Tru-Scapes
Doubled online revenue year-over-year and locked competitors out of the dealer-search SERPs
Tru-Scapes manufactures premium low-voltage RGBCW outdoor lighting in Chalfont, PA, sells direct-to-consumer and through a national dealer network, and is the exclusive lighting partner for Belgard. Better product than the catalogs outranking them. No organic moat to defend it.
Where they were when they called us.
When Tru-Scapes came to us, the WooCommerce store had stalled. Big-box lighting catalogs outranked them on every product term. Out-of-stock products were being indexed with no redirects, hurting domain trust. Conversion rates sat at 0.7%, less than half the industry benchmark. They were losing dealer-network growth to brands with worse hardware but better SEO.
What we actually did.
Every step was sequenced to compound: foundations first, traffic engines second, conversion polish third. Here's the order we ran it in.
- 01
Rebuilt the top 40 product pages with full Product/Offer/AggregateRating schema, real installation specs, photos at angle, and comparison tables against the bigger catalogs
- 02
Built an automated redirect system so every retired SKU consolidates authority back to the active replacement, no more bleeding link equity
- 03
Restructured information architecture: Hardscape Lighting / Deck Lighting / Structure Lighting / Concrete Lighting hubs with internal linking from blog → category → product
- 04
Launched a long-tail content engine: installation guides, fixture comparisons, transformer sizing calculators, and 'best low-voltage' buyer guides
- 05
Built a dedicated dealer-locator with city pages so 'Tru-Scapes dealer near me' turns into a real organic capture surface
- 06
Wired up analytics, Search Console, and a monthly Looker Studio scorecard so the founder always sees what's compounding and what's flat
The diagnosis
Tru-Scapes had the better product but the smaller name. Big-box lighting retailers ranked above them on every head term, and they had no organic moat. We chose to compete on long-tail specificity and dealer-search intent instead of fighting the catalogs directly.
The product page rebuild
We rebuilt the top 40 product pages with proper schema, real specs, installation instructions, and trust elements. We added comparison tables against bigger competitors. The first 10 pages started ranking inside 90 days. That gave us air cover to invest in the next 30.
The content + dealer engine
Once products were ranking we layered a buyer-intent content engine: 'Best low-voltage path lights for paver patios,' 'How to size a transformer for 80 LEDs,' 'Tru-Scapes dealer in [city].' Every article internally linked to the relevant product or dealer page. Organic sessions grew 180%. Branded search grew 240%. Belgard-cobranded campaigns started landing dealer leads on autopilot.
Year 2, the moat
By month 18 Tru-Scapes was ranking #1 and #5 simultaneously for 'outdoor lighting in Chalfont PA' (their HQ city), with both the homepage and contractor sub-page in the top results. Competitors stopped showing up. Online revenue doubled, then doubled again over the prior year baseline.
“We finally feel like we're competing with the big-box brands instead of hiding from them.”
Real screenshots, not stock charts.
- ◆ SF clientttru-scapes.comhttps://tru-scapes.com
Tru-Scapes® Outdoor Lighting Solutions
Outdoor low voltage lighting has been a growing trend across the United States. ... USA. Reliable Inventory ... Chalfont, PA 18914; contacts@tru-scapes.com; Monday ...
- mmarktobeyelectric.comhttps://marktobeyelectric.com › landscape-lighting
Landscape Lighting – Mark R. Tobey Electric
When you are planning on adding outdoor lighting ... The best way to decide what would work best for your home is to give us ... Chalfont, PA 18914. 267-718-0925.
- ooutdoorlights.comhttps://outdoorlights.com › doylestown
Doylestown Outdoor Lighting Company | OLP of Bucks & ...
Outdoor Lighting Perspectives of Bucks & Montgomery Counties provides custom outdoor lighting services in Doylestown.
- ◆ SF clientttru-scapes.comhttps://tru-scapes.com › contractors
Contractors
Contractors and dealers across the country trust Tru-Scapes® Outdoor Lighting for low-voltage outdoor lighting that lasts.
- youtube.com106
- voltlighting.com42
- homedepot.com37
- Organic69.6%
- AI Overviews6.2%
- Other SERP24.2%
Where they landed.
Every number below is pulled from Tru-Scapes's own analytics, ad accounts, and CRM. We don't round, smooth, or cherry-pick.
“We finally feel like we're competing with the big-box brands instead of hiding from them. The dealer leads alone paid for the engagement five times over.”
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