Case Study

The quote form that took eight steps

Duran Tree Service had the crews, the equipment and twenty years in Portland. What they had was a website handed to them by their CRM, where asking for a free quote meant working through a booking portal and putting an estimate in a shopping cart. Same traffic, same ad budget, almost no leads.

17.9%

Website lead generation rate

$2,041

Less ad spend every month

Organic leads a month

To replicate similar success

5.0

89+ reviews

Response within 24 hours

About The Client

Duran Tree Service

Duran Tree Service has been removing, trimming and grinding trees across Portland, Hillsboro, Beaverton and Tigard since 2005. Gus started with three employees. The crew is eight today, fully licensed and insured, and takes emergency storm work alongside scheduled jobs.

Location

Portland, Oregon, US

Industries

Home Services, Tree Services

The Challenge

A website nobody could get a quote out of

After a falling out with his previous developer, Gus was left running the site his CRM provided. It worked as software. It did not work as a way to win a job.

01·Challenge

Stuck with the CRM's website

The falling out with his web developer left Duran on the template site that came bundled with HousecallPro. Not chosen, not designed for the work — just what was there.

02·Challenge

Eight steps to a free quote

The only way to ask for a price was the HousecallPro booking portal: six to eight screens, and then "add to cart" and "checkout" for an estimate that costs nothing. Homeowners assumed they were being charged and left.

03·Challenge

Ad budget going nowhere

The Google Ads spend stayed the same month after month and the leads did not come. The clicks were arriving; the page they landed on could not turn them into calls.

What We Did

Put the quote back within reach

The traffic was already there. Everything below was about what happened after the click.

Took the booking portal off the path

A quote request became a short form and a phone number on every page. HousecallPro still runs the jobs; it just stopped standing between a homeowner and an estimate.

A page per service, per city

Trimming, removal, stump grinding and emergency work, each with its own page in Hillsboro, Beaverton, Portland, Tigard, Aloha, Bethany and Forest Grove — so an ad for stump grinding lands on stump grinding.

Proof above the fold

Twenty years, 6,000 trees serviced, 150 emergency jobs, licensed and insured — the reasons to trust a stranger with a chainsaw near your house, before the scroll.

Rebuilt the ads around quality score

Service keywords split out of the city ad groups for relevance, and the landing page experience fixed at the source: PageSpeed went from 55 to 99 on desktop. Better scores, cheaper clicks, less spend for the same work.

The Results

What Moved

The lead generation rate is measured on the client’s own analytics, one week before the launch against one week after, on comparable traffic.

17.9%

up, an improvement

Website lead generation rate

Up from 6.55%. Sixty-one visitors produced four leads before the rebuild; sixty-seven produced twelve after.

$2,041

down, an improvement

Less ad spend every month

Google Ads went from $4,039 a month to $1,998, because the leads no longer had to be bought.

up, an improvement

Organic leads a month

From the SEO campaign across Hillsboro and the surrounding cities, now outproducing the paid channel.

Since we first started, what I've noticed is a lot of calls, a lot of leads. We've been getting a lot of work. My stress level has always been high and it's higher now because we got more work — but I love the work. I love how simple it is to work with what they implemented on my website, and the leads are more accurate. They answer questions super quick, and they find the problem and fix the problem quick. I can show my friends actual proof with numbers, the before and after. I was scared, but just take the risk. It's worth it.

Gus Duran

Duran Tree Service

Hillsboro, OR, USA

The Work

Before and after

The old site described the company. The new one answers the question a homeowner actually arrived with.

01·Highlight

The rebuild, side by side

Left, the CRM template: a headline, a paragraph and a booking portal. Right, the rebuild: the services named, the cities listed, the record in numbers, and a quote button that is a quote button.

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The quote form that took eight steps

Duran Tree Service

A website nobody could get a quote out of

Stuck with the CRM's website

Eight steps to a free quote

Ad budget going nowhere

Put the quote back within reach

What Moved

Before and after

Want Numbers Like These For Your Business?

Ready For Results Like These?

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