McGrath Benchtops:
From Quiet Season to Fully Booked

A long-term design partnership and targeted local SEO helped McGrath Benchtops strengthen its premium position, attract larger opportunities and turn a traditionally quiet month into one of its busiest.

The Brief

McGrath Benchtops is a New Zealand fabricator specialising in premium acrylic benchtops. HLD initially helped the business establish a professional online presence, and the relationship continued as its brand, services and ambitions evolved.

Following a recent rebrand, McGrath wanted a more refined website that showcased the quality of its work, strengthened its local search presence and supported its expansion into larger commercial projects.

The goal was clear: create a website capable of attracting higher-value enquiries and maintaining a strong project pipeline throughout the year.

What We Did

Elevated the Visual Experience

The website was upgraded to Squarespace Fluid Engine and redesigned around McGrath’s premium positioning. Elegant flat tones, full-width project photography and clean layouts allow the craftsmanship and finished installations to take centre stage.

Strengthened Local Search Visibility

The site structure and content were optimised around the locations and services most relevant to McGrath’s ideal customers. This gave Google clearer information about the business while helping qualified local prospects find the right pages more easily.

Made Enquiries Easier

Dedicated colour-range pages, interactive galleries and video demonstrations help customers explore their options before making contact. Custom quote forms allow visitors to upload plans and reference files, giving the McGrath team better information from the outset.

The Outcome

Following the redesign and SEO work, McGrath achieved a record month for Google-driven traffic and became fully booked during August—traditionally one of its quietest periods.

The business also began receiving more qualified enquiries, including premium commercial opportunities aligned with its growth plans.

For a project-based trade business, a strong pipeline during the quieter season creates greater stability, confidence and room for future growth. HLD continues to support McGrath Benchtops as its ongoing design partner.

What We Built

Squarespace Fluid Engine upgrade, locally optimised content structure, colour-range pages, interactive galleries, embedded video, downloadable quote tools and custom forms with file uploads.

A premium website built to keep the project pipeline moving in every season.