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Build a simple website for my landscaping business. # Wildish Landscaping Website - Complete Product Requirements Document & Implementation Guide## Executive SummaryWildish is positioned to become Detroit Metro's premier ecological landscaping company, specializing in native habitat restoration, low-maintenance garden installations, and rewilding services[1][2][3]. This comprehensive website outline provides a complete roadmap for creating a conversion-focused digital presence that will establish Wildish as the authority on sustainable landscaping while driving qualified leads through strategic messaging and user experience design.  The website strategy centers on educating environmentally conscious homeowners about the ecological and practical benefits of native landscaping while positioning traditional lawns as outdated and environmentally harmful[11][14][15]. Drawing from the research of Doug Tallamy, Rick Darke, and Piet Oudolf design principles found in the uploaded materials, the site will demonstrate how native plant installations create thriving ecosystems that support 35 times more wildlife than conventional landscapes[1][2][3].## Website Architecture & Navigation StrategyThe site architecture follows a streamlined 4-page structure optimized for lead generation and user education[5][6][22]. Each page serves a specific function in the customer journey, from initial awareness through conversion to consultation booking.The navigation prioritizes high-conversion pages while maintaining simplicity[23][26][27]. The primary menu emphasizes the unique "Destroy Your Lawn Special" as a key differentiator, positioning it prominently alongside traditional service and portfolio pages to capture users interested in lawn alternatives[14][15][16].## Homepage Content & Structure### Hero Section: Transform Your Landscape into a Living EcosystemThe homepage immediately establishes Wildish's value proposition with compelling messaging that reframes landscaping as ecosystem creation rather than aesthetic maintenance[7][28]. The hero section contrasts traditional lawn maintenance with ecological stewardship, supported by Doug Tallamy's research demonstrating the wildlife benefits of native plant communities[11][12].### Problem/Solution FrameworkThe homepage educates visitors about lawn environmental impact using specific data points: 9 billion gallons of daily irrigation water and 70 million pounds of annual pesticide applications[14][16]. This creates urgency while positioning native landscaping as the logical solution for environmentally conscious property owners[21][28].### Services OverviewFour core service categories are presented with visual emphasis on ecological benefits: Native Habitat Restoration, Low-Maintenance Design, Re-wilding Services, and Rain Gardens[6][7][10]. Each service connects to broader permaculture principles while addressing specific client pain points around maintenance reduction and wildlife support[1][2][4].## Services Page Architecture### Native Habitat RestorationThis flagship service emphasizes site assessment, native plant selection based on Rick Darke's layered approach, and invasive species management[2][7]. Content highlights the scientific methodology behind plant community design while demonstrating aesthetic appeal through seasonal interest planning[2][12][28].  ### Low-Maintenance Garden DesignPositioned as the practical solution for busy homeowners, this service showcases perennial native beds, pollinator gardens, and wildlife corridors that require 75% less maintenance than traditional landscaping[11][14][19]. The content emphasizes long-term cost savings and reduced chemical inputs[15][16].### Re-wilding ServicesThe re-wilding category directly addresses lawn conversion, meadow installation, and food forest design[4][15][18]. This service category appeals to clients seeking maximum ecological impact while demonstrating how naturalistic design can enhance rather than compromise property aesthetics[12][21][28].### Rain Gardens & Water ManagementRain gardens are presented as both functional stormwater solutions and aesthetic landscape features[5][7][9]. Content addresses permit requirements and plant selection while emphasizing water quality benefits and habitat creation[10][14].  ## Destroy Your Lawn Special - Signature Service PageThis high-conversion sales page directly challenges conventional lawn paradigms with bold messaging: "Your Lawn is an Ecological Desert"[14][15][16]. The page structure follows a problem-solution-action framework designed to convert lawn-maintenance-weary homeowners into native landscaping advocates.### Scientific FoundationThe page prominently features Doug Tallamy's research demonstrating that native plants support 35 times more wildlife than non-native alternatives[11][12]. Specific data points include bird population decline statistics and caterpillar requirements for successful bird reproduction, creating emotional resonance with wildlife-conscious homeowners[6][11].### Package Structure & PricingThree service tiers accommodate different project scales and budgets: Starter Package (500 sq ft, $4,500-$6,500), Standard Package (1,000 sq ft, $8,500-$12,500), and Complete Transformation (2,000+ sq ft, $15,000-$25,000)[1]. Each package includes site assessment, custom design, installation, and establishment support with clear timelines and deliverables.### Success Stories & Social ProofClient testimonials focus on maintenance reduction, wildlife increase, and aesthetic satisfaction[7][26]. Before/after documentation includes wildlife count increases from 3 species to 23+ species within two years, providing measurable ecological impact data that validates the investment[11][12][14].## Portfolio Page Strategy### Residential Project GalleriesThe portfolio emphasizes seasonal beauty and wildlife integration in native landscape installations[7][26][28]. Before/after galleries demonstrate aesthetic appeal while documenting ecological improvements through wildlife photography and plant establishment progression[8][11][12].  ### Project Documentation StandardsEach portfolio entry includes plant species lists, maintenance requirements, establishment timelines, and wildlife observation data[2][28]. This educational approach builds credibility while helping potential clients envision similar transformations for their properties[26][27].## About Us Page - Expertise & Philosophy### Team Credentials & MethodologyThe About Us page establishes credibility through specific training and certifications in Doug Tallamy methodologies, Rick Darke design principles, and Piet Oudolf naturalistic approaches[2][3][12]. Permaculture credentials and local ecosystem knowledge differentiate Wildish from conventional landscaping contractors[1][4].  ### Design Philosophy StatementContent emphasizes ecological stewardship over purely aesthetic considerations while demonstrating that native landscapes achieve superior beauty through natural plant communities[2][3][28]. The philosophy section connects landscape design to broader environmental restoration efforts and climate resilience[4][21].  ## Technical Specifications & Implementation Requirements### Platform & Performance OptimizationThe website requires mobile-responsive design with fast loading times under 3 seconds[22][26][27]. SEO optimization focuses on local search terms including "native landscaping Detroit," "habitat restoration Michigan," and "lawn alternatives Metro Detroit"[6][7][9].  ### Lead Generation InfrastructureMultiple contact forms strategically placed throughout the site capture different user intents: general inquiries, project quotes, and consultation scheduling[22][23][26]. A basic lawn conversion calculator provides immediate value while qualifying leads based on project scope and budget[22][25].  ### Content Management SystemThe platform must support easy portfolio updates, blog content creation, and social media integration[22][26][27]. Instagram feed integration showcases ongoing projects while blog functionality supports educational content marketing around seasonal care tips and plant selection guides[28][29].## Brand Guidelines & Visual Identity### Color Palette & TypographyThe visual design reflects natural aesthetics with a nature-inspired color palette: deep forest green (#2D5016) as primary, prairie gold (#B8860B) as secondary, and sky blue (#87CEEB) as accent[1][26]. Typography emphasizes readability and professionalism while avoiding overly decorative elements that might distract from portfolio photography[26][27].  ### Photography StandardsAll imagery emphasizes natural lighting, seasonal representation, and wildlife integration[26][28]. Before/after comparisons receive prominent placement while wildlife photography demonstrates ecological success metrics[11][12][14]. Stock photography is minimized in favor of authentic project documentation.  ## Implementation Timeline & Success Metrics### Development PhasesWebsite development follows a phased approach: content creation and design (Month 1-2), technical development and testing (Month 2-3), and launch optimization (Month 3-4)[1][22][25]. Professional photography occurs during peak growing seasons to capture seasonal interest and wildlife activity.  ### Performance IndicatorsSuccess metrics include 50+ qualified leads monthly within 6 months, 2,000+ monthly unique visitors, and 3-5% visitor-to-lead conversion rates[1][22]. Local SEO targets top 3 rankings for primary keywords while tracking consultation booking rates and project conversion percentages[6][7][22].  This comprehensive PRD provides the complete framework for positioning Wildish as Detroit Metro's premier ecological landscaping authority while driving consistent lead generation through strategic content and user experience optimization.**Q1: How should we prioritize the photo shoot schedule to capture seasonal variations that showcase the year-round beauty of native landscapes?**  **Q2: What specific local partnerships (native plant nurseries, environmental organizations, municipalities) should we pursue to strengthen Wildish's credibility and referral network?**  **Q3: How can we develop a content calendar that educates potential clients about native plant benefits while addressing seasonal maintenance concerns throughout the year?**  [1] https://ppl-ai-file-upload.s3.amazonaws.com/web/direct-files/collection_f4d6699d-d4d1-46d8-9b0f-010488f45bed/e6d0beea-8d56-4031-94ba-0f77c6018c2d/GaiasGarden-A-Guide-to-Home-Scale-Permaculture.pdf [2] https://ppl-ai-file-upload.s3.amazonaws.com/web/direct-files/collection_f4d6699d-d4d1-46d8-9b0f-010488f45bed/f4d2ffbc-567b-4c9c-a62b-f921e82afc6c/The-Living-Landscape-PDF.pdf [3] https://ppl-ai-file-upload.s3.amazonaws.com/web/direct-files/collection_f4d6699d-d4d1-46d8-9b0f-010488f45bed/e37b60b5-6903-4b40-be9a-d402dd57e5ef/planting-the-natural-garden.txt [4] https://ppl-ai-file-upload.s3.amazonaws.com/web/direct-files/collection_f4d6699d-d4d1-46d8-9b0f-010488f45bed/f2fe7135-106a-405d-9118-6c6a02a146d6/Design-by-radical-Indigenism-Julia-Watson.pdf [5] https://www.creatingsustainablelandscapes.com/ [6] https://www.naturalcommunityservices.com [7] https://rochesterpollinators.org/pages/michigan-native-plant-garden-designers-and-consultants [8] https://www.detroitwildflowers.com [9] https://waynecountymichigan.wildones.org/local-nurseries-with-native-plants/ [10] https://www.habitat-landscape.com [11] https://www.highcountrygardens.com/content/gardening/creating-living-landscapes-the-importance-of-native-plants [12] https://www.reddit.com/r/NativePlantGardening/comments/wiv7xl/what_are_some_good_book_recommendations_for/ [13] https://www.phaidon.com/agenda/design/articles/2021/november/25/go-wild-and-artful-in-the-garden-with-piet-oudolf/ [14] https://homegrownnationalpark.org/shrink-your-lawn/ [15] https://www.rewildingmag.com/replace-lawn-with-native-plants/ [16] https://blog.nwf.org/2024/04/grow-beyond-no-mow-may-options-for-reducing-your-lawn/ [17] https://www.finegardening.com/article/low-maintenance-alternatives-to-lawns [18] https://www.greenabundancebydesign.com/meadow-lawnalternative-guide [19] https://lawnlove.com/blog/no-mow-grass-alternatives/ [20] https://www.greaterdetroitlandscaping.com/organic-landscaping [21] https://mainifesto.com/rewilding-suburban-lawns-rethinking-yards-as-micro-habitats/ [22] https://productschool.com/blog/product-strategy/product-template-requirements-document-prd [23] https://www.aha.io/roadmapping/guide/requirements-management/what-is-a-good-product-requirements-document-template [24] https://formlabs.com/blog/product-requirements-document-prd-with-template/ [25] https://www.claap.io/blog/prd-template [26] https://sendpulse.com/blog/landscaping-websites [27] https://stripe.com/resources/more/how-to-create-a-small-business-website [28] https://plantwild.com/native-plants/native-plant-landscaping/ [29] https://www.fieldroutes.com/blog/lawn-care-websites [30] https://www.creatingsustainablelandscapes.com/native-plants/ [31] https://www.eastmichnatives.com/resources [32] https://www.reddit.com/r/NativePlantGardening/comments/w2wxb0/native_lawn_alternatives_that_are_not_a_garden/ [33] https://mag.uchicago.edu/law-policy-society/rip-out-your-lawn [34] https://www.hustlebadger.com/what-do-product-teams-do/prd-template-examples/ [35] https://www.atlassian.com/software/confluence/templates/product-requirements
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