Client Type: Regional Lawn Care Company / division of larger landscaping company

Role: Content Strategy Consultant
Timeframe: 7-month Retainer

 

The Challenge

JHL Turf Pros, a Central Pennsylvania landscaping company, wanted to grow its Lawn Treatment division by making it a stand-alone company and generating more qualified leads. With low brand awareness and generic messaging that failed to address real customer problems, they needed strategic support to stand out in a competitive market.
 

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My Approach

I created their entire content and messaging strategy from scratch using my proprietary Mom Magnet Method, covering all five stages of the marketing funnel. The plan focused on clarifying their messages, engaging distinct local customer segments (residential, commercial, and athletic fields), and fueling lead generation.
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Key Deliverables

• Complete Content Strategy & Messaging Playbook using StoryBrand framework

• Website copy wireframes designed to hook target audience and drive more leads

• Full content and competitor content audit to identify key gaps and opportunities

• Annual Brand Storytelling Blueprint with 3 focused storytelling pillars

• Blog article content plan through end of 2025; drafting 16 SEO-optimized articles + social post copy

• Lead Generator Plan with copy for 4 new evergreen lead magnets

• 4 Email Welcome Sequences written for new lead magnet

• Conversion-optimized landing page copy for each lead magnet

• Monthly strategy calls to guide outreach, hiring content, and local fundraising messaging

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Client Feedback

The client reported stronger brand clarity, improved web content, and more lead call volume year-over-year within the first three months of implementation.
 

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Results & Outcomes

• Beautiful, enticing website at https://jhlturfpros.com/
   

• Messaging strategy, new website copy, and full blog launched in under 3 months
   

• Blog helped boost SEO and brand authority
   

• Lead magnets live and converting across three customer segments
   

• Increase in inbound lead calls vs. previous year
   

• Internal team now equipped with a full content system to stay visible and aligned year-round