Landscape Supply Company

Client overview

The largest mulch, stone and topsoil supplier in the Mid-Atlantic partnered with us to rebuild its online revenue engine. The business relied on phone orders and needed a full digital overhaul to capture growing online demand from homeowners and commercial landscaping contractors.

The challenge

Our audit showed a strong offline business leaving revenue on the table online:

• High bounce rates from poor user experience and weak messaging
• Minimal keyword rankings, so the site was close to invisible in organic search
• A thin backlink profile limiting authority
• Google PPC campaigns wasting spend on non-converting keywords
• A limited social media presence
• Phone orders taking 6 to 15 minutes of staff time each
• No way to calculate shipping for online orders

What we did

A three-pillar strategy focused on conversion, traffic and campaign efficiency:

• Rewrote site copy around customer benefits and improved calls to action
• Placed CTAs strategically to lift conversions
• Moved ordering online, which sharply reduced inbound call volume
• Cut wasted PPC spend with aggressive keyword negation and bid restructuring to improve ROAS
• Built and deployed a custom shipping module on the website
• Ran SEO campaigns to build organic visibility for target keywords

Key results

• +300% online sales
• +773% site visits
• +896% page views
• +618% organic traffic
• +200% PPC impressions and clicks
• +112% conversion rate
• About 3% average click-through rate
• 72,847+ items sold online (cumulative)

Year-over-year sales keep climbing as campaigns mature and collect richer data, which lets us make more precise spending decisions over time.

"Our team has guided this client through both a national recession and the COVID-19 pandemic. At each turning point, the owner has credited our digital marketing with helping the business not just survive, but grow." Harry Brooks, Partner