ZLM SERVICES, MICHIGAN
Award-winning MI landscape contractor experiences growth and transformation.
EXPANDING THEIR REACH
The System Overview
As an award-winning landscape contractor in the Casco Township, MI area, ZLM Services serves high-end clientele by creating luxurious outdoor living spaces. With the transformation experienced and increased revenue as a result of HALSTEAD’s marketing strategies, ZLM Services relocated its shop. Our efforts helped them maintain their current clientele and expand their reach into a new location. They’re seeing more calls and have closed numerous deals. Our industry-specific strategy involved SEO, Google Ads, Facebook Ads, CrewRecruiter, and the design of a new logo and brochure.
SEO
ZLM Services began with 62% of their keywords ranking within the first 10 Google search results. With our industry-specific strategy, HALSTEAD increased that number to 93%, with 52% of the keywords ranking within the top three search results. This has led to substantial business growth since working with us. We keep a close watch on Google to monitor for changes in the algorithm that may dictate strategy changes. By optimizing and posting geo-tagged images and blog posts to Google My Business and ordering citations if there is a business name, location, or information change, we improve SEO.
Google Ads
While ZLM Services wasn’t new to Google Ads, their stats left a lot to be desired. Running their own ads, their click-through-rate (CTR) maxed out at around 2.81%, with most at only 1%. They were paying for irrelevant clicks for searches such as “how to lay pavers” or “where to buy pavers.”
Today, with four Google Ads campaigns running, we have earned a CTR averaging over 5%. Consistently outperforming our internal CTR goals means ZLM Services gets consistent and qualified leads from Google Ads campaigns.
Facebook Ads
We consistently run campaigns for each of ZLM Services’ top-priority services. To ensure they are getting consistent leads and more revenue, we successfully use retargeting ads. These ads are displayed to people in targeted locations who have visited the ZLM Services website within the past 60 days, helping nurture their warm leads.
Brochure
When ZLM Services saw a sample of a HALSTEAD custom 9x12 brochure with a folder insert, they stated, “If everyone received this sample, everyone would order this—it’s perfect!” They were using a traditional, flimsy brochure and were delighted with their new luxurious brochure designed by HALSTEAD, which more clearly represents their growing brand.
Logo Redesign & Branding
Prior to working with HALSTEAD, ZLM Services’ logo targeted lower-cost design and build projects. We faced the unique challenge of transforming their company logo to appeal to a more affluent audience, but without veering too far away from their established brand logo that already had a solid reputation. We refined their logo, maintaining the original colors to keep some of the visual familiarity but with an added elegance to make it appear more luxurious.
Crewrecruiter
ZLM Services struggled with being short-staffed or having an urgent need to fill a position. HALSTEAD streamlined ZLM Services’ recruiting process using our industry-specific applicant tracking system (ATS), CrewRecruiter. Their job postings are optimized for SEO and posted to numerous job sites, helping reach a larger audience in a much simpler way. With consistent recruiting efforts and automated processes, they can be more hands-off with the recruiting process and focus on reviewing and interviewing the candidates, so they’re not spending so much time at the beginning stages of the hiring process.
TESTIMONIALS
More Words From the Client
“A lot of clients that I meet with, when I ask them how they heard about us, it’s either through Facebook or web search. Halstead is very strong in those areas, in terms of online marketing and social media presence and putting us in front of the right clientele, the clientele that’s ready to buy.”
— John Sarcone, Operations Manager, ZLM Services
CAMPAIGN HIGHLIGHTS
Providing Responsive Adaptability to Grow Business During Seasons of Change.
While some businesses might experience a lull in business when moving from one location to another, with our responsive and strategic efforts, ZLM Services not only maintained its existing clientele but expanded its reach into a new area and experienced business growth. In 2023, we look forward to working together to refresh their website to represent their growing brand, as it has changed massively within the four years we have been working together.
TESTIMONIALS
More Words From the Client
“We’re already to see much more calls and have closed deals in [our] new geographic location.”
— John Sarcone, ZLM Services
“Halstead has been an absolute pleasure to work with from initial conversations to execution of the project at hand. They are part of our business and not just a financial burden each month or year. I would highly recommend them for your marketing needs!”
— Zachary Kneisler, ZLM Services
“I see our relationship with Halstead continuing to grow as we grow, and I think Halstead will be a big part of helping us expand our market share.”
— John Sarcone, ZLM Services
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“With HALSTEAD we have a constant conversation: How’s it going? Do we want to change anything? Are we marketing to the right people? For me, it’s like they’re the marketing arm of my business.”
— Mike Kowalski, Great Outdoors
“Their vision was better than we had anticipated and overall the entire process was fairly quick. I would certainly recommend them to anyone out there looking to revamp their website or create a new website in general.”
— Tina Pugliese, Glencar Gardens
“We used Halstead Media for our Hewitt Landscaping website and they did an awesome job. Quick and efficient and exactly what we were looking for!”
— Wendy Novak Portney, Hewitt Landscaping