The evolution of your website in 2023

At the recent WorkWave Beyond Service User Conference, Christin Nein, the vice president of product development at Coalmarch, told attendees that website design can be more about psychology than many people think.

“It’s like herding sheep,” Nein said. “You have to keep (people) focused, they’re easily distracted, and they’re all over the place.”

Nein likens this herding process to a conversion funnel, which is how people interact with and navigate through your website depending on what they’re looking for when they land on your site. At the top of the funnel is the awareness phase, then the interest level, desire and finally action.

Your number one goal of your website is to generate leads for your business by converting traffic into contacts. Ideally, they navigate from pages that boost their awareness of what your company does or who you are, then click on another page that shows their interest, another that shows desire for a service, then they take action.

That’s easier said than done, Nein said.

“Each step that someone takes on your website, you’re losing traffic,” she said. “On average, across all conversion-based websites, only 10% of the traffic that comes to your site converts into a lead.”

Plus, not everyone starts at the top of that funnel where they already have awareness of what your company is all about. Nein likens this to shopping for laundry: Everyone knows Tide and is likely to seek it out.

They might stumble upon a generic detergent instead, and while they know its purpose, you also still need to read more to make sure it won’t burn a hole in your clothes. Or, for some products, people might not recognize the product at all and need a lot more research readily available to know what the detergent is all about.

This is why designing your website for all three types of users — those with high, moderate and low brand awareness of your company — is so crucial to earning new clients.

At high awareness levels, Nein said people are searching for your company on Google by entering your brand’s name (XYZ Lawn Care Company) and already knows your reputation and services. They’re already pretty interested in doing business with you if they’re searching your company by name, so giving them an easy way to convert into a lead on your home page is critical. They may need some extra education on your pricing, but beyond that, they’re warm leads.

At moderate awareness levels, Nein said Google searchers might not know of your exact business but may be searching for something with the intent of purchasing a service. This is where they might search “lawn care near me,” and Nein said these users must be told what makes your business unique.

Nein told attendees to avoid saying things about how great your service is – every company will say they have great service, she said. Instead, humanize your company with good staff photography on your website and talk about the great deals you offer like free re-treatments or same-day service – whatever you offer that incentivizes customers to pick you over competitors.

Finally, Nein said there are people who land on your website at low awareness levels. These people might be searching something like “what’s this spotting on my lawn?” Your website should have educational blogs or offer resources so DIY-ers like these searchers can find valuable information on your website when they stumble upon it. Then, the website blog should lead them to another page where they can learn more about your services.

Nein reminded attendees that blogs alone aren’t great lead conversion tools, but they’re necessary to build up good search engine optimization, which will eventually lead to more clients over time.

Your goal is to give all users the easiest way to convert into leads as possible. Nein recommends the following:

• Simplify your webform service inquiry fields – Nein adds that she might keep it as basic as first name, last name, contact info and a comments section. Even having the option to leave your address might be too much.
• Add live chat
• Add click to text
• Consistent, modern branding
• Begin a customer referral program

“You have to use your website as a tool to get them to end up where you need them to,” Nein said.

— Jimmy Miller

Crane Group acquires 5 landscaping companies, creating Fairwood Brands

All five companies within the Fairwood Brands will continue to operate using their individual names and brands.

Crane Group, in conjunction with Appalachian Capital Holdings, acquired five businesses that will operate as part of a new parent company called Fairwood Brands — a nationwide family of companies creating and maintaining outdoor spaces.

Fairwood Brands includes five companies around the country that specialize in luxury residential landscaping and estate management. Crane Group will help grow those companies while adding others into the Fairwood Brands family over time. Fairwood Brands companies, which will operate using their individual names and brands, currently include:

• Bruss Landscaping, Chicago
• Enchanted Garden Landscapes, Phoenix
• Kuppe’s Landscape Services, Detroit
• L.M.L. Estate Management, Ft. Wayne, Indianapolis
• Signature Landscape Contractors, Orlando

Between the Fairwood Brands companies, there are 240 employees and a combined $40 million in revenue.

All five of these companies offer a full suite of design/build, installation, maintenance and comprehensive estate management services for homeowners seeking outdoor living: landscapes, hardscapes, water features, outdoor kitchens, lighting and irrigation.

Fairwood Brands is the fourth current portfolio company for Crane Group, a Columbus-based, family-owned company. Over its 75-year history, Crane Group has launched or held 30 different companies.

“Crane Group is eyeing bold growth ahead. As we do, I am thrilled to launch Fairwood Brands and invest in companies like these five whose core values align with ours and who deliver top-quality services,” said Crane Group CEO Tanny Crane. “I’m excited to watch our incredible team help propel the success of these companies and others that will join the Fairwood Brands family.”

Andy Swanson, founder of Signature Landscape Contractors, looks forward to Crane Group helping him grow the business he loves.

“This is an incredible opportunity to level up in every way,” Swanson said. “Because Crane Group is a family-owned business, they understand who we are and what’s most important to us. But they’re also going to help us win big on the business front. I am 100% confident they are the right partner to help grow my business, and I look forward to what’s ahead.”

Scott Morris, co-owner of L.M.L. Estate Management, said he, too, is confident in the value a Crane Group partnership provides.

“We’re working to raise the bar — for our customers and our businesses. It will be a huge help to have strategic and managerial support from the Crane Group team and to have industry peers to collaborate and share ideas with,” Morris said. “We all share core principles and have very similar values in our businesses and in our communities. We’re very excited to be part of the Fairwood Brands family and to partner with Crane Group.”

United Land Service acquires 2 Florida-based companies

The company acquired Haverland Ag Innovations and Buccaneer Landscape Management.

United Land Service has acquired Haverland Ag Innovations of Boynton Beach, Fla., and Buccaneer Landscape Management, a commercial landscaping company based in St. Petersburg, Florida. Terms of the transaction were not disclosed.

Haverland Ag Innovations is a third-generation company that specializes in sports turf maintenance throughout South Florida. The terms of the sale were not disclosed.

“Joining forces with United gives us the opportunity to continue to grow and expand our service offerings throughout the state,” said Haverland President Keely Haverland. “We are confident that partnering with a leading company in the industry will provide our employees with additional opportunities and our customers with enhanced services under one umbrella.” “We are very excited to begin this partnership and service offering with Haverland and their loyal client base,” said United CEO Bob Blandford. “Together we will maintain Haverland’s long running reputation for high quality service by providing unwavering professional support to client properties, while also broadening our presence in sports turf market.”

Founded in 2016 by Chris Witherington, Buccaneer is a full-service landscaping company specializing in commercial landscape maintenance, arbor care, irrigation and landscape installation with six locations throughout Florida. The acquisition of Buccaneer expands United’s presence on the West Coast and South Florida.

“The Buccaneer team is excited to join forces with United and continue to grow and excel within the United organization,” Witherington said. “We are proud of what we have done over the past 16 years and are excited to continue to grow with a company that still has the entrepreneurial spirit as United Land Services does.”

United Land Services, headquartered in Jacksonville, Florida, was ranked in the top 25 largest landscape contractors with over 700 employees. They were no. 24 on Lawn & Landscape’s Top 100 List in 2022.