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The Client GoGreen Lawn Services, based in West Chester, Pennsylvania, provides lawn and tree care services throughout Southeastern PA and northern Delaware. They have dedicated themselves to responsible environmental practices, only using natural, safe, and organic products in their work. They also offer mowing, preventative pest control, and landscaping services.
The Problem

While GoGreen did have a PPC campaign in place, they were having limited success with it. The user experience on their website was rather poor. Myriad issues plagued their site, hampering navigation and limiting functionality. These problems hampered a rather clear-cut goal: they wanted to grow their customer base while promoting their climate-friendly way of doing business.

In particular, they wanted to target residential customers looking to beautify their lawns, especially those who were also conscious of the environment. Primarily, they were looking for families with high incomes, preferably households with kids and pets.

The Strategy

We used three distinct phases to achieve GoGreen’s goals of enhancing their digital presence and reaching their target audience:

  • Phase 1: Casting Our Net:  Our SEO and PPC teams identified and catalogued the numerous flaws with the website, singling out numerous broken links and images, 404 and canonical problems, and internal duplicate content.
  • Phase 2: Pulling Them In: We resolved user experience issues and added a previously-absent contact form to every page, allowing users to convert no matter where they are.

Phase 3: Maintaining Our Reach: The PPC team continued to study and adjust parameters of our keyword targeting. Our Content and Social Media teams were integral to sustaining momentum in this collaboration.

The Outcome
  • 235 total conversions
  • 9.39% conversion rate
  • 1050% increase in conversions

For customers and end-users, every single interaction with the company is representative of the company as a whole. Taking a holistic approach to a digital makeover will allow your online presence to flourish and reach more people than ever before.

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