Website Analysis – Humanitree Tree Service

Luke from Humanitree Tree Service contacted me asking for a website analysis, so here it is!


Humanitree Tree Service is a Richmond tree service company that offers full tree services including tree removal, lot clearing, stump removal, trimming, and even pet rescue. Where other companies simply grind down their trees, Humanitree uses their antique sawmill to create beautiful hardwood and softwood lumber to use in your home, or to donate to various organizations.

Screenshot of Humanitree Website:

Site Goals

The overall goal of the website is to generate online leads by contact form or by calling the listed number.


Overall, I’d say the design is acceptable. It doesn’t really scream nature or environmentally friendly, but I wouldn’t say it’s hurting your business, either.

Minor improvements:

  • Change the font of your main navigation, since it is a little hard to read on some browsers and operating systems.
  • The slideshow on the homepage is okay, but doesn’t convey much information. You could add supporting headlines and text to each slide, and make each clickable to lead to your most popular services. For example, see this website’s homepage slideshow:


You don’t really have a memorable, unique logo. I highly recommend if you’d like an affordable, great-looking logo.

A logo is the starting point for developing a unique brand, so if you develop a new logo, you should consider redesigning your website to align with it.

Your tagline is a little empty: “We remove trees with a purpose”. ¬†Possible revisions:

  • Eco-Friendly Tree Removal and Recycling
  • Tree Removal With A Conscience
  • We’ll Find a New Home For Your Trees

Usability: Is the site easy to use?

Overall the website is intuitive and easy to navigate. Here are a few things you could improve:

  • ¬†It should be obvious on every page what the next step should be, but you currently only have a call to action on your homepage. You should add a call to action to every page. This could be a big orange button that says “Request a quote” or “Schedule Appointment”, or you could embed the quote request form on the sidebar of every page.
  • Contact Us should be a top-level navigation item, right next to “The Sawmill” instead of under About Us.
  • Consider adding a Pricing page that at least gives a ballpark estimate for different services.
  • “The Sawmill” is kind of confusing. When I first saw it, I thought it was just a clever name for “Blog”, when it’s actually about your antique sawmill. You could rename it to “Our Sawmill”, “Urban Harvesting”, or “What is Urban Harvesting?”


I see that you’re using Yoast’s SEO plugin, so that’s perfect! Here are a few tweaks you can make:

  • Be sure to mention Richmond in your page titles, H1 tags, and in your content
  • On the homepage, replace “Who We Are” with “Richmond Tree Service” or “Richmond Tree Removal”, and make it an H1, since it’s currently an H2.
  • Change your permalink settings to remove date-based info.
    Okay >
    Better >

Start using your blog as an inbound marketing tool. Each post you publish can target different long tail keywords and help you connect with potential customers. Here’s an article that really delves into this strategy:

Architecture/Technical Review

WordPress is an excellent platform, so you’re definitely on the right track. However, your site is loading slower than it should, and Google has been using site speed as a ranking factor for a while now. Here are some suggestions for you to try and improve your site’s loading time:

  • Enable gzip compression on your server
  • Enable caching –
  • Delete any plugins that you aren’t using
  • Complain to your host about the speed of your site. They might be able to move you to a new machine, or track down what’s causing the issue.
  • If all of that fails, consider moving to a different host. I’ve been very happy with my HostGator business hosting plan, at roughly $10/month.


Visitors have some key questions in mind when they visit your website:

  • Am I in the right place? Can this company help me?
  • Can I afford this? How much will it cost?
  • Why should I hire Humanitree instead of Company X?

With that in mind, you might want to add more information to each Tree Service page. The more, the better (two sentences isn’t enough, like on the Tree Removal page). Explain the benefits of each service, describe the process in detail, the steps you take, add photos of jobs you’ve done in the past, include pricing and customer testimonials, and make sure the visitor understands why you’re the best company for the job. Include a call to action on every page to try to seal the deal!

Miscellaneous Thoughts

  • Make a separate quote request form/schedule appointment form, so visitors don’t have to find your contact form or call you.
  • Be sure to setup Goal tracking in Google Analytics if you haven’t already
  • Consider setting up a unique phone number for internet leads. That way you’ll know if that number rings, it’s because of your online marketing efforts.


That’s about it! Did I miss something? Do you agree or disagree with anything? Tell me what you think in the comments below, and let me know if you’d like me to analyze your website.

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