Seven visits a year, and the site explains every one.

The challenge

H & H has been on the same roads since 1979, and the old website had stopped keeping up with them. Seven of its fifteen pages returned errors, including two that Google was still showing as shortcuts under the company's name. What did load read like every lawn company in the country, when the actual argument for H & H is specific: the program starts with a lab soil test, and every visit is timed to soil temperature rather than to a date on a franchise calendar.

Lawn care copy is also easy to get wrong in ways a customer never notices and a turf professional notices in one sentence. A site that tells people to fertilize at the wrong time is worse than no site, because the office ends up correcting it on the phone. So the bar was not a nicer website. It was a website the H & H team would stand behind word for word.

What we built

• A site built on the mow stripe: the home page is revealed by retracting stripes, and the same stripe carries through the section bands, so the design is made of the thing a good lawn looks like
• The Seven-Step Program drawn as a Georgia year: a ribbon of real turf color runs from straw-dormant in January to deep green through the heat, and each visit sits where it falls. Warm-season grass and tall fescue run on opposite calendars, so both live in one place and a tab swaps between them
• Copy written to agronomy standard and checked line by line by the H & H team: what the soil test reports, when nitrogen goes down and when it waits, why fescue is only seeded in the fall
• A quote form that asks one question first: are you already a customer? Yes hands them straight to the customer portal they already use. No takes the estimate. Current customers stop landing in the new-lead pile
• Leads delivered as a card: each request reaches the office inbox with tap-to-call, tap-to-email and a map link to the property, and is saved on the server as well, so an email failure does not lose the lead
• Spam protection that cannot eat a real person: a bot check plus a hidden trap field, and anything either one catches is kept and logged with its contact details, so a real customer caught by mistake still gets a call back
• A job application at /careers: about two minutes on a phone, no résumé. The trucks are DOT-regulated, so the driving record question is asked up front and honestly, but no answer ever stops an application from sending

Keeping the address book

Years of links, bookmarks and search rankings pointed at the old site's addresses. Every one of them, from the old sitemap and from older generations of the site found in the web archive, now redirects to the page that replaced it. The two dead shortcuts Google was showing land on real pages again, and nobody who saved a link years ago hits an error.

The listing Google shows

Most local searches end on the Google listing, not the website. We rewrote the business description from the same checked copy, widened the service area from four towns to the thirteen H & H actually covers, added pest control as a category, added sand topdressing and leveling (a core service that was missing), and removed a mowing service H & H does not offer. A customer who reads the listing and then calls hears the same story from both.

Social, approved before it posts

Each month's posts go to a private review page where the H & H team approves, declines or asks for an edit on every one before it runs. Captions are held to the same agronomy standard as the site.

What the site refuses to say

Every photograph on the site was taken on a property H & H treats. There is no stock photography. A caption only names a grass type when the H & H team has confirmed it; when there is any doubt, the caption names the job instead. Customers are never named.

The result

A lawn company whose website explains the program the way the office explains it on the phone, keeps every customer the old site ever earned, sorts new leads from current customers before anyone picks up a phone, and now hires from the same front door. It's the custom website and home-service work we bring to any trade that already knows its craft better than its website does.

The office side: H & H's current customers already have a portal they use, so this build stopped at the front door. For a lawn company that wants the office as well, we built one: try the lawn-care office demo ↗, with owner, office and technician views of rounds, routes, estimates and billing, all on sample data.

See it live: handhlawncare.com ↗

A look at the site