Case study · Events & hire
A new digital presence for an established Melbourne event-hire operator
The party-hire arm of the Easy Peasy Group needed a digital presence to match the group’s operational depth. We designed the brand, built a custom WordPress site and shipped a full SEO and AI-visibility foundation — 29 landing pages covering 77 Melbourne suburbs.
- Client
- Easy Peasy Party Hire
- Location
- Cheltenham VIC · Melbourne metro
- Year
- 2026
- Services
- Brand identity · Website · SEO · GEO
- 29Landing pages — occasions, locations and hubs
- 77Melbourne suburbs across 8 metro regions
- 72K+Words of tailored, hand-tuned copy
- 15Custom SVG hero illustrations
The brief
Melbourne party hire is a mature market — established operators, hundreds of small competitors and thousands of long-tail searches around specific occasions (“60th birthday party hire Melbourne”, “corporate Christmas party hire Northcote”). Ranking for one is achievable; ranking across the full occasion × location matrix needs a purpose-built content architecture.
What we agreed to deliver
- 01
Brand identity
Palette, typography, illustration system and voice — carrying the Easy Peasy Group’s credibility with its own visual signature.
- 02
Custom WordPress website
No page builders, no bloat — engineered for speed, SEO and easy long-term maintenance by the client.
- 03
Content architecture
Every commercially important occasion × location combination, ready to compete in local search from day one.
- 04
AI visibility
Structured content, schema and clear entity signals so AI Overviews and answer engines can cite the site accurately.
Brand system
Warm, decisive, obviously Melbourne
A family resemblance to the parent brand without being a copy-paste. Coral for calls to action, deep ink for structure, yellow for delight, cream for contrast without cold white. Typography pairs Fraunces (display serif, H1 only) with Familjen Grotesk for everything else.
- Coral
#E94B35 - Ink
#15110F - Yellow
#FFC93C - Cream
#F4F6F9
One illustration per occasion
Instead of stock photography, we drew 15 bespoke SVG hero illustrations — marquee, toast, cake, champagne, Christmas, Cup Day, AFL, NYE fireworks, BBQ and more. Original imagery is also an entity signal: paired with proper alt text and JSON-LD, it helps Google and AI answer engines treat the site as a primary source rather than one of many pages reusing the same stock catalogue.
Architecture
Twenty-nine landing pages, one URL matrix
Party hire searches split along two axes — the occasion and the location. Every commercially important query gets a dedicated page, cross-linked into one navigable mesh.
- 20Occasion pages — each with pricing tiers, inclusions and 6–8 FAQs
- 8Metro-region pages listing 8–12 suburbs each
- 1Occasions hub grouping four themes
- 4Support pages incl. contact and plain-English terms
How it’s built
Custom WordPress theme
A bespoke theme fully owned by the client — no premium licence, no page builder, ~3,000 lines of hand-written CSS. Loads fast on mobile and passes Core Web Vitals.
Custom enquiries plugin
Quote-request and contact modals, phone-required validation, reference numbers and email piping — no third-party form builder.
Python page generator
One config per page produces WordPress-ready HTML for all 29 landing pages — regenerating the whole set takes seconds.
Auto-generated metadata
The same generator emits hand-tuned meta titles and descriptions per slug, read by the theme’s own SEO layer — never out of sync, no plugin needed.
SEO & AI visibility
Engineered to rank — in Google and in AI answers
- JSON-LD
Structured data
LocalBusiness on the homepage, Service on occasion pages, BreadcrumbList site-wide, FAQPage where applicable.
- Entity
Entity clarity
Consistent business identity — address, ABN and parent-brand link — so AI engines attribute the business correctly.
- FAQ
FAQ structure
6–8 tailored FAQs per landing page, wrapped in FAQPage schema — exactly what answer engines lift.
- Specifics
Pricing signals
Explicit price bands with guest counts and inclusions. AI models cite specifics; vague “get a quote” copy gets skipped.
29 dedicated landing pages, each with unique content, structured data and geographic specificity, give the site 29 chances to be cited in an AI answer. A single 400-word homepage gives it one.
