CLIENT:
McKeon Lawn Care | mckeonlawncare.com/
ROLE:
Copywriting, Web Design, Web Development, SEO, Google Ads
TARGET AUDIENCE:
Homeowners — 500-1m houses, mostly affluent in neighborhoods
35-75 in age. Targeting larger lots, outer radius suburban homes, 1 acre lots
OBJECTIVE:
Design & Development new website to convert target audience and include on-page SEO. Appeal to affluent families who may not have time to cut their own grass. Create service-segmented pages for PPC Strategy.
SOLUTION:
Provided copywriting, content strategy, and design to compel and gain the trust of affluent homeowners.
Messaging strategy was to remind homeowners and parents the time they could save by hiring McKeon; so they could “get back to what’s important.”
Design included bright, primal colors along with earth-based complimentary colors, and elements to pull users’ eyes to the calls to action.
Leveraging data from the Keyword Research along with an analysis of the demographics of McKeon’s most profitable clients, we were able to build campaigns that targeted specific locations in and around Cary and Raleigh NC.
As more data arrived, we continued to retarget and refine the demographic targets. We carefully monitored and adjusted the allocation of the click budget towards the best performing Google ads and methods.
Our Discovery phase provided insight into McKeon’s present client base, and the company’s targets. The message was simple: to remind homeowners of the value of free time not having to do lawn maintenance. We leveraged family-centric images that supported the message, along with bright, clean UI elements.
We carefully built a UX that would convey trust, not only in the images we used but in the open-character fonts, spacing, rounded corner shapes, and clean, primal colors used in the web design. Incorporating testimonials, and straight-forward promises supported that goal, while we planned for a simple, responsive mobile experience.
We built a custom WordPress theme that included a modified CMS. This allowed our team and the staff at McKeon to easily edit any part of his website, from header to copyright, any time they needed to.
With diligent, responsive coding and QA, we presented the website to the client — they loved it, and we were soon given the approval to launch the all-new McKeon website and start the Google Ads immediately.
