From one Facebook page to a character people recognize on the block

The single highest-leverage thing for a business with no footprint is a Google Business Profile that shows up when someone in Hobart or Portage types lawn care. That went first, with the logo, service list and the towns Aaron actually wants: Hobart, Portage, Valparaiso, Merrillville and the small towns next to them. The confirmed price went on the listing and the posts: $40 a week flat for lawn care. Everything else is quoted by the job, so it says free estimates.

Little Bird's logo is a bluebird, so the bird became the character. We built a rigged illustrated version of it and a storybook world (sky, lawn, sun, the houses on a Hobart street) and posted on a seven-day rotation through August: fresh cuts on Monday, watering, the mailbox, aeration, the fence singer, the butterfly, Sunday nap on the mower. Approved by Aaron in one word.

Aaron's note in the second week changed the system for good: the posts were charming but never said Little Bird does the thing in the picture. Since then every post answers three questions on the image itself: what the service is, that Little Bird does it, and how to book it. A real button on every post.

Aaron sends job photos from his phone. The best ones run as before-and-after posts with the bird perched on the frame: the hedge row shaped before the snow, the sidewalk edge cut clean, the beds cleared. No filters, no grading. When a photo is weak, the storybook world fills in.

The fall posts kept going after the season: leaf cleanup, the first freeze, last mows, shrubs before the snow, and the big coral maple leaf the bird rides in the golden-hour post above.