No photos of the team. No active social presence. A half-built website with broken links and a contact form nobody could trust. This is what we built — and what happened next.
A family business that had served Deniliquin for years.
Country Waste Systems
Online, it barely existed.
Country Waste Systems — known locally as CWS — is a family-run waste management business serving Deniliquin and the broader Riverina region. Skip bins, household bins, commercial collection, clean-ups. The green trucks are part of the town's landscape.
They've been doing the work quietly and reliably for years. Tim on the ground, Alanna keeping operations running. 2,000 bins in the field. A loyal customer base built mostly through word of mouth and community trust.
But when those customers went looking for them online — or when new residents in the area needed a waste service — what they found didn't reflect the business at all. The website was half-built with broken links. The contact form was misfiring, sending replies to junk folders and losing enquiries. The social media page existed but hadn't been touched in years. There were no photos of the current team, the trucks, or the operation.
CWS was well known in Deniliquin.
To anyone searching online, they were practically invisible.
Tim and Alanna run the kind of business a town depends on.
When Alanna came to us, the list of problems wasn't just digital — it was systemic. Nothing was connected. Nothing was consistent. And there was no foundation to build on.
The gap between how good they were and how they showed up.
Before Highlight Creative
The Real Challenge
- Website half-built, broken navigation and non-functional links
- Contact forms firing incorrectly — replies landing in customer junk folders
- No photography of the current team, trucks, or operations
- Social media page dormant — nothing posted in years
- No Google Business Profile properly set up or maintained
- No CRM or system to track and follow up enquiries
- Inconsistent brand presentation across all touchpoints
- New residents and out-of-town clients had no way to find or trust the business online
After Highlight Creative
- New website — built properly, mobile-first, with an inquiry system that works
- Contact forms firing incorrectly — replies landing in customer junk folders
- No photography of the current team, trucks, or operations
- Active, consistent Facebook presence with a community-first voice
- Google Business Profile set up, optimised and maintainede
- CRM and inquiry flow — no lost emails, no broken chains
- Consistent brand voice and visual identity across all platforms
- A business that looks and feels like what it actually is
This wasn't a refresh. There was no foundation to refresh. We needed to build the entire digital presence of a business that had been operating for years — from scratch, and all at once.
What We Built
We started from the ground up.
And built everything properly.
Website Rebuild
Built in GoHighLevel. Mobile-first. Clear service pages, proper call-to-actions, an inquiry system that actually works and sends responses to the right place.
Brand Photography
On-site shoot capturing the real team, the green trucks in operation, the yard at 6:30am. Authentic, local, nothing staged.
Social Media Management
Consistent Facebook content with a warm, community-first voice. Post rhythm tied to what locals care about — the crew, the service, the community.
Google Business Profile
Set up from scratch, fully optimised with accurate information, photos, service categories and an ongoing review strategy.
CRM + Inquiry Flow
No more lost enquiries. No more emails landing in junk. A system that captures, tracks and follows up every contact — without manual forwarding.
Brand Voice + Direction
Tone, messaging and visual consistency locked in. Reliable, local, professional — without being corporate. True to the business Tim and Alanna actually run.
The Vibes
The foundation principle: Most regional businesses lose enquiries not because the customer didn't want to engage — but because something in the process broke. Fix the foundation first. Everything else follows.
The Approach
In a regional town, you don't win on price. You win on trust.
The Results
From nothing posted
to numbers that move.
January to May 2026. All organic.
Zero paid spend. A dormant page that hadn't been touched in years — turned into the most active community presence CWS had ever had.
Facebook — Jan to May 2026
"Our family thanks yours" — A heartfelt message to the Deniliquin and Riverina community
334 reactions 4,620 impressions 1,800 engagements 126 comments
TOP PERFORMING POST
Google Business Profile — Jan to May 2026
"The Google numbers tell the story that matters most: people finding CWS when they need a waste service — and immediately taking action. 134 calls and 734 website clicks from a profile that barely existed a few months earlier.
134
↑ 13,300% on previous period
Calls made directly from the Google Business Profile
734
↑ 1,211% on previous period
Website clicks from Google — people actively visiting the new site8
177
↑ 343% on previous period
Direction requests — customers navigating to
CWS from Google Maps
376
↑ 755% on previous period
Total customer actions
taken from the
Google profile
31,285
↑ 314% on previous period
Content views — posts, stories and page content reaching local screens
3,105
↑ 547% on previous period
Engagements — reactions, comments, shares and clicks
1,413
↑ 222% on previous period
Page views — people actively visiting the CWS Facebook profile
18
↑ 350% on previous period
Posts published — consistent rhythm where there was previously silence
“It really reflects our vision and the way we want the business to be presented. Thanks again for all your effort.”
“I genuinely love the work and branding you've created for CWS. "
The Shift
A business owner seeing their brand online and recognising it as theirs — that's the real measure of whether the work landed.
CWS had years of goodwill in Deniliquin. The community trusted them. What was missing was a way for that trust to exist somewhere a stranger could find it — a website worth landing on, a Google profile that confirmed they were real and active, a social presence that showed the people behind the trucks.
The top post — "Our family thanks yours" — hit 334 reactions and 1,800 engagements because it was true. It wasn't a promotional post. It was a family business reaching out to the community they serve. And the community responded.
That's what consistent, community-first marketing does for a regional business.
It doesn't create something that wasn't there. It makes visible what was already real.
Numbers tell part of the story.
This is the rest of it.
If you’re tired of throwing things at the wall and hoping they stick - let’s talk. Whether you need strategy, content, a website, or all of it wrapped into one clear plan, we’re here to help you show up, stand out, and grow with purpose.
Let's make your marketing matter.
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© Highlight Creative 2026
