top three for 37 search terms, including “knock down rebuild brisbane cost”.
01 / THE CLIENTCustom building · Website rebuild, search and content
Founded2017, by Jay Flaskos
BasedGreenslopes, Brisbane
ServicesDesign and construct, knock-down rebuilds, duplexes and townhouses, challenging sites
LicenceQBCC 15050857
RecognitionHIA Queensland Spec Home Winner 2021, Best of Houzz Service 2019 to 2025
Reputation5.0 on Houzz, named five-star client reviews
- +212%Organic clicksFirst full month after launch (Nov 2025) to Aug 2026
- +528%Search impressionsSame nine months, Search Console
- 46.5 →︎ 11.4Average Google positionFrom page five to page one or two
- 37Top-three rankings146 ranking keywords in total (Ahrefs, Sept 2026)
02 / THE CHALLENGEWhere things stood
Great work.
Nowhere to be found.
Flascon had the reputation that a boutique builder earns one home at a time: five-star reviews, an HIA award and a founder who gets referred by past clients. Online, none of it registered. Through 2025 the old site drew almost no organic traffic at all. The new site went live at the end of October 2025 and in its first full month averaged position 46.5. Enquiries were unqualified, because nothing on the site helped a visitor work out whether their block, budget and timeline suited a custom build.
The brief was a site that qualifies before it converts: show the homes, explain the process in enough detail that a client knows what they are signing up for, and give owners of sloping, narrow, corner and knock-down blocks a reason to start with Flascon.
03 / WHAT WE BUILTOn the live site today
A free site feasibility check
A four-step enquiry that captures the project type, the block, budget and timing, and the person. Visitors receive a phone consultation, an information pack and a realistic budget confirmation. Submissions flow straight into the team’s workflow.
An eight-step process page
Consultation, contract, selections, approvals, construction, progress updates, completion and the six-month maintenance inspection, with the deposit and timing stated plainly.
Projects, including the ones not built yet
Completed homes in Ashgrove, Camp Hill and Holland Park alongside upcoming builds shown as renders, so the pipeline sells as well as the portfolio.
Guides for the questions block-owners ask
Ceiling heights, the real cost of a knock-down rebuild, sloping and corner blocks, narrow lots, house orientation and flood overlays. This is where most of the traffic now lands.
Testimonials, FAQ and a careers page
Named five-star reviews, the answers to first-call questions and a recruitment page, because a builder’s website also has to hire.
04 / THE RESULTSMonth by month
What changed,
and when.
| Month | Organic clicks |
|---|---|
| Nov 2025 | 100 |
| Dec 2025 | 40 |
| Jan 2026 | 92 |
| Feb 2026 | 118 |
| Mar 2026 | 182 |
| Apr 2026 | 190 |
| May 2026 | 295 |
| Jun 2026 | 283 |
| Jul 2026 | 325 |
| Aug 2026 | 312 |
Source: Google Search Console, organic clicks per calendar month, indexed so the first month shown equals 100. The site launched at the end of October 2025; November is its first full month.
WHERE IT RANKS NOW
| Search query | Avg. position |
|---|---|
| knock down rebuild brisbane cost | 2.1 |
| knock down rebuild cost brisbane | 2.8 |
| minimum ceiling height australia | 3.6 |
| boutique builders brisbane | 5.7 |
| knock down rebuild brisbane | 7.4 |
| down slope house design | 7.7 |
Three months to 5 September 2026 for page and query data. Positions are Google Search Console averages for Australia.
CITED BY AI SEARCH
When people ask ChatGPT, Google or Perplexity,
the answers point to Flascon.
The same guides that rank in Google are being pulled into AI-generated answers. That is a second front door most builders and architects do not have yet.
Source: Ahrefs AI citations, September 2026. Counts citation links to the site in generated answers, and distinct pages cited.
75citations across 16 pages
- Google AI Overviews14
- Google AI Mode9
- ChatGPT2
- Perplexity2
- Gemini2
THE TAKEAWAY
Qualify first. Convert second.
The feasibility check is the most important page on the site because it changes who enquires, not just how many. Pair it with guides that answer the questions people have before they know they need a builder, and the website starts doing the first meeting for you.
LET’S FIND YOUR STARTING POINT.
Could your website
work harder for you?
A free, 30-minute conversation about your business,
your priorities and what could work better.