A Bold Rebrand and Website Redesign That Turned a Local Lawn Service into a Trusted Brisbane Brand

Client Overview

LeafCycle began as a small local lawn care business in South Brisbane. Their original 2023 website focused on visibility and lead generation. By late 2025, the brand had outgrown its starter identity and needed a modern redesign that matched their reputation, clean, professional, and built for conversion.

The Challenge

The original site did its job: it ranked locally, generated enquiries, and helped establish South Brisbane Lawn as a trusted service. But after two years of growth, the business needed:

• A brand that felt more established and recognisable.
• A website that was faster, cleaner, and easier to use on mobile.
• Conversion-driven UX that supported the next stage of growth.
• Technical SEO alignment without overcomplicating maintenance.

The brief was simple, evolve the brand from local tradie site to a refined, reliable lawn and garden brand without losing its friendly, local feel.

The Solution

1. Brand Identity Redesign

We created the new LeafCycle brand, a strong, modern identity built around a radial leaf-and-grass logo concept representing motion, renewal, and precision. The palette evolved from deep greens to a fresher combination of Pure Hotshot, Paradise Green, and Amazon Parrot, giving the brand a more energetic yet professional aesthetic.

The new logo draws from the abstract shape of a lawn mower blade, a subtle nod to craftsmanship and care.

2. Website Redesign & UX Optimisation

The redesigned website focused on clarity, flow, and conversion. Built on WordPress, the site features:

• Simplified navigation for quick service access.
• Clear CTAs and mobile-first quote forms with image upload.
• Hero design with strong typography and natural textures.
• Optimised whitespace and clean visual hierarchy for scannability.

We also added micro-animations for subtle movement, giving the site a polished, professional finish.

Website Performance Optimisation Wins:

• Google Lighthouse: 100 Performance, 96 Accessibility, 96 Best Practices, 100 SEO
• Load time under 1.2 seconds
• Improved engagement through more visible, touch-friendly CTAs

3. Technical SEO & CRO Setup

This phase wasn’t about chasing keywords, it was about maintaining rankings while improving user experience. We implemented:

• Core Web Vitals optimisation
• Basic SEOPress setup (titles, schema, sitemap)
• Structured FAQs for rich snippets
• Internal link refinement and content layout updates

By combining UX improvements with clean structure, the site maintained its Google ranking for “South Brisbane Lawn Mowing” while converting visitors more efficiently.

4. Content Refresh & Messaging Alignment

We rewrote key page sections to align with the new LeafCycle voice, friendly, straightforward, and confident. The tone now reflects a trusted local team that delivers professional results without corporate fluff.

The Results

Before (2023):

• Original site established local search presence and early leads.
• Simple design, minimal branding, limited conversions.

After (2025):

• Full rebrand and cohesive design system.
• Near-perfect Lighthouse scores across all metrics.
• #1 Google ranking for core keywords maintained.
• Consistent lead flow via quote form and click-to-call.
• Recognisable, future-ready brand identity.

Added Value

• Design Maturity: Evolved from a small trade site to a professional, scalable brand.
• Performance Focus: 100/100 speed and SEO for a frictionless user experience.
• Conversion Gains: Simpler forms, better mobile UX, and clearer messaging boosted quote requests.
• Brand Longevity: LeafCycle’s logo and design system now support future marketing and service expansion.

Budget Breakdown