Emerald Tree Care Website Redesign

When Emerald Tree & Shrub Care approached me, their website was significantly outdated in both design and functionality. This posed a major branding disconnect: they were serving prestigious clients like Bryant Park, PepsiCo facilities, and Fordham University, but their website felt like that of a low-end property management company. My goal was clear: create a full website redesign that looked as professional and premium as the services they provide.

The Website Redesign Process

Emerald’s website was well-established, with a blog that had been updated for years to maintain SEO rankings. To protect this asset, I created a full staging environment. This allowed me to overhaul the design and structure without risking their existing URLs or search history. I moved them away from a dated, “blocky” theme into a modern, highly adaptable framework that allows the site to evolve as the business grows.

Branding to Match Caliber of Services

Right off the bat I discovered they had no crisp high-res copies of their logo or a handle on their brand. I created a vector and high-quality set of logos for them along with defining their brand. I added a dignified serif font to speak to the level of sophistication their ideal clients would look for and leaned into the deep hues of green to speak to the Emerald in their name and lush plant life they create. All imagery I added was lush and thriving to visually speak to the work that they do.

Designed to Engage & Streamline User Experience

Their previous website was full of “rabbit trails” and dead ends. I completely restructured where and how data is discovered on their website leaning very heavily on Don Miller’s book Building a Storybrand which is proven to lead users to the end goal (i.e. contacting Emerald for services). I also built every page and element to optimize for Search Engines. Every page and visitor journey is laid out to easily serve users and lead them to engage with Emerald. Each page is clear, modern, attractive and very easy to navigate. Laid out with SEO in mind, their website will rank higher within searches on all platforms. Their structure isn’t just pretty; it’s designed to convert.

Built to Grow with the Business

One of my priorities as a designer is to create websites that are flexible and scalable to grow alongside businesses.  Everything is not only visually stunning and thoughtfully placed, it is all editable and able to grow as Emerald continues to grow and serve various prestigious clients or take on new Arborists or services. Having assets like this along with the blog increase the domain authority and search engine optimization.

Mobile & Tablet Optimized

Most visitors in our tech-based age visit a website on their phone – so having a mobile-friendly website is key so every visitor can engage, connect, and scroll easily no matter how they come to the website. As part of my design process, I meticulously ensure that every page is optimized for mobile and tablet, customizing elements to maintain a premium feel across all platforms. By focusing on responsive design, I can ensure that visitors enjoy a seamless experience, no matter how they access the site. Being a highly artistic design, this required the editing of many elements to respond differently for each device.