Virginia Green Lawn Care Service
Generating Leads. Empowering Growth.
Building a dynamic, lead-generating website that empowers customers with instant lawn estimates and Virginia Green with effortless content control.
Project Overview
Virginia Green is one of the largest lawn care providers in Virginia, trusted by thousands of homeowners to keep their lawns healthy and weed-free.
But an outdated website was holding them back — making it difficult for customers to find information and frustrating staff with time-consuming updates.
This project reimagined Virginia Green’s digital presence with a cleaner, faster, more user-friendly site that supports business growth, reduces friction for customers, and empowers internal teams with a flexible content management system.
My Role
As Lead Product Designer and Content Strategist, I guided the end-to-end redesign, leading user research, content strategy, and UX design to align the site with both customer needs and business goals.
Tools
Virginia Green’s outdated website couldn’t support their growing business. It was hard to update, lacked a clear content strategy, and didn’t reflect their premium brand or meet customer expectations.
The Problem
Create a modern, scalable website that positions Virginia Green as a leader in lawn care, streamlines content updates, supports marketing efforts, and delivers a seamless user experience.
The Opportunity
The Solution
We reimagined Virginia Green’s digital presence with a modern, user-friendly website designed to grow with their business.
By streamlining navigation, simplifying the quote request experience, and showcasing their local expertise, we created a platform that not only better serves customers but also empowers the marketing team to manage content independently. The result is a scalable, conversion-driven site that supports Virginia Green’s continued expansion and positions them as a leader in lawn care.
Key Screens & Feature Highlights
Streamlined Estimate Requests
Homeowners can easily request an estimate with a guided form that captures key lawn details upfront — no back-and-forth emails required.
Service Pages That Sell
Clear pricing cards and side-by-side service comparisons help visitors understand their options and choose the right plan with confidence.
Navigation That Anticipates Needs
An intuitive mega menu and reorganized content structure help users quickly find what they’re looking for — whether it’s seasonal services, pricing, or lawn tips.
Templates Built for Growth
Reusable service page templates give Virginia Green’s marketing team the flexibility to launch new offerings fast — without calling in a designer.
The Impact
The redesigned Virginia Green website played a pivotal role in supporting the company’s continued growth and geographic expansion.
By aligning the digital experience with Virginia Green’s reputation for high-quality service, we helped elevate their online presence and better meet the expectations of modern consumers.
Additionally, the improved digital infrastructure has supported Virginia Green’s expansion into new territories, as demand for premium, locally-based lawn care has grown. The site’s scalable design and clearer service differentiation have helped attract customers in emerging service areas while reinforcing trust among existing audiences.
Increase in online quote requests and lead conversions
Increase in organic search traffic
A sharper digital presence is helping Virginia Green successfully grow into new markets.
The Process
A high-level look at the process. Want the full breakdown? Keep scrolling.
Research & Discovery
Industry Analysis
Understanding Market Growth and Evolving Customer Expectations in Lawn Care
I began by reviewing market research reports, landscaping industry publications, and regional consumer trend data to better understand the evolving lawn care landscape. This research revealed a key insight: demand for professional lawn care services is steadily rising, driven by time-constrained homeowners and a growing emphasis on curb appeal.
“The U.S. lawn care services market is projected to reach $79.55 billion by 2030, growing at a CAGR of 5.2% from 2025 to 2030 ”
Key Insight: This upward trend highlights a critical need for lawn care providers to modernize their digital presence in order to capture and convert interest from this expanding customer base.
Competitive Analysis
Exploring the Lawn Care Landscape: Identifying Gaps and Opportunities
To position Virginia Green more strategically in a saturated market, we conducted a competitive audit of four direct competitors. This included analyzing their websites, service offerings, brand positioning, and customer communication strategies.
Key Findings
The market is crowded. Most regional players offer similar core services with overlapping messaging and visuals, making differentiation difficult at first glance.
Price and results drive decisions. Customers tend to choose based on perceived value—clear pricing, fast results, and trust signals made certain competitors stand out.
National brands sacrifice personalization. While larger companies have strong name recognition, their one-size-fits-all experience often lacks the tailored, localized touch that many customers—especially homeowners—are seeking.
Current Platform Evaluation
Auditing the Existing Virginia Green Website
Before redesigning the site, we conducted a full UX audit to identify where the experience was falling short. Using heuristic analysis, content review, and stakeholder interviews, we uncovered four key issues:
Outdated Design — The look and feel didn’t match the professionalism of the brand.
Confusing Navigation — Users struggled to find services and relevant info.
Mobile Issues — Key actions like requesting a quote were broken or hard to use on mobile.
Rigid CMS — The marketing team couldn’t easily update content, limiting agility.
Screenshot of the old customer portal for the Virginia Green site.
Key Insight: The existing site was not just outdated—it was actively hindering Virginia Green’s ability to scale, communicate value, and convert leads, especially on mobile. To support their expansion and evolving marketing strategy, the platform needed to be rebuilt around user needs, business goals, and long-term flexibility.
Stakeholder Interviews
To gain deeper insights, I conducted stakeholder interviews and distributed internal surveys, alongside mapping out key business processes to better understand the company’s goals, pain points, and strategic direction.
I spoke with the Head of Marketing, the Customer Experience Manager, and members of the Sales team. Feedback gathered across these conversations and surveys revealed a consistent theme:
While demand for Virginia Green’s services was growing, their digital tools weren’t keeping pace—marketing lacked the flexibility to launch timely campaigns, and sales teams struggled to guide potential customers through a confusing online experience.
“We knew we had a great service, but our website just didn’t reflect that. It was hard to update, hard to navigate, and we were losing potential customers before they even got to the quote form.”
Key Insight: Virginia Green’s growth was being held back not by lack of demand, but by a digital experience that couldn’t keep up with their marketing ambitions or support a seamless customer journey—revealing that a strategic redesign wasn’t just about aesthetics, but about unlocking business potential.
User Interviews
Hearing from Customers: Understanding the Needs of Diverse Lawn Care Clients
To ensure our design would resonate across Virginia Green’s broad customer base, we conducted user interviews with individuals representing each of their key audience segments.
These conversations revealed distinct needs, expectations, and pain points—helping us shape a site that could guide different users toward the right solutions with clarity and ease.
Here are key insights and quotes from each audience:
“I don’t want to waste time calling around—I just need to know what services are available and how much they cost.”
Key needs: value reliability, curb appeal, and ease of access to services.
“As a board member, I need to be able to easily compare providers and send info to our property manager. The current site makes it hard to gather everything I need.”
Key needs: clear service packages and dependable scheduling.
“We want our landscaping to reflect the quality of our business. It’s part of our first impression.”
Key needs: concerned with professionalism, brand alignment, and scale.
Key Insight: Users weren’t just looking for lawn care—they were looking for confidence. Whether managing a single home or multiple properties, they needed fast clarity, tailored service paths, and trust signals to feel assured they were making the right choice.
Affinity Map
We synthesized the findings from stakeholder and user interviews into a collaborative affinity mapping exercise.
This process allowed us to visually group key insights, uncover shared pain points across user types, and highlight core themes such as lack of service transparency, operational inefficiencies, and the need for a scalable digital experience. From these themes, clear opportunities began to emerge—guiding the foundation for our design strategy.
Main Insight Leading into the UX Process: As Virginia Green continues to expand, both customers and internal teams are feeling the strain of outdated digital tools — revealing a critical need for a more transparent, self-service, and scalable online experience.
UX Process
User Personas
Crafting Personas to Understand Homeowners and Internal Stakeholders
To redesign Virginia Green’s website in a way that supported both their rapid growth and evolving business goals, we needed a clear picture of the people who use it—from new customers researching lawn care to internal teams managing content and marketing campaigns. By building targeted personas, we were able to identify core user goals, frustrations, and behaviors that directly informed the site architecture, content strategy, and user flows.
Every persona was paired with an "I want to..." statement that directly reflected their needs on the site. This approach allowed us to better capture and address the specific goals and requirements of our users.
Key Insight: Many users visited the site to vet the company before requesting a quote. They wanted to see clear pricing, service areas, and real results upfront. This insight led us to prioritize trust-building elements like transparent service descriptions, testimonials, and visual proof of lawn transformation on high-traffic pages.
Customer Journey Mapping
Mapping the Current Experience to Uncover Gaps and Opportunities
To better understand how users currently navigate Virginia Green’s digital experience—from initial discovery to requesting a quote—we facilitated collaborative journey mapping sessions with the client. By walking through the existing customer journey together, we identified friction points such as unclear next steps, missing trust signals, and inconsistent messaging across touchpoints. These exercises revealed clear opportunities to streamline the path to conversion, improve content clarity, and better support both new and returning users.
User Flows
Defining the Ideal Experience Before Structuring the Site
Building on insights from the journey mapping exercises, we created user flows to envision the ideal experience for key audiences. These flows mapped out the most intuitive and goal-oriented paths users should take—from landing on the homepage to requesting a quote or exploring specific lawn care services. By identifying desired behaviors and removing friction, the user flows served as a blueprint for how the redesigned site could better guide users, support conversions, and align with Virginia Green’s business priorities.
Information Architecture + Site Mapping
Designing a Structure That Reflects User Mental Models
To ensure the site’s structure aligned with how users naturally look for information, we conducted four remote card sorting sessions in Miro. These collaborative exercises helped us understand how users grouped content and what labels made the most sense to them.
Based on the findings, we reorganized the site into six clearly defined main categories, each with 4–7 logical subcategories—creating a flexible, scalable framework for both current and future content.
Key Insights:
Job seekers had no clear entry point, making career opportunities hard to find.
Pricing and comprehensive service details were difficult for customers to locate.
Virginia Green’s research farm—a major competitive differentiator—was virtually invisible.
A clearer, more detailed “Request an Estimate” experience was needed to improve lead quality and conversion rates.
Content Strategy
Content Strategy
Crafting Messaging That Reflects the Brand and Drives Action
We partnered closely with Virginia Green’s marketing team to align the content approach with business goals and customer expectations. Together, we defined voice and tone guidelines that balanced expertise with approachability, reassuring users while driving conversions.
Our strategy focused on clarity, trust-building, and highlighting differentiators like the research farm, proprietary programs, and local expertise.
Key Goals:
Clarify service offerings and benefits
Increase quote requests through stronger CTAs
Make the value of lawn care expertise and selling lawn care programs more tangible. Pricing card design (se
Support SEO and marketing efforts with strategic keyword use.
Content Mapping
Aligning the Right Messages to the Right Pages
Once the strategy was set, we conducted a detailed content mapping exercise. We outlined what each page needed to communicate, identified content gaps, and prioritized key messages. This ensured consistency across the site and helped the design and marketing teams work from the same blueprint.
Example Deliverables:
Page-by-page messaging outlines
Primary and secondary CTAs
Notes for visuals or testimonials to support key points
Recommendations for repurposing existing content or writing new copy
Collaborative Content Writing & Design
Bringing the Words to Life
To ensure Virginia Green’s content was just as polished as the design, we partnered closely with their marketing team through weekly content sessions. Together, we reviewed existing copy, rewrote critical messaging, and iterated through multiple rounds of revisions to align with the new content strategy and voice.
At the same time, we made sure content needs were driving design decisions. As we developed components and templates, we accounted for actual copy length, tone, and hierarchy—avoiding lorem ipsum and ensuring the final site would reflect real, purposeful communication. This tight alignment between writing and design resulted in a seamless, content-first experience.
Design & Build
High Fidelity Wireframe & Prototypes
Transforming Strategy into High-Fidelity Wireframes and Prototypes
Using Axure RP, I built a fully interactive prototype that brought Virginia Green’s new site experience to life. The high-fidelity wireframes reflected the finalized information architecture, user flows, and content strategy, allowing stakeholders to experience the site as users would. By sharing the working prototype with the Virginia Green team in weekly review sessions, we were able to gather consistent feedback, make informed design refinements in real-time, and ensure alignment across marketing, leadership, and development before moving into the build phase.
To view more of the Wireframes Prototype link go here
The Final Product
Collaborating with the UI Designer to Bring Wireframes to Life and Present to the Virginia Green Team for Iterative Feedback
As we moved into high-fidelity design, I partnered with our UI designer and creative director to bring the site to life visually—ensuring every component aligned with Virginia Green’s brand while elevating its digital presence. We worked in weekly sprints, sharing updates with the Virginia Green team to review the visual progress and gather feedback.
This collaborative process allowed us to make real-time refinements and ensure the final product was both beautiful and functional—ready to scale with their business growth.
Moodboard created from the style guide
To visit the Virginia Green site, click here
Test & Iterate
Transparent Setbacks
Turning Insights into Improvements
As we neared the final design stages, we conducted stakeholder reviews and informal user testing with members of the Virginia Green team. These sessions revealed that while the designs were polished, there were still opportunities to clarify navigation, streamline service messaging, and improve mobile usability.
Rather than push forward, we took a step back to revise layouts, adjust language, and simplify flows—proving the value of iteration in creating a site that’s not just beautiful, but intuitive and conversion-focused.
Pricing Cards
Initially, we stacked the pricing cards vertically to reflect the service structure—since Premium Lawn Care requires Estate Lawn Care as a prerequisite. However, user feedback revealed that people preferred to compare both options side by side to make their own informed decision. In response, we redesigned the pricing cards into a horizontal layout and conducted A/B testing with users. The side-by-side version proved more intuitive and received significantly more positive feedback.
Creating a Seamless Consultation Experience for Commercial Clients
Commercial property owners follow a different path than residential customers, often requiring a more tailored approach. Instead of directing them to a standard "Get an Estimate" form, we designed a dedicated consultation form using HubSpot integration. We also trained the Virginia Green team on how to use and customize HubSpot forms, empowering them to create and manage new forms independently while maintaining consistency in design and functionality.
Highlighting Google Reviews for Social Proof
Since much of Virginia Green’s business is driven by word of mouth, customer reviews play a critical role in building trust. To support this, we collaborated with the team to prominently feature Google reviews on the "Request an Estimate" page—placing them where users could easily see and access them during a key decision-making moment.
Designing a Flexible, Dynamic Mega Menu
We designed a dynamic mega menu for Virginia Green that could adapt as their service offerings evolve. Built with scalability in mind, the menu ensures all services are clearly visible and easily accessible—reducing the risk of anything getting buried. It also empowers the Virginia Green team with the flexibility to add or adjust offerings as they grow into new regions and introduce new services, all without disrupting the site structure or user experience.
Reflection
Working on the Virginia Green website redesign was an incredibly rewarding experience.
Throughout the process, I gained a deep understanding of the lawn care industry and came to appreciate just how passionate the Virginia Green team is about delivering top-tier service. Their commitment to customer care and their strong reputation in the community were clear from day one.
Yet, while their service spoke volumes, their digital presence didn’t fully reflect that excellence. Our goal was to bridge that gap—to give them a website that not only matched the quality of their work but also gave them the tools and flexibility to continue growing.
By building a scalable, user-centered platform, we helped position Virginia Green for long-term success—empowering their team to expand, adapt, and better connect with the customers they serve so well.
“Dallas and I have been super impressed with your team and Alexis & Suzie’s project management and the progress made. We are beyond excited about our new site!”