Walker Scientific
One slow page, rebuilt into a 38-page catalogue that ranks on page one of Google. From Perth. Worldwide.
A full catalogue, invisible to anyone searching
Walker Scientific has supplied laboratory instruments across Australia, New Zealand and Africa since 1998 - everything from automated cyanide analysers to animal-research supplies.
The old website was a single page that Google could barely read. It was slow to load, and it ranked for almost nothing. For a company with a full catalogue to sell, there was no shop window.
So it was rebuilt from scratch. Now every product has its own page, built for speed and structured for search, and every page is ready in around 4.7 seconds.
Drag to see the rebuild
After
Before
Page one in 67 countries
One article - a guide to common rodent gavage mistakes - hit page one of Google worldwide. Position 5.5, competing with established scientific publishers. On a site that had been live for just nine weeks.
In nine weeks the new site appeared in Google search more than 34,000 times, at an average position of 6.9 - near the top of page one. All 67 countries, from one Perth address. Most of that demand came from outside Australia.
I'll be honest about the context: this is a genuinely competitive category, with real global search volume and established players who have published for decades. Page-one rankings this quickly aren't the quirk of a quiet niche - they're the payoff from building the site the right way.
Most visitors left before the page loaded
Eighteen seconds before anyone could click a link - a silent leak, impossible to see from inside the business. Most visitors won't wait past three seconds.
The root cause was fixed. The new site is ready in 4.7 seconds, and the people who arrive now actually stay. Spotting a leak like this is what analytics and tracking work is for.
On Google's mobile speed score, that's a jump from 31 to 96 out of 100 - and nothing shifts or jumps around while it loads.
Built to be found
The catalogue is structured around how researchers search - not how Walker Scientific categorises their stock internally. That's the difference between a site Google serves and one it ignores.
Every product has its own page, built for search. Not a PDF catalogue or a generic listing - individual pages that Google can read, index, and serve to researchers actively searching for that instrument. This is the SEO work I do in Perth.
The shop window, open
The old site was a single page. The new one, a web design rebuild, has 38 individually indexed pages - 23 products, 7 editorial articles, and the rest site pages - each loading fast and ranking. It also hosts 11 tutorial videos.
Since launch, 1,057 unique visitors have found the site and 31 have reached out directly - form, WhatsApp, or phone. A 2.9% contact rate from researchers and lab managers who know exactly what they need - industry benchmark for B2B is under 1%. Every one a potential instrument sale.
Showing up in AI search
The site is now trusted enough that AI tools point people to it. In nine weeks, around 40 visitors arrived straight from ChatGPT, Perplexity, Gemini and NotebookLM - sent there because the assistant named Walker Scientific as a source.
ChatGPT alone sent 31 of those visitors - some of whom became enquiries. E-E-A-T signals and an llms.txt file were in place from launch, giving AI systems the structure they need to read, verify, and recommend it with confidence. I explain what that involves in What is AEO?
I always wanted to appear in Google search results - but I didn't expect to end up outranking established scientific publishers. We're a small instruments company in Perth. Enquiries are coming in from researchers and labs all over the world - people who had no idea we existed before.
If they can't find you, they can't choose you
I work with a small number of clients directly. The person who thinks through your problem is the same person who builds it.
Walker Scientific was invisible online for years. A site rebuild changed that. If that sounds familiar, drop me a note with your site URL and I'll tell you honestly whether I can help.
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