Christian Brothers Lawncare & Outdoor Services
We took Christian Brothers from being practically invisible online to ranking across West Michigan which has helped triple their leads.
Measured against their 2023 baseline.
A West Michigan outdoor services crew with no online presence
Christian Brothers Lawncare & Outdoor Services has served homes and businesses in West Michigan since 2015. From their base in Grant, their crews handle lawn care, landscape design and installation, hardscaping, irrigation, hydroseeding, tree work, and snow removal across Kent, Newaygo, Muskegon, and Ottawa counties.
They came to us in May 2024 with a list of technical problems, including two websites competing with each other, that added up to no online presence. They trusted us to fix it and turn the site into a lead generation machine.
✓ We delivered.
What wasn't working, and what we did about it
A poor online presence, major technical issues, an unoptimized website, and inconsistent directory listings. Combined, it made them practically invisible to people searching for what they offer. Here's the audit, line by line.
Before — the problem
- ✕Two websites competing with each other. An old site nobody could log into split their search presence.
- ✕ Found only by name. Almost every organic visit came from people already searching for Christian Brothers.
- ✕No pages for the towns they serve. Crews covered four counties, but search had no way to know.
- ✕Thin service pages. Walls of text, blurry photos, and no internal links.
- ✕Inconsistent directory listings. Mismatched business info across the sites Google checks.
- ✕ A conversion element that were easy to miss. A plain Contact link and no tap-to-call.
After — the fix
- ✓One domain, then a new website. We shut down the old duplicate site first, then redesigned and rebuilt their main site in 2025.
- ✓A page for every service. Each one written around what customers search and linked across the site.
- ✓A page for every town. Service area pages that expanded their reach.
- ✓Consistent directory listings. The same name, address, and phone number everywhere Google looks.
- ✓Easier ways to request a quote. A Free Estimate button in the nav, tap-to-call, a quick quote on interior pages, and a quote form on the homepage.
- ✓Local Services Ads. Google’s pay-per-lead ads, launched in May 2026, have brought in 100+ qualified leads.
From foundation to full momentum
Tracking and technical fixes came first, then structure, then a page for every town, then a redesign.
Fix the foundation
We shut down the duplicate site, ran a technical audit and on-page fixes, and made directory listings consistent.
Build out the content
Service pages rewritten around customer searches, with internal links added across the site. Organic traffic up 112% by year’s end.
Redesign and rebuild
A new WordPress site with town pages and an improved user experience. Organic traffic up 471% over 2023.
Compound the gains
Organic traffic up 1,280% over 2023 and organic leads up 223% year over year. Local Services Ads launched in May and brought in 100+ more leads by October.
“We continue to be excited by the success that we have seen with Christian Brothers, and we love working with their team. The site had huge untapped potential to bring in leads from across West Michigan, and we got a ton of value from relaunching their website, running a Google Ads campaign, and establishing industry expertise with their more niche services, like hydroseeding. Eventually, Christian Brothers had to hire additional office staff to take all the new calls they were getting.”
From 28 keywords to over a thousand
In May 2024 the site ranked for 28 keywords, and only 2 of them in the top 10. Almost all were their own name. Today they rank for the services and towns people actually search.
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What this took, in plain terms
How long before the numbers moved?
Within the first year, then it compounded.
Organic traffic was up 112% by the end of 2024. After the merge and redesign in early 2025, it finished the year up 471% over 2023. 2026 is up 1,280%.
Why were two websites such a problem?
They split one business's authority in two.
Google saw two weak sites instead of one strong one, and nobody could log into the older site to fix it. Merging onto one domain with every URL redirected consolidated everything they'd earned.
What actually drove success?
Four moves, in this order:
- •Technical foundation and consistent directory listings
- •Service pages rewritten around real searches, linked across the site
- •Two sites merged into one redesign, with a page for every town
- •Local Services Ads layered on top in May 2026
Are these numbers organic only?
Traffic, rankings, and lead growth are. The ads are labeled.
Every percentage on this page is organic search. The 100+ qualified leads from Local Services Ads (May–Oct 2026) are reported separately and come on top of the organic growth.
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