As an award-winning and ARB Approved Contractor (ArbAC), local tree and bamboo pro, Dr Stump, has been a brilliant long-standing client of ours. We started working with owner and director, Matt, in 2020 when he needed a website that didn’t just list services, but showed people why he’s the safest pair of hands in Norfolk.
At the time, the biggest challenge for Dr Stump was standing out in a crowded market. There’s no shortage of tree surgeons in the area, but there’s only a select few with the proper qualifications to do the job safely and by the book. Unfortunately, that doesn’t stop unlicensed operators from undercutting on price, despite lacking the training, experience, and crucially, the insurance needed if something goes wrong. Not ideal when you’re dealing with chainsaws and 40 foot trees.
So, we had two main aims. First, help Dr Stump cut through the noise with an intuitive, professional website that showcases his expertise and backs up his credentials as a fully certified tree surgeon. Then, build the credibility needed to justify his pricing and reassure customers they’re investing in a professional who won’t cut corners.
A website designed to educate and reassure
We structured the website so both domestic and commercial users could find what they needed quickly and without fuss. A clear navigation, sensible page layouts and telling the user what they need to know. Just good user experience (UX) doing exactly what it should.
To make it even easier for people to take the next step, we integrated a WhatsApp API. Matt was already referring customers to this platform to share more information about the project and the response was really positive, therefore, we aimed to cut a step out of the journey by guiding users to this route themselves. This way, customers can provide more of the helpful information needed upfront and receive a much quicker response back. It reinforced Dr Stump’s reputation for being approachable, with clear, no-strings-attached quotes from the outset.
And because proof always beats promises, we did just that by placing accreditations and qualifications that place Dr Stump leagues ahead of competitors in key places such as the header and footer. Expertise you can trace back to the roots.
Copy that breaks down the jargon
When it came to copy, we knew that down-to-earth, no frills content would have the most impact. To achieve this, it was key to make the technical side of tree care feel accessible. That meant breaking down the jargon and clearly showing why Dr Stump’s expertise matters.
We focused on the things customers care about. Why tree surgery is important, what precautions homeowners can take to protect their trees, and the value and peace of mind that comes with investing in a qualified, fully insured tree surgeon.
As fully qualified arborists, Matt and his team offer a wider range of services than many operators in the area, so we wanted to get this across. The site positions Dr Stump as specialists in stump grinding, bamboo removal and emergency tree work with dedicated landing pages for each service. Each page includes clear, in depth content that pre-empts the questions that customers are likely to ask.
Staying ahead of the curve with a digital strategy
We’ve always stood by the fact that a digital strategy needs to be proactive, not reactive, to deliver real growth. That long-term approach has helped Dr Stump’s online visibility reach 81% over the past year. By keeping an eye on some big curveballs in 2025, we’ve been able to counteract some major shifts in the search landscape, including:
- Increasing click-through-rate (CTR) by 50%, despite AI Overviews (AIOs) shrinking clicks for many websites.
- Boosting impressions for ‘tree surgeons near me’ by 395% through a focused local SEO strategy.
- Building AI visibility with consistent, professional and helpful blog content that positions Dr Stump as an authoritative figure to discuss relevant matters in their industry.
Alongside organic growth, PPC has played a key role in competing in an aggressive market. In the first year of running ads, PPC conversions were up 74% and the company was seeing record financial months. Steady growth has continued with the ads since 2021, helping to aid other channels by being the first touchpoint for some users. A carefully managed paid search strategy has helped Dr Stump maintain a strong presence across both organic and paid listings, securing the lion’s share of visibility at the exact moments customers are searching.
The result is a search presence that doesn’t just survive algorithm changes, but benefits from them. Dr Stump is easier to find, easier to trust, and better positioned for long-term growth in an increasingly competitive digital landscape.
What do the results say?
Between 2024 and 2025, Dr Stump’s share of organic conversions has increased by 12.5%, highlighting how steady momentum in high intent search areas continues to positively impact website conversions, even five years on from where this all started..
Beyond digital growth, the most visible change can be seen in the size of the Dr Stump team. When Matt first came to us, they were a team of three. Today, to keep pace with demand, they’re a team of thirteen. These types of milestones excite us even more than the data, because we’re driven by the tangible impact and change that effective marketing has on our clients’ businesses.
“Fantastic team, delivered results beyond my expectations, created a website that delivers results from day one. I am so glad I engaged Nu Image to create our website. Their total professionalism, competence and industry leading craftsmanship reflects our own ethos perfectly, presented in the form of a first class website and marketing package.” – Matt, Owner and Director of Dr Stump
Dr Stump is a great example of how perseverance and adaptability within a digital strategy can deliver continued growth and keep a business firmly ahead of the competition.
Let’s grow a digital presence that works as hard as you do
Cutting through the noise in a competitive, price-led industry isn’t easy, especially when anyone with a website template and a logo can look the part online. What really makes the difference is a digital strategy that shows your expertise, builds trust, and puts you in front of the right people at the right time.
That’s exactly what we’ve achieved with Dr Stump and we’d love to do the same for you.
If you’re ready for a website and a digital strategy that reflects the quality of your work and helps you win jobs that matter, we’ll pop the kettle on.
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