Fremantle Landscape.

A yard full of product, and a brochure for a website.

Fremantle Landscape Supplies runs a cash-and-carry yard on Rockingham Road in Hamilton Hill: 27 bays across nine categories, from soil mixes and mulches to sandstone, boulders and steel edging. It is the exclusive WA distributor of Rural Stone Company products, and the team brings more than 60 years of combined experience in the trade.

The yard does more than sell by the bay. It delivers by tipper truck and by Hiab with a six-metre reach, places material and boulders on site by bobcat, packs orders on pallets, in bulka bags or UV plastic, and lends a free 6x4 trailer with every pickup.

That is a lot to sell, and the old website was a brochure of product names and photos. Working out how much you needed, and asking what it would cost, still happened on the phone.

From browsing to a list.

Put the whole range and every service online, in a way a customer can find in seconds. Help them work out how much they need. Turn that into a request the yard can price, with the details it needs to call back once.

And keep it in the yard's hands: copy and products editable without a developer.

An estimate, not a checkout.

The whole range, properly. All 36 products get their own page, with a real photo, the category, and a calculator set up for that product. Search and a category filter cut 36 down to the one you want.

Services as a reason to call. Delivery, bobcat and boulder placement, packing and the free trailer sit on the home page with what each one includes, so a customer knows the yard can handle the whole job, not just the material.

Ask for a price, do not take payment. The obvious answer for a supplier with this many products is a shop. But the price of a load of soil depends on the quantity and the suburb, and the yard knows that better than any checkout. So the basket collects a list, pickup or delivery, and a preferred day, and the yard calls back with pricing, availability and delivery.

Local proof. Real Google reviews and the yard's 4.6 rating, with the address, phone number and hours at the top of every page.

Answering the first question

Every landscaping job starts with the same question: how much do I need? Answered on the phone, it takes the yard's time and still leaves the customer guessing. Most people do not know that a garden bed five metres by two, filled 100 millimetres deep, takes one cubic metre, or that a cubic metre is about one and a half loads of the free trailer.

So every product page carries a material calculator. Pick a rectangle, circle or triangle, enter the length, width and depth, and it gives the cubic metres and the number of trailer loads. One more tap adds that volume to the estimate.

• iIt answers what people search for. "How much soil do I need" is the first question on most landscaping jobs. A page that answers it is more useful to the person asking, and useful pages are the ones search engines and AI answers choose to show.
• iiIt brings better enquiries. A request arrives with the quantity already worked out, so the yard can price it in one call instead of starting with a tape measure over the phone.
• iiiIt keeps people on the site. Working out a job is a reason to stay, compare products and build a list, rather than ring around three yards for a guess.

Built around the yard.

A fast static build, editable in the OTW CMS. Underneath, it is built so a customer arrives at the phone call already knowing what they want.

• iCatalogue. Live search and a category filter across nine categories and 36 product pages.
• iiMaterial calculator. On every product page, wired straight into the estimate.
• iiiEstimate request. A basket with no prices and no payment. Pickup or delivery, preferred day, morning or afternoon.
• ivNothing lost. Every request is saved in the OTW CMS before it is emailed to the yard, and an automated test checks that path every week.

The yard, online.

The whole range and every service are now online and easy to find. A customer can pick the product, work out how much they need and send the list before they ring. The yard gets a request it can price in one call, instead of a conversation that starts from nothing.

See the rest of the work.