FLORA LANDSCAPE CONTRACTORS, BATON ROUGE, LOUISIANA
A Stronger Digital Presence for a Full-Service Landscape Construction Company
Website Design • SEO • Google Ads • Lead Tracking • StoryBrand Copy
An established Baton Rouge landscape contractor built a clearer independent brand presence and began generating direct lead flow through a more structured digital system.
A BRAND WITH OPERATIONAL STRENGTH — BUT LIMITED MARKET VISIBILITY
The System Overview
Brand Recognition Gap
Before partnering with HALSTEAD, Flora was in a unique position: established operationally, but underdeveloped digitally as an independent consumer-facing brand.
SYSTEM REBUILD
A Clearer Market Position and Direct Lead Generation Engine
HALSTEAD delivered a full digital foundation designed to help Flora stand on its own in the market. That included a full website rebuild, SEO, Google Ads, lead management, and review building support. The goal was not simply to create traffic, but to reposition Flora as a credible standalone brand capable of generating direct inquiries and supporting long-term independent growth. Over time, that system helped reduce Google Ads CPL by 77%, increase website leads by 126%, expand keyword visibility from 64 to 340 terms, and strengthen Flora’s position as a direct-to-consumer brand in the Baton Rouge market.
Results
System Snapshot + Growth Outcomes
Paid Media Snapshot
Growth Outcomes
WEBSITE DESIGN
A Clean, Elevated Website Built to Clarify and Convert
The Flora website was designed to feel clean, elevated, and highly visual — allowing their work to speak for itself while still guiding users toward action. Heavy overlays and visual noise were removed in favor of crisp, full-bleed imagery, subtle motion elements, and a structure that feels light, modern, and easy to navigate.
Because the site relies on minimal copy, design plays a critical role in communication. Strategic layouts, whitespace, and motion were used to guide attention, support stronger interaction with service and project sections, and make the brand feel more design-forward without sacrificing clarity.
Positioning Priorities
-
Flora did not want to be framed as a company built on fluff or image. Their identity was rooted in process, efficiency, fairness, and trust. That mindset shaped how the brand needed to appear online.
-
Their breadth of work became a major positioning asset. Flora’s service mix spans landscaping, grading, irrigation, maintenance, lighting, tree removal, and broader exterior construction support, allowing the company to present itself as a complete outdoor partner. As the company expanded, the website also grew to better reflect commercial services and newer offerings like pool work.
-
Flora’s leadership emphasized being hands-on, customer-focused, and invested in guiding clients through the process. That customer acceptance and handholding mindset became an important differentiator in the system.
-
The site has delivered strong conversion performance, with overall traffic and organic conversions both at 7%. Website-driven leads increased from 23 to 52 — a 126% lift — and the client shared that a major commercial contract was signed after the prospect said they found Flora through the website.
POSITIONING SHIFT
From Behind-the-Scenes Operator → Independent Full-Service Brand
Flora was not starting from zero. The company already had strong internal capability, a seasoned team, and years of real project experience. What HALSTEAD needed to build was external market clarity.
Positioning we built into the system:
➔ A stronger independent identity apart from Alvarez Construction.
➔ A clearer message around full-service outdoor construction and landscape work.
➔ A digital presence that reflected operational discipline, not surface-level marketing fluff.
➔ A lead generation system capable of supporting direct-to-consumer growth.
SEARCH ENGINE OPTIMIZATION
Scalable SEO Growth That Turned the Website Into a Lead Source
SEO established a strong and scalable foundation for long-term growth, driving consistent lead generation and increasing Flora’s visibility across high-intent searches. Over the course of the campaign, keyword coverage expanded from 64 to 340 targeted terms, with 171 keywords reaching the Top 3 and 252 landing in the Top 10.
The SEO strategy supported:
➔ Expanded visibility across Flora’s residential, commercial, and pool-related service offerings.
➔ Local relevance in the Baton Rouge market.
➔ Long-term brand separation from their legacy association with Alvarez Construction.
➔ Consistent lead generation supported by stronger rankings, broader keyword coverage, and improved on-site conversion paths.
Structured Launch. Accelerated SEO Results.
GOOGLE ADS
A Full Account Overhaul That Improved Efficiency and Scaled Lead Volume
Flora’s Google Ads account needed a stronger structure to support more consistent lead generation. At the start of the campaign, CPCs were above $18, lead volume was minimal, and CPL was around $188.
The account was rebuilt around clearer service-line targeting, tighter keywords, improved bidding strategy, and more focused audience and location settings. This helped reduce wasted spend, improve lead quality, and create a stronger foundation for both Design/Build and Maintenance campaigns.
Campaigns were structured around two primary tracks:
Design/Build
Residential Maintenance
Strategic shift:
Campaigns were rebuilt with tighter keywords, improved bidding, and more focused audience and location targeting. This helped reduce CPL from $188 to as low as $43 while increasing lead volume from fewer than 10 leads per period to as many as 53.
LEAD TRACKING
Closing the Loop Between Marketing and Sales Data
HALSTEAD integrated CallRail form data directly into LMN through Zapier, allowing new leads to flow into Flora’s CRM with key form details already attached. Most importantly, the original lead source carries through as the referral source in LMN, which means channels like Google Ads, Facebook, and other marketing sources remain connected to the opportunity inside the CRM.
This created stronger visibility into which channels were generating meaningful opportunities — not just lead counts, but estimates, wins, losses, and related value by source. The result is a clearer view of ROI for both Flora and the HALSTEAD team, with better data to guide future budget and strategy decisions.
BRAND STORY
A Company Built Through Grit, Process, and Long-Term Trust
Part of what makes Flora compelling is that the story behind the company matches the way it operates. Sebastian Alvarez grew into the landscaping side of the family construction business early, discovered a strong intuition for design, studied landscape architecture at LSU, and gradually built the company through practical growth rather than flashy expansion. Flora was intentionally run more like a construction company than a typical landscape company: organized, frugal, process-oriented, and focused on trust.
That story matters because it supports the brand’s credibility. Flora is not trying to impress with appearance alone. They want clients to feel that the company works hard, communicates clearly, delivers fairly, and stands behind the work.
THE RESULT
A Stronger Digital Foundation for Independent Growth
Developed an Engaging StoryBrand Website
Independent Brand Presence
A cleaner, more elevated digital identity helped Flora stand apart in the market while supporting stronger usability, clearer service paths, and a more design-forward customer experience.
Improved Paid Media Performance
77% Lower Google Ads CPL
Paid search performance improved dramatically through restructuring, optimization, and tighter targeting, reducing CPL from $188 to as low as $43 while increasing lead volume and improving lead quality.
Established a Better Growth Platform
Direct-to-Consumer Momentum
The digital system gave Flora a stronger path toward generating direct brand visibility and lead flow, while also creating clearer reporting between marketing activity and sales outcomes.
Strengthened Market Positioning
Operational Credibility Online
Flora now has a stronger digital foundation that reflects the structure, professionalism, and field capability the company already had offline, supported by expanded SEO visibility, stronger website performance, and messaging that makes the business easier to understand and trust.
NEED A SYSTEM THAT ACTUALLY WORKS?
Your Company Could Be Next.
Schedule a consultation to learn how HALSTEAD can help build a stronger digital presence, clearer positioning, and a lead generation system designed for real growth.
CASE STUDIES
See What’s Possible
