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.

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 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 confirmed one thing: clients were not looking for the cheapest option. They were looking for certainty, trust, and an expert who would guide them through the entire process.


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.

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

After implementing the new structure and communication:

  • the number of phone calls doubled compared to the previous version of the website,

  • the number of projects moving into execution increased by 70%,

  • inquiries from private clients interested in comprehensive garden installations significantly increased.

The new website not only generated more leads, but attracted more decisive clients - those ready to move forward with implementation.


The project proved that the issue was not a lack of traffic, but a lack of trust and clearly communicated specialization.