Case study · Landscaping Companies · UK
Landscaping Case Study UK: +144% Leads
How a 3-crew landscaping business in Birmingham grew design enquiries 144% and cut cost per lead 48% in 6 months with LinkedIn Outreach, Web Development and Content.
Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market.
Landscaping Companies · UK
Landscaping
A 3-crew landscaping business based in Birmingham, serving the wider Birmingham area and focused on garden design and landscaping, plus patios and porcelain paving. Before working with us, 78% of enquiries came through Checkatrade and similar paid platforms, where the same lead often went to three or four competitors. The goal was more exclusive design enquiries, a lower cost per project and a pipeline the owner controls.
Results After 6 Months
Leads per month
+144%
Cost per lead
-48%
Marketing-sourced revenue
+213%
Return on marketing spend
15.1x
The challenge
Where the business was stuck
- Landscaping demand is strongly seasonal, making cash flow and staffing difficult to plan.
- Enquiries for small garden maintenance jobs crowd out larger design-and-build projects.
- Commercial maintenance contracts offer stable revenue but require a different sales approach.
- Peak season (enquiries build from january and peak in spring, so campaigns should launch in the new year) was not being planned for, so budget ran out when demand was highest.
The approach
Three services, one goal
We focused on Prospect Outreach (LinkedIn Sales Navigator), Website Development and Content Marketing, the three channels with the best cost per project for landscaping businesses in Birmingham. Every call, form and chat was tracked to a booked outcome from week one, so every decision was based on revenue, not clicks.
What we did
The technical work behind the numbers, service by service.
Service 1
Prospect Outreach (LinkedIn Sales Navigator)
- Defined the ideal customer profile and built 383 target accounts in LinkedIn Sales Navigator: developers, body corporate managers, schools and commercial landlords.
- Saved lead searches with alerts for job changes, new projects and company growth, so outreach starts with a real reason to talk.
- Ran a 5-step manual sequence from the owner's profile: personalised connection note, value message, case study and a meeting request, within LinkedIn's weekly limits.
- Logged every conversation in the CRM and handed warm replies to the owner with account notes before each call.
Service 2
Website Development
- Designed and built a new 51-page website on a fast, lightweight stack, replacing an outdated template site.
- Structured the site around services, locations and projects, with a filterable project gallery of 80 completed jobs.
- Hit a mobile Lighthouse performance score of 97 with compressed images, no page builder bloat and a load time of 1.6s.
- Set up 301 redirects for every old URL so no rankings were lost in the move, and connected GA4, Search Console and call tracking.
Service 3
Content Marketing
- Built a content plan of 18 articles around cost, comparison and how-to questions for garden design and landscaping and patios and porcelain paving.
- Produced 19 short videos from real jobs and repurposed them for the website, Google Business Profile, YouTube and social.
- Created a downloadable buyer guide as a lead magnet, capturing 74 email leads a month for follow-up.
- Linked every article to the matching service page and quote form, so readers move from research to enquiry.
The numbers
Before and after
| Metric | Before | Month 6 | Change |
|---|---|---|---|
| Design enquiries per month | 18 | 44 | +144% |
| Cost per lead | £96 | £49 | -48% |
| Cost per project | £479 | £193 | -60% |
| Lead-to-job rate | 20% | 26% | +6 pts |
| Website conversion rate | 3.2% | 6.5% | +99% |
| Marketing-sourced revenue / month | £17k | £53k | +213% |
| Share of leads from paid directories | 78% | 13% | -65 pts |
| Sales meetings booked / month | 0 | 13 | new channel |
| Mobile page load time | 6.1s | 1.6s | -74% |
| Organic visits to guides / month | 128 | 2,255 | new channel |
Lead growth
Design enquiries per month
Marketing-sourced revenue went from £17k to £53k a month, measured from booked projects in the CRM.
Optimisations That Moved The Numbers
- 01
Personalised connection notes reached a 43% acceptance rate, and 20% of new connections replied.
- 02
Sales Navigator outreach booked 13 meetings a month with developers and property managers, leading to 10 new commercial accounts in six months.
- 03
The new site's conversion rate is 2.8x the old site's, on the same traffic.
- 04
The top 6 articles now rank on page one and send readers to quote forms at a 25% higher rate than other traffic.
The 6-month timeline
From tracking to scale.
Weeks 1 to 2
Audit, tracking and baseline
Call tracking, conversion tracking, CRM connection and a full audit covering LinkedIn Outreach, Web Development and Content.
Weeks 3 to 6
Build and launch
LinkedIn Outreach, Web Development and Content live for garden design and landscaping, plus patios and porcelain paving.
Months 2 to 4
Optimise
Weekly search term, call and landing page reviews. Budget and effort moved to the jobs that close.
Months 5 to 6
Scale
Expansion into Glasgow and nearby areas, plus new services with proven demand.
Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market. Your results depend on your market, budget, capacity and follow-up. We share realistic forecasts in your free audit.
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