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Damian O'Toole Town Planning

Web Design, Content & SEO Strategy.

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"I KNOW I WILL USE AGAIN":
HOW ONE WEBSITE BECAME TWO ACROSS STATE LINES

Damian O’Toole Town Planning and Heritage Services is one of Sydney’s most established planning and heritage consultancies. Over 25 years of experience. Certified by the Planning Institute of Australia. A client list that includes homeowners, architects, developers and councils across NSW. So when Damian decided to expand into Brisbane, we didn’t just build him a website — we built him a market entry strategy disguised as one. He liked the result enough to hand us his flagship Sydney site next. Two projects. Two states. And he’s not done yet.

The Challenge We Faced

BRISBANE: A REPUTATION THAT DOESN'T EXIST YET
  • Damian is well known in Sydney — but in Brisbane, nobody had heard of him. The site had to earn trust fast with no referrals and no track record in the market
  • Brisbane runs under completely different planning legislation to NSW (Planning Act 2016, Brisbane City Plan 2014) — we couldn't repurpose the Sydney content. Everything had to be written from scratch and localised to Queensland
  • The writing had to sound like Damian. He has a distinctive professional voice and anything off-brand would undermine the credibility we were trying to build
SYDNEY: MAKE IT BETTER WITHOUT BREAKING IT
  • The existing website no longer reflected the full scope of the practice's expertise — key capabilities weren't represented anywhere on the site
  • Two decades of search presence were attached to that domain. The redesign had to improve the site without putting that at risk
  • Both websites needed to look and read like the same practice, even though they serve different states with different legislation

Why Damian Came Back For Round Two

His Google review after Brisbane said: “Excellence, Creativity, Responsive, Humorous, I know I will use again.” Then he did. Here’s what earned a second project.

  • We got his voice right without being told how. Damian doesn't write like a marketing agency. He writes like a planner who's been doing this for 25 years — and his clients trust that. We picked up his tone from studying his existing content and matched it across every page of the Brisbane site. No one asked us to. We just understood that if the website didn't sound like him, it wouldn't work. When Sydney came around, he didn't need to explain himself again.
  • We gave Brisbane more than a brochure. We built a Resources section that's genuinely useful — a plain-English guide to the Brisbane planning system covering assessment tracks, character areas, overlays and FAQs. Plus a detailed Our Process page walking clients through six steps from first call to council approval. Most planning firms list their services and stop. We gave Damian content that earns trust and ranks on Google at the same time.
  • We were straight with him about the SEO risk. We could have told him we'd preserve every ranking. Instead we told him the truth — any migration carries risk, and our job was to minimise the impact while improving what was there. We audited the existing site, mapped the structure, updated metadata, and rebuilt with a stronger foundation. Honesty upfront, better result on the back end.
  • We managed the migration he didn't want to deal with. DNS changes, hosting transition, WordPress rebuild, go-live coordination. Not creative, not exciting, but it has to go right. We handled the full technical switchover, kept him updated at each stage, and brought the site live cleanly. His response when he saw it? "You're like a magician."

Project info

🏢 Damian O’Toole Town Planning and Heritage Services

📦 Web Design, Content & SEO Strategy

⭐ Repeat Client — Returned After First Project

⏱️ Brisbane New Build + Sydney Redesign & Migration

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Two builds. Different problems. Same standard.

01

BRISBANE

New Site, New Market — Content & Design From Scratch

02

SYDNEY

Redesign & Migration — Better Site, Rankings Intact

03

CONNECTED

Same Voice, Same Visual Language, Same Practice

Our Approach: Brisbane was a blank page. We wrote the content, designed the site, and built out resource pages that most competitors in the space don’t have — all in Damian’s voice, all tailored to Queensland legislation. Sydney was the opposite problem. Everything existed already and the job was to make it better without losing what worked. We rewrote service pages to reflect the practice’s full capabilities, aligned the look and feel with what we’d established for Brisbane, and ran the migration carefully enough that his search presence came through the other side stronger. When Damian saw the new Sydney site taking shape, he called the imagery “identifiable and quirky.” When it went live, he said “you’re like a magician.” We’ll take both.

25 Years of Work. Now
the Website Shows It.

The original Sydney site did its job — but it had been outgrown. Key services weren't represented, the visual language felt dated, and it no longer matched the scale of a practice with 25+ years of experience. We redesigned it from the ground up: stronger imagery, cleaner layout, and content that finally captured the full scope of what Damian's team actually does — all without touching the search rankings built over two decades.

BEFORE

AFTER

PROJECT SHOWCASE

The Result That Matters Most

Damian came back. After seeing what we delivered for Brisbane, he chose us for his established Sydney practice too. Now both sites are live — and we’re already talking about what comes next.

Websites Delivered
(Brisbane new build + Sydney redesign)

0

Search Presence Protected
(SEO-safe WordPress migration)

0 + years

Repeat Client
(Returned after first project)

50 %
Content Pages Created
(Resources, Process, Services)
10 +

What Our Client Says

"Excellence, Creativity, Responsive, Humorous, I know I will use again"

Damian O'Toole Town Planning logo
Damian O'Toole | Property on Google Review

"You're like a magician, it looks great"

Damian O'Toole Town Planning logo
Damian O'Toole | Property on the Sydney site going live

"The money shot is amazing. Identifiable and quirky!"

Damian O'Toole Town Planning logo
Damian O'Toole | Property on the Sydney website imagery

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Contact Info:

📞 +61 2 8201 9048

📧  hello@delecto.com.au

📍  Level 1, 207 Oxford Street, Darlinghurst
     NSW 2010, Australia

📞 +61 2 8201 9048

📧  hello@delecto.com.au

📍  Level 1, 207 Oxford Street, Darlinghurst NSW 2010, Australia

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