Luna Environmental: Positioning a Local Leader in Septic Solutions

The Challenge

Luna Environmental was struggling to break free from the sea of mom-and-pop septic services in Central Texas. Branding had felt less-than approachable and messaging failed to capture customers who felt worried about the safety of their homes.

The company needed a refreshed identity, one that matched it's commitment to clean and quality water treatment while speaking directly to the needs of their local customers.

The Solution

Homeowners hate the unknown.

They're constantly preparing for the next great disaster. Often times at their own expense to feel safe and protected in their own home. Having to deal with a faulty system or broken septic tank is the last thing they want on their list and taking out of their wallet. What if Luna Environmental could be that trusted partner for their septic system?

What We Accomplished

Drove 750+ qualified leads in 6 months through targeted digital strategies and CRO-focused content.

Increased website traffic by 60% in 90 days via SEO, PPC, and a revamped content plan.

Website

Copy + Messaging Strategy

The strategy behind the messaging and copy guidelines was to align language around Luna Environmental's core pillars: Transparency, Compassion, Responsibility, and Timeliness. Our goal was to create a language that made homeowners feel seen, heard, and safe within their own home. Our archetypes revolved around this strategy. We utilized the Sage, Caregiver, and Citizen archetypes—focusing on providing septic knowledge and safety while making our brand personality feel like we're part of the community and speaking the language of Central Texas citizens. We didn't want to just say homeowners could trust us, we wanted the personality to back it up.

Organic, Paid, & SEO

Our organic content aligned with our core values. We wanted to create content that was easy to digest, simple, and gave homeowners the tools for servicing or seeking help for their septic tank. Along the way we also focused on community engaged content, partnering with local businesses to drive followers to our profile.

For paid we focused on awareness and conversion campaigns, aimed at bringing Luna Environmental to top of mind for septic servicing. This was paired with an SEO strategy targeting 15% - 35% KD long-tail keywords. This included location and service specific terms like "fix septic system", "signs of septic tank problems", "how often should you have your septic tank pumped out", "septic tank pumping canyon lake", and more.