How County Landscapes Grew Website Conversions by 183% and Turned Missed Calls Into New Opportunities
How County Landscapes Grew Website Conversions by 183% and Turned Missed Calls Into New Opportunities
County Landscapes NW Ltd has spent more than 25 years building and honing its reputation for quality workmanship, dependable service and outdoor installations made to last.
Eight years ago, Steve McNabb bought the business and began shaping its next chapter. He set about moving County Landscapes away from general landscaping and towards premium fencing, gates, decking and other specialist outdoor services across Wrexham, Chester and the surrounding areas.
Steve knew that helping the business thrive would take more than great craftsmanship. He needed a marketing partner that understood SMEs inside out and could turn County Landscapes up to 11. That’s when he turned to Add People.
Our Local SEO team helped County Landscapes shift its online focus towards fencing and gates, targeting the searches that mattered most. But with a two-man team often working on-site, sometimes in areas with poor mobile signal, it was clear the business needed a better way to make the most of every new opportunity.
The Challenge
County Landscapes already had a strong reputation, a professional website and a steady flow of enquiries through local search, social media and word of mouth when they came on board with us.
However, what the business lacked was a centralised way to manage those enquiries. Calls, website forms and follow-up activity were handled separately, making it difficult for Steve to see what had come in, where each lead had come from and whether every opportunity had been followed up.
This also meant there was no clear view of missed calls, response times or lead-handling performance. Once tracking was introduced, we found that 61% of calls recorded during the initial measurement period were missed, showing how much potential business could have been slipping through unnoticed.
The challenge was clear: County Landscapes needed a more joined-up way to capture, track and manage enquiries, so the visibility generated through Local SEO could translate into more genuine opportunities. Enter, Say Hello.
The Strategy
Say Hello was introduced in November 2025.
Say Hello is our in-house lead management and customer contact platform, bringing calls, texts and website enquiries into one place. It also includes Ella, an AI assistant that can respond to missed enquiries, gather key information and help keep potential customers engaged.
Working closely with Steve, our Say Hello Onboarding Executive, Thomas Luck, shaped the setup around the way County Landscapes operated day to day.
Connecting Local SEO and Say Hello
County Landscapes already had strong visibility for landscaping in Wrexham, but Steve wanted the business to become better known for fencing and gates across both Wrexham and Chester. Our Local SEO strategy focused on strengthening visibility around those priority services and locations.
Say Hello then supported the next stage of the journey, helping the business capture, track and manage the enquiries generated through that increased visibility.
Smarter Call Management
We set up a Say Hello virtual number and routed calls directly to Steve’s preferred contact number. This gave the business clearer oversight of incoming calls without changing the way customers reached the team.
Rapid Missed-Enquiry Follow-Up
Missed-call notifications and voicemail visibility were configured so unanswered calls did not simply become lost opportunities. Ella could respond within minutes, gather useful details and keep the conversation moving until Steve was available.
Website Lead Tracking
Lead Catcher form tracking was added to the website, bringing online enquiries into the same lead management process. This gave Steve a clearer view of where enquiries came from and what happened after a customer got in touch.
A Personalised AI Experience
Thomas worked directly with Steve to train and refine Ella around County Landscapes’ services, tone and common customer questions. Rather than relying on a generic setup, responses and conversation handling were tailored to feel natural, professional and consistent with the business.
A Better Mobile Journey
We later introduced the Say Hello Mobile Button, giving visitors quick call and SMS options directly from their phones. This made it easier for mobile users arriving through local search to get in touch, while bringing those enquiries into the same centralised lead management process.
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The Results
The combined Local SEO and Say Hello strategy created a much stronger connection between attracting customers and responding to them.
- Ella followed up 100% of missed enquiries within three minutes, helping County Landscapes stay responsive even when Steve and the team were busy on-site.
- She also handled 295 customer interactions automatically, easing the pressure on Steve while giving potential customers a fast and professional experience.
- After the Say Hello Mobile Button was introduced, the website conversion rate increased by 183%.
The impact has gone beyond the numbers. Customers receive quicker responses, and important calls are less likely to be overlooked during busy periods. Steve now has greater peace of mind knowing that every enquiry is being handled promptly.
It has been fantastic to help County Landscapes build a more joined-up lead process that works just as hard as the team does, helping turn more local searches into real conversations and new opportunities.
Finally, a word from the client:
“Since introducing Ella as our AI answering service, the impact on our business has been incredibly positive. Our clients consistently comment on how quickly their calls are answered and how professional and helpful the interaction feels. Many (at the start) have assumed they were communicating with a member of our in-house team, which really speaks to the quality of the service.
From a business perspective, Ella has been a game changer. We no longer miss important calls, even outside of normal working hours or during busy periods. This has started to result in more booked appointments, improved client satisfaction, and far less pressure on me. It’s given me peace of mind knowing every enquiry is being handled promptly and professionally.
I genuinely appreciate how seamless the setup has been and the reliability of the service. Ella has become an integral part of my day-to-day operations, and I’m very grateful for the support your team provides.”
Steve McNabb, County Landscapes
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