Greenline

Greenline has been a trusted name in Australia for over 27 years, specializing in outdoor structures. But as the business grew from residential shade sails to large-scale infrastructure projects, their website failed to keep up. 

The old site struggled with navigation issues, poor content linking, and high bounce rates, limiting its ability to attract and convert the sophisticated commercial clients Greenline wanted to target.

Lean Labs' challenge: Reposition Greenline with a website that matched their new identity, showcased their expertise in large-scale projects, and delivered real results. Here’s how we made it happen.

1. Reposition the Brand – We revamped Greenline's website messaging to elevate their position from shade-sail specialists to industry leaders in all-weather, multi-use outdoor facilities, showcasing their ability to handle complex seven-figure projects. 

2. Seamless User Experience – Build a sleek, fast, and user-friendly website designed to make it effortless for visitors to find what they need and take action.

3. Improve Key Metrics – We aimed to maintain Greenline's already strong Google Core Web Vitals scores while also improving them further, alongside reducing bounce rates and enhancing site speed for an even better user experience.

• Bounce & Exit Rates on key pages
  
  
• Google Core Web Vitals Score
  
  
• Form submissions on hot pages
  
  
• Site Speed

Greenline’s old website didn't to communicate their expanded capabilities and goals for the business moving forward. It was reinforcing their identity as “shade sail specialists.” Visitors were met with poor navigation, under performing content, and a high bounce rate, leading to lost opportunities.

The site didn’t support Greenline’s ambitious growth goals. As they set their sights on delivering seven- and eight-figure projects, the outdated design and messaging fell short of attracting the sophisticated, high-value clients they needed.

To transform Greenline’s website, we partnered closely with their team to realign their brand and position them as leaders in large-scale, all-weather outdoor facilities. We redesigned the site with a sleek, modern look that reflects their expanded capabilities, delivering clear and compelling messaging to engage high-value clients.

The navigation was simplified for a more intuitive user experience, while technical optimizations ensured the site was fast, responsive, and maintained Greenline’s already strong Google Core Web Vitals scores—improving them even further. Additionally, we seamlessly migrated the site to HubSpot CMS from WordPress, preserving SEO performance and setting a foundation for future growth.

• Increased conversion rate on key lead magnet from 6.5% to 16.9% - Greenline's Project Estimator tool is a key conversion point on the website. Improving this tool and promoting it strategically across the website was a top priority. 
• Organic visits up nearly 2,000 views YoY