Green Side Up Landscaping
We made a 20-year landscaping company look as big online as it is in the field, and cut the clicks between a homeowner and a booked meeting.
Compared with the same stretch the year before. Organic only.
Two decades of landscaping in central Virginia
Green Side Up Landscaping has worked for homeowners around Richmond and Williamsburg since 2004, from offices in Richmond and Toano. Ongoing maintenance anchors the business. Their crews also design and install landscapes, plant, build hardscapes, and add landscape lighting. The leadership team holds degrees in horticulture, turf management, and agronomy.
They came to us in October 2023. Owner Craig Attkisson wanted a website that looked as big as his operation, won larger clients, and took homeowners from first visit to booked meeting in as few clicks as possible.
✓ We delivered.
What was broken, and what we did about it
Green Side Up did high-end work, but their website made them look like a small crew. Services sat several clicks deep, and booking a consultation meant filling out a long form. We cleaned up the code, shortened the path from homepage to booking, and redesigned the site around the bold, modern look their team wanted.
Before — the problem
- ✕A site that undersold the business. The design didn't match the size or quality of their work.
- ✕Slow site speed. Uncompressed images and bloated code dragged down mobile load times.
- ✕Confusing navigation. Services and towns were split across menus, and some pages sat four or more clicks deep.
- ✕A form that caused friction. Long consultation requests asked homeowners for too much up front.
- ✕Spotty directory listings Most directories were missing them, and the rest had errors.
- ✕Behind in the Local Pack. Competitors showed up in Google's map results for "landscaping Richmond VA" ahead of them.
After — the fix
- ✓A redesigned website. A clean, hospitality-inspired look that matches the business behind it.
- ✓Faster, cleaner code. Pages that load quickly on any device.
- ✓Simpler navigation. Services and service areas organized so homeowners find what they need fast.
- ✓Booking in fewer steps. Meeting requests go straight to the right team's calendar.
- ✓ Consistent directory listings. The same name, address, and phone number everywhere Google looks.
- ✓An instant estimate tool. Ballpark pricing that brought in 200+ completed estimates in four months.
Two years, one step at a time
Foundation first, then content and a new site.
Fix the foundation
Technical audit, spam content removed, tracking confirmed, and directory listings cleaned up.
Strengthen the content
Location pages optimized and internal links added to service and town pages. June–December conversions nearly doubled over 2023, from 132 to 251.
Redesign the site
A new design, a faster site, and a shorter path to a booked meeting.
Compound the gains
Organic conversions grew to 527 in year two, up 13% over year one.
More landscaping SEO results
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What this took, in plain terms
How long before the numbers moved?
Within the first year.
Foundation fixed Oct 2023 → location pages through 2024 → redesign June 2025. June–December conversions went from 132 in 2023 to 251 in 2024, and year two grew to 527, up 13% over year one.
Where did this growth come from?
Organic search.
Paid channels are tracked separately and aren't counted in any figure on this page.
What actually drove it?
Four moves, in this order:
- •Technical cleanup, confirmed tracking, and consistent directory listings
- •Optimized location pages with internal links between services and towns
- •A redesigned site with fewer clicks between homepage and booking
- •An instant estimate tool that gives homeowners ballpark pricing
Would a landscaper in another market see the same numbers?
Not identical ones.
Your starting point, competition, and service area all change the math. What transfers is the sequence: fix the foundation, strengthen the content, then redesign around booking.
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