Capture the audience
Landing Points
Websites, paid advertising, social channels, branding and the conversion work that ties them together.
48 guides in 5 topics.
Want this done for you? Websites & Landing Pages, Paid Advertising, Social Channels, Branding & Identity, Conversion Optimisation, Collaborations & Influencers. All Landing Points services
16 guides
Website design and development
What a website costs, who should build it, and what a site has to do now that AI answers the easy questions.
Related service: Websites & Landing Pages
Are websites dead? No. They are where qualified buyers land
The funnel broadened, the visitor arrived qualified, and the website became the asset that closes. The case for the landing point.
Landing Points · The frontierAgentic websites: your site starts working its own shift
From poster to asset: the four levels, our own build, and the guardrails that keep trust.
Landing Points · Commercial guideWhat a website design project should deliver in Sydney
What a website design project should actually deliver, what a high-performing build includes, and the signs it is time to start again.
Landing Points · Buyer's guideWeb development in Sydney: what to build and what to pay
Four build types, honest cost brackets, and the brief that gets you an asset, not a brochure.
Landing Points · Buyer's guideWebsite redesign: when, why and what it costs
The redesign triggers, the AU cost brackets, and the SEO-safe rebuild that keeps your rankings.
Landing Points · PlaybookThe anatomy of a lead generation website
Six components, the leak points, forms that convert and the response window that wins.
Landing Points · Buyer's guideThe small business website: five pages that do the work
What the site must do, the five pages, builder versus professional, and AU costs.
Landing Points · Field guideWebsite copywriting that converts
Answer-first copy for humans and machines: the seven rules and the narrative you steer.
Landing Points · Buyer's guideHow much does a website cost in Australia?
The three ways to build a site, the typical Australian ranges, what drives the price, and the ongoing costs people forget.
Landing Points · Buyer's guideHow to choose a web design agency in Sydney
The five checks that matter, the questions to ask, the red flags to avoid, and what a fair price looks like for a Sydney web build.
Landing Points · Practical guideLanding page vs website: which one you actually need, and why the answer is usually both
Landing page vs website: a landing page is one door for one campaign, a website is the building customers search for, compare and come back to. The definitions, the conversion benchmarks, a three-question decision tree, a side-by-side table, and why the 2026 answer is a website built as a portal.
Landing Points · Practical guideClient portal website: why your site should be a portal, with an open layer that gets cited and a gated layer that keeps the customer
A client portal website has an open layer that search and AI engines can cite and a gated layer behind a login where customers return. Why it matters now (73 per cent of customers use self-service, only 14 per cent get resolved), the three layers, the intent rule for what to gate, how to keep it indexable, the first party data engine, and how to build one.
Landing Points · Practical guideMembership website: paid or free, the four models and the one rule about what stays open
Membership website models explained: the free account (client portal), paid membership, course and community, what each gates, how each charges, a five-question decision table, why pre-purchase content always stays open, and how to build one. With Australian search demand for each model.
Landing Points · Practical guideKnowledge base website: turn support answers into search traffic and AI citations
Knowledge base website: split it into a public help centre that ranks and gets cited by AI answers, and an account layer behind the login that knows who is asking. The demand behind support content in Australia, the sorting rule, five rules for making the public half rank, and how to build it.
Landing Points · Practical guideOnline community platform: own it or rent it, and the honest test for building one
Online community platform: owned on your domain or rented on a social platform, the honest test for whether to build one, the public front and gated floor architecture, why an owned community earns search and AI citations, how to run one that survives, and what it costs. With Australian search demand.
Landing Points · Practical guideWebsite accessibility standards in Australia: the law, WCAG 2.2 and what actually fails
Website accessibility standards in Australia: what the Disability Discrimination Act requires, why the Human Rights Commission points to WCAG 2.2 Level AA, who is bound, the six failures that are 96 per cent of the problem, and the barriers an automated score cannot see.
11 guides
Google Ads and paid advertising
Search, Shopping, Performance Max and Meta: what they cost, when they beat organic and when they do not.
Related service: Paid Advertising
Google Ads for Sydney businesses: a starter guide
How Google Ads works, what it costs, the campaign types worth knowing, and how to start without wasting budget.
Landing Points · Commercial guideWhat a Google Ads consultant does, and when you need one
How a consultant differs from a full-service agency, the signs you need one, what an account audit uncovers, and when each model fits.
Landing Points · Buyer's guideHow much do Google Ads cost in Australia?
Cost per click by industry from our own Australian data, how much to budget a month, and what agencies charge to manage it.
Landing Points · Commercial guideWhat Google Shopping ads are and when to run them
How product-feed Shopping campaigns work, why they suit retailers, and how we run them profitably for your store.
Landing Points · Commercial guideWhat Performance Max is and when to use it
A plain-English guide to the goal-based Google Ads campaign type: what it does well, the trade-offs, and when it is the right tool.
Landing Points · Commercial guideWhat Meta ads can do for your business
What Meta ads across Facebook and Instagram do, how they differ from Google, what makes them profitable, and how we run them for you.
Landing Points · Commercial guideWhat a good PPC agency actually does
What a results-driven PPC agency does, how paid search that reports on cost per lead and ROAS beats one that just spends the budget, and when to bring one in.
Landing Points · Practical guideUGC ads: the proof layer with money behind it, and the rules that come with it
UGC ads explained for Australian businesses: what a UGC ad is and is not, why the phone-shot customer clip outperforms the polished ad, the four-rung ladder from organic proof on the site to paid reach, the ACCC disclosure rules, how to make them, where the ad should land, and what they cost.
Landing Points · Practical guideVideo ads in Australia: one shoot day, five placements, and the page that decides the return
Video ads for Australian businesses: what they are and when to run them, the five placements (YouTube skippable and bumper, Shorts and Reels, Meta in-feed, TikTok) and the job each does, how one shoot day makes all five, the page every ad needs, how to measure by placement, and what video ads cost.
Landing Points · Practical guideGoogle Ads vs Facebook Ads: intent against demand, and which to start with
Google Ads vs Facebook Ads for Australian businesses: Google catches intent that already exists, Meta creates it or brings back a visitor. The comparison on six things that decide the budget, which to start with and why, how to run both from one page, and the one number to measure both by.
Landing Points · Practical guideGoogle Ads remarketing: bringing the portal's visitors back, and the first-party data underneath
Google Ads remarketing and Meta retargeting explained for Australian businesses: how it works, the four audiences by how far the visitor got, the first-party data it runs on and why the portal matters, the ad that brings people back rather than annoying them, the privacy rules in Australia, and what it costs.
5 guides
Branding and brand identity
Naming, logo, identity systems and rebrands, and how brand strength shows up in search demand.
Related service: Branding & Identity
What makes a strong brand identity
What brand identity actually is, the parts that make one, why it is more than a logo, and how consistency quietly lifts trust and conversion.
Landing Points · Commercial guideWhat a branding agency does
What a strategic branding agency actually delivers, how it differs from a logo shop, what to expect from the engagement, and why brand is a growth lever.
Landing Points · Commercial guideBrand naming for Australian businesses
What makes a brand name work, the trade-offs between descriptive, suggestive and coined names, the trademark, ASIC, domain and handle checks a name must clear, and how we name brands.
Landing Points · Commercial guideLogo design that builds a brand
Why professional logo design beats a cheap or instant logo, and the identity system around the mark that actually builds a brand.
Landing Points · Commercial guideWhen and how to rebrand a business
When a rebrand is genuinely worth it, what is at stake, the phases of a good rebrand, and how we protect your search equity through the change.
7 guides
Conversion rate optimisation
Turning the traffic you already have into enquiries, with testing, proof and better qualification.
Related service: Conversion Optimisation
Conversion rate optimisation: the checklist we use
More leads from the traffic you already have: the maths behind CRO, the ten-point checklist we run, and how to test properly.
Landing Points · Commercial guideA/B testing that turns traffic into customers
What A/B testing is, why guessing loses money, what a disciplined testing programme includes, and how we run the experiments that compound your conversion rate.
Landing Points · Field guideSocial proof: the signals that outrank your sales copy
The six proof types ranked, the placement rules, and earning reviews honestly.
Landing Points · Field guideThe pre-qualified visitor: design for buyers on a mission
Four signals send every visitor. Source-matched pages, proof in the path, one mission each.
Landing Points · Practical guideGated content strategy: what to gate, what to give away, and why AI answers changed the trade
Gated content strategy for the age of AI answers: the four-rung gate ladder (open, email, account, paid), what belongs on each rung, why the explanation stays open and the instrument gets gated, how AI engines changed the lead magnet trade, and how to measure a gate by what happens after it.
Landing Points · Practical guideWebsite personalisation: logged-in experiences that convert, and the rule that keeps the open site indexable
Website personalisation without breaking indexing: the four levels (source, behaviour, identity, account data), the rule that keeps open-page personalisation safe for Google and AI engines, why logged-in personalisation carries no search risk and all the conversion lift, and Australian privacy obligations.
Landing Points · Practical guideEcommerce checkout in Australia: what buyers must see
Ecommerce checkout in Australia: what the 1 October 2026 end of card surcharging actually covers, what it leaves untouched, and why a hidden delivered cost ends more orders than any of it.
Work with us
What we do in Landing Points
Every guide in this pillar describes work we do. These are the services behind them.
Websites & Landing Pages
Fast, beautiful, conversion-built sites and pages that turn visitors into customers.
ExplorePaid Advertising
Search, social and Performance Max campaigns that amplify your best-performing content.
ExploreSocial Channels
Channel strategy and management that turns content into community and reach.
ExploreBranding & Identity
A distinctive identity system that makes you recognisable and trusted across every surface.
ExploreConversion Optimisation
Continuous testing and refinement so every touchpoint works harder month on month.
ExploreCollaborations & Influencers
Partnerships and influencer activations, all driven by your best-performing content.
ExploreProof
The work behind the writing
Every guide here is written from client work. These are the results.
14x organic growth in 13 months
14.2x organic clicks year on year, 172x impressions and 5,632 keywords, 13 months after a data-driven rebuild.
Read the case study Australian pet supplement brandPassing the credit-card test
A deliberate brand purge and a Shopify rebuild that earned trust, then 7.4x search impressions from the trough.
Read the case study Sutherland Shire custom cabinetryThe unfair advantage, made visible
10.6x organic clicks, 75x impressions and 4,143 keywords in a year, at a 90% lower cost per lead as reported by the client.
Read the case studyStart here
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Snowball turns search and audience data into content and landing points that compound across Google and AI answers. Start with a free audit.
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9 guides
Social media marketing and influencers
Channel strategy, management and creator partnerships, and what each of them actually costs.
Related service: Social Channels
Social media marketing for Sydney businesses
What social marketing involves, how organic and paid work together, why consistency beats chasing virality, and how to start on the right platform.
·8 min readRead →Landing Points · Commercial guideWhat a social media marketing agency should do
What a results-driven agency delivers, how it differs from an agency that only posts, what to expect from the engagement, and how social compounds with search.
·9 min readRead →Landing Points · Commercial guideSocial media management, done for you
What done-for-you social media management includes and delivers, how we run it each month, and how it ties to leads rather than vanity metrics.
·8 min readRead →Landing Points · Buyer's guideHow much does social media marketing cost in Australia?
Management retainers by business size, what paid ads add on top, the pricing models, and a real monthly breakdown.
·9 min readRead →Landing Points · Field guideInfluencer marketing in Australia
How influencer marketing works, why borrowed trust beats reach, why fit matters more than follower count, and how to run it well.
·8 min readRead →Landing Points · Commercial guideBuilding a brand ambassador programme
How ongoing advocacy beats one-off influencer posts, how a programme is structured, and how we build and run one for you.
·8 min readRead →Landing Points · Practical guideInstagram for business: a proof channel, not a brochure, for work that has a picture
Instagram for business as a proof channel: the brochure test for every post, the grid as a portfolio of real work, Reels cut from site content, Stories from the team, the photography question, the one link and the portal, and measuring at the site. For Australian businesses whose work has a picture.
·9 min readRead →Landing Points · Practical guideTikTok for business in Australia: the fit test, the three formats, and the caption as the search term
TikTok for business in Australia: why it is a search engine that happens to be a feed, the honest test for whether it fits your business, the three formats that work (the process clip, the founder's claim, the answer), the caption as the search term, what regulated professions must not do, and measuring at the site. With DataReportal's 8 million Australian adults.
·9 min readRead →Landing Points · Practical guideContent calendar: build it from demand, not from dates, and it fills itself
How to build a content calendar that lasts: start from the questions buyers are searching this month, make one guide a week on the site, cut the socials from the guide, and measure sessions home. The demand-first method, the production week, the nine-column template, and why date-first calendars die by week six.
·9 min readRead →