A few years ago, Coleman Lawn & Tree, a landscaping company based in Stuart, FL, was close to spending a lot of money on advertising in an effort to boost leads and visibility across Martin County and the Treasure Coast. Like many small businesses, they assumed ads were the only way to get ahead.
But instead of rushing into ad spend, they paused to ask a bigger question: Were they truly ready to scale visibility, or did they need to first build the systems that would help customers find and trust them online? Rather than paying for short-term clicks, they focused on long-term visibility—starting with the foundational pieces that would support sustainable growth.
- The Better Investment: SEO and Local Visibility
- The Results: Leads Without Ads
- What Other Local Businesses Can Learn
- Ads Aren’t Always the Answer
The Better Investment: SEO and Local Visibility
With a reputation built on 20+ years of service and glowing word-of-mouth, Coleman Lawn & Tree had never relied on digital marketing. In fact, they did yet have a website, a logo, or any real online presence. Our first goal was simple: bring their offline credibility online so new customers could find and trust them. Below are some of the steps we implemented:
1. Google Business Profile Optimization
We started by building and optimizing their Google Business Profile from the ground up. That meant:
- Listing accurate business hours and contact information
- Uploading real project photos to showcase their work
- Highlighting their 5-star reviews across platforms like Yelp and HomeAdvisor
- Adding a clear description of services in their service area
For any local business, your Google Business Profile is often the first impression. An optimized listing increases your visibility in map packs and local searches. Make sure you:
- Keep business hours accurate, especially around holidays
- Upload recent, real photos that showcase your work
- Ask for reviews regularly and respond to them
- Seed helpful questions and answers to your profile to improve keyword relevance and customer experience (see post on Google Business Profile Q & As)
- Choose the right categories and service areas so Google understands where and how you operate
2. Website Creation and Local Relevance
Coleman didn’t have a website, so we built one that reflected their professionalism and community roots. The homepage makes it immediately clear: Coleman serves Martin County with services like lawn care, tree trimming, and landscape design—all backed by decades of experience.
We featured testimonials prominently and wrote copy that spoke directly to the needs of their local audience.
For your own site, it’s critical to:
- Include your city or region in page titles, headlines, and service descriptions
- Use testimonials and reviews as proof of quality
- Write content that helps solve problems your customers have (e.g., "how to spot a diseased tree")
3. Real-World Visuals and Branding
We helped Coleman develop a new logo and began collecting project photos that captured their quality and personality. These visuals were used across the website and Google Business Profile to present a trustworthy and authentic brand.
Photos are powerful. They not only build trust—they improve your visibility on platforms like Google Maps and Search. Be sure to:
- Regularly update your photos to reflect seasonal services
- Highlight before-and-after shots where possible
- Include team photos to humanize your brand
The Results: Leads Without Ads
Without spending a cent on paid ads, Coleman Lawn & Tree has maintained a steady flow of customer inquiries through organic Google searches and direct calls from their Google Business Profile.
They rank for relevant searches in their area and have become a go-to name for landscaping and tree services in the region—not because of aggressive advertising, but because their digital presence now reflects the reputation they’ve earned over 20+ years.
What Other Local Businesses Can Learn
If you're a service-based business in the Treasure Coast area, here are a few takeaways:
- Make sure your Google Business Profile is complete, accurate, and active
- Let real photos and reviews tell your story
- Use your website to reinforce your services and local trust
- A strong reputation only helps if people can find you online
These improvements may seem small, but together they create a powerful flywheel that brings in new leads day after day.
Final Word: Ads Aren’t Always the Answer
Advertising can be useful, but it’s not always the first or best step. For businesses like Coleman Lawn & Tree, building a visible, trustworthy presence online brought in consistent leads without burning through a budget.
If you want your digital presence to match the strength of your service, let's connect.