Landscaper Website Design & Brand Refresh

New brand, new website, new confidence – the Future Landscapes story

The owner of Future Landscapes, Carl had made a move back to Adelaide after a stint working in NSW. He had his business, Future Landscapes quite well established before deciding to head east. So upon his return some 5 years later, with a renewed focus for his landscaping business he wanted to take it up a few notches and start attracting larger projects rather than small one off landscaping jobs. Carl is based in Seaview Downs and generally works in the local area when possible and this was one of his preferences – to capture more local work (within a 10km radius). What I love about Carl and his business is that he knows his landscaping business well and can create beautiful spaces from bland, outdated backyards! Spaces that make you want to entertain and live outside more! So with all of that info we set about creating something wonderful that would attract searching customers who were local and wanted larger projects over small once-off tasks.

The Challenge

There were a couple of challenges that presented itself – the branding, the old website, updated images and refining exactly what Carl wanted!

> Old branding, Old Focus and an Old Website

This was the previous Future Landscapes website which was designed in 2015. A lot had changed with not only Carl’s focus and business dreams but his website had become old and dysfunctional. In Carl’s case, the website was not generating leads, the contact form was not functioning at all, the emails weren’t working and overall it wasn’t communicating what Carl wanted After working in Sydney on large scale projects where the backyard transformations are not only inspiring in themselves, where clients have big dreams of what they want their outdoor spaces to look and feel. Carl was inspired to create not only beautiful spaces for clients but also showcase his passion for sustainable, native gardens.

1. Step 1- Branding

Carl was very keen to overhaul his previous brand and create something that represented more of his ethos – Native & Sustainable Gardens – a true passion of Carl’s. So before we embarked on designing the website I worked on his branding so we had the style and theme would then flow onto the website. New colours were presented along with logo, image and font ideas. A mood board was created to show Carl the direction I was heading and the logo finalised.

2. Second Step – Website Design & Build

Breaking down Carl’s services was the next step now that we had the branding established. It was important to him to communicate the services he offered within his landscaping business but to ensure that they were communicated as part of his project based preference for work. Picking up larger scale jobs rather than single/one-off landscaping tasks was important to Carl and we took a few different approaches to combat this.

When designing my websites I look to promote the key services at the top of the page and then integrate smaller details further down the page. In our case here, we felt it was imperative to showcase the transformations with imagery to spark imagination for potential clients! Showcasing backyard projects collectively was also the goal so people could get a feel for the

SEO & Keywords – after researching what people are looking for when it comes to landscaping job we were able to incorporate those words into the website attracting clients who in particular want Pool Landscaping projects completed along with Outdoor Living Spaces and Native & Sustainable Gardens (which can be incorporated into the other 2 services).

Project Based – our next hurdle was to combat the wording to attract more project based clients as mentioned earlier. Through tactical wording, photos and case studies on projects we have been able to promote this approach which will support Carl’s business set up and keep his employees busy.

3. Photoshoot & Images for the website

Using Carl’s past work is essential here to demonstrate his work to clients and show the breadth of his skill base. Due to the relocation of Carl back to Adelaide his gallery of images from recent local work was limited so as jobs are completed we are working together to add these to the website on the project pages and as well as main image galleries. Initially we did a headshot photoshoot of him for an updated look on his about page. You can see more of my details on photographing clients here.

4. Google Business Profile

The Futures Landscape Google Business Profile was an essential add on to re-establish his business back in Adelaide as well as provide a place for past clients to provide reviews that can be viewed publicly. Former clients were contacted and requested for reviews to be submitted to get the ball rolling. Ongoing work will be completed on the profile to continue attracting local clients looking for a local, reliable and professional landscaper.

Overall end result

Overall the website has worked well for my client – he is so happy to be receiving enquiries and ones that are more project based. By using a local-keyword approach we have been able to lift his search-ability for both keywords: Native Garden Design and Pool Landscaping to the first page of Google. Yay! We still have more work to do and more projects to add to the website which will further cement his position as a specialist in this area, locally. I look forward to continue working with Carl as we grow his website.

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