Case Study
All American Turf Beauty
All American Turf Beauty has been one of Iowa's largest landscaping and lawn care service providers since 1976, operating from 14 locations across the state. eWay rebuilt their digital presence with a mobile-first website and an ongoing digital marketing engagement covering local SEO, PPC, email marketing, social media, and content, taking the company from a minimal online footprint to consistent local search ranking and lead generation.
- Industry
- Lawncare and Landscaping
- Platform
- Website + Digital Marketing
- Services
- Website Optimization + Digital Marketing + Local SEO + Social Media
- Engagement
- Ongoing
Client Snapshot
About All American Turf Beauty
- Founded
- 1976
- Scale
- 14 locations across Iowa serving residential and commercial properties
- Website
- www.allamericanturf.com
All American Turf Beauty has been in business since 1976. The company was started by Daryle Johnson out of a barn and gradually grew to be one of the largest landscaping and lawn care service providers in Iowa, headquartered in Van Meter with 14 locations across the state.
The company is well known within several residential localities in Iowa and has an unshakable reputation as experts in landscaping. Over the years, the business has developed unique techniques to combat the extreme weather and climatic peculiarities of Iowa and the Midwest more broadly. Their service line includes lawncare and maintenance for residential and commercial properties, irrigation and soil management, permanent holiday lighting, landscape lighting installation, perimeter insect control, emerald ash borer treatment, snow removal, and total vegetation and weed control.
The Challenge
A 40-year local reputation with almost no digital footprint.
When eWay first acquired the All American Turf Beauty account, the website was not very active. The company had a long-running local business well known across Iowa, but the digital presence was minimal and not generating much business from the website. eWay needed to establish AATB's digital footprint within the local target market while promoting and augmenting the brand reputation built over more than 40 years in business.
The challenges spanned strategy and execution. Success hadn't been defined with concrete targets. The marketing budget was limited compared to the scope of work that modern digital marketing requires. The website wasn't mobile-first in an era where most local-business research happens on phones. The company hadn't established systems for getting repeat customers through the website, and hadn't built a social media presence beyond minimal infrequent activity.
What was missing
No defined success metrics or KPIs
Limited marketing budget relative to the scope of work
No mobile-first website design
No system for converting site visitors into repeat customers
No local listings setup for local SEO discoverability
Minimal and infrequent social media activity
The Solution
Mobile-first website plus ongoing digital marketing across SEO, PPC, social, and email.
eWay approached each challenge individually, defining KPIs where none existed, working efficiency-first within the available budget, and building digital marketing programs that could compound over time. The work spans website optimization, local SEO, PPC during peak engagement seasons, organic content marketing through blogs, email marketing campaigns for customer retention, and consistent social media engagement.
Defined KPIs covering inbound traffic, lead identification, qualified-lead capitalization, and conversion rates so campaign success could be measured against concrete targets
Mobile-first website optimization including text and image optimization for mobile reading, larger touch-friendly CTA buttons, and visually-attractive presentation across desktop and mobile
Local listings setup and organic SEO work, including bookmarking the website on available local listings and ongoing engagement with other local businesses online
Content marketing through blog content engaging organic traffic on landscaping topics, weather-and-climate-specific Iowa content, and seasonal service themes
PPC campaigns running during peak engagement seasons to capture intent during the seasonal demand peaks landscaping and lawncare experience
Email marketing campaigns re-engaging interested website visitors and nurturing them toward becoming customers and repeat customers
Consistent social media engagement through regular posts across the company's social media accounts, integrated with the blog content strategy
Architecture
A glimpse of the engagement
Website
Mobile-first responsive design with optimized text, images, and touch-friendly CTAs
SEO
Local listings setup, organic SEO, ongoing local business engagement online
Marketing Programs
Content marketing (blogs), PPC during peak seasons, email marketing for retention
Social Media
Regular posting, content amplification, social-first content strategy
The Outcome
From minimal digital footprint to consistent local search presence and lead generation.
Mobile-first website that converts
The website now performs equally well on desktop and mobile devices. Touch-friendly CTAs, optimized images and text, and a layout designed for mobile-first reading produce a site visitors actually engage with rather than bouncing from.
Local search presence built up over time
Local listings setup and ongoing organic SEO work have ranked AATB high within their local business sphere of influence. The company's real-world reputation now has a digital echo that prospective customers find when they search for lawncare and landscaping services in Iowa.
Ongoing lead generation and customer retention
PPC campaigns capture intent during peak landscaping seasons. Blog content engages organic traffic year-round. Email marketing campaigns re-engage previously interested visitors and nurture them toward repeat business.
Active social media presence
Regular social media activity has replaced the previous infrequent posting. Content from the blog amplifies through social channels, and engagement with the local community happens consistently rather than sporadically.
All American Turf Beauty's digital presence now matches the real-world reputation the company has built over more than 40 years in Iowa. eWay continues to work with AATB on ongoing digital marketing campaigns, refining each program as the data from defined KPIs informs the next quarter's investment decisions.
Common questions about this engagement
What buyers ask before engaging us on a project like All American Turf Beauty
How was success defined when the client didn't have specific targets?
Defining KPIs was the first step. Without concrete success metrics, digital marketing campaigns become open-ended exercises with no way to evaluate whether the budget is producing results. eWay focused on lead generation as the primary outcome metric, then defined supporting metrics around inbound traffic, lead identification, qualified-lead conversion, and overall conversion rates. Each campaign now has measurable success criteria, and ongoing reporting against those KPIs informs the next investment cycle.
How does digital marketing work within a limited budget?
Digital marketing is time-intensive and spans multiple disciplines. Most clients start with limited budgets relative to the full scope of professional digital marketing because the discipline's nuances aren't immediately visible to outsiders. The approach was efficiency-first: establishing meaningful results within the initial budget, demonstrating success with each step, and earning trust to expand investment as ROI becomes evident. The compounding effect of organic SEO, content marketing, and email marketing means budget efficiency improves over time as the foundations are built.
Why mobile-first specifically?
Most prospective customers researching local services like lawncare and landscaping use mobile devices. A website designed for desktop and adapted for mobile produces a poorer mobile experience than a website designed mobile-first. The optimization work covered text content sizing, image attractiveness on mobile screens, touch-friendly CTA buttons sized for finger interaction, and visual presentation that works equally well on small and large screens.
What does ongoing engagement mean for AATB?
AATB's digital marketing isn't a project that finished at a delivery date. eWay continues to run campaigns, manage local SEO, produce blog content, post on social media, send email marketing, and refine PPC during peak seasons. The relationship is structured as ongoing because the work compounds: each quarter's investment builds on the previous quarter's foundation, and the digital marketing system gets stronger over time rather than degrading.
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