Client name: Len McKeown Tree Services
Len McKeown Tree Services is a family-owned and operated business with over 25 years of experience in Melbourne. With a team of qualified arborists and tree care professionals, they are trusted to provide high-quality tree removal, stump removal, and maintenance services.
Despite their strong reputation, their previous website did not reflect their expertise. Built on a standard template, it featured low-quality stock images, poor navigation, and an outdated green background that didn’t align with their brand colours of navy and lime green. While extensive keyword planning had been done previously, the existing SEO content needed careful migration to avoid losing visibility. Len McKeown approached Planet Media to redesign their website into a professional, engaging, and brand-aligned platform.
Our strategy was to modernise the digital presence of Len McKeown Tree Services by creating a professional, content-rich, and visually engaging website. We focused on strengthening their brand identity with consistent colours and imagery, migrating and optimising SEO content to maintain visibility, and creating a user experience that highlighted their expertise while making services easy to find. The platform was also designed to increase audience trust and engagement through multimedia features such as videos and image galleries.
Branding
We began with stakeholder workshops and requirement-gathering documents to fully capture design preferences and business goals. Using their true brand palette of navy and lime green, we transitioned away from the outdated green-heavy theme. Natural landscape photography and brand-aligned imagery were integrated throughout the site to reflect their professionalism and connection to the arborist industry.
Web Design (UI/UX)
We designed a clean, professional interface that balanced images, content, and calls to action. The site structure was rebuilt for intuitive navigation, supported by a mega menu for service pages. To create an engaging experience, we integrated drone footage of Len’s team at work, parallax image scrolling, video galleries, and mouse-over effects. Content from the old site was carefully migrated and redesigned to fit the new structure, ensuring clarity and visual appeal across all service areas.
SEO & Content Migration
Given the extensive SEO work on the old site, content migration was a key part of the project. We managed meta titles, descriptions, and on-page optimisation to ensure the transition preserved search visibility. Redirects were also implemented to maintain traffic flow from existing indexed pages.
Project Handover
Following launch, we provided two months of ongoing support, including 24/7 monitoring, bug fixing, and backend training. A comprehensive training document was created so Len McKeown’s staff could independently manage website updates with confidence.
Ongoing Support
Beyond handover, we continued providing basic SEO services, performance monitoring, and technical support. Our partnership ensured the website stayed optimised and competitive in a highly localised service industry.
Since launching the new website, Len McKeown Tree Services has achieved strong engagement and improved online visibility. Early performance metrics include:
- 2.4K New Users
- 3.7K Total Views
- 53.3% Engagement Rate
