How Supersonic Landscaping Boosted Conversions
By Jake Mitchell, Digital Marketing Analyst & Conversion Expert
When it comes to optimizing landscaping websites, Renaud Gagné, COO of Supersonic Landscaping, has built a reputation for cutting through the noise and delivering measurable results. His company specializes in web design and digital marketing for landscapers, and if you’re in the industry, you’ve likely seen his work or read his insights in his Landscaping Website Secrets newsletter on LinkedIn.
Recently, Renaud shared a fascinating case study that proves small website tweaks can lead to massive gains. This isn’t about fancy tech or high-budget advertising—it’s about reducing friction for potential customers. If you run a landscaping business and rely on your website to generate leads, this case study is a must-read.
The Challenge: A Website That Should Have Been Performing Better
Supersonic Landscaping had been working with this client for years. Their website was professionally designed, their Google Ads campaigns were optimized to perfection, and their SEO strategy was solid. Leads were coming in at a reasonable cost, and everything seemed to be working.
Yet, despite the strong fundamentals, something felt off. The website was performing, but not at the level it should have been. Conversion rates were decent, but Renaud suspected they could be significantly better.
Rather than blindly spending more on ads, he and his team at Supersonic Landscaping took a step back and asked a critical question:
“What if the website itself was the bottleneck?”
That’s when they took a closer look at the lead form.
The Fix: Making the Form Easier to Use
Instead of launching a full-scale website redesign or throwing money at the problem, they focused on a single element: the contact form. After all, if visitors were leaving before submitting their information, the form itself could be to blame.
Here’s what they changed:
- ✅ Reformatted the form layout: Instead of a two-column design, they stacked fields in a single column for better readability and ease of use.
- ✅ Removed two unnecessary fields: If it wasn’t essential for starting a conversation, it was eliminated.
That’s it. No new software, no complicated A/B testing—just a cleaner, more intuitive form.
The Results: A Conversion Explosion
So, what happened after this small tweak? The numbers speak for themselves:
- 🚀 Conversion rate increased by 852%
- 📈 Total conversions went up by 711%
- 💰 Cost per conversion dropped by 86.7%
These aren’t just “nice-to-have” improvements—these are game-changing numbers.
Why This Works (And Why Every Landscaper Should Care)
The truth is, most businesses unknowingly kill their conversions with unnecessary friction. Every additional form field, confusing layout, or extra step increases the chances of a potential customer abandoning the process.
Think about it: When was the last time you enjoyed filling out a long, complex form just to get in touch with a company? Probably never.
People don’t want to feel like they’re applying for a mortgage just to ask about landscaping services.
Industry Myth: "My Business is Different"
Many business owners believe their industry is an exception. They assume their clients are willing to jump through hoops because their services are "more complex." But the reality is:
Friction kills conversions. Period.
The easier you make it for someone to say, “I’m interested,” the more leads you’ll generate. This holds true whether you run a landscaping company, tree service, or hardscaping business.
The Takeaway: Simplify, Then Optimize
If your website isn’t generating as many leads as you’d like, don’t just throw more money at ads. First, take a look at your forms.
🔹 **Make them simple.**
🔹 **Trim unnecessary fields.**
🔹 **Remove any friction points.**
Even if your website is already performing well, chances are you could be getting double the leads just by making minor tweaks like this.
Want More Insights Like This?
Renaud Gagné and his team at Supersonic Landscaping specialize in helping landscapers generate more leads with high-converting websites.
If you want more insights on how to make your landscaping website a lead-generating machine, follow Renaud’s Landscaping Website Secrets newsletter on LinkedIn.
Because at the end of the day, your website should be working as hard as you do.