--- description: Transform your outdoor facility projects with Greenline's newly designed website, showcasing their expertise in large-scale, all-weather solutions for sophisticated clients. image: https://www.leanlabs.com/hubfs/LL%20V4.1/LL%20Featured%20Image.png title: Case Study - Greenline --- Case Studies # Greenline Greenline specializes in designing and managing large-scale, all-weather outdoor facilities, transforming spaces into functional community hubs. **What we did:** Magnetic messaging / Design / Development / Web optimization [View this website](https://greenline.com.au) Discuss your project ![greenline-old](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/Greenline/greenline-old.jpg?width=2880&height=1640&name=greenline-old.jpg) ![greenline.com.au_capabilities](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/Greenline/greenline.com.au_capabilities.png?width=2880&height=1640&name=greenline.com.au_capabilities.png) ![greenline.com.au_](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/Greenline/greenline.com.au_.png?width=2880&height=1640&name=greenline.com.au_.png) ![greenline.com.au_blog](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/Greenline/greenline.com.au_blog.png?width=2880&height=1640&name=greenline.com.au_blog.png) ![greenline-old](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/Greenline/greenline-old.jpg?width=2880&height=1640&name=greenline-old.jpg) ![greenline.com.au_capabilities](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/Greenline/greenline.com.au_capabilities.png?width=2880&height=1640&name=greenline.com.au_capabilities.png) ![greenline.com.au_](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/Greenline/greenline.com.au_.png?width=2880&height=1640&name=greenline.com.au_.png) ![greenline.com.au_blog](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/Greenline/greenline.com.au_blog.png?width=2880&height=1640&name=greenline.com.au_blog.png) ![greenline-old](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/Greenline/greenline-old.jpg?width=2880&height=1640&name=greenline-old.jpg) ![greenline.com.au_capabilities](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/Greenline/greenline.com.au_capabilities.png?width=2880&height=1640&name=greenline.com.au_capabilities.png) ![greenline.com.au_](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/Greenline/greenline.com.au_.png?width=2880&height=1640&name=greenline.com.au_.png) ![greenline.com.au_blog](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/Greenline/greenline.com.au_blog.png?width=2880&height=1640&name=greenline.com.au_blog.png) ![greenline-old](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/Greenline/greenline-old.jpg?width=2880&height=1640&name=greenline-old.jpg) ![greenline.com.au_capabilities](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/Greenline/greenline.com.au_capabilities.png?width=2880&height=1640&name=greenline.com.au_capabilities.png) ![greenline.com.au_](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/Greenline/greenline.com.au_.png?width=2880&height=1640&name=greenline.com.au_.png) ![greenline.com.au_blog](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/Greenline/greenline.com.au_blog.png?width=2880&height=1640&name=greenline.com.au_blog.png) ![greenline.com.au_project-estimate-tool](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/Greenline/greenline.com.au_project-estimate-tool.png?width=2880&height=1640&name=greenline.com.au_project-estimate-tool.png) ![greenline.com.au_fabric-structures](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/Greenline/greenline.com.au_fabric-structures.png?width=2880&height=1640&name=greenline.com.au_fabric-structures.png) ![greenline.com.au_a-better-way](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/Greenline/greenline.com.au_a-better-way.png?width=2880&height=1640&name=greenline.com.au_a-better-way.png) ![greenline.com.au_capabilities \(1\)](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/Greenline/greenline.com.au_capabilities%20(1%29.png?width=2880&height=1640&name=greenline.com.au_capabilities%20(1%29.png) ![greenline.com.au_project-estimate-tool](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/Greenline/greenline.com.au_project-estimate-tool.png?width=2880&height=1640&name=greenline.com.au_project-estimate-tool.png) ![greenline.com.au_fabric-structures](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/Greenline/greenline.com.au_fabric-structures.png?width=2880&height=1640&name=greenline.com.au_fabric-structures.png) ![greenline.com.au_a-better-way](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/Greenline/greenline.com.au_a-better-way.png?width=2880&height=1640&name=greenline.com.au_a-better-way.png) ![greenline.com.au_capabilities \(1\)](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/Greenline/greenline.com.au_capabilities%20(1%29.png?width=2880&height=1640&name=greenline.com.au_capabilities%20(1%29.png) ![greenline.com.au_project-estimate-tool](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/Greenline/greenline.com.au_project-estimate-tool.png?width=2880&height=1640&name=greenline.com.au_project-estimate-tool.png) ![greenline.com.au_fabric-structures](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/Greenline/greenline.com.au_fabric-structures.png?width=2880&height=1640&name=greenline.com.au_fabric-structures.png) ![greenline.com.au_a-better-way](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/Greenline/greenline.com.au_a-better-way.png?width=2880&height=1640&name=greenline.com.au_a-better-way.png) ![greenline.com.au_capabilities \(1\)](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/Greenline/greenline.com.au_capabilities%20(1%29.png?width=2880&height=1640&name=greenline.com.au_capabilities%20(1%29.png) ![greenline.com.au_project-estimate-tool](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/Greenline/greenline.com.au_project-estimate-tool.png?width=2880&height=1640&name=greenline.com.au_project-estimate-tool.png) ![greenline.com.au_fabric-structures](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/Greenline/greenline.com.au_fabric-structures.png?width=2880&height=1640&name=greenline.com.au_fabric-structures.png) ![greenline.com.au_a-better-way](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/Greenline/greenline.com.au_a-better-way.png?width=2880&height=1640&name=greenline.com.au_a-better-way.png) ![greenline.com.au_capabilities \(1\)](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/Greenline/greenline.com.au_capabilities%20(1%29.png?width=2880&height=1640&name=greenline.com.au_capabilities%20(1%29.png) × ## Schedule a call Discuss your website needs and goals with an actual human to **dial-in an amazing plan** ![Book a meeting \(1\)-1](https://www.leanlabs.com/hs-fs/hubfs/LL%20v5/Images/Book%20a%20meeting%20(1%29-1.png?width=1282&height=841&name=Book%20a%20meeting%20(1%29-1.png) ### Build out your website plan and pricing in **less than 2 minutes** [Build your project pricing](https://www.leanlabs.com/pricing) ## Project Overview **Greenline has been a trusted name in Australia for over 27 years**, specializing in outdoor structures. But as the business grew from residential shade sails to large-scale infrastructure projects, their website failed to keep up. The old site struggled with navigation issues, poor content linking, and high bounce rates, limiting its ability to attract and convert the sophisticated commercial clients Greenline wanted to target. **Lean Labs' challenge:** Reposition Greenline with a website that matched their new identity, showcased their expertise in large-scale projects, and delivered real results. Here’s how we made it happen. ### Project goals Our approach with the HubSearch site was threefold: **1\. Reposition the Brand –** We revamped Greenline's website messaging to elevate their position from shade-sail specialists to industry leaders in all-weather, multi-use outdoor facilities, showcasing their ability to handle complex seven-figure projects. **2\. Seamless User Experience** – Build a sleek, fast, and user-friendly website designed to make it effortless for visitors to find what they need and take action. **3\.** **Improve Key Metrics** – We aimed to maintain Greenline's already strong Google Core Web Vitals scores while also improving them further, alongside reducing bounce rates and enhancing site speed for an even better user experience. ### KPIs * Bounce & Exit Rates on key pages * Google Core Web Vitals Score * Form submissions on hot pages * Site Speed ### Challenge Greenline’s old website didn't to communicate their expanded capabilities and goals for the business moving forward. It was reinforcing their identity as “shade sail specialists.” Visitors were met with poor navigation, under performing content, and a high bounce rate, leading to lost opportunities. The site didn’t support Greenline’s ambitious growth goals. As they set their sights on delivering seven- and eight-figure projects, the outdated design and messaging fell short of attracting the sophisticated, high-value clients they needed. ### Solution To transform Greenline’s website, we partnered closely with their team to realign their brand and position them as leaders in large-scale, all-weather outdoor facilities. We redesigned the site with a sleek, modern look that reflects their expanded capabilities, delivering clear and compelling messaging to engage high-value clients. The navigation was simplified for a more intuitive user experience, while technical optimizations ensured the site was fast, responsive, and maintained Greenline’s already strong Google Core Web Vitals scores—improving them even further. Additionally, we seamlessly migrated the site to HubSpot CMS from WordPress, preserving SEO performance and setting a foundation for future growth. ### 90-Day Results * **Increased conversion rate on key lead magnet from 6.5% to 16.9% -** Greenline's Project Estimator tool is a key conversion point on the website. Improving this tool and promoting it strategically across the website was a top priority. * **Organic visits up nearly 2,000 views YoY** ![GL-testimonial](https://www.leanlabs.com/hs-fs/hubfs/LL%20v5/Images/GL-testimonial.png?width=240&height=240&name=GL-testimonial.png) ![white stars](https://www.leanlabs.com/hubfs/LL%20v5/Images/white%20stars.svg) “I think it’s really important to choose a partner like Lean Labs that really understands all of the technical aspects of a website… If you go down the path of choosing a partner that has that sort of skill set, you’re never going to fail.” **Emily |** Greenline --- BEFORE / AFTER ![web.archive.org_web_20240223104657_https___greenline.com.au_](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/Greenline/web.archive.org_web_20240223104657_https___greenline.com.au_.png?width=2880&height=1640&name=web.archive.org_web_20240223104657_https___greenline.com.au_.png) ![greenline.com.au_](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/Greenline/greenline.com.au_.png?width=2880&height=1640&name=greenline.com.au_.png) MOCKUPS ![Screenshot_19-3-2025_154354_greenline.com.au](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/Greenline/Screenshot_19-3-2025_154354_greenline.com.au.jpeg?width=1694&height=7940&name=Screenshot_19-3-2025_154354_greenline.com.au.jpeg) ![Screenshot_19-3-2025_154450_greenline.com.au](https://www.leanlabs.com/hs-fs/hubfs/LL%20V4.1/Case%20Studies/Greenline/Screenshot_19-3-2025_154450_greenline.com.au.jpeg?width=1694&height=6697&name=Screenshot_19-3-2025_154450_greenline.com.au.jpeg) ## Meet the team that worked on this project. ![Jessie avatar-grey](https://www.leanlabs.com/hs-fs/hubfs/LL%20v5/Images/Jessie%20avatar-grey.png?width=100&height=100&name=Jessie%20avatar-grey.png) Jessie Smith Marketer ![cris avatar-grey](https://www.leanlabs.com/hs-fs/hubfs/LL%20v5/Images/cris%20avatar-grey.png?width=100&height=100&name=cris%20avatar-grey.png) Cristian Teichner Designer ![brad-avatar-grey](https://www.leanlabs.com/hs-fs/hubfs/LL%20v5/Images/brad-avatar-grey.png?width=100&height=100&name=brad-avatar-grey.png) Bradley Haveman Developer ## TAKE THE FIRST STEP ### Turn your marketing from a cost center into a self-funding growth machine. ![work](https://www.leanlabs.com/hubfs/LL%20v5/Icons/work.svg) ### Our work & results Hear what our clients have to say about their results. **Read our 5 star reviews on HubSpot.** [](https://www.leanlabs.com/approach/success) ![programs](https://www.leanlabs.com/hubfs/LL%20v5/Icons/programs.svg) ### Programs & pricing **Find out how much it costs** to work with us. We have various programs available starting at $2k per month. [](https://www.leanlabs.com/pricing) ![kevin](https://www.leanlabs.com/hs-fs/hubfs/LL%20v5/Images/kevin.png?width=64&height=64&name=kevin.png) ### Get your free strategy session Find out exactly what **we’d do if we were your growth team.** Select a day and time on the calendar. Request a meeting [ Request A Meeting![right arrow icon](https://www.leanlabs.com/hubfs/LL%20V4.1/icons/Right%20arrow.svg) ](https://cta-service-cms2.hubspot.com/web-interactives/public/v1/track/click?encryptedPayload=AVxigLKguQz1pHGVkA3wdiTS9EE1O5E3Ct1K0Z80gm18lqpbpOzOOhixlWF3vFwSXsk5ZFPTer64z0Z%2BsMdxMcIozeqRS%2FeTnT1Fi%2Fenbbx6QM4lYwwHLgnazScch60YGZ8O7N48nP3dy51Pb162YfiwSq4Ucdk22w3H648JgH6iTgejT3TgMXeeL19riQjd&portalId=275827) ### Ask AI about Lean Labs [ ![](https://www.leanlabs.com/hubfs/LL%20v5/Images/Logos/chatgpt.svg) ChatGPT ](https://chat.openai.com/) [ ![](https://www.leanlabs.com/hubfs/LL%20v5/Images/Logos/googlegemini%201.svg) Gemini ](https://www.google.com/search?udm=50) [ ![](https://www.leanlabs.com/hubfs/LL%20v5/Images/Logos/perplexity%201.svg) Perplexity ](https://www.perplexity.ai/search/new) [ ![](https://www.leanlabs.com/hubfs/LL%20v5/Images/Logos/claude%201.svg) Claude ](https://claude.ai/new) [ ![](https://www.leanlabs.com/hubfs/LL%20v5/Images/Logos/copilot.svg) Copilot ](https://copilot.microsoft.com/) Ask AI ```json {"@context":"https://schema.org","@type":"VideoObject","caption":{"@type":"MediaObject","contentUrl":"https://www.leanlabs.com/media-transcripts/190791841162/en.vtt","inLanguage":"en","name":"en Captions"},"contentUrl":"https://275827.fs1.hubspotusercontent-na1.net/hubfs/275827/LL%20V4.1/videos/Greenline%20Testimonial_no%20captions-VEED%20(1).mp4","dateModified":"2025-10-23T15:25:13.312Z","duration":"PT1M46S","height":720,"name":"Greenline Testimonial_no captions-VEED (1)","thumbnailUrl":"https://www.leanlabs.com/hubfs/LL%20V4.1/videos/Greenline%20Testimonial_no%20captions-VEED%20(1).mp4/medium.jpg","uploadDate":"2025-05-29T17:31:13.679Z","width":1280} { "@graph": [ { "@id": "https://www.leanlabs.com/#organization", "url": "https://www.leanlabs.com/", "logo": { "url": "https://www.leanlabs.com/favicon.ico", "@type": "ImageObject", "width": 60, "height": 60 }, "name": "Lean Labs", "@type": "Organization", "sameAs": [ 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