BTS LANDSCAPING, NEW JERSEY
Successful NJ landscape contractor uses professional videography, CrewRecruiter, and SEO to enhance marketing and recruiting efforts.
BRANDING AND RECRUITING
The System Overview
As a successful landscape contractor in New Jersey, BTS Landscaping wanted to optimize its digital presence and recruit more qualified job candidates. We helped streamline the company’s recruiting process by implementing CrewRecruiter, HALSTEAD’s exclusive industry-specific recruiting tool. We also designed a new website, improved SEO, created a sales-closing brochure, and produced professional videos highlighting its company culture.
Website
BTS Landscaping needed to build more brand awareness by having a greater online presence that could increase the number of leads and conversions from its website. HALSTEAD created a clean and classy look to help establish a brand image online. We created a clear distinction between commercial and residential services so that each landing page appealed to the specific target audience. Including professional videography throughout the website helped to further establish the BTS Landscaping brand.
Brochure
To further BTS Landscaping’s goal of building brand awareness, HALSTEAD designed a square 9X9 sales brochure, creating a leave-behind that exudes luxury and positions BTS Landscaping as an industry leader. It was important to keep the look of the brochure consistent with the website design for branding purposes. The brochure features vibrant photos of beautiful outdoor living projects and professional copywriting that speaks to the target customer.
Crewrecruiter
BTS Landscaping’s top recruiting priority was reaching and retaining front-line workers. Working against high demand within the local labor pool, the company struggled to get potential employees to sit down for an interview—despite its supportive team culture. As a great employer, BTS Landscaping needed a way to convey their benefits to potential applicants.
We streamlined BTS Landscaping’s recruiting efforts using our industry-specific applicant tracking system (ATS), CrewRecruiter, to help the company reach a larger audience in a less-complicated process. This innovative system saves the BTS Landscaping team hours of time every week by automating the recruiting process and providing access to more applications.
With a focus on SEO and professional copy that speaks directly to potential applicants and appeals to the information they’re interested in, we transformed BTS’ generic job listings into detailed and effective ones. HALSTEAD completed the necessary research on the competing jobs in BTS’ area and recommended including the average pay rate, to attract the right talent and help the company better compete. In less than a year, BTS received 214 organic Indeed applications—an impressive result without even running ads.
Videography
We worked with BTS to create professional videos showcasing the company culture and outdoor living projects across various locations. We shot and produced the videos to help tell the incredible BTS story. The company culture video is the perfect fit for the About section of the website, as it sets up a deeper connection with job applicants than simply text and photos. This video also features employee testimonials in Spanish, appealing to a major part of the labor force.
The videos shot on job sites added an incredible level of detail to the online case studies, such as the Landscape Built for Luxury in Harding, New Jersey, showing the crew at work transforming the landscape at a large landscape construction project. Another video (Country Charm in Chatham, NJ) puts the crew’s care for an estate on display—a unique approach to this type of case study.
The results? BTS has received excellent feedback from existing and new customers, and the company culture video has benefited recruiting efforts. Videography has helped solidify the BTS Landscaping brand and set the company apart from the competition.
Analytics
BTS Landscaping Owner Brian Thomas Shernce enjoys monthly videos where the HALSTEAD project manager goes over the analytics and data in the HALSTEAD Reporting tool, which shows all calls and forms that are tracked. He states, “While we’re doing the job, they’re working on seeing what’s working and making the adjustments without us having to ask.”
Search Engine Optimization
Using our extensive industry knowledge, we worked to drive traffic and conversions. We strategically attached each keyword to a location so that searches would pull in local traffic. As a result, all of BTS Landscaping’s keywords are trending upward. When we first started working with BTS, only 1 of their keywords appeared on the first page of the Google search engine results. Today, almost all of the landscape contractor’s keywords are landing on the first page, and most of the keywords moved up 100 places.
TESTIMONIALS
More Words From the Client
“Over the past five years that we’ve been dealing with Halstead, our business has literally doubled. This would not have been the case without the things that we have: the website, the brochure, and the videos. The thing that I like the most about dealing with Halstead is not just their knowledge but how proactive they are.”
— Brian Thomas Shernce, Owner, BTS Landscaping
CAMPAIGN HIGHLIGHTS
Smarter Recruiting Practices and Strategic SEO
Implementing the CrewRecruiter system helps keep BTS Landscaping more organized and makes tracking applicants easier. With our team of industry experts, HALSTEAD has helped improve SEO so that highly qualified leads are discovering BTS Landscaping. Professional-quality videos help connect with the customer and potential employee and establish BTS Landscaping as a leader in the industry and as a great employer.
TESTIMONIALS
More Words From the Client
“Their team is proactive. They call us regularly. They send us videos every month that show us how we’re doing, what’s working and what’s not.”
— Brian Thomas Shernce, BTS Landscaping
“Customers find us, whether it be through social or SEO, word of mouth. Ultimately, they all land on our website, and the website is powerful. It helps us sell work, and ultimately it helps us grow.”
— Brian Thomas Shernce, BTS Landscaping
“While we’re doing the job, they’re working on seeing what’s working and making the adjustments without us having to ask.”
— Brian Thomas Shernce, BTS Landscaping
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“With HALSTEAD we have a constant conversation: How’s it going? Do we want to change anything? Are we marketing to the right people? For me, it’s like they’re the marketing arm of my business.”
— Mike Kowalski, Great Outdoors
“…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
“The way they put together their details in the marketing program and the thoroughness of it has just really created absolutely non-stop leads for us…”
— Ron Duhamel, Firesky Outdoors