Miller’s Nursery Case Study

Located just outside of Lake Geneva, Miller’s Nursery has been a cornerstone of the Chicagoland and Southeast Wisconsin horticultural communities since 1990. They specialize in growing and supplying their own range of evergreen trees, catering to landscape contractors, homeowners, developers, and more. With over 200,000 evergreen trees ranging from 6 to 36 feet tall, Miller’s Nursery is fully insured, provides wholesale pricing, and guarantees their tree installations.

The Challenge

Faced with a need to expand their reach and better showcase their inventory of home-grown trees, Miller’s Nursery partnered with Foremost Media to transform their online presence. By optimizing their website for local SEO and implementing clever digital strategies and updates, Miller’s Nursery aims to connect more closely with potential customers across a broader geographic area. This collaboration is designed to boost company visibility, streamline customer engagement, and show off their distinctive selection of evergreen trees and services.

Foremost Media’s Strategic Solution

There were many technical and on-page optimization recommendations that we implemented in order to improve Miller Nursery’s website. One of the first things we noticed was the main sitewide CTA located in the top right header. This format did not display on mobile devices, so we added page level CTA's to help mobile viewers connect and convert more effectively. We then updated the navigation menu to include specific product pages and added a footer with contact information, copyright, privacy information, and quick links.

Next, we identified the target keyword, “evergreen tree farm” and updated the header on their homepage from, “Welcome to Miller’s Nursery” to “Miller’s Nursery Evergreen Tree Farm Wholesale & Direct Buy” in order to utilize and rank for the chosen keyword.

We added an <H1> header to the price and contact pages, and updated product titles to be <H2> instead of <p> in the code, with a short product description underneath. We implemented business schema to the homepage and contact page, added alt text to product images, and created link text (and alternate text for images, when used as links) that is discernible, unique, and focusable to improve the navigation experience for screen reader users.

Results

Miller’s Nursery has experienced substantial improvements in their online presence and business performance since implementing Foremost Media's strategies. Their feedback highlights a noticeable increase in website traffic and engagement compared to the previous year, particularly in the Lake Geneva area. This uptick in performance emphasizes the value of the support agreement and the valuable SEO and technical optimizations executed.

The enhancements made to Miller’s Nursery’s website have contributed to several great outcomes:

Increased Visibility and Traffic
Better User Experience
Improved Engagement Metrics
Broader Geographic Reach

The results from these strategic improvements align with the goals of boosting visibility and showcasing Miller’s Nursery’s extensive inventory of home-grown evergreen trees. If you’re looking to revamp your website and promote sales growth, reach out to us today!