Game-Changing Conversation With a Small Turf Business

In this episode of Grow with Evergreen, we sat down with Gabriele from Berkshire Turf, a small business with big ambitions. Turning over £350,000–£380,000 per year and based in Berkshire, the business sells turf and topsoil, primarily across Berkshire and Greater London.

The goal? To break through the £1 million turnover mark, but with fierce competition and a “race to the bottom” on price, the challenge is clear: how does a local business stand out, attract more leads, and scale sustainably?

Key challenges identified

• Heavy reliance on SEO: Most sales are organic, with Google Ads contributing little so far.
• Limited paid media activity: current ad spend is low (£200/month), with no presence on social media.
• Seasonality: Nearly half of all sales occur in just three months (March–May).
• Geographical targeting: 70% of sales are local, but delivery can extend across Greater London.
• “Race to the bottom” on price: commoditised product and many online competitors drive prices down.
• No personal brand presence: the website and marketing are faceless, missing the opportunity to build trust.

Actionable recommendations

Humanise the brand

• Put a face to the business. Show Gabriele on the website, ideally with the product.
• Rewrite the about/company page to tell the business story and highlight personal service.
• Use “our story” or “about” instead of “company” for a more approachable feel.
• Change the main contact email to a personal one (e.g., gabrielle@…) for a personal touch.

Optimise for local and relevant searches

• Update website titles and headers to always reference what and where (e.g., “Premium turf delivered across Berkshire and Greater London”).
• List specific towns, postcodes, and counties served on key pages for user clarity and SEO relevance.
• Add a section near product calculators that references all key delivery areas.
• Fix technical SEO issues (e.g., correct page titles, remove random characters).

Showcase real product and service

• Replace stock imagery with authentic photos; Gabriele with the product, real deliveries, local gardens.
• Include before-and-after transformations from actual customers.
• Incentivise customers to send photos or videos of their new lawns (e.g., with a small gift or competition).

Create and share content. Start with social

• Set up business profiles on Instagram, Facebook, LinkedIn, and TikTok.
• Begin posting simple, authentic photos and videos: product arrivals, behind the scenes, day-to-day updates, customer stories, and time-lapse lawn transformations.
• Use video banners on the website homepage to combine process, people, and product.
• Don’t strive for perfection. Start with what you have, and iterate.

Leverage customer service as a USP

• Emphasise personal support and advice as a key differentiator.
• Encourage satisfied customers to share testimonials, ideally on video.
• Position the business as the “local expert” who is easy to reach and genuinely cares about results.

Consider offline marketing

• Run leaflet drops in high-value local areas, especially during quieter periods, to stimulate demand.
• Design leaflets that highlight the personal approach, showcase the real product, and include a time-limited offer.
• Use offline and online in tandem to boost both brand awareness and direct response.

Paid media: don’t rush. Get the foundations right

• Focus on organic content and brand-building before scaling paid ads.
• When ready, start with highly localised Google Search ads; avoid expanding into London until core territory is saturated and profitable.
• Repurpose the best organic content for paid campaigns to improve performance and efficiency.

Key takeaways

• People buy from people: a faceless, generic site will lose to cheaper competitors every time; personalisation and trust drive conversion.
• Content drives growth: regular, authentic content, photos, videos, and stories can set a local business apart and build a loyal audience.
• Local SEO matters: always make it clear what you do and where you do it for both customers and Google.
• Offline still works: leaflet drops can be powerful when targeted and combined with strong online presence.
• Build before scaling: prioritise organic content, brand presence, and website optimisation before increasing paid ad spend.

Summary:

Standing out in a crowded, price-driven market isn’t about lowering prices or chasing every ad platform. It’s about building a brand that feels local, human, and trustworthy. For businesses like Berkshire Turf, the path to £1 million turnover starts with putting a face to the business, sharing real stories, and using content to turn one-to-one customer service into one-to-many marketing impact.

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