Landscaping Company Website

Overview

A 19-year-old local landscaping company with strong experience in public tenders and developer partnerships decided to enter the private client segment.


Until then, their main source of revenue came from projects for housing communities and businesses. The website existed, but it primarily served an informational purpose and supported Google Ads campaigns.

A 19-year-old local landscaping company with strong experience in public tenders and developer partnerships decided to enter the private client segment.


Until then, their main source of revenue came from projects for housing communities and businesses. The website existed, but it primarily served an informational purpose and supported Google Ads campaigns.

The scope of the project included redesigning a full-scale website (not a one-page layout), restructuring the service offering, and adapting the communication to a new target audience - private clients interested in comprehensive garden design and installation.

The scope of the project included redesigning a full-scale website (not a one-page layout), restructuring the service offering, and adapting the communication to a new target audience - private clients interested in comprehensive garden design and installation.

The Catalyst

The company already had a website and was running Google Ads and Meta Ads campaigns that generated traffic and occasional inquiries.


The issue was that conversions were disproportionate to the advertising budget.


Despite 19 years of experience and hundreds of completed projects, the website failed to build sufficient trust among individual clients. Users visited the site but rarely decided to get in touch.


That was the moment the company decided to make a change.

The company already had a website and was running Google Ads and Meta Ads campaigns that generated traffic and occasional inquiries.


The issue was that conversions were disproportionate to the advertising budget.


Despite 19 years of experience and hundreds of completed projects, the website failed to build sufficient trust among individual clients. Users visited the site but rarely decided to get in touch.


That was the moment the company decided to make a change.

The Problem

The main challenge was the complexity of the offer and the lack of clear communication direction.


The company provided a wide range of services for different customer groups, and the website attempted to speak to all of them at once. As a result, the message was diluted, and users struggled to understand the company’s core specialization.


Additionally, the website did not address key objections of private clients. It lacked visible testimonials, a clearly explained collaboration process, and strong emphasis on the company’s experience.

In-depth interviews revealed an important pattern: price was not the first concern.


Clients initially looked for certainty, trust, and an expert who could guide them through the entire process. The question of price usually appeared later in the conversation, once they felt confident about the company.


The website did not communicate that.

The main challenge was the complexity of the offer and the lack of clear communication direction.


The company provided a wide range of services for different customer groups, and the website attempted to speak to all of them at once. As a result, the message was diluted, and users struggled to understand the company’s core specialization.


Additionally, the website did not address key objections of private clients. It lacked visible testimonials, a clearly explained collaboration process, and strong emphasis on the company’s experience.

In-depth interviews revealed an important pattern: price was not the first concern.


Clients initially looked for certainty, trust, and an expert who could guide them through the entire process. The question of price usually appeared later in the conversation, once they felt confident about the company.


The website did not communicate that.

The Strategy

Instead of simply refreshing the visual design, I decided to rebuild the site’s structure and communication around one key service - comprehensive garden design and installation.


The homepage was redesigned as a trust-building entry point that established authority and credibility. Paid traffic was redirected to a dedicated landing page focused solely on that core service.


The entire communication strategy was built around reducing objections.

Instead of simply refreshing the visual design, I decided to rebuild the site’s structure and communication around one key service - comprehensive garden design and installation.


The homepage was redesigned as a trust-building entry point that established authority and credibility. Paid traffic was redirected to a dedicated landing page focused solely on that core service.


The entire communication strategy was built around reducing objections.

I introduced:


  • clearly displayed client testimonials,

  • before-and-after project presentations,

  • numbers highlighting the company’s experience,

  • a simplified and clearly explained collaboration process,

  • dedicated messaging that directly addressed common concerns.


The goal was simple: to make users feel confident about contacting the company - not uncertain.

I introduced:


  • clearly displayed client testimonials,

  • before-and-after project presentations,

  • numbers highlighting the company’s experience,

  • a simplified and clearly explained collaboration process,

  • dedicated messaging that directly addressed common concerns.


The goal was simple: to make users feel confident about contacting the company - not uncertain.

The Outcome

The website has been recently launched, so long-term results are still being collected.

Early signals show increased organic traffic, largely driven by improved structure and SEO. The real impact will become clearer after the first full advertising campaign.

The website has been recently launched, so long-term results are still being collected.

Early signals show increased organic traffic, largely driven by improved structure and SEO. The real impact will become clearer after the first full advertising campaign.

The new structure was designed to support iteration. Campaign data will inform the next rounds of optimization, allowing the website to continuously evolve toward higher conversion.

The new structure was designed to support iteration. Campaign data will inform the next rounds of optimization, allowing the website to continuously evolve toward higher conversion.