A commercial grounds maintenance and landscaping company was generating almost no enquiries from search, despite covering a wide service area and having the capacity to take on more contracts. We built location and service pages targeting the towns and contract types it wanted, optimised for commercial-intent keywords and grew its local authority. The SEO work has produced more than 1,360 commercial enquiries and over £100,000 in contract pipeline.
The brief
The company had the capability and the coverage but not the visibility. Facilities managers, property managers and businesses searching for grounds maintenance in its area were finding competitors, not because those competitors were better but because they had pages that matched the search.
The brief was specific: more commercial enquiries, from the towns the company could serve efficiently, for the kinds of contracts it wanted. Residential garden work and one-off jobs were not the aim. The SEO had to be targeted at commercial intent from the start.
What we did
We mapped the service area and the contract types the company wanted to win, then matched them to the searches commercial buyers actually make. That produced a plan of service pages, covering grounds maintenance, landscaping and related commercial work, and location pages for each of the target towns.
Each page was written to speak to a commercial buyer, covering the kind of sites and contracts the company handles, the way it works and why a business should trust it, rather than generic landscaping copy. Service and location pages were linked together so a visitor searching for a service in a particular town lands on a relevant page and can see the full picture.
To grow local authority we worked on the signals that tell Google a business is genuine and established in its area: consistent business information, local citations, the Google Business Profile and links from relevant sources. Technical SEO, page speed and clear enquiry paths on every page supported the content, and enquiries were tracked so we could see which pages and locations were producing them.
Why it works
Commercial buyers search with a service and a place in mind. A page that matches both, and reads as though it was written for them, is far more likely to rank and to convert than a single generic services page. The structure gives the company a presence in every town it wants to work in.
Focusing on commercial intent means the enquiries are the right ones. The company is not sifting through residential requests to find the contracts, and the pipeline is made up of the work it set out to win.
The result
Search has gone from almost nothing to a consistent source of commercial work, with more than 1,360 commercial enquiries and over £100,000 in contract pipeline attributed to the SEO campaign.
Frequently asked questions
What does SEO for a landscaping or grounds maintenance company involve?
Typically service pages and location pages targeted at the towns you serve, written for the customers you want, plus local authority work such as citations and your Google Business Profile, and technical improvements to the site.
Can SEO target commercial clients rather than homeowners?
Yes. Keyword choice and page content determine who you attract. We build campaigns around commercial-intent searches when that is the work you want.
How many towns can we target?
As many as you can genuinely serve. Each location needs its own page with real, useful content, so we prioritise the areas that matter most and expand from there.
How long before we see enquiries from SEO?
Local SEO often shows movement within the first few months, with results building over time as authority grows. We report monthly so you can see progress.
Do you work with trades outside the West Midlands?
Yes. We provide SEO for businesses across the UK from Birmingham and London, on rolling monthly terms with no long contracts, and we offer a free audit to start.