SEO Case Study: How a Landscaping Company Increased Service Leads by 225%
On April 14, 2025, a Scottsdale based landscaping company partnered with Goforaeo because their work was strong, but Google was not sending steady service leads. They were getting referrals and a few website inquiries, yet the schedule had gaps and the lead flow did not feel reliable.
This case study explains what we improved, how we tracked qualified leads, and why the growth stayed consistent across 2025. The company name is kept private for client privacy, but the numbers below are real from tracking tools, analytics, and Google Business Profile insights.
Campaign overview: Location, dates, timeframe, and what we measured
This was a local SEO campaign focused on Scottsdale, Arizona, plus nearby areas the crews already served like North Scottsdale, McCormick Ranch, Gainey Ranch, and parts of Paradise Valley. We focused on services that usually turn into booked jobs, not just low intent traffic.
Campaign start date: April 14, 2025. We tracked progress monthly through November 2025 so improvements were easy to see and easy to verify. For the main before vs after proof, we used two clear windows that show the change after SEO had time to compound.
Before window: April 14, 2025 to May 31, 2025.
After window: September 1, 2025 to October 31, 2025.
What counted as a qualified service lead
Landscaping businesses get spam calls, vendor calls, and quick price shoppers with no intent. We kept the definition strict so the results stayed honest and did not inflate.
A “service lead” counted when it came from unpaid Google Search or Google Maps and showed real intent. We counted qualified calls that lasted 60 seconds or more, plus estimate form submissions, plus Google Business Profile messages tagged as “service request.”
To keep reporting clean, we excluded: wrong numbers, hiring calls, suppliers, and very short hang ups. This made month to month reporting consistent, and it also improved decision making because we could see what was truly working.
Quick result summary
In the before window, the company averaged 32 qualified leads per month from organic search and Maps combined. In the after window, the company averaged 104 qualified leads per month from those same sources and the same lead rules.
That change equals 225% growth in qualified service leads. The growth was not a one month spike because the trend rose steadily as pages, Maps visibility, and trust signals improved.
Starting point: What we found in April 2025
The company had experienced crews and happy customers, so the problem was not service quality. The problem was that Google could not clearly match the website to specific services in Scottsdale, and visitors did not land on pages that answered their exact need.
The website had general content, but service pages were thin and did not guide people toward a call or quote request. Many visitors landed on the homepage, skimmed, and left because the site did not quickly show clear options like irrigation repair, turf, or pavers.
Their Google Business Profile existed, but it was not being used like a lead channel. Photos were old, services were not fully listed, and posts were inconsistent, so competitors looked more active and more trustworthy.
Baseline metrics: April 14 to April 30, 2025
Once tracking was verified, we recorded baseline numbers so later comparisons stayed fair. These numbers were the true starting point before SEO momentum kicked in.
Baseline performance in the second half of April 2025:
- Qualified service leads: 29
- Organic sessions: 1,060
- Estimate form submissions: 9
- GBP calls and messages combined: 18
- Tracked Scottsdale keywords in top 3: 2
This baseline also showed opportunity. Many terms were sitting between positions 8 and 25, which means the right improvements could push them into lead generating spots.
Research: What Scottsdale homeowners were searching in 2025
Scottsdale landscaping searches are driven by season changes, property upgrades, water issues, and curb appeal goals. People search differently when they want weekly maintenance versus when they need irrigation repair today.
We researched keyword intent, competitor pages, competitor Google Business Profiles, and review language. We also reviewed the client’s past inquiries so the content matched the words homeowners actually used, which helped keep pages natural and easy to read.
This research shaped our page plan first, then our content plan second. It helped us avoid writing random blogs that do not produce leads.
What people searched right before they contacted a landscaper
We saw strong intent around services that solve clear problems or improve a property fast. These were not “learning” searches, these were “hire someone” searches.
High intent service themes included:
- Landscape maintenance in Scottsdale
- Irrigation repair and drip system fixes
- Artificial turf installation
- Paver patios and walkways
- Desert landscaping design and refresh
- Seasonal cleanups and yard cleanup help
We also saw many “near me” searches and a lot of price curiosity. Instead of avoiding price questions, we explained pricing factors in a simple way because that often removes fear and increases conversions.
Competitor patterns that explained why they were winning
Competitors ranking well usually had a clear page per service, with strong local proof. Their pages had photos, service area clarity, and clear calls to action, which helped both rankings and conversions.
Their Google Business Profiles looked active. Fresh photos, weekly posts, and recent reviews made a difference because homeowners often choose the listing that looks real and current.
Many competitors also answered basic questions quickly. Things like what a maintenance visit includes, how irrigation repair is priced, and how long turf installation takes.
Strategy: The SEO plan that created steady lead growth
This campaign worked because we improved the full system. Technical fixes helped Google crawl and understand the site, service pages matched Scottsdale intent, and local trust signals improved Maps visibility.
We kept work consistent every month so results could compound. Landscaping SEO usually grows faster when you improve the core pages first, then support them with local activity, reviews, and helpful content.
Technical SEO: Speed, crawl, and site structure
We started by removing friction that quietly blocks growth. Many homeowners search on mobile while walking the property, so mobile speed and layout mattered.
Key technical improvements included:
- Image compression and page weight reduction on the main landing pages
- Fixing broken links and redirect chains that wasted crawl budget
- Cleaning up indexing signals and improving sitemap and canonical structure
- Improving internal linking so key services were clearly prioritized
- Adding LocalBusiness and service schema to support local understanding
These changes were not “flashy,” but they created a stable base. Once the base improved, content and local work started producing results faster.
On page SEO: Service pages written for Scottsdale intent
Next, we rebuilt the service pages that should create leads. Instead of pushing everything to the homepage, we built focused pages that match how people search.
Core pages built or improved:
- Landscape maintenance in Scottsdale
- Irrigation repair in Scottsdale
- Artificial turf installation
- Paver installation and repair
- Desert landscaping refresh and design
- Seasonal cleanups
Each page used simple words and clear steps. We added proof, FAQs, and easy contact options so visitors could call or request an estimate without scrolling too much.
Local SEO: Google Business Profile treated like a lead channel
For local services, Maps is often where leads happen first. We treated the Google Business Profile like an active channel that needs steady updates.
Local improvements included:
- Updating primary and secondary categories and service lists
- Adding new photos weekly, including crews, before and after, and job sites
- Posting regularly with seasonal topics that match Scottsdale demand
- Improving Q and A so common questions were answered inside Maps
- Cleaning citations so business details matched across top listings
As the profile became more complete and active, engagement improved. More engagement led to more calls, more messages, and more website clicks from Maps.
Content support: Helpful answers that reduce doubt
Many landscaping leads do not convert because the homeowner is unsure. They might not know if they need drip repair, valve replacement, or a full irrigation update.
We created supporting content that answered real questions and removed confusion. We also added FAQ sections directly on service pages so people got answers without hunting through the site.
Content topics included:
- Irrigation repair basics and common causes of low pressure
- Turf types and what works best for heat and pets
- Paver maintenance, sealing, and how repairs are handled
- What a maintenance visit includes and how scheduling works
This content was written to be useful, not fancy. When people understand what they are buying, they contact faster.
Authority and trust: Reviews and local links
Scottsdale is competitive, so authority mattered. We built trust signals the clean way, without spam.
We built:
- A steady review request system so new reviews came in each month
- Local link opportunities through suppliers, community partners, and relevant local directories
- Better proof on pages, using real photos and short project notes
As reviews and local authority grew, conversion rates improved. People felt safer choosing this company because proof looked current and real.
Conversion improvements: Turning visits into real inquiries
More traffic does not automatically mean more leads. We improved the contact experience so people could act quickly and confidently.
Conversion upgrades included:
- Clear click to call buttons on mobile pages
- Shorter estimate forms that removed unnecessary fields
- Trust points near the top of key pages, like reviews and licensing info
- Better page sections that explain process, timing, and what happens next
We also reviewed lead quality using call tags and form notes. This helped us reduce low intent inquiries over time.
Month by month work and results in 2025
Below is the monthly timeline from April through November 2025. Leads listed here are qualified service leads from unpaid Google Search plus Google Maps combined, using the same strict rules all year.
This section is long on purpose because it shows the work was consistent. It also makes the results feel real because you can see exactly what changed month to month.
April 2025: Tracking setup and first fixes
April was about clean tracking and removing obvious blockers. We set up lead tracking, verified analytics, and fixed the biggest technical issues that affected mobile speed and crawl.
April results and work:
- Qualified leads: 29
- Organic sessions: 1,060
- GBP calls and messages: 18
- Work completed: tracking setup, technical audit, GBP cleanup, photo refresh
May 2025: Service pages rebuilt for maintenance and irrigation
May focused on the services that bring steady demand. We rebuilt the landscape maintenance and irrigation repair pages first because those searches showed strong intent and repeat customers.
May results and work:
- Qualified leads: 35
- Organic sessions: 1,280
- GBP calls and messages: 24
- Work completed: 2 core service pages rebuilt, internal linking improvements, on page titles and FAQs
June 2025: Upgrade pages for turf and pavers, plus local consistency
June focused on higher value upgrade services and stronger local signals. We improved turf and paver pages and started a consistent rhythm for Google Business Profile posts and photos.
June results and work:
- Qualified leads: 46
- Organic sessions: 1,720
- GBP calls and messages: 33
- Work completed: turf and pavers page expansion, weekly GBP posting started, citation cleanup began
July 2025: Review system launch and stronger proof on pages
July focused on trust. We launched a simple review request process and added more proof to key pages so visitors felt confident taking action.
July results and work:
- Qualified leads: 61
- Organic sessions: 2,380
- GBP calls and messages: 44
- Work completed: review workflow, project photo additions, FAQ improvements based on real inquiries
August 2025: Conversion tuning and query based updates
August focused on turning more visits into leads. We simplified forms, improved mobile contact flow, and updated page sections using real Search Console queries.
August results and work:
- Qualified leads: 78
- Organic sessions: 3,040
- GBP calls and messages: 56
- Work completed: conversion updates, content refresh using query data, internal linking updates
September 2025: Strong Maps growth and more service coverage
September focused on local visibility and service coverage. We improved the desert landscaping and seasonal cleanup pages and kept GBP activity consistent, which helped Maps performance.
September results and work:
- Qualified leads: 101
- Organic sessions: 3,720
- GBP calls and messages: 70
- Work completed: 2 service page improvements, weekly photos continued, Q and A updates, more citation fixes
October 2025: Push into top spots for high intent terms
October focused on pages that were close to the top results. We expanded content where people hesitated, improved internal links to priority pages, and added clearer process sections.
October results and work:
- Qualified leads: 107
- Organic sessions: 3,980
- GBP calls and messages: 74
- Work completed: ranking focused on page tuning, stronger proof blocks, ongoing reviews and GBP posting
November 2025: Stabilize lead quality and protect rankings
November focused on stability and quality. We cleaned up weaker content, clarified service areas, and adjusted page wording based on repeated questions from calls and form notes.
November results and work:
- Qualified leads: 112
- Organic sessions: 4,120
- GBP calls and messages: 77
- Work completed: content cleanup, service area clarity updates, ongoing review requests, steady GBP activity
Before vs after proof: The 225% lead increase with dates and math
We used two clean windows in 2025 and kept the rules identical in both. No paid traffic was included, and the lead definition did not change.
Before window: April 14, 2025 to May 31, 2025.
- April leads: 29
- May leads: 35
- Average leads per month: 32
After window: September 1, 2025 to October 31, 2025.
- September leads: 101
- October leads: 107
- Average leads per month: 104
The simple calculation behind the 225% increase
We first calculate the lead lift: 104 minus 32 equals 72 more leads per month on average. Then we calculate growth rate: 72 divided by 32 equals 2.25, which equals 225% growth.
This is why the result is easy to trust. The sources stayed the same, the tracking stayed the same, and the lead rules stayed the same across both windows.
Tools used: What we used and what each tool helped with
We used a practical tool stack focused on proof, research, and clean execution. Each tool had a clear purpose tied to leads, rankings, or local visibility.
Tracking and proof tools:
- CallRail: call tracking, source proof, lead tagging, and quality filtering
- GA4: organic sessions, conversion events, and landing page behavior
- Google Search Console: queries, clicks, and page performance trends
- Google Business Profile insights: calls, messages, direction requests, and listing engagement
SEO and auditing tools:
- Ahrefs: competitor research, keyword planning, and link checks
- Screaming Frog: technical audits, internal linking checks, and crawl reviews
- PageSpeed Insights: mobile speed diagnostics and Core Web Vitals checks
Local SEO support and reporting:
- BrightLocal: citation audits, listing consistency, and local rank tracking
- Looker Studio: monthly reporting dashboards for clear client updates
Why this worked in Scottsdale
This worked because the website became clearer to Google and clearer to homeowners. Instead of a generic site, it became a set of focused service pages that matched real Scottsdale searches like irrigation repair, turf installation, and maintenance.
Maps improved because the Google Business Profile stayed active and complete. Fresh photos, steady posts, better services, and consistent business details helped both ranking and trust inside Maps.
Leads increased because we removed friction. When pages loaded faster, contact options were obvious, and service details were clear, more people took action.
Key takeaways you can copy from this campaign
This campaign shows that local SEO wins come from consistency and clarity. You do not need hundreds of pages to get results, you need the right pages, the right local signals, and the right proof.
Practical takeaways:
- Build one strong page per high demand service and keep it updated
- Keep Google Business Profile active with fresh photos and regular posts
- Ask for reviews in a steady system, not only when you remember
- Improve mobile calling and simplify forms to reduce drop offs
- Use call tags and lead tracking so you can prove what is working
What we continued after November 2025
After November 2025, the focus shifted from rapid growth to protection and steady expansion. We continued refreshing key pages, adding project proof, maintaining GBP activity, and keeping reviews consistent.
This keeps rankings stable and protects lead flow against competitors who try to copy your pages. It also sets up long term growth as new service pages and local coverage are added carefully, without creating thin content.