Sull Earth Siteworks — Competitor & Web Strategy Report

Executive summary

The blunt version: most of your named competitors have weak or non-existent websites, but the two that matter — T&G Earthmoving and the recently rebranded REMC (Ricciardo) — have invested properly, and they are setting the bar you need to clear. The gap in the middle is wide open, and you have assets they don't: 40+ years of combined visual proof in your photo library, named machine models builders recognise, and a genuinely B2B story.

The strategic opening: Nobody in the Perth siteworks space has built a website that speaks directly to the person who actually awards repeat work — the builder's construction supervisor or estimator. Everyone writes for "anyone who needs earthmoving." Your site should be the first in Perth that reads like it was written by someone who understands slab prep schedules, compaction certificates, and what happens when a pad isn't ready the day the concreter is booked. That positioning alone beats bigger budgets.

Three findings drive everything in this report:

1. Two-tier market. T&G and REMC have modern, multi-page, SEO-structured sites. G&V, Quarry Contracting and Fremantle Earthworks are running dated single-purpose sites, and Westcoast Siteworks effectively has no findable website at all — just directory listings. Green Genie competes on Google reviews rather than site quality, and its traffic is homeowner-driven, not builder-driven.

2. Nobody owns "siteworks." Every competitor brands around "earthmoving." Your name literally contains the higher-intent commercial term — siteworks — and search phrases like "site works Perth," "residential siteworks," and "sand pads for builders" are less contested than "earthmoving Perth." That's an SEO gift; the report shows how to spend it.

3. Proof beats polish. The strongest content any competitor has is real project evidence (REMC naming Focus Building and Giorgi as partners; Green Genie's 120+ Google reviews). You supply Perth's best builders — but that claim is currently invisible. Making it visible, specifically and repeatedly, is your single highest-value content move.

Market snapshot

Web presence scored out of 10 across design, structure/SEO, proof (projects, reviews, clients), and clarity of offer. Threat level reflects digital competition for the work you actually chase — builder-channel residential and commercial siteworks — not their size on the ground.

Company	Website	Positioning	Audience	Web score	Digital threat
T&G Earthmoving	tgearth.com.au — modern, multi-service	Est. 1984, earthmoving + skip bins + sand supply, sustainability angle	Builders + homeowners	8 / 10	High
REMC / Ricciardo	ricciardo.com.au — rebuilt 2025 for rebrand	Est. 1985, commercial / residential / industrial split, GPS-guided fleet, safety-led	Builders, developers, PMs	8.5 / 10	High
Green Genie	greengenie.com.au — mid-tier, being rebuilt	Civil + earthworks + demo + supplies; leans on 120+ five-star Google reviews	Mostly homeowners	6 / 10	Medium
G&V Earthmoving	gandvearthmoving.com.au — dated WordPress/Divi	Family-owned, 30+ yrs, builders & developers — your closest positioning twin	Builders	4 / 10	Medium
Fremantle Earthworks	freoearthworks.com — basic brochure site	13 yrs experience, truck & bobcat hire, soakwells, small-job focus	Homeowners, small trade	3 / 10	Low
Quarry Contracting	quarrycontracting.com.au — very dated (~2017)	Family business, Secret Harbour; house pads, clearing, material delivery	Owner-builders, homeowners	2.5 / 10	Low
Westcoast Siteworks	No findable website — directory listings only	Wangara-based; competes offline via relationships	Unknown / trade	1 / 10	Low
GMF Contractors (benchmark)	gmfcontractors.com.au	Est. 1969, divisions for civil / residential / commercial, major-project portfolio	Tier-1 builders, civil	7.5 / 10	Reference
HT Contracting NZ (benchmark)	htcontractingqueenstown.com	Small family crew, but best-in-class trade copywriting — "a site the next trade can trust"	Builders	9 / 10	Reference

The two benchmarks aren't in your competitor list but matter: GMF shows how the top of the Perth market structures a site; HT Contracting (a three-truck-scale outfit like yours) shows how a small family crew out-writes companies ten times its size. Study HT's copy before anyone else's.

Competitor teardowns

REMC | Ricciardo Earthmoving

Primary digital threat

ricciardo.com.au · est. 1985 · rebranded and rebuilt 2025

What they do well — learn from it

Clean three-way service split (Commercial / Residential / Industrial), each with its own SEO landing page and its own meta description.
Names real partners on project pages — Focus Building at Sienna Wood, Giorgi at Bindaring Apartments. Specific client names are the most persuasive content in this entire market.
Sells capability, not adjectives: "GPS and laser-guided systems," "transparent pricing," "trained for high-risk environments." Concrete claims a supervisor can verify.
Safety content written to WA standards — signals prequalification-readiness to commercial clients.
Fresh rebrand story told confidently ("same team, evolving") — turns a risky name change into a trust asset.

Where they're weak — exploit it

Copy still drifts corporate-generic in places ("end-to-end solutions tailored to meet the demands…"). You can sound more like a real crew.
Industrial/civil breadth dilutes their residential-builder message — they can't be the specialist for the standard-lot house pad the way you can.
Rebrand from a 40-year name creates recognition risk for a year or two; incumbency in your builder relationships is your window.

Takeaway: match their structure (service-split pages + named-client projects), beat them on voice and specialisation. They're generalising upward into civil; you specialise into slab-ready residential and light commercial pads.

T&G Earthmoving

Primary SEO threat

tgearth.com.au · est. 1984 · O'Connor · earthmoving + skip bins + sand supply

What they do well

Dedicated keyword landing page at /earthmoving-contractors-perth/ — a URL built to rank for the money term. This is the standard local-SEO play and it works.
Projects feed with suburb tags (Baldivis, Brabham, Hamilton Hill…) — every entry quietly builds suburb-level relevance.
Google reviews embedded on-page as social proof.
Sustainability/recycling story (screening sand, producing road base) — a differentiator that also earns links.
Clear NAP (name, address, phone, hours) on the contact page — basics done right.

Where they're weak

Brand is now split across three businesses; the homepage sells skip bins as hard as siteworks. Their earthworks message is diluted — most visible reviews are about bins, not pads.
Earthmoving service descriptions are thin ("land excavation, grading, and clearing") — no depth on compaction standards, certificates, or process.
North-of-river/central base; the southern corridor (your backyard from Wattleup) is not their geographic story.

Takeaway: copy their suburb-tagged project feed and keyword landing-page structure. Beat them by staying single-minded: every page about siteworks, nothing else.

G&V Earthmoving

Positioning twin, weak execution

gandvearthmoving.com.au · Malaga · family-owned, 30+ yrs, serves "Perth's leading builders and developers"

What they do well

Positioning statement is almost word-for-word yours: family-owned, decades of experience, builder-channel. Proof the niche exists and sustains a business.
Phone number is a prominent tap-to-call button in the hero — correct for a trade audience on mobile.
Service list matches the real builder workflow: house pads, slab cleans, subdivisions, hardstands, stormwater.

What to avoid — their site is a cautionary tale

One thin page trying to do everything. No individual service pages means no ability to rank for "house pads Perth" or "slab cleans Perth" — the terms their business lives on.
Dated stack: old WordPress/Divi, obsolete meta-keywords tag, 2018-era logo files. Reads as unmaintained.
Viewport is locked against pinch-zoom (user-scalable=0) — an accessibility failure and a Google mobile-experience negative.
Empty superlatives ("5-star quality is the minimum standard," "industry leaders") with zero project evidence, zero client names, zero reviews.
Generic filler copy ("Time is money and money is time") that says nothing a builder can act on.

Takeaway: G&V is what happens when a good business treats the website as a checkbox. They hold the same positioning you want with a 4/10 site — which means a 9/10 site with the same story should out-rank and out-convert them quickly.

Green Genie Earthworks

Review-engine threat

greengenie.com.au · Perth-wide · civil, earthworks, demolition, supplies · site being rebuilt with an agency

What they do well

Their real asset is off-site: 120+ five-star Google reviews, cited on the website. In local search, that review count moves the map-pack needle more than any on-page tactic.
Long, specific testimonials naming staff and describing full scopes — far more credible than star ratings alone.
Directors described as on-site and hands-on — humanises a trade business well.
Actively reinvesting (public about their website + job-management software rebuild) — expect them to get stronger.

Where they're weak

Sprawling service list (earthworks to tree stumps to mulch supply) makes them a jack-of-all-trades to a builder's eye.
Voice and proof are homeowner-oriented; almost nothing speaks to a builder's procurement process.

Takeaway: the lesson isn't their website, it's their review engine. Start systematically requesting Google reviews from every builder supervisor and private client now — reviews compound and can't be bought retroactively.

Quarry Contracting · Fremantle Earthworks · Westcoast Siteworks

Low digital threat

The long tail — grouped because the lessons are the same

The little they get right

Quarry Contracting leads with a named person ("call Richard, his wealth of knowledge…") — naming a real human is genuinely good practice, even on a weak site.
Fremantle Earthworks lists services in plain trade language (soakwells, hardstand prep, compaction) and maintains an iseekplant profile — a directory worth being on.

What to avoid

Quarry Contracting: a site untouched since ~2017. A stale site actively signals "maybe not trading anymore" — worse than no site for trust.
Fremantle Earthworks: no structure, no proof, no photos of note; a services list is not a website.
Westcoast Siteworks: invisible online. They may be busy through relationships, but they win zero new-inquiry search traffic — and their name means confused searchers for "siteworks Perth" can land on you instead if you rank.

Takeaway: these three prove the local pack for southern-corridor siteworks terms is under-defended. That's where you strike first.

What good looks like — and what to avoid

Distilled from every site reviewed, plus the HT Contracting benchmark. This is the checklist your mockup will be built against.

Build this

A hero that states the trade outcome, not the industry. Not "Earthmoving services in Perth" — something like "Slab-ready sites. On program. Every time." HT's "a site the next trade can trust" is the register to aim for.
One page per service, one keyword per page. Block clearing, sand pads & levelling, compaction & slab prep, slab cleans, commercial siteworks. Each earns its own URL, title tag, and photos.
A projects section tagged by suburb and builder-type. Your photo library (Henley Brook, Brabham, multi-unit cuts, laser-level shots) is already better than anything competitors publish. Every project post = suburb keyword + fresh content.
Named proof. With permission, name the builders you serve, or at minimum: "Trusted siteworks partner to 6 of Perth's leading residential builders — 15 years, repeat contracts." Add builder testimonials with role titles ("Site Supervisor, [Builder]").
The fleet page as a capability statement. Volvo L60F loaders, road-train side tippers, Bobcat T66, compaction gear — with photos. Builders read fleet lists the way others read menus; it answers "can they actually service my program?"
Process transparency. A 4–5 step "how we take a block to slab-ready" section: survey/set-out → clear → cut/fill to plan → compact in layers → certify & hand over clean. Mention AS 3798 compaction standards — nobody local does, and it's exactly what an engineer or supervisor wants to see.
Tap-to-call everywhere, quote form with a plans-upload field. Builders send site plans; make that the form's centrepiece and promise a response window.
A real human. Photo and first name of who answers the phone. Family business is your brand — show the family.

Avoid this

The single-page brochure. G&V's core failure. No service pages = no rankings = invisible to new builders googling at 6 am.
Empty adjectives. "High standards," "quality workmanship," "industry leaders" — every weak site in this report says it, so it now means nothing. Replace each with a checkable fact.
Message dilution. T&G's skip bins swallowed their earthworks brand. Resist adding sideline services to the nav; one story, told hard.
Stock photography. Instantly recognisable, instantly distrusted by trade audiences. You have zero excuse — your real photos are excellent.
Template bloat. Heavy page-builder themes (Divi etc.) that load slowly on a ute's phone signal. Site supervisors browse from site, on 4G, in the sun.
Accessibility own-goals. Disabled pinch-zoom, grey-on-grey text, unlabelled forms. Google measures this now.
A blog you won't maintain. A "News" page with two posts from 2019 (see: half this market) is worse than none. Publish project posts instead — you generate those naturally every week.
Ranking-chasing for terms you don't want. "Bobcat hire," "excavator hire" attract tyre-kicker hire enquiries, not contract siteworks. Don't pollute your keyword profile with hire terms unless you want that phone traffic.

SEO strategy

5.1 — The honest picture first

Ruthless-criticism hat on: for a B2B siteworks business, SEO is your second-most-important channel, not your first. Your revenue comes from repeat builder contracts won on reputation and reliability. The website's first job is to close the deal when a new estimator checks you out after a referral; its second job is to capture searchers. Build for job one, and job two follows almost free — because the same proof-rich content Google rewards is what convinces the estimator. Don't let anyone sell you an "SEO package" that inverts this.

5.2 — Google Business Profile: the biggest single lever

For "earthmoving near me" and "site works [suburb]" searches, the map pack appears above all websites. Your priorities, in order: claim and fully complete a Google Business Profile for Sull Earth Siteworks (category: Excavating Contractor; secondary: Site Preparation); load 30+ of your real project photos; set the service area to metro Perth with the southern corridor emphasised; then run a permanent review-request habit — after every completed job, the supervisor or client gets a direct review link by SMS. Green Genie's 120+ reviews took years; every month you delay is compounding you forfeit. Target: 25 reviews in year one. Keep your business name, address and phone number identical everywhere it appears online (website, GBP, iseekplant, Yellow Pages, Facebook, Instagram) — inconsistency erodes local rankings.

5.3 — Keyword architecture

Tier	Keywords	Intent & competition	Where it lives
Tier 1 — Own these	site works Perth · siteworks Perth · sand pads Perth · house pads Perth · block levelling Perth · slab preparation Perth	High commercial intent, moderate competition. "Siteworks" is in your name — a relevance edge no competitor has.	Homepage + dedicated service pages
Tier 2 — Contest these	earthmoving contractors Perth · earthworks Perth · residential earthworks Perth · commercial siteworks Perth · slab cleans Perth	Higher volume, contested by T&G and REMC. Winnable over 12–18 months with project content.	Service pages + a pillar page "Earthworks & Siteworks Perth"
Tier 3 — Suburb long-tail	site works Wattleup / Cockburn / Baldivis / Byford / Henley Brook / Brabham / Alkimos … (wherever you actually work)	Low competition, exactly how builders and owner-builders search. Cheapest wins available.	Suburb-tagged project posts — not 40 thin cloned "location pages"
Tier 4 — Question terms	what is a sand pad · sand pad cost Perth · site works cost for new build · AS 3798 compaction · how long do site works take	Early-stage owner-builders and curious clients. Feeds an FAQ that also earns AI-search citations.	One well-built FAQ / guide page

A warning on Tier 3: Google now penalises "doorway" location pages — dozens of near-identical pages that swap only the suburb name. The clean way to win suburbs is the T&G method done better: real project posts ("House pad & site works — Lot 1117 Henley Brook") with your genuine photos, a few sentences about the scope, and the builder type. Ten real posts beat forty fake pages, and you produce the raw material every working day.

5.4 — Technical baseline (non-negotiables)

Mobile-first and fast: your audience checks you from a ute on site. Target a sub-2-second load — real photos compressed to WebP/AVIF at sensible dimensions (your originals are 4K+; serve 1600px). Clean semantic HTML with one H1 per page, descriptive title tags ("Site Works & Sand Pads Perth | Sull Earth Siteworks"), unique meta descriptions, and LocalBusiness structured data (name, geo, service area, hours, aggregate rating once you have reviews). HTTPS, an XML sitemap submitted in Search Console, and image alt text that describes the work ("Volvo L60F spreading fill sand, house pad, Henley Brook") — that's also how you appear in image search, where earthworks buyers genuinely look. Register sullearth.com.au (or .au) now if you haven't; the .com.au signals local and matches how WA firms search.

5.5 — Off-site: few links, right links

You don't need a link-building campaign; you need a handful of correct citations and one or two real mentions. Complete profiles on iseekplant, Yellow Pages, hipages (optional), and any builder-supplier directories; ask two or three of your builder clients whether they list preferred trades or partners anywhere linkable; and keep Instagram/Facebook active with the same project photos — social won't rank you, but estimators absolutely check whether you look busy and current before they call.

Recommended site architecture

Seven core pages plus a growing project feed. Small enough to build well and maintain honestly; structured enough to rank. This is the sitemap I'll build the mockup against.

sullearth.com.au ├── / Home — "Slab-ready sites for Perth's best builders." Fleet strip, proof bar, │ 3 featured projects, tap-to-call + quote CTA ├── /site-works-perth/ Pillar service page — the full block-to-slab process, AS 3798 note │ ├── /block-clearing/ Clearing & demolition prep │ ├── /sand-pads-levelling/Sand pads, cut & fill to plans, laser levelling │ ├── /compaction-slab-prep/Compaction, certificates, handover │ └── /commercial-siteworks/Multi-unit, commercial pads, hardstands ├── /projects/ Suburb-tagged feed — one post per notable job, real photos ├── /fleet/ Trucks, loaders, bobcats, compaction gear — photos + specs ├── /about/ 15 yrs, family story, the crew, who answers the phone ├── /for-builders/ The differentiator page: scheduling, repeat programs, insurances, │ what supervisors get from us. Nobody in Perth has this page. └── /contact/ Tap-to-call, quote form with plans upload, map, service area, hours

The one page I'll fight for: /for-builders/. It's the page that matches your actual business model, it converts your highest-value visitor (a new estimator comparing subbies), and it's a genuine first in this market. Every competitor makes builders read homeowner copy; you'll hand them a page written in their language about program reliability, wet-weather callouts, slab cleans on short notice, and certificates without chasing.

Roadmap

Foundations — this week

Secure sullearth.com.au. Claim & complete Google Business Profile with 30+ photos. Send your first five review requests to friendly supervisors and past clients. Audit that your name/address/phone match on Facebook, Instagram and any directories.

Build — weeks 2–4

Build the 8-page site above (mockup next, per your plan). Real photos only, compressed properly. Title tags, meta descriptions, LocalBusiness schema, Search Console + sitemap submitted on launch day.

Proof engine — ongoing habit

One suburb-tagged project post per fortnight (10 minutes: 4 photos + 5 sentences). Review request after every job. Cross-post the photos to Instagram/Facebook. This habit alone out-runs every competitor below T&G/REMC within a year.

Expand — months 3–6

Add the FAQ/guide page for question keywords. Collect two builder testimonials with names and role titles for /for-builders/. Review Search Console: double down on whichever Tier-1 terms are moving, and only then consider paid Google Ads on "site works Perth" if you want faster new-builder inquiries.

Bottom line: the best earthworks website in Perth doesn't need to out-spend REMC or T&G — it needs to out-prove them, speak the builder's language they both ignore, and own the "siteworks" territory that's sitting in your business name. Everything above is buildable with what you already have in your photo folder and your client list. When you're ready, I'll turn this into the mockup — and I'll hold it to Section 04's checklist ruthlessly.