FieldTurf Landscape Case Study

FieldTurf Landscape is a U.S.-based leader in high-performance artificial turf systems for residential, commercial, and sports applications. Trusted by elite organizations such as NFL teams, NCAA programs, and the Westminster Kennel Club, FieldTurf’s products are known for durability, safety, and innovation.

With a growing product line and an expanding audience base, FieldTurf needed to unify its online presence under a single, high-performing website. They partnered with OptiWeb Marketing to manage a seamless website migration, strengthen SEO, and ensure continued growth without losing visibility or leads.

The Challenge

FieldTurf Landscape faced a complex digital transition when it decided to merge its Landscape and Commercial websites into one unified domain.

While this offered the opportunity to consolidate brand authority, it also presented significant risks:

• Potential traffic loss during the migration process
• Need to preserve existing rankings while optimizing new pages
• Ensuring a consistent site structure and user experience across multiple product categories

The challenge was to execute a smooth migration while maintaining SEO equity, recovering any initial drops, and then accelerating growth through optimized content and technical improvements.

They needed:

• A technically sound website development and migration strategy
• Strong SEO for key product and category pages
• Competitor gap and keyword analysis to expand visibility
• Speed and structure recommendations to improve site performance

The Solution

OptiWeb Marketing designed a comprehensive plan focused on preserving authority, improving performance, and boosting organic reach post-migration.

1. Website Development & Migration

We managed a full site migration and redevelopment, ensuring that all redirects, canonical links, and metadata were properly mapped.

• Implemented an SEO-safe migration framework
• Maintained URL hierarchy for minimal ranking disruption
• Improved mobile responsiveness and loading speed

2. SEO Optimization for Product Pages

Each key category and product page was restructured and optimized to target high-intent keywords related to synthetic turf, landscaping, and sports turf solutions.

• Updated meta titles, descriptions, and schema markup
• Strengthened internal linking between commercial and residential product segments

3. Competitor & Keyword Gap Analysis

Conducted a deep analysis of top competitors to identify content and keyword opportunities that FieldTurf was missing. This helped expand their keyword footprint and reinforce topical authority.

4. Website Structure & Speed Enhancement

Optimized the new website architecture for user flow, crawl efficiency, and performance.

• Reduced load times
• Improved Core Web Vitals
• Enhanced page experience signals

The Results: SEO Growth & Digital Stability After Migration

Despite the complexity of merging two websites, FieldTurf Landscape experienced substantial improvement in organic performance and engagement metrics.

The website not only maintained its visibility post-migration but also achieved higher engagement and lead-generating traffic.

Revenue Growth

With stronger visibility and optimized product landing pages, FieldTurf recorded a notable increase in online-driven revenue, showcasing the success of a strategy that blended technical precision with content optimization.

Services Used

• Website Development & Migration
• SEO Services
• Product Page Optimization
• Competitor & Keyword Gap Analysis
• Website Structure & Speed Optimization
• Ongoing Analytics & Growth Tracking

Main Takeaway for Businesses

Merging websites can be risky, but with a solid strategy and precise execution, it can become a powerful opportunity for growth.

OptiWeb Marketing helped FieldTurf Landscape preserve its SEO value, increase traffic, and boost revenue after a complex migration.

If your brand is planning a website migration or facing visibility loss, our SEO and web development experts can help you grow stronger than ever before.