About Us
Built by tradies, for tradies.
Three founders. Decades of digital. A career tradie. One simple job: tradie websites that actually get you work.
Geoff Huens
Co-founder. Marketer + online specialist.
Sixteen years building online businesses. Geoff and Richard built and sold online businesses together. Multiple Top 50 People in Australian Online winners between them across that run. He's spent the bulk of his career figuring out what gets Australian customers to pick up the phone.
Before all of that, six years at Colmar Brunton on accounts including Telstra, Westpac and Virgin. He learned customer research at the highest end of corporate Australia, then spent the next 15 years applying it to businesses he owned.
On Made 4 Tradies, Geoff handles brand, positioning, and the customer-research engine that goes into every site we ship.
Richard Kelsey
Co-founder. AI builder.
Sixteen years in online retail. Geoff and Richard built and sold online businesses together. Richard led the digital and ecommerce side, Top 50 People in Australian Online in 2019, 2021 and 2022. He's been Head of Ecommerce and run multi-channel retail teams across Sydney since the early days of Shopify.
After they exited, Richard went deep on AI. Ten AI and generative AI certifications across Anthropic, OpenAI, and Google. He builds production AI systems daily. The reason Made 4 Tradies can ship a 5-page tradie website in 7 days is the AI tooling Richard has built and refined over the last two years.
On Made 4 Tradies, Richard owns the build engine, the SEO and AI-search foundation, and the lead-generation systems that make every site work.
Daniel Hall
Co-founder. On-the-tools tradie + AI builder.
Career on the tools. Fire protection and electrical service management. He's done the work, run the jobs, and managed the teams.
Daniel founded Agentic Consciousness, building practical AI systems for Australian businesses. He knows what tradies actually need from a website because he's been the customer. The bloke calling for a quote and getting voicemail. The contractor scrolling Hipages at 9pm wondering why none of the leads are real.
On Made 4 Tradies, Daniel keeps us honest. He's the on-the-tools voice on every line of copy and every form field, and he builds the AI that delivers what the trade actually needs.
The track record.
40+
Years combined online and marketing experience
5x
Top 50 People in Australian Online winners
10+
AI and generative AI certifications
1
Real on-the-tools tradie keeping us honest
40+ years combined online and marketing experience. Multiple Top 50 People in Australian Online winners. Conversion rate and lead generation specialists. Plus a real on-the-tools tradie keeping us honest.
Why we built this.
Most tradies we know have a bad website. Or no website. Or pay a marketing company $300 a month for one that hasn't been touched in years. The agencies are too slow and too expensive. The DIY tools look like rubbish and never rank.
Geoff and Richard built and sold online businesses together. Multiple Top 50 People in Australian Online wins between them. Then they took a break. Made 4 Tradies is the next venture, with Daniel brought into the fold to keep it honest from a tradie's point of view. We sat down at a kitchen table and worked out what we'd build for a tradie mate who needed a website on Monday. The answer is Made 4 Tradies. Done in 7 days. Money-back if you don't reckon it works.
See our work.
Real sites for real tradies. Click through and see what yours could look like.