Three options. Only one actually works for your business.
Three different jobs, three different customers, one confused home page
Turf installation has a three-way customer problem most websites paper over. Residential customers want a quote to replace 80 square metres of dead front lawn with Sir Walter buffalo and they shop on price per square metre. Commercial and council customers want a contractor who can supply, prep, grade, drain and lay 1,400 square metres of Wintergreen Couch on a streetscape, who has $20m public liability and a TurfAustralia membership, and they shop on capability. Sports field and school customers want a renovator who has actually stripped, regraded and re-laid a cricket oval inside a winter window, and they shop on portfolio. Each is a different keyword set, a different price model and a different sales conversation. Most turf installers cram all three onto one home page that pitches none of them properly, so the residential customer thinks you're too commercial and the council buyer thinks you're a one-ute mow-and-go. Meanwhile the customer Googling 'Sir Walter price per square metre' lands on the wholesaler's website (which only sells the rolls, not the lay) and books a Bunnings delivery instead. The fix is splitting the three streams cleanly and pitching each on its own terms.
Good turf-installer marketing is three things, in this order: a turf-variety page set with one dedicated page per variety you stock (Sir Walter Buffalo, Kikuyu, Wintergreen Couch, Santa Ana Couch, Zoysia Empire, synthetic turf), because that is how residential customers actually search and how the buying decision is made; a clear split between supply-only and supply-and-install, each pitched to the right customer with the right price band; and a per-suburb installer page library so 'Sir Walter installer [suburb]' and 'turf laying [suburb]' route to a page that talks about the soil conditions, the shade vs sun, the typical block size and the kerb-to-fence install in that suburb.
Six agents, working in your accounts.
Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.
Splits your marketing into the three streams that pay: residential supply-and-install (high-volume, the front-lawn replace), commercial and council streetscape work (recurring relationships, larger square-metre numbers), and sports oval and school renovations (low-volume, big tickets, winter-window timed). Briefs the other agents so the variety pages, the ad sets, the social cadence and the Google Business profile all push toward filling the right diary with the right job, not chasing the cheapest 'turf' click.
Imports your existing site so you stop paying for hosting plus a CMS subscription, and makes shipping a new variety or suburb page a five-minute job. Builds one page per variety you stock (Sir Walter Buffalo, Kikuyu, Wintergreen Couch, Santa Ana Couch, Zoysia Empire, synthetic), a per-suburb installer page library, a separate commercial and sports-oval hub, with TurfAustralia membership and $20m PL on every page header. Live in two taps.
Goes through your live site for the things that actually move turf rankings: variety-name keyword targeting (people Google 'Sir Walter buffalo Sydney' not 'turf services'), per-suburb installer pages, sports-oval and council schema for the commercial hub, and reconfigures your Google Business profile from 'Landscaper' to 'Sod Supplier' with the right service list. Auto-applies the low-risk fixes; flags anything bigger.
Launches separate Google Ads campaigns: residential supply-and-install ads on variety + suburb queries ('Sir Walter installer [suburb]', 'Kikuyu supply and lay [suburb]'), commercial ads on procurement queries ('streetscape turf contractor [council]', 'sports oval renovation'), and a soft Meta campaign for the residential front-lawn replace where it converts. Hard negatives on 'Bunnings', 'price per roll', 'DIY' and 'cheap' so the budget skips the supply-only shopper.
Turns every install into a post in your real accounts: the rotary hoe ripping through the old buffalo, the sand spread and graded, the kerb-to-fence rollout in progress, the irrigation pre-install going in before the rolls land, the sports oval renovation halfway through the winter window. Builds the prep-and-grade credibility that separates you from the handyman. You upload one photo, the agent drafts the caption in your voice, you approve.
Drafts the long-form pieces customers Google before they ring: 'Sir Walter vs Kikuyu in a Sydney backyard', 'how much does a supply-and-install lawn cost in [suburb]', 'do I need to regrade before laying turf', 'best lawn variety for full shade in Sydney'. Two drafts a month, in your voice, that pull in the residential install buyer weeks before they call for quotes.
Your first 30 days.
- Site imported, hosting bill killed
- Annual plan splitting residential, commercial and sports-oval streams, delivered by Sam
- Google Business Profile reclassified from Landscaper to Sod Supplier
- TurfAustralia membership and $20m PL live on every page header
- Variety pages for Sir Walter Buffalo, Kikuyu, Wintergreen Couch and Zoysia indexed
- Per-suburb installer pages live for your three highest-volume LGAs
- Supply-and-install Google Ads live with negatives on Bunnings, DIY and price per roll
- First fortnight of prep, grade and rollout captions queued in your voice
Turf installers lose work for two reasons. The residential customer Googles 'Sir Walter buffalo Sydney' and lands on the wholesaler instead of you, so they end up buying rolls and booking a Bunnings delivery rather than a real supply-and-install. And the council buyer goes with a bigger contractor because your website doesn't pitch the TurfAustralia membership, the $20m PL or the sports-oval renovation portfolio above the fold. The fix is one page per variety, a per-suburb installer library, a separate commercial hub, and making the prep-and-grade story loud.
Agencies are too dear to actually build the per-variety pages plus the per-suburb library plus the commercial hub for $3.5k a month. Tools are cheap but the Sir Walter page stays theoretical and the sports-oval pitch sheet never gets built. In-House is the third option: for $299 a month the agents ship the variety pages, launch the supply-and-install ads with proper negatives, post the rotary-hoe and kerb-to-fence rollouts from this week, and rebuild your Google Business profile as a proper Sod Supplier. You stay in the driver's seat, two taps to approve, minutes a day. Stop losing the Sir Walter install to Bunnings and the streetscape contract to the bigger ute.