Spring-Green Lawn Care

The Challenge:

Spring-Green, a neighborhood-based lawn and tree care service franchising company, wanted to use their corporate website to generate leads for its 80+ franchisees in 25 specific states. They asked Oneupweb to:

• Increase awareness and interest in Spring-Green and its service offerings in more than 7,500 neighborhoods across the country by driving consumer traffic to their corporate website.
• Help develop 80+ microsites that had content relevant to each franchisee market and could be found naturally by search engines.
• Make the website an efficient tool to help bring in new customers and provide more business to Spring-Green franchisees.
• Help the Spring-Green franchise effectively communicate with both consumers and potential franchisees through the one singular website, achieving SEO value for both.
• Improve overall user-experience with the website, ensuring that those visiting the site had a pleasant experience, received the information they were looking for, and as a result, either bought online, contacted their neighborhood Spring-Green for lawn care services or requested additional information.

The Tactics:

Oneupweb immediately got to work, developing a multi-faceted, geo-targeted paid search campaign. Oneupweb also helped Spring-Green identify a number of site design and campaign tracking issues as well as opportunities to integrate the online ads into offline promotions such as direct mail. In February 2007, Oneupweb went a step further, integrating a microsite initiative focusing on local natural search and adding a national podcast directly to the mix. An extensive usability analysis was performed to improve overall user experience, call-to-action, conversion rates, and ultimately, the bottom line. And in 2009, Spring-Green asked Oneupweb to write and design creative and take control of their online media planning and placement, including trial banner ads and Google audio ads.

The Results:

• As a result of their paid search campaign, monthly unique visits to the Spring-Green site each month grew 283 percent in just three months. Conversions grew 845 percent and consumer sales were up more than 3,600 percent.
• In 2008, leads attributed to SEO increased 29 percent from the previous year while unique visitors rose 71 percent. Those numbers continue to rise.
• Within the first three months of their launch, the Spring-Green podcasts subscribers grew by more than 1000 percent.

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