Work / Fern & Co. Concept project
Turning great garden work into a steady flow of quote requests.
A family-run landscaping company with excellent work and a website that hid it. We rebuilt the brand and website around one action: requesting a quote with photos.
The challenge
What wasn't working
Fern & Co. wins most of its work through word of mouth. New customers who searched online found an outdated site with no photos of finished gardens and a contact form that only asked for a name and email.
The team spent hours on phone tag to price small jobs, and in the slower winter months the business had almost no online enquiries.
"Their work is beautiful. You just can't see any of it online."
Homeowners aged 35 to 60 in Austin's suburbs, usually browsing on a phone in the evening and comparing two or three local companies before asking for a price.
Goals
What the new brand and website had to do
More quote requests
Turn more website visitors into people asking for a price.
Less phone tag
Collect enough detail up front to price most jobs without a call.
Enquiries all year
Keep leads coming in during the off-season.
What we learned
Insights that shaped the design
Homeowners judge a landscaper by finished work before reading a single word.
Two or three photos and an address are enough to quote most small and medium jobs.
Insurance, local reviews and named neighbourhoods matter more than badges.
Brand solution
Friendly neighbourhood craft
Aa Bb 123
Colour palette
Voice and tone
Warm, local and plain-spoken. Sounds like the owner talking over the fence, not a corporation.
- Warm
- Local
- Practical
- Proud of the work
Website solution
Key design decisions
Each decision is linked to the goal it supports.
Quote form in the hero, with photo upload
The form sits next to the headline, so visitors can ask for a price without scrolling. Optional photo upload gives the team what they need to price the job.
Goal 1: More quote requestsGoal 2: Less phone tagA real project gallery with locations
Finished gardens are captioned with the neighbourhood, so visitors see work near them.
Goal 1: More quote requests"From" prices on every service
Starting prices set expectations and filter out mismatched requests before they reach the phone.
Goal 2: Less phone tagSeasonal services and a service area section
Fall cleanup and a list of towns covered give the site a reason to show up in search outside peak season.
Goal 3: Enquiries all yearTrust bar under the hero
Licensed and insured, family-owned and the happy-yard guarantee are visible within the first screen.
Goal 1: More quote requests
Desktop and mobile
Designed for the phone first
Measuring success
How we'd know it's working
| What we track | Target | Design decision that supports it |
|---|---|---|
| Quote form completion rate | Above 20% of visitors who start the form | Short form with only 3 required fields |
| Quote requests per month from the website | Double the previous baseline within 3 months | Form in the hero, repeated calls to action |
| Requests that include photos | Over 60% | Photo upload placed inside the form |
| Enquiries from November to February | Steady, not near zero | Seasonal cleanup service and service area content |
This is a concept project based on a fictional brief, so these are the targets the design is built to reach, not reported results. For client projects, we agree targets like these at kickoff and report against them after launch.
Try it yourself
See the live concept website
Open the working site and try it on your phone.
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