Plantex Nursery: talking to trade buyers, not home gardeners

Business

Wholesale plant grower, trade only

Based in

Clyde, south-east Melbourne

What we did

Content, Search Console, care

Live site

plantexnursery.com.au

The situation

Plantex has been growing at Clyde since 1989, supplying the trade only, across Victoria and interstate. It is one of only a couple of Melbourne growers who can supply 100mm potted colour in bulk, and its 205mm stock has gone into the Australian Formula 1 Grand Prix, the Australian Open and the Spring Racing Carnival.

The website did not say any of that clearly. It read like a garden centre, so it drew in home gardeners looking to buy a few plants, while the retail nurseries, landscapers and councils who actually buy from Plantex had to work out for themselves whether it was for them.

What we did

• Rewrote the content for trade buyers: retail nurseries, landscapers, event suppliers and councils, with the wholesale-only message up front.
• Put the strengths where buyers see them: bulk 100mm potted colour, the major events, and the full range from flowering annuals to F1 hybrid vegetable seedlings.
• Made buying clear, with how-to-buy and stock availability one click from the homepage.
• Connected Search Console and reported on it monthly, so decisions come from what buyers actually search, not guesswork.
• Moved the hosting to a supported PHP release, so the site keeps receiving security fixes.

Reading the search data properly

Search Console showed the site appearing for searches like tube stock and native plants. It would have been easy to chase those. But Plantex does not sell tube stock and does not grow natives, so those searches were noise, not opportunity. Knowing which searches to ignore is as useful as knowing which to chase, and it kept the content focused on buyers who can actually order.

Services used

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