Case Study — Harrison McPhee Arboriculture

The Before

Great craft, zero visibility

Harrison McPhee had 15 years of expertise, ISA-certified arborists, and a loyal word-of-mouth client base. But digitally, they were invisible. No logo. No website to speak of. Trucks with nothing but a magnetic phone number. When someone searched "tree removal near me," HMI didn't exist.

● Before — Brand & Identity

No logo or visual identity system
Magnetic stick-on phone numbers on trucks
Inconsistent colors across the few printed materials
No brand guidelines or asset library
Generic clip-art on invoices and estimates

● After — Brand & Identity

Custom tree-ring logo with growth-ring motif
Full vehicle wrap system (trucks, trailers, Subaru)
Earthy palette: forest green, bark brown, stone gray
Complete brand guidelines document
Professional invoice/estimate templates

● Before — Web & Search

Wix template site, 3 pages, no SEO structure
Not in Google's local 3-pack for any keyword
4.2 stars with only 8 Google reviews
No structured data or schema markup
Zero presence in AI-generated answers
No service-area pages for surrounding towns

● After — Web & Search

Custom-built site with semantic HTML + fast load
Top-3 local pack for 12 target keywords
4.9 stars with 68 Google reviews (+60 new)
LocalBusiness + Service + FAQ schema deployed
Cited in AI answers for "best arborist MetroWest"
11 dedicated service-area town pages

Visual Comparison — Website

From template to tailored

Before: Generic Wix template website for Harrison McPhee

Before: Generic Wix template. No SEO structure, no schema, no service pages, no calls-to-action.

After: Custom-designed services page for Harrison McPhee

After: Custom build with structured data, trust signals, service schema, and conversion-focused layout.

Visual Comparison — Fleet

From invisible to unmissable

Before: Plain white truck with only a magnetic phone number

Before: A phone number on a magnet. Zero brand recall. Indistinguishable from every other truck on the road.

After: Harrison McPhee branded vehicle wrap

After: Full livery system with tree-ring logo, earthy palette, and website URL. Rolling billboard generating inbound calls at job sites.

The Results

90 days to domination

+340%

Local Search Visibility

4.9★

Google Rating (from 4.2)

12

Top-3 Keywords

+85

Monthly Organic Visits

The Process

How it happened

Week 1–2

Discovery & Audit

Full competitive analysis of 14 tree care companies in MetroWest. Keyword research across 12 towns. Brand gap assessment.

Week 3–4

Brand Identity

Logo design (tree-ring mark), color system, typography selection. Vehicle wrap mockups and production files. Brand guidelines document.

Week 5–7

Web Build & SEO

Custom site with semantic HTML, LocalBusiness + Service schema, 11 service-area pages, FAQ sections, Core Web Vitals optimization.

Week 8–9

Fleet Production

Vehicle wraps produced and installed on 2 trucks, 1 trailer, and the Subaru Outback. Job-site signage and door hangers printed.

Week 10–12

Review Engine & Launch

QR-code review funnel deployed (Google + Yelp). Automated follow-up sequences. Google Business Profile optimization. Local citations built across 30+ directories.

"People literally call us because they saw the Subaru at a job site. Last month we got four new clients who said they found us when they asked ChatGPT for the best tree company near Millis. I didn't even know that was a thing."

Sean McPhee

Owner, Harrison McPhee Arboriculture