How Yardbook redefined user acquisition and grew SEO Clicks by +494% in 4 months only
January 20, 2025
"Bohdan delivered impressively. Very, very clear and concise and extremely usefull intervention and information. I will definately recommend!!!"
Brian Gamido, Co-Founder at Yardbook
Backed By YCombinator, YardBook Is An Online Marketplace For The $30.9 Billion Lawncare Business. It’s a huge amount of money that’s typically handled by a variety of local vendors...
Company bio
Yardbook is a comprehensive solution for landscaping business in the US that includes three main modes: sales enablement, business CRM for landscape professionals as well as finance and records keeping.
Industry: Landscaping, B2B SaaS, Business CRM.
The problem
Apart from a specialized CRM for professionals, Yardbook also tends to be a customers looking marketplace where pros can earn leads and clients. They have had this complex two sided overview, but we're thinking about what the best user acquisition strategy might be.
Yardbook logo
WHAT WE'VE SEEN
Challenge
The biggest challenge the team has experienced is running a two sided marketplace, i.e. how to combine their specialised CRM and sales-enablement mentality as well as a need to source buyers to their landscape business pros.
- How to keep the right professionals vs customer balance.
- Where to start a user acquisition strategy as for clients and pros.
- Geo-expansion strategy.
Our hypothesis was:
Not all features where perceived as valuable
We've suspected that the professionals may not see the ‘bigger picture’ of what Yardbook brings to them vs the competitors start from their strongest feet, i.e. they bring traffic.
What's the cost of marketing secondary-importance things vs most-important features?
The most costly thing is loosing time. So, the game was a game of time.
Yardbook Dashboard Screenshot
Where we started?
Competitor Review
Growth strategy
SEO & Content Strategy
What We Did
Scope of our work included 4 main assignments:
"My hypothesis was to shift a focus from the CRM functions to its customer added value. It means ‘jumping’ right to the stage of creation of a lawn care concierge service"
BOHDAN LYTVYN
Founder, Nertis
Growth Strategy
We came up with a 3 sided strategy that purported to target professionals, buyers and both.
- Establishing local ambassadors to better approach local (by counties) professionals.
- Creating geo-focused Facebook groups to engage and nurture the pros.
- Setting profiles of a local pros on a platform, making them indexable and enabling the option to claim your profile.
- Development of a buyers landing pages.
- Starting a blog with lawn care / landscaping tips & ideas
- A Buyers-facing social engagement strategy
- Engaging the local bloggers / opinion makers as ambassadors to engage both pros and customers
- Referral program.
Content Strategy
My observation was that general ‘lawn-care’ related searches with an informational intent were relatively low in competition in Google.
BOHDAN LYTVYN
Founder, Nertis
Particularly, there has been a lack of quality content on how to do lawn care, how to manage/inspire a lawn care & landscape pros as well as tips & customer guides on different options along the way.
Estimated total traffic from organic is ~ 100k /month. So, the idea is that you start to target the potential customers from organic through quality and engaging content that’s ultimately shareable via Social.
It shall be done through a content strategy comprising how-to and user-guides that span different aspects of landscape aesthetics and landscape ‘smart’ management. This type of content is potentially interesting to both customers & pros.
SEO Strategy
On SEO side the accent is made on professionals (merchant profiles).
Estimated total traffic from organic is ~ 100k /month. So, the idea is that you start to target the potential customers from organic through quality and engaging content that’s ultimately shareable via Social.
The necessary workload was to create 50-100 local pros profiles with some info as well as make them crawlable by search engines. As a next step is the area representative would outreach to them and convert them to the platform. At this point converted pros shall stay in Google indexing the info on the page expanded.
Deliverables we're set to be 50-100 profiles per area
I believed this strategy alone can generate a relatively high number of traffic. Still, our goals is not traffic generation in the first place but
1) building citations (recognition) on the web and
2) converting pros to the platform.
BOHDAN LYTVYN
Founder, Nertis
The Results
We've helped Yardbook redefine their user acquisition strategy and increase number of clicks to the merchants profiles
As a result of implementation of our recommendations, the number of clicks rose by a staggering pace, i.e. almost x5 over 4 month period of time only, from Nov 2017 to Feb 2018.
+494%
in SEO traffic
