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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

Strategy Therapy

Competition research

User Acquisition Strategy

Content Marketing Strategy

"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.

Professionals

• 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.

Buyers

• Development of a buyers landing pages.
• Starting a blog with lawn care / landscaping tips & ideas
• A Buyers-facing social engagement strategy

Pros and Buyers alike

• 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

• building citations (recognition) on the web and
• 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

Nertis is a trade name of Monsieur Bohdan LYTVYN.

Address: 2 La Basse Charmoie, Fontaine-Simon, 28240, France

SIRET: 94910495400019

TVA: FR57949104954

4.6, Excellent by 56 reviews on

English | Francais

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