HERITAGE LANDSCAPES, CALIFORNIA
A Scalable Digital Foundation for a High-End Landscaping Brand
A luxury California landscaping brand builds a calm, premium digital presence and starts attracting consistently qualified leads.
Website Design • SEO • Google Ads • Facebook Ads • Landing Pages
A BRAND-FIRST TRANSFORMATION
The System Overview
Heritage Landscapes is a high-end California landscaping company serving luxury properties about 45 minutes north of San Francisco, primarily in Marin County. They specialize in estate management and long-term maintenance care, with a strong reputation built over years of premium service.
Before partnering with HALSTEAD, their digital presence wasn’t producing meaningful opportunities:
SYSTEM REBUILD
A Complete Digital and Growth Overhaul
HALSTEAD delivered a complete system rebuild designed to attract the right homeowners (and the right scope of work), including a new brand-forward website, SEO foundation and growth plan, paid media campaigns for both Design/Build and Maintenance, and conversion improvements to reduce spam and improve lead quality.
WEBSITE DESIGN
A Minimal, High-End Experience Built to Pre-Qualify
The website was designed to reflect high-end California landscaping in wine-country settings and immediately communicate “premium, calm, enduring.”
Visual Philosophy
Heavy imagery. Generous white space.
Elegant serif headlines with restrained copy.
Deep greens, soft neutrals, warm accents.
Organic textures without visual noise.
Conversion Framework
Service-specific page structure.
Landing page optimization and social proof.
SEO foundation aligned with paid traffic.
Spam reduction through strategic friction.
POSITIONING SHIFT
From Generic Luxury Contractor → Sanctuary-Level Estate Partner
Heritage doesn’t win by being loud. They win by feeling inevitable to the right client: calm, established, detail-obsessed, and built for long-term stewardship.
Positioning we built into the system:
Building and maintaining sanctuaries guided the messaging, visuals, and page structure across the website, ads, and local search
Estate management and maintenance as the primary engine
Design/build support without confusing the market
A visual-first experience that signals premium work immediately
Cleaner conversion paths that reduce spam and attract serious inquiries
SEARCH ENGINE OPTIMIZATION
Rapid Growth From an SEO-First Launch
Heritage launched with an SEO-first foundation designed for crawlability, relevance, and scalable expansion from day one. Post-launch optimization focused on strengthening visibility for service and location intent while building local authority.
What changed:
Structured Launch. Accelerated SEO Results.
LOCAL SEO & GOOGLE BUSINESS PROFILE
Improving Local Intent Capture
To strengthen local presence and capture high-intent searches (service + location), HALSTEAD supported Heritage’s visibility through an SEO-first site structure and local search execution designed to turn map and local results into qualified inquiries.
GOOGLE ADS
Quality-First Paid Search for Design/Build and Maintenance
Campaigns were structured around two primary tracks:
Design/Build
Residential Maintenance
Strategic shift:
Bid strategy moved from Max Clicks → Max Conversions to prioritize high-quality lead actions, not just traffic volume
- CPL ranged from $210–$727 per high-quality lead.
- CTR stayed low (0.44–1.92%), signaling continued creative and audience refinement.
- Lead quality improved as retargeting and audience signals matured.
- Paused underperformers and high-CPL sets; tightened budget toward better performers.
- Launched retargeting, tested broader cold audiences, then shifted back to higher-intent targeting.
- Upgraded creative and copy (new formats), improved organic signals (24 → 183 followers), removed spam magnets.
FACEBOOK ADS
Better Lead Fit Through Retargeting + Organic Signal Building
Facebook campaigns ran for both Design/Build and Maintenance with the goal of generating qualified leads while managing cost.
Key reality:
Low organic presence (limited activity and small follower base) restricts Meta’s ability to optimize audiences efficiently
CAMPAIGN HIGHLIGHTS
A Holistic System, Not a Single Tactic
This wasn’t a “new website” project or an “ads” project. It was a full system rebuild designed to:
Look premium immediately
Match high-intent traffic to the right services
Reduce wasted spend and wasted follow-up time
Support long-term growth in estate maintenance while staying flexible for design/build
CLIENT RESPONSE
Message from client after website launched
“Thanks Polina, Kelsey and Lauren! You guys rock. I’m so happy we have partnered with Halstead! You guys get it, want it and have the capacity for it. I love it!”
THE RESULT
A Results-Driven Digital Foundation for a Luxury Market
Sanctuary-Level Website Experience
A premium website experience aligned with sanctuary-level positioning and estate clientele.
110 Keywords Ranking
A measurable SEO foundation with all 110 tracked keywords ranking by January.
Paid Media, Restructured
Paid media restructured to prioritize lead quality through Max Conversions, tighter intent targeting, and stronger landing pages.
Stronger
Meta Signals
Improved Meta performance signals through organic growth, increasing from 24 to 183 followers, a 663% lift.
Higher-Quality Inquiries
Clear shift away from spam and poor-fit submissions toward inquiries aligned with target home values, demographics, and desired project scope.
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NEED A SYSTEM THAT ACTUALLY WORKS?
Your Company Could Be Next.
Schedule a consultation to learn how HALSTEAD can transform your digital presence.
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