H/Core + H/Demand
Rebuilding O’Neill’s Path to Growth
O’Neill wanted to grow by another 20%, but they needed numbers they could trust. When they came to HALSTEAD, organic traffic was falling, agency reporting didn’t match the analytics, and ROI was still being assembled by hand. H/Core rebuilt the measurement. H/Demand rebuilt the demand against it — and every lead now traces back to its source.
The first step was establishing what was actually happening.
O’Neill came to HALSTEAD in January 2025 with a declining organic footprint and an agency report that suggested otherwise. When we opened the actual analytics, organic sessions on the old site had fallen from roughly 1,000 a month in mid-2024 to 175 in December. The third-party estimate being reported showed more than 9,000.
We rebuilt the program around verified performance data. Organic visibility recovered, paid campaigns became measurable by service line, and leadership gained a clear view of where leads and closed work were coming from.
Organic sessions down from ~1,000/mo to 175. A reported estimate of 9,000+. ROI tracked by hand in a spreadsheet.
The growth target was clear. The path to it was not.
O’Neill Landscape Group builds and maintains outdoor environments across North Georgia. The company operates from Woodstock, with additional locations in Roswell and the Blue Ridge second-home market. Its work spans high-value design/build projects, enhancements in the $5,000 to $20,000 range, and full-service residential and commercial maintenance.
At $5–7 million in revenue, leadership wanted to add another $1 million in the coming year and reach $10 million by 2030. The operation was capable of supporting that growth, but the marketing data was not capable of guiding it.
Organic sessions had fallen from roughly 1,000 a month to 175. The report leadership received showed estimated traffic in the thousands. Their marketing director was building ROI spreadsheets by hand because the systems in place could not show which leads became work or which channels produced revenue.
Before O’Neill could invest confidently, leadership needed an accurate baseline and a way to connect marketing activity to business outcomes.
Rebuild demand and the measurement behind it.
O’Neill needed a site capable of ranking, demand generation built around the work each location wanted to win, and attribution that followed a lead from its original source through the sales process. HALSTEAD built the three together — one connected system rather than three services running beside each other — and protected the search authority O’Neill had already earned during migration.
Rebuilt and relaunched in May 2025. A full redirect map preserved 23 local pages, 96 child location pages and roughly 40 blog posts.
Built a location strategy for both the Atlanta suburbs and the Blue Ridge and Ellijay second-home market, where buyers search differently. Fifty-nine keywords moved into the top 10.
Segmented Google and Meta campaigns by design/build, residential maintenance, commercial maintenance and pools, each with its own budget and qualification criteria.
Implemented CallRail numbers by location and channel, a universal site form and a client-facing dashboard so leads could be connected to their source and the deals they produced.
This is the first time that we’ve ever seen everything divided out. It gives us a really clear picture.
Bethany Brown · O’Neill Landscape Group
Leadership can see what is producing work and decide where to invest next.
O’Neill can now trace closed deals to their source and measure ROI by channel, market and service line — so reporting drives decisions instead of sitting beside them.
Traffic reached four times the prior year’s level. In six weeks of summer 2025, O’Neill generated 476 organic leads, two-thirds through Google Business Profile.
A predictable lead cost lets leadership shift budget toward pools, enhancements or other priorities as demand and capacity change through the season.
O’Neill had never sold a pool. It hit its $1M goal around June, and every job pulled through landscaping and maintenance work. “Pool builder near me, Roswell” went from page four to page one.
Marketing didn’t sell those pools. It made sure that when homeowners in Roswell went looking for someone who could, O’Neill was the company they found.
O’Neill is becoming visible in a new part of the buying journey.
Homeowners researching a major outdoor project are beginning to ask ChatGPT, Gemini and other assistants before they reach a traditional search engine. During the first half of 2026, sessions arriving at O’Neill from AI sources increased from 2 to 89. In one 30-day period, those sources produced six attributable leads.
HALSTEAD tracks AI visibility alongside rankings and uses the findings to guide content, on-page structure and local search strategy. It is treated as another measurable source of demand, not a separate experiment.
They went to market.
Then they re-signed.
In September 2026, O’Neill’s team interviewed other agencies as part of a competitive review, then approved HALSTEAD for 2027 — and signed on as a Brand Ambassador.
That is the only review that matters. Not a satisfaction score, not a renewal that happened because switching was inconvenient. A client who actively went looking at the alternatives and chose to stay.
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