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.

• Established a Brand aware local search presence and early leads.
• Simple design, minimal branding, limited conversions.

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

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.

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

Foundation Page based SEO & CRO Setup

This phase wasn’t about chasing keywords, it was about maintaining rankings while improving user experience. We did the core on page search basics:

• Performance – Core Web Vitals optimisation
• Basic SEO meta updates to match updated content – (titles, schema, sitemap)
• Schema Structured Data – Local Business and FAQs for AI Ingestion and rich snippets
• Internal link refinement and content layout updates
• GA4 Tracking with enhanced measurement – standard enhanced event tracking.

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

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.

LeafCycle’s Brand Maturity is ready to support future marketing and service expansion.

Clarity & Credibility
A full rebrand and cohesive design system elevated LeafCycle from a small trade website to a professional, future-ready brand customers could trust.

Performance & Usability
Near-perfect Lighthouse scores delivered a fast, frictionless experience across mobile and desktop removing technical barriers that quietly suppress enquiries.

Conversion Efficiency
Simplified quote forms, clearer messaging, and improved mobile UX reduced hesitation and supported a consistent flow of quote requests and click-to-call enquiries.

Brand Longevity
The new logo and design system were built to scale, supporting future services, marketing campaigns, and long-term brand recognition without needing another rebuild.

Stronger Visibility, Better Rankings, Despite a Google Update

While the focus of this project was on branding clarity, conversion and performance, search visibility improved as a by-product. Search performance improved, even during a period where many sites experienced losses after the (Sept 2025) Google perspective update.

Clicks increased from 19 in August to 39 by December, while average search position improved significantly from 59.8 to 33.4. Importantly, this lift came from stronger positioning across more relevant local queries, not just a single keyword spike.

CTR also improved on priority keywords, while newly targeted search terms began gaining traction with solid early engagement, a strong signal of future growth as rankings continue to climb.

Results after a minimal 2025 rebrand and CRO-focused website update:

• Clicks increased from 19 → 39
• Average search position improved from 59.8 → 33.4
• CTR improved across priority keywords
• New local search terms began ranking with early engagement
• Gains achieved during a Google update period where many sites lost visibility

Position improvements – an indicator of future lead potential

• 59.8 → 33.4 average position a massive jump moving from “never seen” into page 3 / early page 2 territory
• CTR quality staying around ~0.1% is not a red flag at this stage, because Many impressions are still from mid-ranking positions
• CTR improved on key local intent keywords
• New queries are entering with decent early CTR, which Google rewards over time

Sustainable SEO growth starts and CTR quality is improving (compared with raw CTR)

• Average CTR is still low around ~0.1% but not a red flag at this stage, because, many impressions are still from mid-ranking positions
• CTR improved on key local intent keywords
• New queries are entering with decent early CTR, which Google rewards over time

Click growth with fewer impressions = better targeting

• Impressions dipped slightly (37,743 → 31,592), but Clicks doubled
• Average position and Keyword relevance improved – a sign of cleaner search intent alignment,

This search visibility growth came from a $950 brand refresh and a $1,400 CRO + UX + basic technical update – not an SEO focused project or retainer.

Budget Breakdown