Luke Bayly
Web Design, Engineering & Business
Luke Bayly is a qualified web designer and SEO professional, specializing in high-performing business websites that rank well and convert leads into revenue. With a background in engineering and business strategy, Luke has a structured, analytical approach to SEO, ensuring websites are not only visually appealing but also optimized for search intent, speed, and long-term growth.
Unlike typical web developers, Luke’s background in Engineering and Business Strategy means he approaches SEO with data-driven precision, identifying and eliminating weak points in a website’s structure. Luke Bayly owns the digital agency Amplify Web Design which creates SEO-optimized sites for businesses that attract and convert traffic for measurable results.
B.Eng (Mech), B. Fin, MBA, CPEng, NER
Professional Background
Reliability Engineering, Strategic Business Insight, and Digital Innovation—trusted by businesses worldwide
Reliability Engineering
15+ years as a Chartered Reliability Engineer (CP Eng) across multiple industries including Mining, Utilities and Material Processing. I have a keen passion for Root Cause Analysis using the Apollo RCA Method.
Business Strategy
A Masters of Business Administration (MBA) formalised my interest in Business Strategy and Corporate Governance. I manage and support several companies of varying sizes including the largest private aviation organisation in Australia
What began as an interest turned into a complete obsession for how businesses operate and market themselves in the online space. Analysing large data sets to apply the outcomes for a business came naturally and so I invested in significant education with Australia’s best Web Development and SEO course.
About Luke Bayly
Reliability Engineer, Business Strategist, and Web Developer
I’ve always been someone who sees problems and works to fix them. When I needed a website for my own business, I assumed hiring a professional would be the easiest solution. Instead, I found an industry that focused on aesthetics over function—designers who built what they liked, rather than what actually worked. There was little strategy, minimal real market research, and mis-alignment between business goals and website performance.
As an engineer with a deep understanding of data and problem-solving, this didn’t sit right with me. I wanted a website that wasn’t just a digital placeholder but a tool for growth—one that attracted customers, ranked well on Google, and clearly communicated my value. So, I learned how to build amazing websites that work.
That decision changed everything. Not only did my own website succeed, but others started asking for my help. I discovered a passion for translating complex data into clear, actionable strategies that help businesses thrive online.
I work with business owners who want more than just a pretty website—they want a site that actually delivers their business results. My business; Amplify Web Design is now featured in the Murray Bridge News after helping local business increase their online footprint.
Business Strategy
With an MBA from the Australian Institute of Business (2015), I have spent the past decade applying strategic thinking to drive business growth, financial stability, and organizational success.
Shortly after earning my degree, I secured a position on the Board of Directors for Recreational Aviation Australia (RAAus)—the largest private aviation group in the country—where I have proudly served for nine years, currently as Deputy Chair. In this role, I have helped steer the organization through financial challenges, legal complexities, and internal restructuring, ensuring long-term sustainability.
Beyond corporate governance, I have played a hands-on role in launching and supporting small businesses across e-commerce, allied health, and digital services, helping them scale from startup to stable income.
Business strategy is more than a profession for me—it’s a passion. I thrive on understanding market dynamics, supply and demand forces, and the fundamentals of sustainable business growth, always with the goal of helping others achieve success.
Reliability Engineering
With a Mechanical Engineering Degree from The University of Adelaide, I began my career at South Australia’s largest mine, where I gained firsthand experience in heavy industry challenges. From there, I expanded into surface and underground coal mining operations in Queensland’s Bowen Basin, refining my expertise in asset reliability and failure prevention. In recent years, I have worked as a Reliability Consultant, supporting companies across various industries to optimize maintenance strategies, implement defect elimination programs, and solve complex reliability issues.
With over 15 years of experience in Reliability Engineering, I have worked alongside some of Australia’s largest mining, utility, and manufacturing companies to enhance asset performance, reduce downtime, and drive operational efficiency.
My skillset has been formally recognized with Chartered Engineer (CPEng) status from Engineers Australia, a distinction I have held for nearly a decade. Beyond consulting, I am deeply involved in training and mentoring, particularly in the Apollo Root Cause Analysis (RCA) method—a proven framework for identifying and eliminating recurring problems at their source.
Through a combination of engineering expertise, strategic problem-solving, and a hands-on approach, I continue to help businesses improve their asset reliability, minimize risk, and achieve long-term operational success.
Work Experience
Blending Complimentary Skills for Amazing Client Outcomes
- Experience in Reliability Engineering
Luke is a professional problem solver and excels in pioneering strategic approaches to emerging issues utilizing a wide range of reliability tools (FMEA, RCA, Defect Elimination, Asset Strategy, etc.) - Reduced downtime and costs for Businesses
Through foundational reliability techniques and root cause analysis, Luke was able to save a mining maintenance organisation over $3m from improved asset management within 6 months. - Recognized credentials in reliability
Luke is a Chartered Mechanical Engineer in the field of Reliability who has undertaken additional studies in techniques such as Apollo RCA (Program Trainer), RCM and Lean Six Sigma.
- Business Strategy Expertise
With an MBA from the Australian Institute of Business (2015) and nearly a decade on the Board of Recreational Aviation Australia, Luke specializes in financial strategy, governance, and business growth across multiple industries. - Organisational Process Improvements
Luke has optimized financial structures, streamlined operations, and implemented digital strategies to enhance efficiency, reduce costs, and drive revenue growth. - Business Methodologies
He applies Lean Six Sigma for efficiency, Balanced Scorecard to align strategic goals with KPI’s, and Digital Transformation strategies to modernize and scale businesses effectively.
- Delivering High-Performance Websites
Luke focuses on building business websites that combine SEO best practices, user-friendly UX/UI design, and strategic digital planning to help businesses thrive online. Every project is tailored to align with business goals, ensuring that each website is more than just a digital brochure — it’s a reliable business tool that drives results. - What Makes Amplify Web Design Different?
At Amplify Web Design, Luke blends his engineering mindset, business strategy expertise, and web development skills, creating a web agency with a unique approach. By treating websites like critical business assets, the team focuses on reliability, long-term performance, and measurable outcomes—not just flashy design. - Reliability-Driven Digital Solutions
Drawing on his background in reliability engineering, Luke applies system reliability principles to web projects—ensuring websites are scalable, resilient under load, and optimized for performance over time. This engineering-first approach ensures every website is built to perform reliably, just like a well-maintained asset in a plant or mine.
- Driving Business Growth Through SEO
Luke specializes in strategic SEO marketing, helping businesses rank higher on Google, attract targeted traffic, and convert visitors into customers. His approach combines technical SEO, on-page optimization, and content strategy to create a long-term digital growth engine for clients. - What Makes Luke’s SEO Approach Different?
With a background in engineering and business strategy, Luke treats SEO like a process-driven reliability project—analyzing website performance data, identifying failure points (such as poor content structure, weak backlinks, or slow site speed), and applying systematic improvements to enhance visibility and search engine trust. - Proven Results Through Data-Driven Marketing
Luke’s analytical mindset ensures every SEO campaign is backed by data, clear KPIs, and continuous improvement cycles. This measured approach helps businesses achieve sustainable rankings, avoiding quick-fix tactics and focusing instead on reliable, long-term success in competitive search markets.
Work with Luke Bayly
Let’s build something great together!
Personal Interests
Family, Aviation & Adventure Sports
Family Life
Family is at the heart of everything I do. Our family embrace an active, outdoor lifestyle on our small property in South Australia. Whether it’s riding motorbikes, spending time on the river, or engaging in local community events, we make the most of the open space around us.
We’ve also prioritized family adventures, taking a full year to travel around Australia and another six months exploring Tasmania. With the flexibility of remote work, we’ve been able to balance professional commitments with meaningful family experiences, ensuring that we’re present for the moments that matter most.
Aviation
My love for aviation began in childhood, watching planes soar over our backyard fence and dreaming of the day I could fly. Before I ever sat in a cockpit, I spent countless hours building model aircraft, fascinated by their mechanics and design. That passion became reality during my second year of university when I earned my wings with Recreational Aviation Australia (RAAus).
Since then, I’ve taken every opportunity to fly a diverse range of aircraft, from Sportstars and Jabirus to Piper Cubs, Warriors, and Drifters. Attending airshows across Australia keeps me connected to the aviation community, and I’m currently working toward my L2 Maintenance Qualification in Recreational Aircraft, combining my engineering expertise with my love for flight.
Adventure Sports
I’ve always had a need for speed and adrenaline, which has driven me to pursue a wide range of adventure sports. From motocross and mountain biking to kitesurfing and windsurfing, I thrive on the excitement of pushing limits. Whether it’s racing across the water or navigating rugged terrain, I’m drawn to anything that moves fast.
Over the years, I’ve tested my endurance and skill in snowboarding, off-road adventure biking in Cape York, and competitive yacht racing. Sailing was a big part of my youth, and I spent countless hours competing in smaller boat races through various yacht clubs. While the thrill of adventure has sometimes led to a few broken bones, it’s all part of the experience—and I wouldn’t have it any other way.
