SECOND NATURE, TENNESSEE

Lawn care company attracts high-end customers using a new website, SEO, ad spend & more.

LASER-FOCUSED TARGETING

The System Overview

As a lawn care service company in Tennessee, Second Nature wanted to reach more high-end customers with an easy-to-use and attractive website. On top of the site redesign, HALSTEAD implemented strategic SEO and Google Ad spend, elevated their social content, and helped manage their online reputation. We’re transparent with the results on a live lead tracking and analytics dashboard.

Website

Second Nature’s new website needed to appeal to affluent customers, with imagery that would clearly convey what prospects can expect from their services. It also needed to be easy to navigate. Many lawn care websites provide too complex (or too much) information, and others don’t provide enough. Our team of website designers and professional writers worked together to carefully select photos of beautiful green lawns and write copy clearly describing what the customer needs and what they can expect when working with Second Nature.

SEO

Within one year of working with us, Second Nature went from having only 11 keywords that ranked within the first three pages of search results to having 57 of their 64 keywords ranking on the very first page, 72% of them in the first three positions. They received 113 website form submissions from Google organic search traffic alone and over 2,000 calls from Google organic and Google My Business traffic, proving the effectiveness of our SEO strategy.

Google Ads

Our single keyword ad group (SKAG) approach helps ensure Second Nature reaches affluent customers and brings in more qualified leads. This strategy has helped them maintain a high click-through rate (CTR) of over 6% throughout the past year. Our flexible approach to updating their ad strategy and budget gives them the opportunity to collaborate with their HALSTEAD Project Manager (PM) on a strategic plan that is updated throughout the year, to accommodate seasonality and help them meet sales goals.

Social Posting

With a combination of educational posts and service-focused posts, we ensure Second Nature maintains its reputation as a trusted resource. Each week, we post an informational Weed of the Week post that helps their audience identify common weeds. Once per month, we post a Pest of the Month to educate their audience about signs of infestation. Our content team writes and posts three posts per week on Facebook and Instagram to create engagement and brand awareness.

Review Building

Within one year of working with HALSTEAD, Second Nature received 32 online customer reviews. Our platform makes keeping an eye on new online customer reviews easy and makes responding promptly more convenient. We stay on top of sending requests for reviews to their customers so that they have a steady flow of new reviews, and we respond as soon as possible to any reviews so that overall excellent ratings stay intact.

Lead Tracking & Analytics Dashboard

Our convenient online dashboard makes it easy for Second Nature team members to review their stats. Each month, the dedicated HALSTEAD PM records a video to update them on their metrics and the effectiveness of their marketing strategy. This service is one of the reasons they referenced HALSTEAD as “a knowledgeable, communicative, engaged team that cares about their work.”

TESTIMONIALS

More Words From the Client

“Halstead has built a beautiful new website for us, and through their marketing/SEO magic they have increased our online sales by 108% in just a year of using them.”

— Spencer White, Second Nature

CAMPAIGN HIGHLIGHTS

Strategic SEO and a Targeted Approach to Branding

To elevate Second Nature’s branding, we chose imagery featuring lush and green lawns that clearly demonstrate the results a customer can expect when working with Second Nature. We ensure they have a consistent stream of new online customer reviews and respond promptly to help maintain their stellar reputation as an industry leader. Our SEO efforts have helped a qualified affluent audience discover Second Nature online.

TESTIMONIALS

More Words From the Client

“They’re got a knowledgeable, communicative, engaged team that cares about their work, which has made them a pleasure to work with on top of the excellent results they’ve provided.”

— Spencer White, Second Nature

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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

“I was instantly impressed at the current and cutting edge ideas they brought to the table.”

— Erich Mueller, Northern Lights Landscaping

“They are very detailed and listened to my needs. I sent them my photos and after seeing a couple on the proof, I decided that I wanted to switch some of them. They were very patient and efficient as well.”

— Joshua Harris, Harris Landscapes