J. Rick Lawn & Tree Marketing Case Study

How a lawn care company increased sales 1.3 times AND increased their organic Google search traffic by 346% in 4 months.

The Need:

J Rick Lawn and Tree wanted to do more in preparation for the seasonal uptick of people searching for spring and summer lawn care programs and services. They were looking for small business marketing services to support the big push to increase online visibility for home owners in certain areas of Colorado Springs.

Top Objectives:

Increase Sales Over Last Year

Our client wanted to increase sales over last year, but without losing the ability to provide quality service for new and existing clients. They needed an optimized marketing strategy to implement.

Increase Online Search Visibility

Getting found by online searchers was a top priority. We redesigned their website and provided other small business marketing services to improve SEO and target keywords to increase search visibility and get more visitors to the website.

Convert More Leads

We added this objective for the client because converting leads is HOW you get more sales. We made sure website visitor's could self qualify before calling and we designed the site to lead users through a buyer's journey.

Problems That Were Solved

Lack of Clear Purpose

Solution: Utilized clear calls to action (CTAs) to drive lead conversion for the "Contact" & "Request a Quote" forms.

On the old site, there was one main call-to-action (CTA) for people to "Request a FREE Quote." The content on their pages did not guide people to filling out the form. They had a total Contact Form and Request a Quote Form conversion rate of only 5.2%.

On the new site, we included CTAs in each service section after the pertinent, decision making information, so that users know exactly what they are supposed to do if they qualify for the services being offered. This has increased total contact form and request a quote form conversion rates to 19.72%!

This means that in 2017, out of every 100 website visitors, 5 would contact the client, but in 2018, 20 would contact them. Wow!

Outdated Look and Feel

Solution: Redesigned the site for a modern look and feel.

Their old site was old-school looking and didn't draw users in. Information to guide the buyer's journey was missing, leaving user's unsure of what they should do.

The layout of the site was completely changed to bring in captivating imagery, utilize white-space to avoid analysis paralysis, and highlight the services that solve users problems.

Inability to Self Qualify

Solution: Developed a Content Workbook to guide the content development process & answer user's top of mind questions.

On their old website, the descriptions of their services were lackluster, and pricing was not be be found anywhere - you had to call first. This did not allow users to self-qualify for their budget and needs.

We developed a Content Workbook for the client to fill out, targeting the points that someone outside of the industry would ask. This included expanding the service descriptions to include situations when the service is needed, when during the year they should be requested, pricing, and other helpful information. This content expansion gives user the ability to self qualify for each service and sends more qualified leads to contact the business to continue their buyer's journey.

Poor Image Readability

Solution: Sized the high quality images properly to optimize page load speed.

Using clear images from the client and from other sources enhanced the design aspect of the site. But we don't stop at designing a good looking site. We DEVELOP sites that are optimized for search engine crawlers as well.

Thus, we sized the images properly to optimize page load speed. The titles and alts of the images are descriptive to be helpful to search engine crawlers looking at page relevance and authority for keywords.

Users Couldn't Find Answers

Solution: Included FAQ sections for each service and main pages.

More content development was done so that the questions that are most frequently asked during the buyer's journey are answered right on the website.

This helps users self-qualify more. It also increases the authority of the website in the eyes of the user and for search engine crawlers. Modern search results are populated in accordance with user intent, and including FAQ sections on the site provide user intent content for crawlers to pick up on.

Not Driving Traffic to Site

Solution: Ran multiple custom Facebook Ad campaigns and offered Keyword Optimization Services.

Beyond the optimization of their website to increase user experience and lead conversion once people we on the actual website, we also implemented some campaigns to drive traffic to the website.

We developed and custom Facebook Ads for the client, performing A/B testing along the way to optimize future ad designs and CTAs. We developed custom landing pages on their website to accurately track and manage traffic from the ad campaigns so that the client would know their ROI. We also implemented additional Keyword Research and Optimization to improve their site's rankings in search engines.

Missing the Personal Touch

Solution: Got personal with the content development, and took the extra step to develop custom icons.

Our client wouldn't benefit from a cookie cutter website. They needed a personalized website to serve their best interests and engage their target users.

We developed a brand style guide to give clarity to the creative process. Beyond the custom look and feel of the entire site, we developed custom icons for each of their services. It's the small details that can set you apart from your competitors, and we wanted to give a unique flavor to our client's site.

Not Mobile First Optimized

Solution: Utilized on-page and off-page development tactics to optimize their website on smartphones first.

Their old website was responsive on different sized devices, but it was not optimized to have a high degree of user experience or SEO readability on mobile devices, like smartphones and tablets.

For on-page mobile optimization, we structured the page to display information the best way possible on mobile screens, ensured images displayed properly on mobile, and ensured adequate white space for finger-click ability of links and buttons. For off-page mobile optimization, we worked to speed up page load time and make the structure of the page happily readable by search engine crawlers.

Too Few Form Submissions

Solution: Refined their contact forms using industry best practices.

Their old website was responsive on different sized devices, but it was not optimized to have a high degree of user experience or SEO readability on mobile devices, like smartphones and tablets.

Unclear ROI goals

Solution: Set up "Goals" in Google Analytics to track lead conversions

They did have some metrics being reported through the website management software, but those data points were limited and did not show them data over a period of time.

To ensure we could track and they could see the changes in website traffic and lead conversions primarily, we set up their website in Google Analytics and developed "Goals" to track specific targets that we made for the client.

The Results?

At the end of their four month busy season, these website case study results could bring nothing less than a beaming grin as jricklawn.com saw a

312% increase in Colorado Springs web traffic from 561 users to 2,309 users,

346% increase in organic Google search traffic from 279 users to 1,245 users,

371% increase in lead conversion rates from 5.2% to 19.3%

and 1.3 times as many sales.

We cannot guarantee these same exact results, but what we can guarantee is an optimized website and marketing campaign(s) that will work as a sales tool rather than merely sitting on the inter-webs, accomplishing little to drive business.

Are you ready to get RESULTS from your marketing?

Schedule a complimentary, no-obligation consultation and your business could be the next successful marketing strategy case study.

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J. Rick Lawn & Tree Marketing Case Study

How a lawn care company increased sales 1.3 times AND increased their organic Google search traffic by 346% in 4 months.

The Need:

Top Objectives:

Increase Sales Over Last Year

Increase Online Search Visibility

Convert More Leads

Problems That Were Solved

The Results?

Are you ready to get RESULTS from your marketing?

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