A turf website that answers every objection before the quote.
UI/UX design and WordPress development for Elite Texas Turf, an owner-led artificial turf installer in Dallas-Fort Worth. A responsive, lead-focused site with a cost estimator, real project gallery, and guarantees that remove buyer doubt.
Project overview
Elite Texas Turf, founded by Tom and Steve, asked us to handle the full UI/UX design and WordPress development of their new website. The site needed to carry their sales process from first click to booked quote, without a call center or a hard sell.
We turned a strong offline reputation into an equally strong online one: clear pricing logic, an interactive cost estimator, real before and after projects, and guarantees bold enough to remove the biggest buyer objections before anyone picks up the phone.
The brief
Elite Texas Turf is an owner-led artificial turf installer serving Dallas-Fort Worth, run by Tom and Steve. The business sold itself in person, backed by 24 five-star Google reviews and strong word of mouth, but the old website did not carry that trust online.
Visitors arrived with the same questions every time: will it get too hot in August, will it look fake, will my HOA approve it, and what will it really cost. Elite Texas Turf asked us to design and develop a website that answers those questions upfront and turns visitors into quote requests.
UI/UX design
We started with a discovery session to map every buyer objection, then planned the information architecture around answering them in the order a homeowner thinks about them.
- A clear homepage hero with the quote form visible on first load, on desktop and mobile.
- A “Math Nobody Shows You” section comparing the real cost of natural grass upkeep with a one-time turf install.
- A before and after project gallery that lets real installs do the convincing.
- A written “Texas Summer Test” guarantee and a 90-day rip-out guarantee placed exactly where hesitation usually happens.
- A straight-answer FAQ covering heat, HOA approval, pet odor, and how natural the turf looks.
Development
We developed the site as a fully custom WordPress build, so the Elite Texas Turf team can update content, projects, and service areas without touching code.
- A 60-second cost estimator that gives visitors a personalized number without waiting on a callback.
- An itemized install package that lists every included line item with its market value.
- A reusable service area template powering 20+ city pages across North Texas for local search.
- GreenSky® financing terms ($0 down, 0% APR) and quote calls to action at every major scroll stop.
- A responsive, lightweight build that keeps all this detail fast on every device.
“We knew turf worked, we just didn’t know how to explain why it was worth it. Seeing the real cost comparison laid out side by side with our actual water and mowing bills made the decision easy instead of scary.”
Tom, Owner at Elite Texas Turf
The outcome
The finished site does the selling before the phone rings. The cost comparison reframes turf from an $8,000 expense into a $44,000 saving using the client’s own numbers, and the FAQ and guarantees turn the biggest objections into reasons to book.
With 20+ dedicated service area pages, Elite Texas Turf is also positioned to rank for city searches across the DFW metroplex, from Southlake and Frisco to Prosper and every suburb in between. Visitors now reach the quote form ready to confirm, not still shopping around.