Landscaping

Superior Groundcover

How We Helped Superior Groundcover Generate 5,000 Leads

More Qualified Leads

Faster Load Times

Better Rankings

Superior Groundcover Website
Superior Groundcover Logo

Superior Groundcover

Superior Groundcover places sand, soil, stone, bark, and mulch, plus hydroseeding, playground surfacing, and erosion control, for landscapers, municipalities, and developers throughout Michigan and the Midwest. Blower and slinger trucks let the crew place large volumes of material in hours rather than days. Avalanche partnered with Superior on web, SEO, and content beginning in 2018.

Superior Groundcover’s edge is speed: blower and slinger trucks place in hours what hand crews take days to do. Their site needed to sell that advantage and route landscapers, municipalities, and developers to the right material fast. Working on the same WordPress foundation, we restructured the site around materials, markets, and their competitive advantage, and qualified leads followed.

Challenge

One generic services list buried Superior's distinct materials and speed advantage, so big-job buyers struggled to find the right service results in a lose of leads.

Strategy

Restructure the site around individual materials and markets, lead with speed, and plan content around their busy and off-seasons..

Outcome

The work generated more than 5,000 leads, roughly 4,000 of them from organic search.

Ready to See Similar Results?

Let's create a website that showcases your work and drives qualified leads—just like we did for Superior Groundcover.

Key Features

Strategic design decisions that transformed their digital presence

Content Strategy

Content Timed to the Season

Material demand moves with the calendar, so we planned content around it, getting hydroseeding and bark pages ready before spring and backing each service with pieces like Hydroseeding 101 and Crushed Concrete 101 that answer buyer questions before the call.

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Local SEO Strategy

Reaching Every Market They Serve

We created location pages for the Michigan cities Superior works, from Grand Rapids to Detroit, Holland, and Ann Arbor, so high-intent local searches turn into qualified leads.

Conversion Optimization

Qualifying the Big Jobs

The quote form asks a few questions about the job up front, so the leads that come in are already qualified for the work Superior wants.

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Want a Website That Works This Hard?

From strategy to launch, we'll build you a site that showcases your expertise and converts visitors into customers.

Design Strategy

We organized the site around what sets Superior apart: fast placement, a distinct page for every material, and copy that speaks to the contractors and municipalities booking big jobs.
Speed Leads Every Page

The site opens with the core promise, weeks of hand-crew work done in hours, and puts the blower and slinger trucks up front so the speed advantage lands before anything else.

A Page for Every Material

Sand, stone, playground surfacing, erosion control, and hydroseeding each get their own page tuned to that buyer and its standards, so a visitors don't have to dig through one services list.

Speaking the Contractor Language

Copy speaks to landscapers, municipalities, and developers in their own language, selling the hours they save and the size of job the crew can handle.