Haswell Creative — Case Study 24
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Greenskeeper · Home Services

A portfolio business with no portfolio

Greenskeeper transforms yards for a living — the kind of work that sells itself in photos. Their site had one hero image and nothing else to look at. We gave the actual transformations somewhere to live.

Role
Website redesign, UX, build
Year
2025
Deliverables
Responsive site, service pages, quote request form, project portfolio
The Greenskeeper homepage shown on a laptop and a phone, a photograph of a manicured formal garden with the headline Transforming Your Landscape.
One striking photo doing all the work, with no way to see any of the other yards Greenskeeper had actually transformed.

The problem

Landscaping is a visual sell almost entirely — a homeowner deciding between companies is really deciding based on whose past work looks best. Greenskeeper's site had a single gorgeous hero photo and then nothing: no gallery, no project history, no way to see the range of what they actually do.

The services themselves were described in one paragraph covering lawn care, garden design and seasonal cleanup together, with no way for a homeowner to tell which service applied to their situation or request one specifically.

Quote requests went to a generic contact form with no property or job details, so every lead arrived as a blank slate requiring a site visit just to understand the scope before a quote could even be given.

The approach

Three moves, in order.

01

Separate the services

Lawn Care, Garden Design and Seasonal Cleanup each became their own page, so homeowners request the specific service they actually need.

02

Build a real portfolio

A project gallery pulling from years of completed jobs replaced the single hero photo, giving homeowners the range of work to judge Greenskeeper by.

03

Capture the property details up front

The quote form now asks for yard size and service type, so estimates can be scoped more accurately before a crew ever visits the property.

The work

What we built.

The new homepage

The new Greenskeeper homepage on desktop and mobile: a lush manicured garden under a headline reading Yards worth coming home to, with a strip of portfolio thumbnails.
The homepage, with the portfolio starting immediately. A filmstrip of past projects peeks up from the bottom edge, before the first scroll.
The services page: a three-card grid for Lawn Care, Garden Design and Seasonal Cleanup, each with a line icon and short description.
Three services, clearly separated, so a homeowner requests exactly what they need.
The get a free quote page: a form with property address, yard size, service type dropdown and preferred date.
A quote request that arrives scoped, not blank.
The our portfolio page: a grid of six landscaping project photos, each showing a different garden or lawn transformation with a short caption.
Years of actual transformations, finally given somewhere to be seen.

Also delivered

A seasonal-service reminder banner the team can toggle, since spring cleanup and fall cleanup requests both spike hard in narrow windows and the old site gave no way to capture that demand early.

Results

First full season on the new site.

+74%

Quote requests with property details included

3.2×

Portfolio page views before requesting a quote

+29%

Average job value after adding the portfolio

1

Hero photo no longer carrying the whole site alone

“We do beautiful work and had one photo to show for it. Now people browse the portfolio before they even call, and they're asking for the kind of project they saw rather than something vague.”

Ollie BergstromOwner, Greenskeeper

Figures are illustrative of the outcomes this engagement was designed to produce and are shown here for portfolio purposes.