Case study / Website and local SEO
H&L Services of NW Florida
The business and the visibility problem.
H&L Services of NW Florida is a family-run tree service in Apalachicola, operated by Harold and Lindsey Walker. The company handles tree removal, trimming and pruning, land clearing, and related work across Northwest Florida.
The problem wasn’t the work. It was visibility. Before the new website and local search work, H&L wasn’t appearing for the priority searches the business needed to be found for.
The direction and why.
The website and search strategy were treated as one system. The site had to explain each service in plain language, establish where H&L works, and connect those facts to a complete Google Business Profile. That gave potential customers useful answers and gave search systems a consistent account of the business.
Specific decisions.
- 01Service-led architecture
Tree removal, trimming and pruning, land clearing, and the wider service range were given clear places in the site structure. Each page could answer a specific need without forcing every search into one general homepage.
- 02Local information that earns its place
Service-area information, a tree permit guide, and practical FAQs answer questions customers in the area actually have. The writing was built from the business rather than padded with repeated town names.
- 03Website and Business Profile alignment
Business name, services, contact details, and service area were kept consistent between the website and Google Business Profile. The two surfaces support the same clear description instead of giving Google conflicting information.
- 04A crawlable technical foundation
Descriptive titles, page headings, internal links, mobile performance, metadata, and structured business information were handled as part of the build. The search foundation wasn’t added as a plugin after launch.
Observed result
Visible where the work is searched for.
For the priority service searches H&L was targeting.
In the Google results checked for the target searches.
“tree services Northwest Florida” and “tree services Apalachicola.”
Search positions vary by location, device, personalization, and time. These are results I observed after launch, not a promise of permanent placement.
Client perspective
Harold and Lindsey on the work.
“We want to give a BIG thank you to Tela Studios and Liam Morrison for our amazing website. Liam had us up and running in no time. We highly recommend their services. They take 100% of the stress out of creating a website. Thank you, Liam!!”