Website Development
Red Education
A strategic digital transformation that helped Red Education increase global search visibility, grow organic traffic, and establish itself as a recognised leader in IT training and certification.
Coochie HydroGreen is Australia’s largest technical lawn care company operating through a franchise network that spans the country, from major metro markets to regional areas. At that scale, digital marketing isn’t just about generating leads. It’s about generating the right leads, in the right locations, for the right franchisees consistently, and at volume.
National franchise SEO is one of the most complex digital challenges a business can face. Every franchise needs local visibility in its own market. The national brand needs to rank across hundreds of service-related keywords. And the whole system needs to generate enough qualified lead flow to hit per-region targets across an entire network simultaneously.
The existing digital setup wasn’t built for that level of scale. With 31,000 sessions per period and a bounce rate of 48.60%, significant traffic was arriving and leaving without converting. The SEO foundation wasn’t yet structured to dominate at the national level, and the paid campaigns needed a rebuild to double down on what was working.
We came in to connect all the sides – The website, SEO, and Google Ads — into a system built to perform at the scale Coochie actually operates at
Ranking for lawn care services across Australia means competing in dozens of distinct local markets at once. A national brand can't rely on one strategy to win in Brisbane, Melbourne, Adelaide, and Perth simultaneously; each requires its own local SEO approach within a unified national framework.
With a pre-launch bounce rate of 48.60%, nearly half the site's traffic was leaving without engaging. Attracting 31,000 sessions per period means nothing if the website isn't converting that volume into leads for franchisees.
Lawn care demand is inherently seasonal. Maintaining cost-efficient lead volumes during slower periods while capitalising aggressively on peak seasons required an adaptive strategy across both Google Ads and organic channels, not a set-and-forget approach.
Key metro markets Melbourne, Adelaide, and Perth were generating below-target lead volumes despite having active franchisees. Building local search visibility and brand awareness in competitive markets that hadn't yet been fully penetrated required targeted investment and a dedicated strategy.
The website rebuild was the starting point not because design needed refreshing, but because the technical foundation underpinning organic search performance needed to be right before any SEO strategy could compound on top of it.
Site speed, mobile responsiveness, crawlability, and conversion architecture were all addressed. The result: a bounce rate that dropped from 48.60% to 26.80%, a 44.9% reduction and a site that finally converted at the scale the traffic volumes warranted.
We built a two-tier SEO approach: a national strategy targeting high-volume service keywords across Australia, and a franchise-level strategy that built local search visibility for individual franchise regions.
Total keywords ranking grew to over 6,100. SEO conversions reached 414 per month at an 11.83% conversion rate. The financial year target was exceeded averaging 8.2 leads per franchise region per month against a target of 6–8.
The long-term goal is unambiguous: grow Coochie’s organic search dominance year-on-year so that every franchisee in every region benefits from a national SEO presence compounding beneath them.
Google Ads campaigns were rebuilt around Performance Max, structured to drive demand nationally while remaining cost-efficient through seasonality. In April, we doubled conversions compared to the same month the previous year, a result that reflects both stronger campaign structure and better alignment with the website’s improved conversion architecture.
The strategy continues to evolve: scaling what’s working in proven markets, building demand in underrepresented regions, and adapting spend through seasonal fluctuations to protect efficiency without pulling back on growth.
Sessions up 58%. Bounce rate down 44.9%. Over 6,100 keywords ranking. 414 SEO conversions per month. Financial year target exceeded. And Google Ads conversions doubled compared to the prior year. These aren’t individual wins, they’re what happens when every side of the system is working together.
National franchise SEO is hard to get right. It requires precision at the local level and coherence at the national level simultaneously. By building the website foundation first, aligning the SEO strategy across both tiers, and connecting it to a Google Ads structure built to perform through seasonality, Coochie HydroGreen now has a digital engine that keeps improving. Bigger network. Better lead flow. More franchise regions hitting target. Month after month
These case studies showcase the journeys of clients who navigated obstacles and achieved their objectives.
