E-commerce website enabled by Kentico 12 MVC

Manufacturers & Distributors


​America's #1 lawn care company, TruGreen serves more than 2.3 million residential and commercial customers across the United States. With over 315 branches and 40 franchise locations, TruGreen provides lawn, tree and shrub care, mosquito control services, and more.


With a new generation of homeowners to serve, TruGreen needed their website to evolve. TruGreen.com was complex—one query to estimate price required data from over 40 web services. And as a seasonable business, they needed a more modern, stable website that allowed their team to make changes quickly.


To understand the website’s aging code base, Ntara performed an extensive code analysis. The resulting approach was a complete rebuild on Kentico 12 MVC. This allowed TruGreen to start with a fresh code base while positioning the site well for future functionality. We rebuilt the e-commerce portion first to ensure that TruGreen could continue to capture sales during the rebuild process.

Final experience

The updated site launched just in time for the spring sales season, and it lead to a 52% increase in transactions. The recode provided a stable coding environment and enhanced data security for TruGreen. Along with functional benefits, the TruGreen team gained a new level of efficiency. The recode showed a 200% improvement in efficiency for maintenance tasks. This allows our development team to spend less time fixing things and more time delivering feature requests.



reduction in page download time YOY


increase in transactions on the site


increase in sessions


less code required


code libraries consolidated into 3


integrations implemented

A laptop open with the TruGreen website

WEBSITE STYLING CONSOLIDATION Creating a unified brand experience

TruGreen’s previous site was built in pieces by multiple technology partners, leading to varying website templates and outdated code. As part of this project, our front-end developers consolidated four disparate CSS libraries into one and implemented the change globally. This ensures a consistent online brand experience for potential customers.

“With the help of Ntara, our new website provides us the ability to better reach and serve our customers through an enhanced end-user experience.”
John Hasselle Director of Digital Marketing, TruGreen

CONTINUED OPTIMIZATION Enabling website testing opportunities

The recode opened new testing opportunities to the TruGreen team. TruGreen can now run unique A/B tests to increase engagement on key conversion pages. And with visible analytics code, they can accurately measure the success of each test and implement in real-time.

ENHANCED FUNCTIONALITY With clean code, more is possible

Uninhibited code allows for more functionality. And badass features. TruGreen can now deliver personalized, dynamic content to customers based on their zip code. When customers enter their zip code on TruGreen.com, the query connects to over 25 databases, delivering real-time, customized content. Users see pricing, treatment schedules, and service lines that are unique to their location and lawn size.

EFFICIENCY GAINS Doing more with less

The recode added development efficiencies that allow TruGreen to make changes as soon as they occur. Cleaner code allowed our development team to create automatic build processes. This ensures that, from environment to environment, there are zero errors. Kentico 12 MVC also provides an intuitive user experience for non-developer content editors meaning anyone can make changes at any time.

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