From Zero Visibility to Qualified Commercial Leads
How a Commercial-Focused Landscaper Built a Search Presence from Scratch
Results at a Glance
+975%
Organic Leads (4 → 43 per quarter)
+134%
Organic Traffic YoY
10×
Google Business Profile Leads
A Commercial-First Foundation
The System Overview
Roche Landscaping Services is a commercial-focused landscaping company, serving HOAs, property managers, and facility directors across Maryland and Northern Virginia. Their work centers on large-scale properties and managed environments, where expectations, timelines, and accountability differ from traditional residential work.
When Roche partnered with HALSTEAD, they were starting from zero:
A brand-new domain
No search visibility
No digital lead system
Commercial landscaping operates under different constraints than residential markets—higher CPCs, longer sales cycles, and a smaller but far more valuable buyer pool.
HALSTEAD built a commercial marketing system designed to attract qualified decision-makers while minimizing unqualified residential inquiries before they ever reached the sales team.
System components included:
Commercial-first website design
Comprehensive SEO strategy
Disciplined Google
Ads management
Email marketing and video content
Real-time lead
tracking and qualification
Every piece was built to work together, not in isolation.
POSITIONING SHIFT
From Generic Landscaper → Trusted Commercial Partner
In a market crowded with residential-focused landscapers, Roche’s advantage is specialization. HALSTEAD clarified and elevated that positioning across every touchpoint so commercial buyers immediately recognize a company built for managed properties and institutional needs.
Key differentiators embedded into the messaging:
Commercial-focused services for HOAs, property management, and facilities
Proactive communication property managers can rely on
Regional expertise across Maryland and Northern Virginia
Year-round capabilities, including snow and ice management
A streamlined, low-friction process for busy decision-makers
The result: messaging that qualifies prospects upfront, aligns expectations early, and reduces wasted sales time.
Website Design
Built for Commercial Credibility
The website redesign supported a larger strategic shift—positioning Roche as a long-term commercial partner, not just another service provider competing on appearance alone.
Design priorities:
Establish credibility immediately
Signal commercial scale and professionalism
Differentiate clearly from residential competitors
Key elements:
Bold green accents reinforcing brand identity and industry cues
Interactive horizontal scrolling for a modern, confident experience
Real commercial photography showcasing active properties and managed sites
Clear navigation by service category (Landscaping, Snow & Ice, Construction, Maintenance)
Lead qualification forms that filter out unqualified residential inquiries
Niche content offers designed to capture top-of-funnel commercial prospects
The result is a clean, confident, commercial-first website that supports both lead quality and long-term expansion.
Search Engine Optimization
From Zero to Commercial Search Visibility
HALSTEAD built the site around real commercial search intent, creating scalable service pages and a structure designed to expand across services and locations without diluting relevance.
SEO on a brand-new domain is a long-term play. HALSTEAD shortened the ramp-up through
focused keyword research, clear page hierarchy, and disciplined execution.
-
Top 3 Rankings: 39 → 46 (+18%)
Positions 4–10: 41 → 58 (+41%)
Total Keywords: 70 → 119 (+70%)
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Commercial landscape design – Washington County, MD
Commercial irrigation – Washington County, MD
Commercial landscape contractor – Washington County & Howard County, MD
Commercial snow removal – Washington County, MD (+86 positions)
Commercial outdoor lighting – Washington County, MD (+27 positions)
Performance impact:
134% YoY
Organic traffic up
975%
Organic leads increased
10x
Google Business Profile leads grew
6x
Website conversions increased
GOOGLE ADS
Protecting Every Dollar
Commercial Google Ads operate by different rules. CPCs are higher. CTRs are naturally lower. Success is measured by lead quality, not volume.
HALSTEAD managed the account with one north star: protect spend from unqualified residential traffic, all on a modest $1,300/month budget.
Strategic controls included:
Aggressive negative keyword management
Commercial-forward ad copy that discourages residential clicks
Audience exclusions and device bid adjustments
Vertical-specific targeting (HOAs, property management)
Continuous testing across match types, building categories, competitor terms, and AI Max
CPCs trended downward over time while search term quality improved significantly. In commercial markets, lower CTR often signals better filtering—not worse performance.
Campaign Highlights
Starter System. Full Results.
Roche started with:
A brand-new domain
A focused commercial audience
A limited paid media budget
Within a year, Roche hit an aggressive revenue target—proof that a disciplined system built for quality over volume delivers real business results.
The system worked because every component reinforced the others:
A website that qualifies leads
SEO that captures commercial search demand
Paid media that protects budget integrity
Based on these results, Roche is now expanding into a full H/Comm system, including HubSpot + Aspire integration, LinkedIn Ads, and expanded paid media.
THE RESULT
A Complete Commercial Marketing Foundation
Performance Summary
Organic Traffic: +134% YoY
Organic Leads: +975% (4 → 43 per quarter)
Google Business Profile Leads: 10× increase
Website Conversions: 6× increase
Total Leads: 573 (+144%)
#1 Commercial Rankings: 6 keywords
Email Open Rate: 38.4%
Email Click Rate: 13.3%
Lead Sources
GBP Calls: 213
Google Ads Calls: 89
Google Ads Forms: 46
What It’s Like Working With HALSTEAD
“The first marketing company that I have worked with that provided substantial results within a few months. They are professional and extremely proficient. I recommend them highly.”
— Drew Shepherd, Magic Landscaping
“Over the…years that we’ve been dealing with HALSTEAD, our business has literally doubled. That would not have been the case without the things that we have—the website, the brochure, and the video.”
— Brian Thomas Shernce, BTS Landscaping, Inc
Need a system built for commercial?
Your Company Could Be Next.
Schedule a consultation to see how HALSTEAD builds digital infrastructure designed for qualified growth.
CASE STUDIES
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