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Playground design & construction · Burleigh Heads, QLD · 2026

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  • Live

A photo-led site for a playground builder, with a page for every service and every place it has built

A marketing site for the Gadd Group's playground division, built around the client's own project photos, with eight service pages and 11 location pages that describe only what the photos show.

Client
Playscapes by Gadd Group
Industry
Playground design & construction
Location
Burleigh Heads, QLD
My role
Design, build and SEO
Year
2026
Status
Live
Contact meVisit live site (opens in a new tab)

By · Updated

Playscapes homepage with a full-width photo of a timber playground under shade sails and the heading Custom Playground Design & Construction
The homepage: the client's own photos, front and centre.Desktop full size: The homepage: the client's own photos, front and centre.

The brief

Playscapes is the Gadd Group's playground division. It designs and builds custom playgrounds and outdoor play spaces (timber forts and cubbies, synthetic turf, wet pour rubber, shade sails and structures, and playground furniture), plus project management and ongoing maintenance.

It needed its own site that still clearly belongs to the Gadd Group, shows real built work rather than stock photos, and brings in enquiries from anywhere in Australia.

What I built, and why

  1. Part of the parent brand, on its own domain

    I tried a distinct editorial “nature” design first, then rebuilt the site to match gaddgroup.com: the same Bebas Neue and Roboto type, the same green palette, and a dark top bar with phone, email, hours and socials.

    Playscapes keeps its own domain and pages, but visitors can tell straight away that it's part of the same business, and it links back to the parent site.

    Row of Playscapes service cards for Design & Construct, Custom Forts & Cubbies, Synthetic Turf, Wet Pour Rubber and Shade Sails & Structures
    Gadd Group type and colours, with the client's photos on every card.View full size: Gadd Group type and colours, with the client's photos on every card.

  2. Every photo reviewed by hand

    The client supplied 43 project photos. I went through all of them and picked the best one for each spot on the site: the hero, each service, the gallery and the about page.

    I kept the originals untouched and made web-sized copies so pages stay quick, then went back and fixed the slots where a card was showing the wrong kind of work.

    Recent Projects gallery of playground builds on the Playscapes homepage
    Recent projects: real builds, chosen photo by photo.View full size: Recent projects: real builds, chosen photo by photo.

  3. Location pages that invent nothing

    The photo file names said where each job was, so I built 11 location pages, one for each place, from Toowoomba and Birtinya to Byron Bay and Drysdale.

    The copy only describes what the photos show: no made-up project counts, client names or dates. Each page links to the services that appear in its photos, and each service page links back to its locations.

    Grid of location cards for playground projects including Toowoomba, Birtinya and East Mackay
    One page for every place with real job photos.View full size: One page for every place with real job photos.

  4. One config file, eight service pages

    Each of the eight services has its own page with what's included, who it suits, related services and the locations where that work appears. Every image has specific alt text.

    All the copy, contact details and the service list live in one config file, so adding a service updates the grid, its page and the sitemap together. The October 2026 SEO pass generated the structured data from the same file: a GeneralContractor entry with the QBCC licence, plus Service, breadcrumb and FAQ data, with every page declaring its own canonical URL.

  5. Enquiries that reliably reach the inbox

    I replaced a Formspree placeholder with my shared mail service. Each enquiry lands in the client's inbox with the visitor's email as reply-to, and a hidden field catches spam bots.

    When slow email sends started timing out, I changed the form to confirm straight away while the email finishes sending in the background. The analytics-only owner dashboard, added in September 2026, shows traffic and enquiries without a third-party analytics account.

    Dashboard panels for traffic sources, top pages, devices, a recent activity feed of playground enquiries and uptime
    The owner's dashboard, with enquiries in the activity feed. Demo data.View full size: The owner's dashboard, with enquiries in the activity feed.

What shipped

  • Live at gaddgroupplayscapes.com. On 23 October 2026 the home page, /locations, a location page and /privacy all returned 200.
  • Eight service pages: design and construct, custom forts, playground furniture, synthetic turf, wet pour rubber, shade sails and structures, project management, and playground maintenance.
  • 11 location pages, plus a projects page with a “Browse by location” section.
  • A contact page FAQ on site visits, lead times, compliance and maintenance, marked up as FAQ data.
  • The QBCC licence number, legal entity, address and hours in the footer, contact page and structured data, all from one config file.
  • An Acknowledgement of Country in the footer, and privacy and terms pages.
  • An owner dashboard (overview, traffic, activity and uptime), merged on 7 September 2026; www now redirects to the main domain.

I can build something like this for your business.

Contact me

Questions about this project

Can you build a site for one division of a larger company?

Yes. Playscapes has its own domain and its own pages, but it uses the Gadd Group's type, colours and header style, links back to the parent site, and shares the group's contact details. Visitors can tell straight away that it's part of the same business.

We have a folder full of job photos. How do you use them?

I go through every one. For Playscapes I reviewed all 43 photos, picked the best fit for each spot on the site, and made web-sized copies so pages stay quick, keeping the originals untouched. The file names told me where each job was, which is what the location pages are built from.

We work Australia-wide. Why have location pages?

People search for a service and a place together, like “playground builders Toowoomba”. Each Playscapes location page shows real work from that place and links to the services in the photos. The copy only describes what's visible, so nothing on the page is invented.

Does the site show our licence and business details?

Yes. The QBCC licence number, legal entity, address and hours appear in the footer and on the contact page, and they're in the structured data Google reads. They all come from one config file, so a change only has to be made once.

How do enquiries get to us?

The contact form sends each enquiry to the client's inbox through my shared mail service, with the visitor's email set as reply-to, so hitting Reply answers them directly. Once the owner dashboard is connected, each enquiry also shows up in its activity feed.

Want your own job photos doing the selling?

Send me the folder. I'll pick the best shots, build the service and location pages around them, and keep every claim true to the photos.

Contact me
See Website Design & Build

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