An irrigation website written in the words customers search for.

The situation

The owner is an electrical engineer with a master's in Irrigation and Drainage and more than twenty years of field work. That mix is rare in the trade: most sprinkler companies replace heads, and when the fault is in the pump or the wiring they call someone else.

He had no website. His work came through word of mouth, and people searching Google for a sprinkler pump that would not start never found him.

The decisions

Before writing, we measured what people type. In Miami they search for «sprinkler repair» and almost nobody types «irrigation company», so the titles use the customer's word even though the trade is called irrigation.

There is a page per service and a page per city, and each city carries what is actually local: its county's watering schedule and, in Miami-Dade, the rebate the county pays for upgrading the system.

The guides answer what happens to someone whose system just broke: the pump that will not start, the zone that will not turn on, which days they can water. Each one ends at the service that fixes it and at the phone number.

Why bilingual

Half of his customers in South Florida speak Spanish. Every page exists in both languages and WhatsApp opens with a message already written, so the owner knows which calls come from the website.

What the page includes

• A page per service named the way people search
• A page per city with its county's watering rules
• Troubleshooting guides that end in a call
• Full English and Spanish versions
• Search Console, sitemap and IndexNow set up from day one

See the live site →