Case Study
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Leah Jay
How Firewire Achieved 252% Organic Traffic Growth for Leah Jay
Leah Jay is the most awarded property management agency in New South Wales, with over three decades of experience delivering specialist property management and investment services.
Industry: Real Estate
Location: New South Wales
Services provided: SEO, Content marketing, Google Ads Management
OUR CHALLENGE
After a complete website rebuild and rebranding project, Leah Jay experienced significant SEO disruption, severely impacting their digital visibility. Despite their strong brand reputation and long-standing market leadership, rankings for high-value non-branded terms had dropped, and key service pages were underperforming.
During the initial audit, Firewire Digital identified several issues that were limiting performance and putting their digital authority at risk:
- Technical SEO breakdown: Post-rebuild structural issues, poor crawlability and performance problems
- Loss of non-brand visibility: Dramatic decline in rankings for essential property management search terms
- Complex service messaging: Difficulty communicating highly specialised services clearly and consistently
- Intense competitive landscape: A saturated market with aggressive competitors targeting the same high-intent keywords
With over 30 years of brand equity on the line, restoring and elevating Leah Jay’s digital presence was critical.
The Results
Growth Summary
Firewire began with a deep technical SEO overhaul to address structural problems left behind after the site rebuild. This included improving crawl depth, resolving indexation issues, fixing internal linking inefficiencies, and improving site speed. Establishing this solid foundation was essential before scaling traffic and rankings.
Next, we delivered a robust content strategy aligned with Leah Jay’s business goals and customer journey. We created authoritative, investor-focused content designed to answer key questions, build trust and reinforce their position as NSW’s leading property management specialists. This strategy significantly strengthened topical authority across core service categories.
On the paid side, Google Ads was re-engineered to target two critical segments:
- Property owners considering switching management, and
- New investors needing their first property manager.
This improved targeting — paired with ongoing optimisation — produced higher-quality leads while reducing wasted spend.
The impact was substantial:
- Organic traffic increased by 252%, driven by technical fixes, high-value content and improved authority
- Top-3 Google rankings grew by 236%, dramatically improving visibility for essential non-branded terms
- Cost per lead dropped by 38%, following more efficient and tightly optimised ad delivery
Outcome
Through a combination of technical SEO recovery, strategic content expansion and performance-focused advertising, Firewire transformed Leah Jay’s digital presence. What began as a post-rebuild crisis evolved into a position of renewed dominance — with Leah Jay now firmly established as the leading property management authority online across Newcastle and the Hunter Region.
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