A homepage, a contact form and no way to be found
Lawngevity is a landscaping, irrigation and drainage company based in Maryville. Lawn care keeps the crew busy in Blount County. The work Nate Steinbach, the owner, wants more of is the project work: drainage, irrigation, retaining walls and patios, and land clearing, in Blount, Knox and Loudon.
Nate relaunched the business in February 2026 after a few years away. What he had online was a Squarespace homepage with a contact form that was not bringing in work, and a Google Business Profile with good reviews that nobody was working. No rankings, no tracking, and no way to tell where a lead came from. His goal, in his own words on the first questionnaire: “Consistent generation of leads and jobs that I don’t have to actively work to get my hands on.”
Six weeks to a live site
The site went live on June 1, 2026, about six weeks after kickoff, most of it spent on words and photos rather than code.
It launched with a page for each of nine services, a page for each of five towns and the county, a project gallery, and a blog answering the questions East Tennessee homeowners type into Google: whether a retaining wall is failing, what to do about a yard that floods. The phone number sits in the header and in a tap-to-call bar on mobile, because most visitors arrive on a phone.
What the first 15 weeks looked like
| Week | Date | What happened |
|---|---|---|
| 0 | June 1 | Site live, 32 pages. Local search work starts the same week. |
| 0 | June 4 | Google indexes the first page. |
| 4 | June | 18 clicks from Google for the month. |
| 9 | July | 37 clicks. |
| 12 | August 21 | All 32 pages indexed. |
| 13 | August | 55 clicks. 11 website leads, 8 of them from Google. |
| 15 | September 14 | #1 in Maryville for “drainage contractors near me”. |
Fifteen weeks. In that time Lawngevity went from a Squarespace homepage and a contact form to 32 pages, all indexed, bringing in leads from Google and ranking first in Maryville for “drainage contractors near me”, on one of the services Nate most wants to grow. The site it replaced drew 12 clicks from Google in its last three months. The new one drew 55 in August alone.
Search Console puts the same thing in one comparison: 113 clicks and 12,200 impressions in the three months after launch, against 12 clicks and 270 impressions in the three months before.
Lead counts start in July because that is when lead source tracking went out to every Better Off Growth client site, so there is no June figure to compare against. Every client sees those leads, with their sources, in their own client dashboard.
Why it moved in weeks
Three decisions made at the start did most of the work.
Every service and every town had its own page on launch day, so Google had something specific to rank from week 0 instead of one page trying to rank for everything.
The search work ran alongside the build. New project photos went on the Business Profile, the location pages went into the sitemap, and rank tracking grew from 16 keywords to 82 across Maryville, Alcoa, Farragut and the towns around them.
The site is hand-coded static pages, with nothing on the server for Google to wait on, so all 32 pages were indexed within 12 weeks.
A full website that still scores 97 on Google’s speed test
Before June, Lawngevity’s website was a single page with a contact form. Now it is 32 pages: every service Nate offers with its own page, photos of the crew’s own work, a page for each town they serve, and tracking that shows which page and which search every lead came from.
More pages and more photos usually make a site slower. On Google’s own PageSpeed test the Lawngevity homepage scores 97 out of 100 on a phone, with 100 for accessibility and 100 for SEO. I hold every site I build to that standard. It is where the work on rankings and leads starts.
A fall campaign timed to the calendar
Leaf cleanup is not the high-ticket work Lawngevity wants, but it puts the crew on yards in the fall that turn into project conversations in the spring. US searches for “leaf removal near me” run around 750 a month in summer and peaked at 13,850 in November 2025, and the season is over by Christmas. So the campaign was built backwards from one date: live and indexed by late September, before the climb.
The results page showed where the opening was. For “leaf removal knoxville tn,” the first result is the City of Knoxville’s own leaf collection page. Maryville, Alcoa and unincorporated Blount County each handle leaves on different calendars with different burning rules, and nobody had written that down in one place.
In September the leaf removal page was rebuilt around the two-visit package with a local-rules section, four articles went up (the Blount County pickup rules, whether you can burn leaves in Tennessee, what happens if you leave them, and what leaf removal costs here), and each town page gained a paragraph on its own rules. It was live three weeks before the season opens on October 15. Before any of it shipped, “leaf removal farragut tn” had already drawn 84 impressions in August against the old page.
Fifteen weeks is the start
Lawngevity has had its new site for one summer. The work Nate cares about most, more drainage, irrigation and hardscape jobs, gets won over the next few seasons, one ranking and one review at a time. I’m grateful he trusted me with the start of it, and I’m glad to be there for the rest.