M&J Electrical Works: a business built around two people

The decision that drove everything else was to put Mike and Jen first. Not a brand, not a van, not a features grid: two people a homeowner can see, hear and recognise when they turn up. Once that was the premise, the site stopped being a brochure and became a system for getting their content in front of the right person: the reels Mike films on site, the photos of the work, the jobs written up as case studies, the reviews arriving on their own.

The rebuild itself, from Elementor to a token-driven Etch system, was the plumbing that made it possible. It is not the story.

The content is theirs and it is shot properly: reels of Mike on site with the job explained on camera, a short film introducing the two of them, job photography from a real camera rather than a phone, and Jen's side of the business in the behind-the-scenes clips. The site's job is to use all of it, not to park it on one page.

So the film sits in the About hero and full-width on the homepage. A reel opens every suburb page. Clips replace stock photography in the split sections of the service pages. Nothing is decoration; every placement is a specific person doing a specific job somewhere nearby.

Nobody at M&J uploads anything to the website. Mike posts to Instagram the way he always has. Every six hours the site pulls the account, keeps the caption, the hashtags and the location, and each service page shows only the posts that match its job: a switchboard reel lands on the switchboard page, a downlight photo on the lighting page. If a filter finds fewer than three posts it widens rather than showing two lonely tiles.

The suburb pages do the same: each one shows the work geotagged or hashtagged in that suburb, falling back to the latest posts where fewer than three exist. The reels are placed by hand and by suburb, in tiers: filmed in that suburb, confirmed there by the client, or chosen to suit the housing stock. The case studies carry their own service and suburb, so the bands on those pages render on their own.

Before a suburb page or a service page was written, we pulled what people in Western Sydney actually search for, term by term and suburb by suburb. That research added eleven suburbs on demand, created a smoke alarm page for a search that had no home, and rewrote every suburb page around its own questions, its real neighbours and a job done nearby, instead of the same nineteen questions on all of them.

The case studies were named the same way. “Electrician in a suburb” is searched a few dozen times a month; “install an EV charger at home” is searched hundreds. So each study leads with the job, and the suburb follows.

Eight jobs are written up from Mike's invoices and job diaries, with the meter serials blurred and no customer named: the suburb, the job, how long it took, and what it involved, with Michael as the named licensed author. Each one links to its service page and its suburb page.

The links back are not pasted in either. Tick a service on a study and that service page grows a card band and a sentence, “See it on real jobs”. Set the suburb and the “Real jobs around Campbelltown” band appears on that page. Do more work in a new suburb, and the page for it fills in.

The site went live in late July and has not stopped changing since: the reels placed in early August, the suburb system rebuilt two weeks later, the Instagram filters in September, the case studies after that. Every new reel, review and job strengthens a page somewhere without anyone touching the website.

Michael has said what it did for them in his own words, above. What we have not done yet is measure the leads, and we will not print a number we cannot stand behind, so this page carries the things that can be checked.