The Client:

Bob’s Tree Service & Stump Removal is a family owned tree service company located in the Buffalo, New York area. They have been in business since 1982 and have been killing it! Considering the time in which they started their business, they have always relied on word of mouth and referrals to grow.

The locals are familiar with them and they are a very likeable company due to their family values and fair prices (so needless to say they have done well for themselves).

Bob was the brains behind the company, growing it to what it has become. But eventually Bob’s son Paul took over the family business. Though the business was doing good, Paul saw more for it. He wanted to continue growing the business to its full potential (beyond word of mouth) and give the competition a run for their money.

The Challenge:

So, as I said, Paul wanted to grow his business beyond word of mouth. Which is why he decided it was time for his business to have a website. One that truly reflected their values, the outstanding work and customer service they have provided over the years, and much more.

He wanted his business to reach new people in the area who have not yet heard of his company, but were in need of tree services.

Because if we’re being honest here… these days a website is crucial for the growth of your business. I mean, in order to surpass your competition and reach countless amounts of new clients, you *need* a website. And I’m talking a website that is designed to work for you, rather than simply sitting there as it gathers dust… otherwises, what’s even the point!?

So, the mission at hand was to put together website copy that would attract his target audience, keep them engaged, and compel them to take action. Not simply showing them why his tree service company was a great option for them. But why it was the *one* and *only* option for them and their needs. Showing them why the competition wasn’t even competition… but merely background noise compared to his!

This was the goal, make his company stand out! But this needed to be done in such a way where we could stay true to his brand persona of being friendly, yet professional.

I mean, being a tree service company and all, we wanted to stick to the basics of being to the point and matter of fact. Because, let’s be real… his target audience is on a mission to take care of a problem that involves their properties well being (which isn’t fun, and can get expensive). So, they don’t want to waste time weeding through fluff and witty humor. And we don’t want to lose their attention before we’ve even got it!

So that was the challenge here. Keep it simple and to the point. Make the current situation and concerns of his audience feel seen and understood. Make them feel safe, put to ease, and welcomed, knowing they’re in good hands, as they resonate with his values. And most importantly, make them feel ready to move forward without hesitation.

The Solution:

So, when it came time to craft up some killer website copy for a killer company, the solution was simple. I mean, considering his company and the amazing values behind it, it was easy to show off why he was different.

I decided to focus my copy on a few key points. Points that authentically reflected his brand, while speaking from the POV of his target audience and what they want and need to hear.

Starting with the ‘Home’ page.

It’s important for the headline to get two things across right away.

What is the product or service being offered… and why the reader should bother sticking around, instead of X’ing out to go check out the competition.

The audience should never have to guess what your offer is. And you should immediately hook their attention with your opening headline. Showing them why you’re valuable and worth their time. Because the first thing they see, is the most important thing they see. Hooking their attention in the first few seconds is *everything*.

We also can’t forget that making your ‘Home’ page headline SEO-optimized is a must as well, in order to increase your organic website traffic and attract your target audience in the first place.

So, the first thing his audience should see and understand is- ‘this is a tree service company, this is a trustworthy company, and this is a reliable, experienced company’.

Instantly making his audience feel welcomed and safe, knowing this isn’t some little, beginner operation with a couple years under their belt.

*‘Home’ page for Bob’s Tree Service & Stump Removal.*

Now for the rest of the ‘Home’ page we really wanted to show his target audience why his company was the *perfect* company to get the job done for them. Communicating what exactly they provide and the value behind it… what sets them apart from your average, everyday tree service company… and answering their biggest concerns and questions before they have to ask.

When it comes to copy that will keep your target audience engaged and compelled to take action, they should feel as if you’re ‘reading their mind’. They should never have unanswered questions after visiting your website. And they should be nodding in agreement as they resonate with what your copy is saying.

So, that’s why I focused my copy on the fact that the tree services his company offers are designed to fit their exact needs and solve the exact problem that’s been on their mind.

Now onto the ‘About page’.

I decided the “About’ page needed to focus on why his company truly does shine bright among all the competition. It needed to be the heart of his website if you will.

Not only focusing on the fact that they have been providing quality service in their field for years (showing they know what the hell they’re doing). But also showing his audience the genuine, down to earth, character of him and his company.

Touching on the back story and family values that started and continue the company. Putting their mind at ease, knowing that this company truly cares and has morals. So his audience can say to themselves-

“Okay, so they aren’t here to take my money, half a** the job, and run!”

*‘About’ page for Bob’s Tree Service & Stump Removal.*

Now, let’s dive into the ‘Contact’ page.

Because yes, the copy on your ‘Contact’ page matters too! If your website has a super generic ‘Contact’ page, you’re doing it wrong!

I’m talking as basic as they come, like, “Contact us today” or “Let’s get started” and that’s just it… nothing else. NO! THAT’S NO GOOD.

Now of course depending on your business, industry, and brand persona, how creative you get with it is going to vary (and should vary).

However, every last drop of copy on your website matters and should be used for the purpose of SEO, representing your brand persona, speaking to the heart of your audience, and compelling them to take action. And sometimes the ‘Contact’ page might be the only thing your potential clients see… ya never know.

So bit of advice, don’t be the business in your niche with the generic ‘cookie cutter’ ‘Contact’ page.

Alright, so… the ‘Contact’ page for a tree service company should probably be kept professional, short, and sweet, right? So, keeping the copy focused on reminding his audience that with him, they are going to be in good hands, receiving high-quality work, and peace of mind, from a reliable company. That this is a company they can trust, and won’t have to worry about the safety of their property (or their safety for that matter).

Making them feel cared for and ready to take action.

*‘Contact’ page for Bob’s Tree Service & Stump Removal.*

And there you have it! Who said you couldn’t make a tree service company stand out from the rest?

No matter the company, brand persona, industry, etc., every single business has a story and something that makes them unique. It’s all about having copy that can properly communicate that value. Messaging that shows off why you’re better than your competition, and what your unique selling point is.

It doesn’t matter if you’re a tree service company, a pilates instructor, or a wedding photographer. There are millions of other businesses, entrepreneurs, or freelancers in your niche for your target audience to pick from.

So if you blend in, or if your copy doesn’t properly communicate the value of your offer, your business will inevitably go out of business! Don’t let that happen. Your copy and messaging matters more than you think!

Also, if you’d like, you can go check out the entire website I did for ‘Bob’s’ at bobstreeandstumpservice.com.

And if you don't already know me...

Hi, I'm Christa! A freelance copywriter who specializes in writing copy for small business owners and others alike. So, if you're looking to grow your business and attract your dream clients (beyond word of mouth and cold pitching) then I’m the copywriting companion you need friend! Feel free to visit my website and learn more about me and what I offer.

Or you can simply check these out as well…

My blog - Browse my blog where you’ll find articles that dive into topics like SEO, copywriting, blogging, and more.

My services - Feel free to snoop. I specialize in writing copy for websites, social media, and content for blogs. But I'm always open to client requests as well.
And for my fellow writers out there who are also interested in becoming a copywriter, view the article I wrote about the amazing, in-depth copywriting course I took that kick started my career as a copywriter (you can thank me later, well… only if ya want).

Bob’s Tree Service & Stump Removal - Website Copy Project