JNE Lawn Care: a website redesign and branding strategy for a landscaping company

A landscaping company is chosen the way most home services are chosen: a homeowner sees a neighbour's lawn, looks the company up on a phone, and decides in a minute whether to ask for a quote. The website has to show the work at full size, say what the company does and where, and make the quote request the obvious next step.

JNE Lawn Care's previous site and identity were not keeping up with the business. The brief covered a redesigned website and a branding strategy that would carry across the trucks, the uniforms and the online presence.

Eleven11 Digital, which delivers Opsian's small-business work in the United States, led the redesign. The site leads with photography of finished work, names the services on the first screen, and puts a quote request one action from every page. Service pages say what is included so that a quote conversation starts from the right expectation.

The branding strategy set the marks, colours and voice the company uses everywhere, so that the truck a homeowner sees on the street and the site they open on their phone are recognisably the same business.

Eleven11 starts every engagement by learning how the business runs and where it loses customers. For a landscaping company the loss is between seeing the work and asking for a price, and the site was built to close that gap.