TOURNOUX LANDCARE SERVICE, OHIO
Landscaping business amplifies brand awareness and lead conversions through a revamped website, targeted SEO, strategic Facebook campaigns, and innovative recruitment strategies.
COMPREHENSIVE DIGITAL OVERHAUL
The System Overview
Seeking a powerful online presence, Tournoux Landcare Service wanted to shift from its heavy reliance on referrals and local builders to a more digital-first approach. Recognizing the limitations of paid marketing leads, the primary goals were clear: elevate brand awareness, optimize online visibility through search engine optimization (SEO), and maximize lead conversions from the website. Our strategy delivered a user-centric website design and propelled the company to top search engine rankings. Leveraging strategic Facebook campaigns and recruitment tactics, we substantially increased engagement and high-quality job applications.
Website
We delivered a fully responsive and mobile-optimized website, featuring professional design on a content management system (CMS) platform for easy edits and management. The website showcases expertly written copy tailored for its audience, high-resolution photos and videos of comprehensive outdoor living spaces, and integrated social media. Initial SEO ensured proper indexing by search engines, paving the way for potential future optimizations. The design prioritizes user experience, providing content targeted toward the ideal audience looking for a a luxurious poolscape or outdoor entertainment space.
SEO
Since initiating our comprehensive SEO strategies in February 2023, we've achieved impressive results, elevating the brand's digital presence. The metrics speak volumes: out of 87 keyword combinations targeted, a remarkable 69 now rank between positions 1-3 on search engines, solidifying their dominant online stance.
An additional 13 keywords have secured spots between positions 4-10, with one ranking between 11-20, and four others making their mark between positions 21-50. Targeting relevant keywords for landscape design, fire features, outdoor kitchens, and more has helped Tournoux attract their target audience and the ideal size and scope of projects.
Facebook Ads
Leveraging a budget of $550, our focused Facebook ad campaigns have consistently maintained a steady click-through rate (CTR), driving substantial engagement to the company. Through this strategic approach, we successfully generated a high influx of leads, recording 107 calls and five form submissions. After implementing strategy adjustments in February and subsequent refinement in June, we witnessed a marked increase in the leads generated, further emphasizing the effectiveness of our tactical modifications.
CrewRecruiter
We implemented a recruitment feature tailored to attract high-quality candidates. Since the start of this year, this has proven exceptionally effective, yielding a significant 245 applications for the six open positions. Notably, most of these applicants discovered the opportunities through Indeed, showcasing the platform's effectiveness in reaching our target employee audience.
Lead Tracking & Analytics Dashboard
For successful campaign management, especially when targeting multiple personas, it's crucial to have a robust system to track data and measure efficacy. The introduction of CallRail, established during the postcard/email campaign design stage, served as the epicenter of the client's marketing data. This inbound lead control panel effectively allocated many leads to specific efforts, providing insightful trends that shed light on return on investment (ROI). The client appreciated the insights provided and valued the monthly walkthroughs of the dashboard by the Project Manager.
Videography
The client sought to harness the power of visual storytelling through professionally produced video content, not only to attract potential employees but also to elegantly display their exquisitely completed projects. Utilizing videography served a dual purpose: it emphasized the company's commitment to quality and innovation in their work, while also effectively communicating the brand's values and mission to potential recruits.
TESTIMONIALS
More Words From the Client
“Just want to tell you folks. Crew recruiter has been great keeping a steady flow of new applicants in the door! Thank you. Also Anna and Corey. Sophia has been doing a great job getting tasks done for us in a timely manner. She’s very knowledgeable! She always sends us follow up emails to what she discussed and what the plan forward is and also an email on what our next meeting will entail. So good Job Sophia.”
— Zach Tournoux, Tournoux Landcare Service
Discover how HALSTEAD enhanced BTS Landscaping’s marketing and recruiting efforts.
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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
“…with HALSTEAD, our business has literally doubled. That would not have been the case without the things that we have—the website, the brochure, and the video.”
— Brian Thomas Shernce, BTS Landscaping
“The way they put together their details in the marketing program and the thoroughness of it has just really created absolutely non-stop leads for us…”
— Ron Duhamel, Firesky Outdoors