Directory Platform Case Study: Trade Directory In Australia

Trade Heroes is an Australian directory that connects homeowners with trusted local tradies, with no middleman and no commission. It needed a platform that could handle thousands of tradie profiles and rank for searches in every trade and suburb.

Perth Digital Edge built the custom directory and backend from scratch, created the brand, and runs SEO, enterprise SEO and Google Ads.

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Trade Heroes directory homepage on desktop

Sector: Trade directory
Location: Australia

+420%Organic traffic

1,036Page one keywords

Their Challenge

A directory lives or dies on two things: homeowners finding it in search, and tradies trusting it enough to list. Off-the-shelf directory themes could not deliver the profiles, verification, reviews and scale Trade Heroes needed, and every trade, suburb and profile page had to be built to rank.

Our Solution

Perth Digital Edge worked with Trade Heroes on a custom directory platform, branding, SEO, enterprise SEO and Google Ads. Each part of the work was aimed at the same problem.

Custom Directory PlatformA custom-built directory and backend on a non-WordPress stack, with tradie profiles, reviews, verified badges, categories, locations and a member login.
BrandingThe Trade Heroes name, logo and brand built from scratch, with a bold identity that tradies and homeowners recognise.
SEOCategory and location pages set up to rank for the trade searches homeowners make across Australia.
Enterprise SEOA scalable structure for thousands of trade, suburb and profile pages, with internal linking and indexing managed at scale.
Google AdsCampaigns that bring in homeowners searching for tradies and tradies looking to list their business.

The Outcome

A Platform Built To Scale
A custom backend that handles profiles, reviews, verification and listings without the limits of a theme.
Pages For Every Search
Trade, suburb and profile pages structured to rank across Australia.
Two-Sided Growth
Google Ads and SEO bring in both homeowners looking for tradies and tradies listing their business.

★★★★★

My Family would not let me have anyone else design a website for me. Where trust is key.

Zinzan MoranGoogle review, Trade Heroes

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Got an idea for a directory, marketplace or platform? We design and build custom platforms, then run the SEO and ads that bring both sides of the market in.