The project
Tree Medics is a locally owned tree health company in Southern Maine, founded by Registered Maine Guide Erik Hanson. They don't cut trees down. They diagnose and treat them. I redesigned the site and rebuilt its page structure so that difference is clear from the first screen.
The goal
The old site didn't explain that difference or give homeowners a reason to call before a tree was too far gone. I redesigned the site around one idea: save the trees you can't replace. Every page points to the same two actions: call or text the company, or book a tree health assessment.
What I built
The homepage leads with that message and a click-to-call button, then walks visitors through why early action matters, what Tree Medics treats, how to spot emerald ash borer damage, and what working with them looks like in three steps: assess, treat, protect.
Further down, a month-by-month tree health calendar shows when each treatment is done in Southern Maine, and a founder section introduces Erik and the values behind the company. The About page explains who they serve: homeowners, businesses and municipalities. A Photos page shows the field work, and a Services page gathers all eight services as cards.
Built for search
Each service has its own page built for search: emerald ash borer treatment, hemlock woolly adelgid treatment, browntail moth management, tree disease management, tree injections, tree health assessments, invasive plant management and tree planting. The emerald ash borer page, for example, covers how the beetle kills a tree, the signs to look for, whether the tree can be saved, how treatment works and common questions, then links to related services.
A dedicated service area page covers the 16 towns they serve, from Portland to York, grouped under Cumberland County and York County, with a note for people who don't see their town. FAQ sections answer the questions the company hears most, in a format search engines and AI answer tools can read. Retired URLs from the old site redirect to the new page structure, so existing search equity is preserved.
Client
Tree Medics
Location
Southern Maine
Design notes
Deep forest green and warm cream palette with a bright leaf-green accent on buttons and highlighted words. Serif display headlines in Fraunces are paired with a clean Inter sans-serif body. Arched photo frames, rounded cards and real field photography, not stock, carry the pages.
WHAT WAS BUILT
Key highlights
Conversion-focused hero with call/text and "Book a tree health assessment" buttons
Stat cards that make the case for early treatment
Service cards tagged by type: insect, method, diagnosis, habitat
"Know the signs" section that teaches homeowners to identify ash borer damage
A month-by-month tree health calendar showing when each treatment is done
Founder section that builds trust with a real face and credentials
Service area page with town-by-town coverage across 16 towns in two counties
FAQ sections structured for search engines and AI answers
Retired URLs redirected to the new page structure to preserve search equity
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