GreenCare Tree Service

GreenCare Tree Services came to me with a WordPress site that had accumulated the usual pain points: slow load times, overwhelming content management experience, and integration challenges with their business tools. They needed something faster, more accessible, and better suited to their workflow.

Why Static Made Sense

I migrated their site from WordPress to 11ty, a static site generator we use at ROO. The site went from dynamically generating pages on every request to serving pre-built HTML which dropped load times significantly. This also meant security concerns around WordPress plugins and database vulnerabilities disappeared entirely.

For the business this meant potential clients weren't bouncing because pages took too long to load

Content Management That Actually Works

WordPress's admin panel is powerful, but often overkill. I implemented Decap CMS, giving GreenCare a clean interface for the content they actually manage:

• Blog posts about tree care and seasonal services
• Gallery images from recent jobs
• Business hours and contact information
• Service offerings

Non-technical staff can update content without navigating WordPress's labyrinthine settings or worrying about breaking the site. The interface shows them exactly what they need, nothing more, nothing less.

Building the Jobber Integration

GreenCare uses Jobber for quotes and client management. Their clients needed easier access to their personal client portals, but Jobber's portal URLs are client-specific. You can't just put a button on the website that works for everyone.

I built a custom web application that connects to Jobber's API, allowing clients access to their specific portal through a secure link sent to their email

This required separate VPS to receive webhook events from Jobber, creating a database to store the client-to-UUID associations, and building email delivery infrastructure.

Service Pages & SEO

Each of GreenCare's services, tree trimming, removal, stump grinding, emergency work—got dedicated pages. Google rewards specific, focused content. A page titled "Tree Trimming Services" with detailed information will rank better than a generic "Services" page listing everything.

These pages are dynamically generated from the CMS. When GreenCare adds a new service, the site automatically creates a new page with proper routing, navigation, and metadata. No developer required.

Performance and Accessibility

I ran each page through Google's PageSpeed Insights and addressed the findings. This meant optimizing images, implementing lazy loading, ensuring proper heading hierarchy, and adding ARIA labels where needed.

What Changed for GreenCare

GreenCare now has a site that loads fast, ranks better in search results, and gives their team control over their content without WordPress overhead. The Jobber integration streamlined their client communication workflow, reducing "I can't find my quote" phone calls.

The Bigger Picture

If you're running a service business on WordPress and feeling the friction, these problems are solvable. Static site generation isn't right for every project, but for content focused sites it's often an excellent choice for its simplicity and speed.

The key is understanding what your business actually needs, which is my specialty! Reach out today so we can discuss a purpose-built solution for your technical troubles.