How Leapsquad Rebuilt Merge Dating's Events Searchable
Merge Dating (mergedating.com.au) is Australia’s #1 singles events platform, but Google couldn’t see its events at all. Leap Squad made them impossible to miss. Cleaner, more intuitive pages kept visitors around longer. Faster load times meant no one left before the sparks flew. Local landing pages put Merge Dating on the map for singles nearby. Sharper metadata, smarter linking, and sitewide schema turned clicks into bookings.
Increase in Impressions
Increase in Clicks
More Page 1 Keywords
About the client
Merge Dating in Australia
Merge Dating is Australia’s leading platform for singles dating events, built around real, in-person social experiences rather than another swipe-based app. The brand had strong demand and a growing events calendar — but its website wasn’t set up to support either.
The existing site ran purely as a WooCommerce store, with events treated no differently to products. Navigation was generic, local relevance was thin, and page speed lagged, making it harder for people to discover events and book with confidence.
Leap Squad was brought in to rebuild the experience around how people actually find and choose an event faster, friendlier, and location-aware.
“People weren’t struggling to want to come — they were struggling to find us and figure out what was actually on.”
— [Client Name], [Role]
Project at a Glance
ABOUT THE PROJECT — THE CHALLENGE
Starting Position
Real demand. A website that couldn’t keep up.
Merge Dating had genuine traction, a growing calendar of singles events across Australia and a brand people already trusted for real, in-person connection. But the website behind it hadn’t kept pace. It was functional as a store, not as a discovery experience.
The challenge wasn’t building from zero, it was rebuilding a live, revenue-generating site without disrupting bookings, while fixing the structural issues holding back both user experience and search visibility.
Site built purely as a WooCommerce store events treated like generic products, not experiences.
Slow page speed across key pages, hurting both user experience and search rankings.
No location-specific pages, despite events running across multiple Australian cities.
Ticketing ran through a clunky, disconnected flow that made buying feel harder than it should.
No prior SEO foundation zero organic content or technical groundwork to build on.
The Approach
Four phases. Eight weeks.
Leap Squad ran a structured discovery-to-launch process across development and SEO anchored in how people actually find and book an event, not just aesthetics.
01
Discovery & Strategy
Competitor analysis, audience mapping, and keyword research across event categories and locations defining the site’s core job and the terms it needed to own, turning searches into bookings.
02
UX & Wireframes
Low-fidelity wireframes for every key page, including new location specific templates. Navigation, page hierarchy, and booking flow locked before any visual design.
03
Visual Design
A refreshed design system built from the existing brand cleaner typography, clearer event cards, and a component library built to make browsing events feel simple and inviting.
04
Build & Launch
Development focused on speed and usability, faster load times across key pages, smoother ticketing flow, and local landing pages live at launch. Technical SEO foundations went live alongside the rebuild, with full QA and cross-device testing.
THE TRANSFORMATION
Designed With Purpose. Built for Results.
Compare the original website with the final outcome and see how every design decision was made to improve usability, performance, and conversions.
Before Original site
After Leapsquad redesign
Key pages designed
Homepage, services, contact, and supporting pages — all built to a unified design system.
Home Page
First Time Investors
House and Land Packages
Full Breakdown
Before & after, by the numbers
Performance, UX, and conversion metrics — measured at launch against the pre-redesign baseline.
| Metric | Before | After | Change |
|---|---|---|---|
| Website Performance | |||
| Conversion rate | 1.4% | 2.6% | +86% |
| PageSpeed score (mobile) | 41 | 94 | +129% |
| Page load time | 6.2s | 2.5s | −60% |
| Bounce rate | 74% | 48% | −35% |
| Avg. session duration | 0:52 | 2:18 | +166% |
| SEO Performance (Google Search Console) | |||
| Total clicks | 5.18k | 34.8k | +571.8% |
| Total impressions | 71.4k | 478k | +569.5% |
| Average CTR | 7.3% | 7.3% | No Changes |
| Average position | 10.1 | 7.8 | -22.8% |
The Results
A website that delivers measurable business results
Measured 60 days post-launch against 60-day pre-launch baseline from the same traffic sources.
Increase in Impressions
Increase in Clicks
More Page 1 Keywords
READY TO GROW?
Your Website Could Be the Next Success Story
We combine strategy, UX, design and development to create websites that don’t just look great—they generate leads, build trust and support long-term business growth.
Industries we serve
We know your market
Leapsquad transformed our digital footprint by optimising our paid Google campaigns to directly accelerate corporate lead generation and maximise marketing efficiency.
Leapsquad streamlined our workflows through advanced CRM automation and technical optimization, giving our team complete visibility into our entire conversion funnel.
Standout Win
Qualified lead volume doubled — across every channel
Within the first month post-launch, InvestPlus recorded more qualified enquiries than in the previous quarter combined. The redesign didn’t just improve aesthetics — it fundamentally changed how visitors evaluated the business. A performance-first rebuild (94 PageSpeed score on day one), an SEO foundation that started generating organic clicks and impressions from zero, and Google Ads campaigns driving qualified traffic in parallel all worked together to remove the hesitation points that were previously costing the business leads. A clear service hierarchy, embedded trust signals, and a friction-free contact path turned that combined traffic into action.
PageSpeed on day 1 (Development)
Qualified leads, month 1 (Combined organic + paid)
Bounce rate reduction (Development + UX)
Organic clicks generated from zero (SEO)
Leads sourced from Google Ads (Paid)
Keywords with AI overview (AIO presence)
The Takeaway
Every event listing is a moment of decision, not browsing.
For a singles events business, the gap between “interested” and “booked” is measured in seconds, not sessions. Merge Dating’s site had to work like a booking desk, not a catalogue: structured so search engines and buyers alike could see what’s on, when, and how to reserve a seat before someone else does.
- Technical-first process —Built to get people from "interested" to "booked" fast pages structured around how singles actually browse and choose events
- Event-ready WooCommerce foundation that scales with every new listing, no rework required.
- Keyword and content strategy shaped by real buyer search behaviour, not generic category terms
- SEO metadata and content structure built as a booking funnel, designed to convert search intent into bookings, and scale automatically as new events go live
- Content strategy earning visibility in Google AI Overviews for key search terms putting Merge Dating in front of buyers before they even click through
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