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Bellrae Mortuary Services

Bellrae is owned and run by qualified funeral industry professionals, offering mortuary, embalming and repatriation services. Based in Perth, Bellrae is dedicated to caring for the deceased and their families. Specialising in embalming, body preparation, and interstate and international repatriation, they combine professionalism and compassion to deliver the highest standard of post-death care.

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Organic sessions

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Organic keywords

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Blog traffic

The challenge

When Bellrae Mortuary Services approached White Chalk Road in September 2023, their goal was clear: to help families find their comprehensive repatriation services in Perth and beyond. As the only independent mortuary in Perth, they wanted their experience and unique service offering to shine online, and for more families to discover them at the right time.

They needed higher Google rankings, more website traffic, and increased leads, all while maintaining the professionalism and compassion that sets them apart. They needed an SEO and digital marketing partner who understood the industry and could build trust online, as previous marketing efforts had not effectively targeted their unique audience.

The process

SEO

We began with an SEO audit of Bellrae’s existing content and identifying opportunities that their previous agency had overlooked. Through keyword research, we identified the exact phrases people use when searching for repatriation services. We then created new location-specific landing pages, making it easier for families to find the exact service they needed, whether in Perth, interstate, or overseas.

SEO Services

Technical SEO

A technical SEO audit revealed structural and design issues that were affecting user experience and conversions. In collaboration with an external web developer, the website was upgraded for faster load times, intuitive navigation, and mobile optimisation. The refreshed structure improved the user experience and supported higher conversion rates.

Technical SEO

Content strategy

Bellrae’s expertise deserved to be shared. We developed a content plan that educated the public on common misconceptions about embalming, formaldehyde, and repatriation. Story-driven pages on the repatriation process reassured families and highlighted Bellrae’s personal, respectful care, strengthening their authority in the industry.

SEO Copywriting

The results

Within six months, organic sessions had increased 233%, and the number of enquiries for repatriation services had significantly increased. Today, 65 key search terms rank on the first page of Google, including highly competitive interstate and international queries. With increased visibility online and educational blog content, Bellrae’s brand authority and trust were strengthened, cementing its reputation as Perth’s leading independent mortuary and repatriation specialist.

“We’ve received so many compliments on the website, and enquiries are coming in thick and fast from all over because of it! With the new site and blogs now live, providing valuable information, we’re well on our way to being top of mind for anyone seeking advice. We’re getting enquiries from all over, asking about the repatriation process and who to contact in their state or country. This is a huge positive, and we’re also handling more repatriations than ever, which is fantastic! Thank you again for all you do! Keep doing what you’re doing!”

Paula Bell