From Website to Lead Engine
Grind Time Tree Service came to Carey Creative with a website that wasn’t generating enough leads and offered limited tracking of where inquiries came from. As a growing local business, they needed a site that not only looked professional but actively drove calls and quote requests while delivering measurable marketing data.
We collaborated to create a new, CRO-focused website designed to capture more high-quality leads and implement robust tracking for smarter business decisions.
About Grind Time Tree Service
Grind Time Tree Service is a licensed and insured tree care company serving Wilmington, DE and surrounding areas. They specialize in stump grinding, tree removal, pruning, and land clearing, with a focus on safety, professionalism, and local expertise.
The Goals
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Increase Lead Conversions through CRO
Apply conversion rate optimization strategies to guide visitors toward requesting quotes or calling, with a mobile-first approach. -
Improve Tracking Capabilities
Implement analytics, call tracking, and form tracking for actionable marketing insights. -
Refresh the Brand Online
Create a professional, trust-building design that reflects quality service and local expertise.
The Challenges
- Outdated layout with minimal lead capture opportunities.
- No streamlined contact path — users had to search to find the form or phone number.
- Poor mobile optimization, causing friction for mobile leads.
- Limited tracking — no ability to see which campaigns or channels generated calls or form fills.
- Bulit on a less robust CMS platform
Services Provided:
HOW WE HELPED
Our Approach
Data-Driven, User-Centric Layout
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Designed the homepage with conversion flow in mind, moving from trust-building (hero + credentials) → service clarity → proof (testimonials) → action (form/CTA).
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Added persistent header CTA (“Call Now”) to keep conversion actions visible at all times.
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Simplified navigation to reduce decision fatigue and keep users on the conversion path.
High-Impact Conversion Elements
Hero Section Optimization – Strong headline, “Licensed & Insured” trust badge, and immediate “Request a Quote” button above the fold.
Multiple CTA Placements – Strategically placed CTAs after every major section to capture interest at different scroll depths.
Form Optimization – Shortened the estimate form to essential fields only, reducing friction and increasing completion rates.
Added click-to-call buttons for mobile users to reduce drop-offs.
Local SEO & Content Creation
- Used benefit-focused service descriptions with local keywords instead of generic copy.
- Added a service area map to target local searchers and build geographic trust.
Incorporated trust signals (5-star ratings, licensing info, free estimates) prominently on the page.
