Weed Away

Overview

A mid-size family run lawn care company with 40 years of experience in the industry. In a highly competitive market Weed Away's existing website wasn't effectively conveying their services to potential customers or explaining each of the services offered.

Research

Weed Away's competitors were varied and highly aggressive. From international franchisee's to single truck owner-operator's. In such a competitive market, developing a unique brand message and visuals was a key element to break them away from the pack. The majority of the competitors focused exclusively on lawn health in their marketing, without addressing the emotional aspect that a healthy lawn offers homeowners and their families.

Customers are inundated with lawn care offers, so we needed to allow and encourage them to consider Weed Away as an expert in the field with their decades of experience. Their existing site presented a significant amount of copy on the homepage, overwhelming customers, especially those on mobile devices. Other visual elements presented usability and SEO issues, such as a small body font size, images used for text, and conflicting CTA's in the header.

While serving the Southern Ontario, the majority of their customers were located in Mississauga and Brampton, two of the most multi-culturally diverse cities in Ontario.

Goals

• Define new brand messaging and visuals
• Grow qualified leads
• Improve SEO

Solution

Our initial focus was to develop a brand message that would engage with clients. "Healthy Lawns Make Memories" became the new tagline that defined the tone of visuals and copy. A key visual element was to represent the ethnically diverse homeowners in their service area via hero videos showing families enjoying their healthy lawns with their families.

Weed Away Home, Service, and Landing Pages

The CTA's on each page allowed customers to send in photos of their lawn issues for free tips on how to resolve their issues. This encouraged potential customers to reach out, and helped Weed Away to surmount the initial hesitation of new customers in reaching out.

A recent sale of a garden soil subsidiary to a competitor presented a challenge. Weed Away was contractually required to promote their former competitors company, "The Big Yellow Bag". The image of a large yellow bag of garden soil was distracting from their current offerings. Working closely with Weed Away we were able to reduce the CTA to better focus on their own offerings.

Results

The redesign generated a 200% increase in website traffic within the first 15 days of launch compared to the same period in 2015. This was complemented by a 58% conversion rate which generated between $6,000 to $10,000 in sales.