Rebuilt a Brisbane e-scooter retailer around local + repair intent
The situation
Mini EVs is a Brisbane electric-rideables retailer and repair specialist with a Capalaba retail store and a Mt Gravatt service centre. The WooCommerce site was chasing national product keywords it couldn't win, while barely surfacing for the local "e-scooter repair near me" searches that actually bring people through the door.
The constraint
Independent retailer, modest content budget, a 100+ product WooCommerce catalogue spanning e-bikes, e-scooters, e-skateboards and e-rides, and two separate physical locations to represent on one domain without cannibalising or confusing Google.
What I did
We repositioned the site around local and service intent instead of national product terms. Each location got its own surface — Capalaba (retail, sales, in-store test rides) and Mt Gravatt (service & repair only, inside Aussie Mobile Phone Repairs) — with distinct NAP, opening hours and Google-review proof. We added an online "Book a Repair or Service" flow to capture repair demand without a phone call. Then we built two link- and citation-worthy assets: an interactive QLD E-Ride Checker that tells riders whether their scooter, bike or board is Queensland-legal, and a 2026 Electric Scooter Buying Guide covering motor power, range, tyres and QLD road rules. Both answer the exact questions searchers and AI assistants ask, positioning Mini EVs as the compliance-savvy local expert.
The result
Concrete deliverables shipped: 2 dedicated location surfaces (Capalaba retail, Mt Gravatt repairs), an online repair-booking flow, an interactive QLD E-Ride Checker, and a 2026 buying guide — giving Mini EVs a compliance tool no local competitor offers and a repeatable hook for local links and AI-assistant citations. [PLACEHOLDER — add real Search Console figures (impressions, clicks, local-pack positions) before approving.]
What I'd do differently
For a local retailer with two locations, splitting service and retail intent into separate surfaces beat one blended page — and an interactive compliance tool earned more local relevance than another product category page would have.
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