Go Simply Green
Lawn Care Website Redesign & Local SEO Case Study
This case study walks through how ThePixel transformed a local lawn care company’s online presence with modern UX design, stronger branding, local SEO improvements, and a streamlined scheduling flow that increased qualified service requests.
Simply Green Lawn Care: Turning Local Search Into Booked Service Quotes
Simply Green Lawn Care needed their website to do more than list services. ThePixel redesigned the experience around online quotes, local SEO, and clear service flows — so homeowners can go from searching “lawn care near me” to requesting a quote in just a few clicks.
| Role | Principle UI/UX Designer & Web Strategist (research → launch) |
|---|---|
| Team | UX, UI, Content, Development, QA |
| Timeline | ~12 weeks · strategy, redesign, launch support |
| Platform & Tools | WordPress, Figma, GA4, Google Search Console & Local SEO |
Research & discovery
Before designing screens, we mapped how homeowners actually hire lawn care: where they search, what they compare, and what stops them from requesting a quote or finding Simply Green in local search results. That work shaped the site as a quote-and-book engine, not just a brochure.
Methods
- Stakeholder interviews with Simply Green lawn care and operations teams.
- Call and email review to surface common questions and objections.
- Audit of the previous site IA, forms, and quote flows.
- Baseline review of Google Search Console & Google Business Profile metrics.
Key insights
- Most prospects hit the site from local search or referrals on mobile.
- “How much will it cost?” and “Do you serve my area?” were the first questions.
- People wanted a quick estimate and clear service options, not long copy.
- Organic traffic often landed on the wrong pages, creating drop-offs before quote forms.
Risks
- Too much friction in the quote form could push visitors back to calling.
- SEO gains without better UX would drive traffic but not more booked work.
- Seasonal services (snow removal, aeration, pest control) changed frequently.
Problem & goals
We reframed the site from “service list” to “always-open front desk” — ready to capture local search traffic and convert it into qualified quotes at any hour.
- Make it simple to request an online quote for any service package.
- Highlight core services and seasonal offers without clutter.
- Connect local search, service pages, and quote forms into one continuous journey.
End-to-end UI/UX journey & outcomes
The new experience connects the entire homeowner journey — from discovering lawn care services in Google Search to requesting an estimate and scheduling service. Each step focuses on clarity, trust, and getting to “booked” faster.
| Journey stage | What changes | UX focus | Outcome |
|---|---|---|---|
| Discover services | Homeowners land on a homepage that immediately shows lawn care, tree & shrub, pest control, irrigation, and snow removal at a glance. | Local cues, benefit-led copy, and clear primary actions for “Get a Quote” and “Call.” | Visitors understand what Simply Green offers in seconds, not minutes. |
| Choose a plan | Service detail pages present good/better/best options with simple feature lists and expectations around visits and results. | Card-based layouts, trust badges, FAQs, and clear CTAs for “Request an Estimate.” | More visitors advance from browsing to starting a quote for a specific service. |
| Request an online quote | A guided quote form captures property details, contact info, and preferred services. | Mobile-first layout, progress cues, inline help, and trimmed required fields. | Higher completion rates and more qualified quote requests from the website. |
| Schedule service | Operations can respond with recommended plan options and scheduling links. | Clear expectations on visit timing, prep, and follow-up, reinforced in emails and on-site copy. | Less back-and-forth and fewer missed or misunderstood appointments. |
| Return, review & refer | Customers can easily find Simply Green again via branded search, review their experience, and refer neighbors to the same services. | Consistent branding across the site and Google Business Profile, clear review prompts, and content that supports repeat seasonal work. | More repeat visits from organic search, higher review volume, and stronger local word-of-mouth. |
Services & online quote flow
Services are organized into clear categories — lawn fertilization, weed control, tree & shrub care, perimeter pest control, irrigation, and snow removal — each with a direct path to request an estimate online from search.
- Prominent “Request an Estimate” CTAs across all service pages.
- Mobile-friendly quote form optimized for fast completion.
- Short feature lists that clarify what the homeowner is buying.
- Local cues to reassure visitors you serve their neighborhood.
- +38%
- Clicks into “Request an Estimate”
- +31%
- Quote form completions
- 2.4×
- Increase in mobile quote volume
- −22%
- Time-to-submit
Local SEO & search visibility
ThePixel paired the UX redesign with on-page SEO, structured content, and Google Business Profile optimization — turning more “lawn care near me” searches into Simply Green site visits.
- Optimized title tags, meta descriptions, and H1s for high-intent local keywords.
- Location-focused service pages mapped to target cities and neighborhoods.
- Improved Google Business Profile categories, photos, and calls-to-action.
- GA4 and Search Console wired to track organic quotes and key search terms.
- +58%
- Organic sessions from Google Search
- +46%
- Clicks from “lawn care” local keywords
- Top 3
- Average rank for core service keywords in the primary service area
- +37%
- Online quote requests from organic traffic
Local SEO results & Google ranking improvements
After launch, ThePixel monitored GA4 and Google Search Console to confirm that the redesigned experience was doing its job — bringing in more local searchers and turning them into quotes.
Organic traffic & visibility
- +58% Increase in organic sessions from Google within the first 90 days.
- +46% More clicks from “lawn care” and “weed control” keyword clusters.
- Top 3 Average position for primary lawn care service terms in the core market.
Engagement from search
- −27% Drop in bounce rate from organic traffic on key service pages.
- +32% Increase in pages per session for visitors arriving via Google Search.
- +37% Lift in online quote requests attributed to organic traffic.
Local pack & GBP
- +51% Increase in Google Business Profile views for “lawn care near me” queries.
- +39% More calls and direction requests from Google Business Profile.
- Consistent NAP and branding across the site and local listings to reinforce trust.
UI/UX process & development lifecycle
ThePixel followed a structured UX and development lifecycle — from discovery to launch — focused on aligning Simply Green’s operational needs with a seamless quote experience that performs well in search.
| Lifecycle stage | Focus | What we did | Outcome |
|---|---|---|---|
| Research & discovery | Understand homeowner and staff workflows. | Reviewed calls and emails, mapped current quoting processes, and captured common service questions and objections alongside baseline SEO metrics. | Clear mental model for how people request service, compare options, and discover Simply Green online. |
| Problem definition | Align on bottlenecks. | Defined friction points: no obvious primary action, long forms, and organic traffic landing on pages that didn’t drive quotes. | Shared backlog focused on simplifying quotes and aligning SEO with the new IA. |
| Experience goals | Define success for UX and the business. | Set targets around online quote volume, organic search traffic, local rankings, and reduction in “just checking prices” calls. | Measurable KPIs used to guide scope, layout decisions, SEO work, and launch priorities. |
| Design & flows | Connect services, quotes, and SEO landing pages. | Created responsive IA, service page layouts, quote forms, and landing pages that map cleanly to high-intent local keywords. | A cohesive experience where “Request an Estimate” is always within reach from organic landing pages. |
| Validation & iteration | Test and refine. | Ran lightweight usability sessions, monitored GA4 and Search Console, and iterated on content, internal links, and form UX. | Higher-quality submissions, stronger engagement from search, and steady ranking gains over time. |
Homeowner journey map & emotions
The journey map tracks how a homeowner discovers Simply Green, compares options, requests an estimate, and returns the next season — and how their emotional state improves as friction is replaced with clarity and control.
Search & notice
CuriousThe homeowner searches for lawn care, pest control, or snow removal and discovers Simply Green’s updated site in local results and map listings.
Scan services
ConfidentClear service categories, local cues, and trust badges make it obvious that Simply Green handles their type of property and needs.
Request an estimate
RelievedA streamlined quote form collects the essentials — address, lawn size, services, and timing — without overwhelming the user.
Confirm plan
ConfidentThe homeowner receives a clear recommended plan and schedule, with expectations on visits and results documented up front.
Service delivered
DelightReliable, professional service validates their choice — backed by follow-up communication and clear next steps for future treatments.
Renew & refer
DelightA positive first season with visible results and helpful reminders increases renewals and word-of-mouth referrals in the local area.
Validation & accessibility
Accessibility and clarity are built into the Simply Green experience — especially for visitors arriving from Google Search, where first impressions directly impact conversion.
| Area | Standard | Status | Notes |
|---|---|---|---|
| Color & contrast | WCAG 2.2 AA | Met | Buttons, links, and error states meet AA contrast thresholds on both light and dark backgrounds. |
| Keyboard & focus | Keyboard access | Met | Quote forms and navigation are fully keyboard-accessible, with visible focus rings and logical order. |
| Semantics | HTML & ARIA | Met | Headings, landmarks, and labels help assistive technologies parse each section of the site. |
| Error prevention | Form guidance | Met | Inline validation explains what went wrong and how to fix it without losing entered data. |
| Motion & flashing | Animation safety | Met | Subtle transitions avoid flashing or looping motion that could cause distraction or discomfort. |
| Docs & exports | Readable outputs | Improving | Service PDFs and seasonal offer documents are being updated with better tagging and structure. |
Ready to design your next digital experience?
Whether you need a new website, UX redesign, or a data-driven SEO strategy, ThePixel can help you turn traffic into real results. Let’s talk about your goals and outline a plan that fits your business.