The brief
Chris Belton has been building high-end gardens and landscaping installations across the Midlands for years. His work speaks for itself – the kind of projects that run into the high five figures and rely on word of mouth from clients who know what quality looks like.
The problem was, when those clients passed his name on, there was nothing to find. He had no website, no portfolio, nowhere for a warm referral to land and turn into an enquiry. Chris knew he was losing work because of it, but he just hadn’t got around to fixing it.
He’d seen the website I designed for Lush Garden Design and got in touch to see if I could do something similar for Ground Services Landscapes.
Starting with the brand
Before touching the website, I looked at the logo. The existing one wasn’t doing Chris any favours – it felt too informal for a business producing installations at that level. Clients spending serious money on their garden need to feel confident before they’ve picked up the phone, and the branding wasn’t giving them that confidence.
I redesigned the logo (right) to feel more considered and upmarket, while keeping a reworked version of the original brick graphic. That was a deliberate decision to give the new identity a sense of continuity rather than wiping the slate completely clean.
Design and colour
Chris was clear about one thing from the start: he didn’t want a lot of green. Given that virtually every other landscaping website reaches for green as a default, that instinct was exactly right. It immediately set the site apart from the competition.
I developed a colour palette that felt grounded and premium without leaning on the obvious. For typography, I chose Aleo Bold for headings paired with Source Sans 3 for body copy – a combination that’s warm but professional, and works well at the sizes a portfolio-heavy site requires.
Content and copywriting
With the visual foundations in place, I wrote all the copy for the site pages and seven case studies. Landscaping is a visual business, but the words still matter – particularly for a company trying to attract clients who are investing significant sums and want to feel they’re in safe hands.
Chris commissioned a professional photographer to shoot five of the case studies, which gave us proper material to work with. The photography runs throughout the site and does exactly what good project photography should: it shows the scale, quality and finish of the work in a way that no amount of copywriting can replicate on its own.
The result
Ground Services Landscapes now has a website that reflects the standard of the work they produce. When someone is referred to Chris, there’s something waiting for them that backs up everything they’ve been told.
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