Three options. Only one actually works for your business.
Five customer types, all newly aware, none of them know what they actually need
Compost services in Australia are a category in the middle of explosive growth and total confusion. Every council from Bayside to Inner West to City of Sydney is rolling out FOGO bins, every state government from VIC to NSW to ACT to SA is announcing organics-and-food-waste rebates, and Sustainability Victoria, EPA NSW and the Department of Climate Change are pushing AS 4454 Composting Standard compliance into procurement contracts. The household customer just learned FOGO stands for Food Organics and Garden Organics, doesn't know whether they need a kerbside collection or a drop-off hub or a backyard worm-farm, and is comparing five different options. The cafe customer is wasting $200 a month on landfill levies because they're putting 80 kilos of coffee grounds in the general-waste bin and don't realise Reground or Compost Connect would collect them weekly for $60-$180. The restaurant customer is fighting council rubbish rules and wants a $200-$800 a month commercial collection. The office customer wants ESG reporting. The apartment-building customer is the hardest because the strata committee has to approve a 24-bin program that runs alongside the council green-bin. Five customer types, five sales cycles, all of them confused, all of them generating leads to whichever provider explains it clearly first.
Good compost-service marketing is five customer funnels running off one credentialed spine. The household funnel needs a suburb-page library covering every postcode you collect in, with kerbside-collection pricing ($20-$45/month), an FOGO-vs-backyard-worm-farm explainer, and a Compost Revolution-style household-starter-kit upsell. The cafe-and-restaurant funnel needs a per-venue-type proposal page (cafe $60-$180, restaurant $200-$800, supermarket $1K-$5K) with the landfill-levy savings spelled out and a Reground-style branded-collection-bin sticker offer. The apartment-building funnel needs a strata-proposal template with a 24-bin program scope, AS 4454 compliance, and a Local Land Services partnership letter. The office funnel needs an ESG-reporting page with Carbon-and-Greenhouse-Gas-Inventory integration. The commercial-food-production funnel needs case studies with the supermarket or food-processor named, on-site digester options, and biogas-and-anaerobic-digester service tiers. The credentialed spine across all five is AORA membership, AS 4454 Composting Standard, Compost Quality Mark, and a state-EPA partnership letter. Get this right and the FOGO rollout becomes a five-year contract pipeline.
Six agents, working in your accounts.
Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.
Builds your annual plan around the five customer types and the FOGO-rollout calendar: household kerbside volume targets per suburb, cafe-and-restaurant collection-contract targets per high-street strip, apartment-building strata pipeline, office ESG-reporting named accounts, commercial-food-production and supermarket large-account targets. Briefs the other agents so the suburb pages, the per-venue proposals, the AORA-and-AS-4454 credentialed spine, the FOGO ads, and the route social cadence all push toward the right customer rather than a generic 'we compost stuff' positioning.
Imports your existing site so you stop paying for hosting plus a CMS subscription. Ships a suburb service page for every postcode you collect in, separate per-venue-type proposal pages (cafe, restaurant, supermarket, office, apartment-building, commercial-food-production), an FOGO-vs-backyard-worm-farm explainer, an AS 4454 plus AORA credentialed spine, and a state-organics-rebate calculator for VIC, NSW, ACT and SA. Two taps to push live.
Goes through your live site for what actually moves local rankings: 'compost collection [suburb]' and 'cafe compost collection [city]' on every H1, the AORA membership and AS 4454 badges in the header, schema for recycling-center (not generic waste-management), internal links from suburb pages into the credentialed spine and the per-venue proposals so the trust signals compound, and a Google Business Profile rebuilt as a proper service-area business with every service category ticked across the five customer types. Auto-applies the low-risk fixes.
Runs two parallel Google Ads campaigns. Campaign one is FOGO-awareness on 'kerbside compost collection [suburb]' and 'household compost service [city]' (high intent, triggered by the council FOGO rollout). Campaign two is commercial on 'cafe compost collection [city]', 'restaurant food waste collection [city]', 'apartment building organics collection [city]'. Drops broad 'waste management' bids that compete with Cleanaway and Veolia on price. Uses Meta for the sustainability-driven content that builds owned demand.
Turns every route and install into a post: a Sandringham kerbside route with the household tally, a Reground-style cafe-collection sticker on a Brunswick coffee shop, a worm-farm install in a strata block, a 40-tonne weekly collection from a supermarket, a biogas digester commissioning at a food-processor. Builds the sustainability-mission trust signal that wins the newly-FOGO-aware customer. You upload one photo per route, the agent drafts the caption in your voice, you approve.
Drafts the long-form pieces newly-aware customers Google after the council FOGO announcement: 'FOGO bin vs backyard worm-farm vs kerbside compost collection which do I need', 'how much landfill levy is my cafe paying for food waste in 2026', 'what is AS 4454 Composting Standard and does my supplier have it', 'apartment building organics collection how does the strata program work', 'office ESG reporting and how a compost service fits into Scope 3'. Two drafts a month that catch the customer in the post-council-rollout research window.
Your first 30 days.
- AORA membership and AS 4454 Composting Standard badges surfaced in the page header
- Suburb service pages indexed across the three core kerbside collection postcodes
- FOGO-vs-backyard-worm-farm explainer page live with comparison table
- Cafe and restaurant per-venue-type proposal pages shipped with landfill-levy savings
- Apartment-building strata-proposal template published with 24-bin program scope
- Office ESG-reporting page live with Scope 3 explainer and Carbon-and-Greenhouse-Gas-Inventory integration
- State-organics-rebate calculator embedded for VIC, NSW, ACT and SA
- Google Business Profile corrected to Recycling Center with AORA membership attribute set
- First fortnight of kerbside route and cafe-collection captions queued from photos you sent Sam
Compost services are riding the biggest food-waste-policy tailwind Australia has ever produced. Every council FOGO rollout just generated thousands of newly-aware households, every state organics rebate is pulling cafes and apartment-buildings into the funnel, and AS 4454 Composting Standard plus AORA membership is becoming a procurement requirement. The provider who wins the next five years is the one with a suburb-page library that ranks for FOGO research, per-venue-type proposals for every customer from a single-cafe to a supermarket, and the AORA credentials visible above the fold so a Cleanaway-quoted strata committee comes to you instead.
Agencies are too dear to actually run five customer funnels and a state-rebate calculator for $3.5k a month. Tools are cheap but you tune the bids in the truck at 7pm and the cafe-collection proposal page stays a draft. In-House is the third option: for $299 a month the agents ship the suburb pages, the per-venue proposals, the credentialed spine, the FOGO-awareness ads, and the route social posts. You stay in the driver's seat, two taps to approve, minutes a day. Stop letting Veolia and Cleanaway take the FOGO-rollout customers you should own.