Antonelli Landscape
A new content strategy brought in 285 new leads in six months. For pools, fire features, and outdoor kitchens, not lawn mowing.
January through July 2025. Organic search and Google Business Profile only.
A high-end outdoor living builder whose best work wasn't showing up in search
Antonelli Landscape designs and installs pools, patios, fire features, and custom structures across southeast Michigan. Their focus is aesthetics, functionality, and craftsmanship.
We built their website in 2019. They came back in late 2024 ready to grow visibility and bring in better leads for the services that matter most to their business.
✓ Six months later, 285 leads.
What was broken, and what we did about it
The site looked polished. The content underneath didn't reflect the care Antonelli puts into a backyard, and their most profitable services didn't rank at all. Here's the audit, line by line.
Before — the problem
- ✕ Top revenue services invisible. Fiberglass pools and custom fire features didn't rank. Buyers searching for them never saw Antonelli.
- ✕Inconsistent conversion tracking. No reliable way to tell what was driving results.
- ✕Outdated links, messy redirects. Friction for users and search engines, slowly eroding trust and rankings.
- ✕Content below the craft. A polished site with thin pages that didn't show the level of detail in their work.
- ✕Local search unmanaged. Inconsistent listings across southeast Michigan made it harder for nearby buyers to find and trust the brand.
After — the fix
- ✓Service pages built around revenue. Pools, outdoor kitchens, lighting, and more. Some new, some rewritten. Three alone grew traffic 91%.
- ✓Full GA4 and Looker Studio tracking. The team can now see exactly which pages contribute to new customers.
- ✓Redirect chains and broken links cleaned up. Better crawlability and user flow. Organic traffic up 48.5% in the first quarter.
- ✓City pages from real search data. Troy, Rochester Hills, and more. One produced a lead almost immediately after launch.
- ✓Local listings cleaned up. Consistent presence across the web through Moz Local, so nearby searches find them.
Six months, four major moves
Tracking and technical cleanup first, so the content work that followed could be measured.
Fix the foundation
GA4 and Looker Studio reporting set up. Redirect chains and broken links cleaned up so search engines could crawl what mattered.
Rewrite the money pages
Pools, outdoor kitchens, lighting, and fire features. Clearer, more helpful, easier to find. Organic traffic up 48.5% in the first quarter.
Go local
City pages for Troy, Rochester Hills, and more, built from real search data. Listings cleaned up across the web.
Compound the gains
164 more conversions than Q1. 285 tracked leads by July. Half of all site traffic now organic.
Rewrite the right three pages and the whole quarter changes
Three updated service pages saw 91% more traffic than the same period the year before. That traffic converted: Q2 2025 produced 164 more conversions than Q1.
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What this took, in plain terms
How long before the numbers moved?
One quarter.
Organic traffic was up 48.5% year over year in the first quarter of working together. Conversions jumped in Q2, and by July there were 285 tracked leads.
Where did this growth come from?
Organic search and their Google Business Profile.
Paid channels are tracked separately and aren't counted in any figure on this page. Organic now makes up half of all site traffic.
Why focus on a few pages instead of the whole site?
Because a few services drive most of the revenue.
Fiberglass pools, fire features, and outdoor kitchens are where Antonelli makes money and where they weren't ranking. Three rewritten pages grew traffic 91%.
What actually drove it?
Four moves, in this order:
- •GA4 and Looker Studio tracking, so results could be measured
- •Technical cleanup: redirect chains and broken links
- •Service pages rewritten around the highest-value work
- •City pages and local listing cleanup across southeast Michigan
Would a landscaper in another market see the same numbers?
Not identical ones.
Your starting point, competition, and service mix all change the math. What transfers is the sequence: measure, fix the foundation, then write the pages for the work you actually want more of.
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