Green Acres Case Study

Customer Background:

Green Acres Landscape had an established customer base and recognizable brand in and around Arlington Virginia but was having trouble expanding its reach outside of its Arlington base. Green Acres approached Digital Assembly Line to make sure their website was appealing and was optimized for consumer search traffic.

The Challenge:

Given the fact that Green Acres was successful and had a recognizable name, we wanted to make sure that we would leverage their site and reputation as much as possible in order to increase their Internet presence in areas outside of Arlington. Our goal was to ensure that prospective new clients in Vienna, Falls Church, Alexandria and other Northern Virginia communities could not only find the company on the web, but would, of course, hire Green Acres. After meeting with the client, DAL determined that the existing Green Acres site was dated and needed a fresh look. Green Acres' budget was reasonably tight and did not include funds for a new website, so Digital Assembly Line came up with a cost-effective, simple design and we were able to offer Green Acres a completive marketing/design package.

Once we completed the new site design and development, our analysts began extensive research into keywords and keyword phrases to be deployed in Green Acres' Pay Per Click (PPC) and Search Engine Optimization (SEO) campaigns. Almost immediately the new site along with their Yahoo, MSN Google PPC campaigns began bringing in new business opportunities. As we collected data over the first several weeks, we were able to target their SEO and the PPC campaigns to specific areas in Northern Virginia. A key component to the project was to optimize the Green Acres site for search engines so it was getting ranked for as many relevant keywords and keyword phrases as possible. Focusing on these two angles, along with the PPC campaign, has not only increased the engagement on the Green Acres site but has also strengthened their ability to gain new customers in markets they had not served in the past.

Today the site generates just as many new opportunities through SEO as it does through the PPC program. What's more, Green Acres has dedicated customers located throughout Northern Virginia.