When Dan Ward leveraged his skills in engineering to start a digital agency with his wife Wendy, he brought something most web designers lack: a problem-solver’s mindset. That technical precision, combined with Wendy’s creative teaching background, has created something special with a digital agency in Melbourne’s southeast, that treats every small business like family.
Infinite Creative operates in the heart of Glen Eira, Bayside and Port Phillip areas. But this isn’t just about geography. Dan and Wendy live, work and shop in these communities. They understand the local pulse because they are part of it.
“It’s on our doorstep and it’s where we hang around every day,” Dan explains. “We have first-hand experiences with those businesses and we know how the area ticks and breathes.”
This local connection gives them an edge that larger agencies simply can’t match. They speak the same language as their clients’ customers because they are those customers. See the full interview below, or read on to find out more about how they are turning their clients into Lead Magnets on Google.
TL;DR – Infinite Creative’s Local Web Design & SEO Advantage
Infinite Creative, led by Dan and Wendy Ward, delivers results-driven Web Design and SEO in Melbourne’s southeast by blending engineering precision with creative design. They focus on small businesses in Glen Eira, Bayside, and Port Phillip, creating websites that rank locally through tailored keyword research, technical optimisation, and Google Business Profile alignment. Unlike big agencies, they offer personal support, realistic timelines, and ongoing maintenance to keep sites secure, visible, and effective. Their goal? Long-term partnerships that help local businesses thrive online.
The Perfect Partnership: Engineering Meets Creativity
The Ward partnership works because of complementary strengths. Dan brings his engineering background, that relentless drive to find solutions to problems. Wendy contributes her teaching experience and natural networking abilities.
“As an engineer, we like to find solutions to problems,” Dan says. “Wendy brings the soft side of it and the design side. I like to get stuck into the technical things and helping people find an answer to their problem.”
This husband-and-wife dynamic creates something powerful. Many agencies either excel at the technical side or the creative side. Few master both. The Wards have built their entire business model around this balance.
Wendy’s teaching background proves invaluable in client relationships. She can explain complex concepts in simple terms. Her networking skills help them connect with local business owners who need help but don’t know where to start.
Meanwhile, Dan’s engineering mindset ensures nothing gets overlooked. Every website structure, every SEO strategy, every technical implementation gets the precision treatment it deserves.
Understanding the Small Business Struggle
Small business owners wear many hats. Marketing director, operations manager, customer service representative, and often website administrator too. This juggling act leaves little time for the technical details that make websites actually work.
Dan sees this struggle daily. “There’s a lot of people that are trying to do everything,” he observes. “We can work with them very closely and just take a load off their mind, free up some time.”
The clients they serve reflect this diversity. Tag and testers. Safety consultants. Hairdressers. Massage therapists. They’ve even worked with a startup consultant in Western Australia specialising in autism support services.
What connects all these businesses isn’t their industry. It’s their need for genuine partnership rather than just another service provider.
“Our help means a lot to the individual themselves because it creates time for them to do other things and concentrate on growing their own business,” Dan explains.
The Critical Mistakes That Kill Local Websites
Most small business websites fail before they even launch. Not because they look bad, but because they miss fundamental elements that help customers find them online. The biggest mistake? Using generic website builders without understanding how search works locally.
“They use often use a generic web builder like a template,” Dan explains. “In doing that there’s some critical things that get missed. There’s the on-page SEO, there’s thinking from your customer’s perspective—how would my customer find me?”
This customer perspective proves crucial. A business owner might be an “electrical tester” but their customers won’t search for that term. They’ll search for “electrician” or “electrical safety check” instead.
“They forget to put their customers’ shoes on,” Dan says.
This disconnect between business terminology and customer language kills most local SEO efforts before they begin. It doesn’t matter how beautiful your website looks if nobody can find it.
The Three Pillars of Local SEO Success
Infinite Creative’s approach to local SEO rests on three foundations: keyword research, technical experience, and content optimisation. But their process starts even before the keywords.
“The first thing we do is we sit down and we try and understand the business and understand who they serve, what their ideal client is,” Dan explains.
This customer avatar becomes the foundation for everything else. Once they understand who the business serves, they can discover what those customers actually search for online.
Local keyword research requires different thinking than national campaigns. People searching for local services use different terms, often including location-specific language or immediate need indicators.
The technical implementation then ensures the website structure aligns with these search patterns. Every page, every heading, every piece of content gets optimised for both search engines and real human visitors.
But the magic happens in the integration with Google Business Profiles. This connection creates a comprehensive digital footprint that Google’s algorithms love.
“We make sure that there’s a consistent structure between name, address and phone number,” Dan explains. “We also make sure there’s a consistent structure in services between the website and the business profile.”
Why Beautiful Websites Sometimes Don’t Rank
Visual design and search performance often seem unrelated. But Dan sees well-designed websites that simply don’t appear in search results all the time. The most common culprit? Keyword stuffing with location terms.
“Sometimes people think, oh, I want to rank in Glen Ira, so I’m going to flood the page with Glen Ira plumber keywords,” Dan explains. “That immediately becomes a spam signal to Google.”
Google’s algorithms have become sophisticated enough to recognise these tactics. They penalise websites that prioritise keyword density over actual value to visitors.
Other ranking killers include inconsistent information across pages, poor content quality, and incorrect technical structure. Google needs to understand what a website offers and who it serves. Mixed messages confuse the algorithms.
The solution requires balancing technical precision with natural language. Keywords matter, but they must feel organic within genuinely helpful content.
The Hidden Reality of Website Maintenance
Many business owners think websites are like printed brochures. Create once, then forget about them. This misconception leads to broken websites, security vulnerabilities, and declining search rankings.
“A lot of people don’t realise your website needs ongoing attention and can actually break when you haven’t done anything to it,” Dan warns.
Modern websites rely on constantly updating software, plugins, and security protocols. Without regular maintenance, something will eventually break. Usually at the worst possible moment.
Infinite Creative handles this invisible work through comprehensive maintenance packages. Daily backups. Software updates. Security monitoring. Performance optimisation. SERP tracking.
But they go beyond technical maintenance. They build small repairs and updates into their monthly service. A client once needed their menu fixed—a several-hundred-dollar job from most agencies. As part of their hosting package, Infinite Creative handled it within their regular monthly fee.
“We notionally say, oh, you’ll have a couple of hours a month from us to fix things,” Dan explains. “But if it takes an hour or two more, we don’t generally worry about it because if it takes longer to raise an invoice, we’ll just fix it.”
This approach reflects their local agency philosophy. They’re not trying to extract maximum profit from every interaction. They’re building long-term relationships with businesses they see around town.
The Partnership Advantage Over Big Agency Promises
Large digital agencies sell packages and processes. They promise scalability and expertise. But they rarely deliver personal attention or flexibility when problems arise.
Infinite Creative offers something different: genuine partnership. When clients call with website issues, they reach Dan or Wendy directly. No ticket systems, no junior account managers, no automated responses.
“You’re not just getting a website or you’re not just getting a maintenance package,” Dan explains. “You’re also getting access to a technically advanced person to be on the phone basically when they’re trying to, you know, if they have an issue with the website or something like that.”
This personal approach extends to their consultation process. Whether someone becomes a client or not, they aim to provide immediate value.
“What we try and do is make sure that regardless of whether someone becomes a customer, they walk away with some information they can action,” Dan says. “I don’t want them or us to waste time regardless of the outcome without walking away with at least one piece of value.”
Building Trust Through Realistic Expectations
SEO promises often sound too good to be true because they usually are. Infinite Creative takes a different approach by setting realistic timelines and managing expectations carefully.
For local Australian markets, they typically tell clients to expect 9-12 months before seeing significant results from SEO investment. Global markets take even longer.
“Just like anything like investing or whatever, it’s about showing up daily and continuing the reps,” Dan explains. “It’s about remaining consistent and building your trust with Google.”
This long-term approach requires patience from both agency and client. But it builds sustainable results rather than short-term ranking spikes that disappear during the next algorithm update.
The key lies in consistent, high-quality content creation and ongoing optimisation based on performance data. Google rewards websites that demonstrate expertise, authority, and trustworthiness over time.
The Local Advantage in a Global Digital World
Melbourne’s southeast business community benefits from having a local digital agency that understands their specific challenges. Dan and Wendy aren’t trying to serve everyone everywhere. They’ve chosen to go deep rather than wide.
This focus allows them to understand local search patterns, community needs, and business relationships in ways that remote agencies never could. They know which local directories matter, which community events generate business, and how seasonal patterns affect different industries.
Their engineering-meets-creativity approach solves problems that pure creative agencies or purely technical firms often miss. Websites need to be both beautiful and functional, both user-friendly and search-optimised.
Taking the First Step Toward Digital Success
For business owners ready to improve their online presence, Infinite Creative offers a simple starting point. Book a consultation through their website calendar or reach out via LinkedIn.
Dan recommends sending website information before the meeting to maximise the session value. This preparation allows them to provide specific, actionable advice rather than generic recommendations.
Whether that consultation leads to a full website rebuild, ongoing SEO services, or simply better understanding of digital opportunities, every business owner walks away with practical steps they can implement immediately.
In a digital world dominated by impersonal big agencies and automated solutions, Dan and Wendy Ward have built something refreshingly different. They’ve created a local digital agency that combines technical expertise with genuine personal attention.
Their success comes from understanding that small business owners don’t just need websites and SEO services. They need partners who understand their challenges, speak their language, and care about their success.
For Melbourne’s southeast business community, that partnership approach is making all the difference between digital frustration and digital success.
For more infomation, you can check out their profile on LocalWebExpert or go direct to their Digital Agency Website at Infinite Creative.
Infinite Creative FAQ’s
1. What services does Infinite Creative offer?
They provide web design, SEO services, Google Business Profile optimisation, website maintenance, and tailored digital strategies for Melbourne small businesses.
2. Why choose a local Melbourne web design agency over a big national one?
Local agencies like Infinite Creative offer personal service, faster response times, and a deep understanding of local search trends and customer behaviour.
3. How long does it take to see SEO results?
For Melbourne-based local SEO, expect noticeable results within 9–12 months. National or global campaigns can take longer depending on competition.
4. What is the biggest mistake small business websites make?
Using generic templates without optimising for local SEO and customer-focused keywords is a common issue that prevents sites from ranking.
5. How important is a Google Business Profile for local SEO?
Very important—having consistent details between your site and profile builds Google’s trust, improving both map and organic rankings.
6. Do websites really need ongoing maintenance?
Yes. Without regular updates, backups, and monitoring, websites can break, become insecure, and lose SEO performance.
7. How can I start working with Infinite Creative?
You can book a consultation through their website or connect on LinkedIn. Sending website details beforehand helps them give actionable advice.