Overview
At the beginning of 2024, I collaborated with a newly established fencing and landscaping company in Lymington and the New Forest area of Hampshire. My role involved developing a cohesive brand identity, web design, and a comprehensive brand strategy to get the business established within the area. The primary objective was to create a brand awareness to significantly boost lead generation efforts.
With an ambitious goal of achieving a 500% increase in monthly estimate requests within 12 months, I crafted a detailed plan optimising both digital and traditional marketing channels.
Background
The fencing and landscaping company had a clear vision for their business but lacked a starting point. They required a logo, a functional website, and a strategic plan to gain visibility within the local community and build trust. Their aim was to stand out from competitors, attract customers who value high-quality work and excellent service, and convert these impressions into tangible leads.
The overarching goal was to scale up estimates while maintaining, or even improving, lead quantity and quality.
Objectives
Over the 12-month strategy period, we have:
- Established a cohesive brand identity.
- Increased the visibility of the brand both online and offline.
- Built brand awareness centred on trust, expertise, and excellent service.
- Created an active business profile on Google and local directories.
Specific Goals:
- Monthly Quote Enquiries: Significant growth within 12 months.
- Service Area: Focused on a 15-mile radius from the company’s base.
- Conversion Rate: Target a 40% conversion rate from estimate to project.
- Budget Constraints: Ensure a positive ROI within three months.
Services Provided
- Brand Identity & Business Assets
- Web Design & Development
- Website Optimisation & SEO
- Brand Strategy – 12 months
- Marketing Spend
Key Insights and Market Strategy
Market Analysis
- Residential Customers: Primarily homeowners aged 35–65, with a focus on family values and seasonal needs, such as storm damage and garden improvements.
- Commercial Clients: Targeted for larger fencing projects and emergency repairs, particularly businesses operating within the 15-mile radius, including estate agents and development companies.
Lead Generation Channels
- Organic Social Media Ads: Designed to target high-intent keywords like “storm damage” and “fence replacement,” engaging both residential and commercial audiences through tailored campaigns, including seasonal promotions and relevant calendar dates.
- Website Optimisation, SEO & Content Strategy: Aimed at driving organic search traffic by enhancing key service pages and ensuring consistent, authentic messaging.
- Direct Mail Campaigns: Utilised for local outreach, increasing brand awareness within the community.
- Job Site Marketing: Visible branding, including relevant signage at job sites, to reinforce the company’s presence.
Tactics and Implementation
- Leveraged seasonal promotions, including winter fence inspections, storm damage repairs, and spring garden improvements, to attract customers during peak periods.
- Offered free quotes and site visits to foster trust and encourage conversions.
- Designed targeted landing pages with strong calls to action, significantly improving conversion rates.
Results, Financial Impact, and ROI
With a carefully developed seasonal strategy, the fencing and landscaping company achieved measurable growth within 12 months:
- Consistently generated a stream of new leads, with an average of 15 consistent new leads per month in the past six months.
- Growth from one-man operation to a team of three
- Established trusted local reputation and long-term relationships through referrals, word-of-mouth, and local advertising, featuring over 20 five-star Google reviews.
- Achieved a 55% conversion rate from estimates to projects.
Projected ROI: A remarkable 1,200%.
Conclusion
This case study underscores the pivotal role of cohesive branding and intentional design in cultivating brand awareness and driving business growth. By establishing a unified and recognisable identity, businesses can build trust and differentiate themselves in competitive markets.
Equally important is a well-crafted brand/business strategy that leverages a deep understanding of the ideal customer. Identifying customer pain points and aligning services to address them enables targeted messaging that resonates deeply. Optimising digital channels—such as SEO, social media, and tailored website strategies—combined with effective traditional methods like direct mail and job-site branding, ensures a broad yet focused reach.
Furthermore, focusing on seasonal trends, allocating budgets strategically, and measuring performance with clear metrics provide a blueprint for scalable and sustainable success. My client’s remarkable growth demonstrates how combining strategic planning with consistent execution can deliver outstanding results and exceed ambitious goals.
As we continue to work together in 2025, the opportunity to build on this momentum is immense. By continuing to refine strategies, exploring marketing tools, and responding dynamically to customer needs, we can lead this growth to even greater heights.