Project Scope

I designed and developed a fully custom WordPress website for Grand Rapids Tree, a local tree service company based in Grand Rapids, Michigan. The goal was to create a clean, professional, and search-optimized online presence where users could learn about services, request quotes, and build trust with a reputable local business.

Using Elementor Pro, Advanced Custom Fields (ACF), Custom Post Type UI (CPT UI), and modern SEO practices, the site delivers a fast, mobile-friendly experience while keeping content management simple and scalable for the client.

Project Goals

Local SEO Focus
Build a structure optimized for local search, service areas, and tree-care-related keywords to drive organic traffic from Grand Rapids and nearby cities.

Professional, Nature-Inspired Design
Design a clean, trustworthy website that uses natural colors and imagery to reflect the brand’s eco-friendly, professional services.

Scalable Service Pages
Enable the client to add and manage individual service offerings (like tree removal, trimming, stump grinding) with ease.

Fast & Mobile-First Experience
Ensure the website loads quickly, looks great on all devices, and performs well for users on the go.

Easy Quote Requests
Create clear CTA paths for users to request estimates via embedded forms and phone call buttons.

Project Approach

Initial Discovery & Strategy

I first conducted a planning session with the client to understand their key services, competitors, and brand tone. The focus was to create a website that showcased expertise, reliability, and local pride.

Core Pages Included:

• Home

• About Us

• Services (Custom Post Type)

• Individual Service Pages

• Service Area

• Quote Request / Contact

• Blog (for SEO content)

• Privacy Policy

Design & Development

Theme & Framework

I used the Hello Elementor theme for a performance-first foundation and customized it using Elementor Pro. The color palette featured forest green, beige, and white for an earthy, professional vibe.

Custom Post Types & ACF

Using CPT UI, I created a “Services” custom post type to manage offerings like:

• Tree Removal

• Tree Trimming

• Stump Grinding

• Emergency Services

• Lot Clearing

Each service uses ACF fields for:

• Short description

• Icons

• Service benefits (repeater field)

• Featured image

• Call-to-action section

This modular structure made it easy for the client to update or expand services in the future.

Homepage Highlights

• Hero Section with value-driven H1 (“Grand Rapids’ Trusted Tree Experts”) and CTA buttons (“Get a Free Quote” / “See Our Services”)

• Featured services with icons and short descriptions

• Why Choose Us section with trust signals

• Google Reviews carousel powered by a plugin

• Service Area coverage map

• Quick contact and phone number displayed prominently

Forms & Conversion

I built the Quote Request Form using Elementor Forms with fields for service type, preferred date, contact info, and additional notes. A sticky “Request a Quote” button ensures users always have access to the form.

SEO, Speed & Testing

• Installed Rank Math SEO for managing meta titles, structured data, XML sitemap, and redirects

• Enabled image optimization via WebP and lazy loading

• Integrated caching and CDN for optimal performance

• Verified indexing through Google Search Console and submitted sitemap

• Performed cross-browser and device testing to ensure full responsiveness and a smooth user journey

Challenges & Solutions

Challenge: Displaying Service Areas Without Cluttering the Layout
Solution: Used an interactive map with hoverable tooltips showing coverage zones. Additionally, included a text-based list with SEO-rich local keywords.

Challenge: Creating Flexible Yet Consistent Service Pages
Solution: Built a service page template using Elementor and ACF with dynamic content blocks—making each page feel unique while maintaining layout consistency.

Challenge: Balancing SEO with a Natural Tone
Solution: Wrote SEO-rich content for each page that still sounds conversational and helpful to human readers.

Results

✅ Clean, Nature-Inspired Design aligned with the brand’s local and eco-conscious identity
✅ Custom Admin Panel for managing services and blog posts
✅ High Performance Scores on desktop and mobile
✅ Improved Local SEO Visibility for terms like “tree service Grand Rapids”
✅ Simple User Flow for contacting and requesting quotes

Conclusion

The Grand Rapids Tree website is a modern, scalable platform that helps a local service business stand out online. With a custom WordPress foundation using Elementor Pro, ACF, and CPT UI, it balances usability, performance, and SEO perfectly.

Whether users are looking for emergency tree removal or regular maintenance, the site makes it easy to learn, trust, and take action. This project reflects how thoughtful design and strategic development can empower small businesses to thrive in a competitive digital landscape.