7Grass
7Grass builds sports courts and fields and also brings decorative synthetic turf to residential and commercial projects, with 10 strong years in the Northeast's offline market. We separated the positioning of the two verticals, each with its own identity and lead capture strategy, to stop diluting the message between two such different audiences.
2 projects
7Grass Decorative Turf
Dedicated identity and lead capture funnel for 7Grass's decorative line, with messaging that speaks directly to that audience.
7Grass Sports Construction
Dedicated identity and lead capture funnel for 7Grass's sports construction vertical, speaking directly to whoever decides on a construction project.
7Grass: from scattered traffic to R$566,000 in revenue, with positioning, copy, and CRO at the center of the strategy
7Grass came to KCLOCK with a problem common to niche B2B businesses: paid traffic mixed different intents (sports fields, turf, general construction) under one generic "sports construction" message. The result was predictable: expensive clicks, diluted conversion, and no clear read on which vertical was actually selling.
Brand positioning
We split 7Grass into two business fronts with their own identity: turnkey sports construction (five-a-side pitches, beach tennis, padel, multi-sport courts) and decorative synthetic turf. Each vertical now speaks the specific language of someone already searching for that solution, instead of one generic message trying to serve two very different audiences at once.
Copywriting
We rewrote each landing page's message based on the real search intent behind each category, with premium positioning copy, naming the specific need of someone searching for a "five-a-side pitch" differently from someone searching for "decorative turf for a garden."
CRO and UX/UI
Each landing page was designed and tested as a conversion asset, not a business card: structure, visual hierarchy, and flow all built to turn specific search intent into a qualified lead, not just a click.
Media and funnel strategy
We fixed the conversion tracking midway through the project, after discovering that Google Ads conversions were inflated, and moved to operating with real leads as the source of truth. The operation evolved from "generating traffic" to tracking the full journey: lead → engagement → conversion.
The results, over 4 months of tracked operation:
Marketing isn't luck. It's a system, and here, that system meant bringing positioning, copy, CRO, and media together into a single operation that knew exactly which vertical to serve, for whom, and how to measure whether it was working.